Therapy Lead - Marketing - Pharma

Role: Therapy Lead, Marketing CoE RX

Role Band: Blue

Location: Hyderabad

Reporting: Head Marketing Rx - CoE

Business Unit: EM HO

Zwayam Job ID: #16091

PURPOSE:

To be the growth catalyst in driving TA growth and dominance in Emerging Markets through marketing excellence, capability building and effective Product management strategies.

New Product Ideation & portfolio development:

- Understanding customer needs and current dis-satisfaction through primary research in chosen spaces to build meaningful and differentiated concepts

- Screening internal & external data sources to arrive at potential ideas that could address the customer needs

- Develop Business Strategy- analyze Competition landscape, Customer Journey and Insighting, develop TPP, pricing, packaging, positioning - attribute analysis, value proposition, positioning concept check. Reasons to win.

Life Cycle Management :

- Understanding customer needs and insights with help of insighting team

- Manage Life cycle by building the brand architecture, Global / Local innovations, new patient segments, brand extension ideas, pill plus and consumerisation. Building Business case with growth scenario assessment.

- Driving the growth projects along with CFTs and country teams to ensure sustainable brand growths.

New Product Launch Excellence :

- Work closely with the country brand team to build Go-To-Market strategy following the T-12 process of launch readiness. Build differentiators and the reasons to WIN.

- Work closely with the country to drive T-12 launch readiness Process - Market Analysis, PESTL, Segmentation, Targeting, Positioning, pricing, KOL Mapping, Distribution strategy, Brand Levers, Tactical planning, Marketing Mix and spend. Also build T+24 growth initiatives for new launches in collaboration with the country team

Marketing Excellence :

- Driving future growth plans by identifying the growth opportunities and developing the best of class tools, templates and processes to improve segmentation, targeting, positioning and communication

- Working closely with the L&D teams for capability building among the country teams to make them future ready

Portfolio Maximization - Strategy :

- Support country teams to Evaluate and classify the product portfolio as Build, Milk, Exit.

- Plan recommendations to country as well as monitor investment as per the strategy.

- Assess promotional effectiveness and suggest country teams accordingly

- Optimize costing - COGS / SCM overheads

Annual Brand Planning :

- To work closely with country marketing teams to build differentiators / brand levers

- Working closely with analytics and in-sighting teams to develop strong and actionable insights for brand growth

- Work closely with country teams, SFE and digital marketing to deploy innovative GTM and access strategies.

- Adherence to Brand plan process in terms of rigour and preparation

Operating Network:

- Internal: COE, MIS, Business Analyst, Digital Marketing teams, SFE, Country Marketing, SKOL

- External: Portfolio team, Regulatory, Medical, Finance, Legal, SCM

Business Understanding:

- Product Management - Process, Customer Journey and Insighting, Positioning, Ideation to Launch, PLC Management, Sales and marketing effectiveness metrics

Educational & Experience:

- 10+ years' experience in Sales and Marketing

- MBA from reputed institute

- Experience in Brand Management, Strategic planning, Business analytics, TA knowledge, New Product - Ideation to Launch

Key Personal Attributes:

- Interpersonal Skills

- Self-starter

- Quick learner

- Collaboration and team work

- Communication skills