Dr Reddy's - Commercial Head/Head - Sales & Marketing

Position : Commercial Head/ Head Sales & Marketing

Location : Mumbai/Hyderabad

Purpose : Drive and achieve sales performance of the division. Operate sales force as per

governance framework of the organisation. Work with marketing teams to create cutting edge marketing programs, strategies to gain market share of the focus brands. Build relationships with identified specialists and create sustainable growth. Ideate on new products, processes, technology, geographies, lead the preparation of feasibility / viability studies; develop forecasts for new and existing products; drive brand building activities; build customer relationships; track availability of products to service sales forecasts / demand. Ensure sales operations and health of sales practices across regions and headquarters.

Operating Network:-

Subordinates: - NSM/ Sales Managers/RSM

Head Marketing / Group Product Managers/Product Managers

CRM Manager

Roles WITHIN Function / Business

- Training Team, SCM (Domestic),HR ,Finance, Unnati Team, Quanta Legal

- Compliance, Business Development, other CFT's and peer group

External Interface

SMSRC,ORG (IQVIA),Regulatory Bodies ,AIOCD, Industry Peers

MINIMUM REQUIREMENTS:-

Education & Experience: - Graduation in Science with a Degree in Management and 18-20 years of Sales and Marketing experience :-

Business Understanding: -

- Working of the industry-trends

- Management functions

- Stakeholder orientation

- Understanding of supply chain management

Knowledge

- Knowledge of Science,

- Product life cycle of different products

- Current happenings in the field of Science and Management

- Different options of treatment of relevant medical conditions

- Knowledge of the Differential Products domain

Behavioural Skills

- Proactive / Visionary

- Networking skills

- People Management

- Change management / Adaptability

- Strategic Orientation

Areas of Responsibilities:-

- Conceptualization of Ideas to grow the Business.

- Use market information (scientific journals, internet, input from Medico Marketing, liaison with competitors, experts, SMSRC and KOLs) to ideate on new products, processes, technology, geographies - Lead the preparation of feasibility / viability studies, obtain approvals for the same and make presentations on compelling ideas to senior management.

- Obtain financial, manpower and other approvals for implementation. Monitor implementation by devising control mechanisms in order to grow the business.

- New Products Introduction.

- Use market information and inputs from team (Group Therapy Managers, Sales Managers and Customer Relationship Managers) to ideate on new products, track the progress of idea evaluation and finalization, take decisions on pricing of in licensing, review strategies of new product development and their implementation plan to the field and make revisions if necessary in order to address unmet patient needs in the market that offer potential to expand the product portfolio of Dr Reddys.

- New Product Launch Planning & Audit

- Guide the Marketing team to forecast demand for the next 3 years and plan for inventory management accordingly, ideate with the Marketing team to formulate Marketing roll out plan (number of customers, sharing of scientific information in specific / all geographies), work with team to finalize knowledge required by PSRs for promotion of a brand to the doctors; monitor knowledge transfer to PSRs through regular reviews with direct reports, make field visits as required to ensure implementation of the plan, study results of the marketing roll out plan and give inputs to make course correction if necessary in order to increase the market share in a given segment through introduction of new products.

Brand Strategy:

- Use data on product life cycle and other new references in journals / medical books to guide Marketing team on brand strategy vis a vis its scope in the relevant therapy area, presence of competition and visibility of future molecules in the same segment; issue budgetary approvals, review brand building activities for effectiveness in terms of cost vs. benefit.

- Identify the appropriate brand model for division/TA and build differentiating capabilities through acquisition of talent in order to achieve sustainable business results and increase market share.

Sales Planning & Monitoring :

- Use data on market trends, product life cycle, market size, competitors and arrive at a plan (revenues, volumes, etc.), study seasonality and break it down to achievable quarters and plan how to achieve the same, conduct sales reviews every month / quarter (at division, regional, zonal level); resolve issues and take corrective action in order to maintain / increase sales volumes in the current year.

Customer Relationship Management :

- Make fields visits regularly to increase brand equity and to build relationship with customers, take input from customers for product improvement or delivery and identify -[therapy gaps to be bridged in order to build a strong customer base.

Supply Chain Management :

- Monitor availability of inventory and intervene if necessary, coordinate with SCM and QUANTA to ensure uniform supply of stocks as per demand forecast in order To avoid demand shortages / excessive inventory.

People Management :

- Conduct goal setting, performance appraisals, coach employees, participate in recruitment and induction, identify training needs, based on future plans and business requirements, provide training on specific capabilities and products to team, identify and recommend retention plans in order to maximize retention and performance of team members.

SFE - Initiatives and productivity improvement :

- Drive Disha, ASTRA and division focussed productivity initiatives in collaboration with SFE team in order to achieve industry benchmarked PCPM and growth.