SUMMARY OF THE ROLE

1. To lead the cross functional ‘Brand Team’ and collaborate well with global team in the development of brand strategy aligned to overall TA strategy and company priorities. 

2. Optimize a portfolio of products to strategically optimize product life cycles and therapy area strategy, build & maintain professional relationships.

3. Work with other functions to achieve objectives of AZ products including commercial and hospital sales target, SOV and Market Share.

ROLE & RESPONSIBILITIES

1. Portfolio Strategy Planning

• Develop a Therapeutic Area Strategy, to optimize product fit and portfolio strength.
• Review and manage Marketing mix for each product in portfolio to optimize promotional effort.
• Develop a clinical support program (Phase IV, CEP) to support campaign objectives.
• Develop the highest standards of training material and programs (with BMs) and make available to sales team.
• Develop product launch plans/brand plans (with BMs) and submit to Marketing Director.
• Work with BMs and sales management to provide quality product sales forecasting
• Develop training strategy (with BMs) to align with LCM.
• Build and maintain global AZ network and relationships through attendance of regional/global workshops.

2. Build on patient’s insight/customer insights to lead brands growth

• Generate insights and implications from market and to meet patients/customers’ needs and outcomes
• Develop a deep understanding of Therapeutic Area and translate into business plan
• Prepare product messages and solutions that address the needs.
• Ensure effective cross functional collaboration and alignment to brand objectives.

3. Implementation: Budgeting & Promotional campaign execution

• Review, amend, consolidate and submit brand budgets to Marketing Director for Product Portfolio.
• Manage expenses to ensure costs remain within budget while seeking more efficient and productive forms of promotional expenditure.
• Work with BMs to develop individual marketing plans for each product in portfolio.
• Review BM plans for promotional methods and find ways to maximize promotional impact for each dollar spend. Seek promotional and cost synergies across product portfolio.
• Ensure high quality promotional material produced by BMs.
• Work with Market Intelligence / Market Research Agencies to track marketing effectiveness (all parameters) and report findings and recommendations to Marketing Director.
• Ensure high quality delivery of product training programs.
• Review all plans for Symposia to ensure aims are fully achievable with maximum benefit to product promotion for each dollar spend.
• Work with BMs to maximize advantages and benefits when working with outside agencies.
• Develop and maintain relationship with KOLs.
• Win in right way.

4. Exceptional key stakeholder influence and management

• Develop trust and long-term collaboration with KOL
• Build effective and seamless collocation with global team, and gain global strong support and endorsement along launch readiness and launch execution
• Strong influence with sales team and medical team to ensure launch execution excellence.
• Strong influence with cross-functional team (legal. Compliance digital, patients’ solution etc.) to drive brand plan execution

REQUIREMENTS

Job Requirements

• Bachelor’s degree or above, preferably in Medical or related majors, MBA is preferred
• At least 5 years’ experience in pharmaceutical marketing, must have launch new product experience, with a strong background in product/brand marketing and demonstrated leadership and team management responsibilities
• Proficient in both written and spoken English
• Skilled in using MS Office software

Functional Competency

1. Product and Environment Knowledge

• Knowledge of own product, relative disease and R & D initiatives within own TA
• Knowledge of competitor products and marketing approach
• Understand how national healthcare & regulatory environment impacts TA
• Understand access environment including NRDL/PRDL, tender policy, hospital listing etc.
• Knowledge of various channels including core, emerging, county, CHC, and retail

2. Campaign Execution

• Well designed & well-prepared campaign plan in details
• Execute campaign precisely according to the plan
• Summarize the key findings & give feedback to the team after the campaign execution to further improve the campaign impact

3. Communication & Presentation Skills

• Effectively communicate campaign plan to sales force
• Effective presentation & communication skills to deliver the campaign key messages to customers (KOLs & physicians)
• Cross-functional communication (finance/ purchasing/etc.)

4. Campaign Development

• Understand the behaviors (and behavior barriers) of customers
• Understand motivations behind behaviors (and behaviors barriers)
• Develop campaigns against specific customer segments with specific behavior objectives
• Develop campaign messages that is well supported by medical data and tested with sales force and customers to be effective
• Design optimal package of promotion mixes to deliver the desired product position to customers

5. Influencing Key Stakeholders

• Interactive and influence with KOL
• Interactive and influence with sales force
• Interactive and influence with medical affair/regulatory/clinical research
• Interactive and influence with Asia Pac Regional/ISMO/GMBD MKTG team
• Interactive and influence with cross functions: commercial/manufacture/HR/etc.

6. Strategic thinking

• Logical and implementable BP/BEP
• Sound LRP with global alignment

7.Innovation

• Innovative campaign design and/or execution
• Address the key MKT issues with creative approach

Date Posted

Closing Date

AstraZeneca embraces diversity and equality of opportunity.  We are committed to building an inclusive and diverse team representing all backgrounds, with as wide a range of perspectives as possible, and harnessing industry-leading skills.  We believe that the more inclusive we are, the better our work will be.  We welcome and consider applications to join our team from all qualified candidates, regardless of their characteristics.  We comply with all applicable laws and regulations on non-discrimination in employment (and recruitment), as well as work authorization and employment eligibility verification requirements.