Developing brand plan and managing approved promotional budget to fulfill brand objectives of sales, market share, market growth, and profitability, working with or asking support from respective regional counterparts, providing brand strategic guidance, leading and collaborating with sales team to ensure brand strategy alignment and execution excellence.
1. Achievement of sales, market share, and new hospital listing as per annual brand plan and objectives
2. Brand planning and implementation
• Develops annual brand plan with the support of regional counterparts and local relevant functions that fully reflects market and competitive environment. Also formulates and set brand objectives for mid-term and long-term plan
• Develops “Plan of Action” and optimally allocates resources to fulfill the activity objectives
• Works closely with Sales Manager to ensure alignment of execution with brand strategy
• Performs all promotional activities in line with the global and local code of conduct
• If required, performs local market research to better understand market dynamics, competitive intelligence and identify issues and opportunities in order to prepare, improve or adjust brand strategies and objectives
3. Budget and profitability management
• Monitors and controls promotional spends within an approved budget
• Controls selling price and bonus goods to ensure brand profitability
• Evaluates the effectiveness of key marketing activities for improvement and return on investment
• Manages and controls the distribution of product sample for clinical experience and hospital listings
4. Creation and utilization of promotional materials
• Works with Regulatory Affairs for promotional materials approval and other related matters. Also provides support to new drug applications
• Prepares Master Listing Documents and keeps it updated
• Fully utilizes regionally developed promotional materials and creates locally specific materials in line with regulatory requirements
5. KOL and EOL developments
• Develops and maintains relationship with KOLs as well as key stakeholders; e.g., health authorities, medical associations, for the sake of business performance
• Makes use of KOLs and EOLs to be our brand advocate and endorser for hospital listings
6. Brand leadership
• Acts as a brand champion to create enthusiasm and develop clear direction for the brand and be a core of cross-functional team to effectively manage brand-related matters
• Keeps his/her disease and product knowledge up-to-date. Seeks clinical opinions from KOLs for brand activities, development and adjustment of brand plan
• Monitors business performance and external environment to outline corrective actions as required to meet business objectives
• Trains salespeople on disease, product knowledge and competitor’s information, presents brand strategies, campaign and key messages. Makes sure they are able to deliver key messages to the right target customers and handle basic objections through written examination and real-life role play
• Plans a field ride with salespeople on an occasional basis to monitor on-the-ground execution and messages delivered, and provides feedback to Sales Manager
• Others as assigned by his/her immediate supervisor