Brand Manager - Pharmaceutical

Job Purpose :

- Expert Brand Stewardship : Develops, delivers and/or manages a differentiated positioning for brands with pharmaceuticals to drive long-term brand growth and equity strength

- Brand Equity Management : Develops systems and processes to ensure consistent Expert equity development and drive significant Expert equity gains over time

- Brand Architecture : Builds brand architecture for the future : Develops a 5-year brand architecture roadmap that anticipates changing practice trends amongst Expert/ Patient

- Expert Insight : Creates and applies compelling category & expert insights to meet / exceed needs and aspirations every time and drive brand and equity growth

- Understand Expert Insight to shape the future of categories

- Competitor & Category Understanding : Anticipates and forecasts future strategies of leading competitors and key customers and incorporates into brand/business strategies and plans

Expert Connections :

- Manage relationships with KOLs and drive their behaviour towards practices that are useful for the patient community. Uses scientific evidence and insight to drive recommendation by Experts and external advocates to drive brand differentiation and growth

- Drives activations with HCPs to propel diagnosis of nutritional deficiencies amongst women

- Strategy and Planning: Develops strategies and plans based on deep understanding of Growth Priorities to drive brand growth with Experts

- Commercial Decision Making (Expert Marketing P&L): Makes good commercial decisions to maximise profitability whilst maintaining brand growth and equity strength with Experts

Key Responsibilities :

- Source of Growth Analysis : Identifies brand Growth Priorities with Experts, supported with robust evidence and develops compelling growth recommendations

- Identifies the situational analysis areas needed to generate all opportunities and issues affecting Brand Growth

- Understands prioritisation to get to a short list

- Understands the Brand Growth Model and how to identify what is happening in terms of Expert behaviour

- Uses a full category perspective to generate a comprehensive Source of Growth Analysis, identifying new opportunities for brand & portfolio extension

- Uses appropriate internal and external data sources to get to the core cause of each growth opportunity in terms of Expert behaviour / attitude

- Identifies data gaps and is aware of the methods to source data.

- Uses evidence to confirm the potential size of each opportunity

- Strategy and Planning : Develops strategies and plans based on deep understanding of Growth Priorities to drive brand growth with Experts

- Innovation : Develops and delivers commercially successful new innovations with Experts, that enhance existing brands/categories or create new ones

Brand Positioning Development :

- Develops activity that is consistent with the Brand On-A-Page

- Inspires commercial partners via persuasive communication of the existing positioning

- Develops brand positioning that is based on a clear understanding of the role this brand will play in the market

- Develops 5-year equity roadmaps to create sustainable growth, taking into account long-term trends and changing market dynamics

Activating and Measuring Expert Connections :

- Implements Expert plans on budget, & timelines

- Measure the impact of expert on the business

- Measures the impact on key Experts, including Sales Force Engagement (SFE), Call Quality Measurement (CQM) & ROI

Competitor & Category Understanding :

- Uses category & competitor insight to influence and shape the development of the strategy & future trends

- Identifies & applies Trends in planning

- Anticipates and forecasts future strategies of leading competitors and key customers and incorporates into brand/business strategies and plans