Therapeutic Area Lead
Abbott
Karachi, Sindh, PK
4d ago
source : Mehnat Mazdoori

Brand Management & Brand Financials

  • Achieve top-line, volume, market share and bottom-line targets for the brands assigned
  • Work effectively with cross functional stakeholders & Global Brand team, to develop differentiated and impactful brand strategies and campaigns
  • Monitor, analyze and evaluate market trends and dynamics to ensure competitive positioning and make necessary recommendations (Pricing, Repositioning, Indication additions, NPls, Line extensions)
  • Develop and implement Annual rand Plan for assigned brands and carry out changes to the plan if necessary, to ensure t at KPls are achieved.
  • Ensure quality and timely delivery / execution of campaign collaterals including digital content.
  • Quarterly refresh the CLM Profiles in collaboration with medical.
  • Undertake 5 days fieldwork to capture insights, engage with KOLs to develop
  • relationships, pharmacy presence and verification of in chamber execution of brand
  • strategies by Field force (Rx & Trade).
  • Regular monitoring of competitors' promotional activities (samples / give-aways I literature etc), pricing, formulations, claims and medical views on the authenticity of claims.
  • Initiate research as per the brand need (analyze customer behavior, perception-attribute mapping, etc.) and design strategies accordingly.
  • Effectively collaborate and engage with sales team and cross functional stakeholders for creating buy-in of strategies and ensure strong implementation of designed strategies
  • Lead Marketing strategy rollout sessions during Cycle Meetings.
  • Develop long range plans (LRP) for the assigned brands.
  • Responsible for managing A&P for the brands assigned and its utilization according to the promotional plan in line with OEC guidance.
  • Drive generation of HCP / HCO engagement Plans with Sales and ensure the activities are executed efficiently in a compliant t way.
  • Liaise with Sales and Medical Department for organizing Symposium and foreign / local speaker programs / Focus groups / Consultant Panel Discussions, Round Table meetings, ward presentations etc.
  • Ensure all paperwork in terms of approvals & agreements is ensured prior to any Event
  • NPI & Business Development

  • Undertake feasibility analysis / market research for new opportunities e.g. Line extensions, NPls etc.
  • Support Marketing Managers and Business Development in development of business case for NPls
  • Marketing Operational Excellence

  • Collaborate with Sales training to train field force in the effective handling of promotional material, during the Cycle Meetings, with complete understanding and in line with the campaign.
  • Participate in sales force training / refresher course. Assess brand specific training needs and generate / refresh training material in collaboration with Training team.
  • Laise with Comex to quarterly rev1iew HCP coverage (as per GTM) and CLM utilization KPls and accordingly take necessary actions to drive performance
  • Liase with Trade to ensure Pharmacy coverage KPls and excellence in trade activations as per plan.
  • Ensure IMUs, Brand Reminders and Samples are timely developed, approved and disbursed to the field force
  • Ensure all marketing materials along with, pattern details, brand objectives and tactics with supporting tools are provided to the field force as per promotional schedule.
  • Ensure all cycle meeting documents including cycle strategy guides, based on campaigns well in advance to be sent to the field force at least 15 days before the commencement of the meeting.
  • Ensure Brand Detailing Priorities as per GTM strategy are quarterly cascaded to the Field Force
  • Liaise with Digital team to ensure1delivery of digital KPls
  • Drive robust NPI Launch Tracking with Sales and Trade and take timely corrective and preventive measures for ensuring NPI plan / LBE achievement.
  • Support department project lead for internal management monitoring and OEC / QA for various Audits.
  • Analysis & Reviews

  • Regularly use following tools to analyse data in collaboration with Business insights team
  • PKPI for value, volume, market share analysis
  • MIP for Rx analysis
  • PLO for Pharmacy : level analysis
  • Quick view for CLM KPls and HCP activities analysis Sales Analyser for Red Brick Analysis
  • Market Insights, business Radar, Dream Dashboard to review secondary sales analysis for brands in TA, defined Market, Regions & Channels
  • Actively participate in S&OP and Head of Sales Business Review highlighting opportunities to improve performance in terms of KPls and Lead Measures.
  • Provide meaningful commentary on Brand Performance for local / regional / global reporting such as (but not limited to) monthly sales commentary
  • Forecasting

  • Analyze market conditions and forecast sales on a regular basis as per the affiliate CCC calendar.
  • Prepare 24 months rolling forecast in collaboration with Head of Sales with clear market assumptions
  • Ensure Forecast Accuracy KPI is attained as per CCC target
  • Prepare Root Cause Analysis in case of KPI deviation for discussion in monthly Commercial review.
  • Monitor Agreed Demand Statement (ADS) for assigned products & liaise with Demand team to ensure ADS is achieved
  • Content Generation / Adoption

  • Ensure all marketing material (detail aid, OTC ad, brochure, or digital initiative) and Promotional material (Activities / Brand Reminders / IMUs / PoS) must follow the Abbott brand guidelines.
  • Ensuring the HCP-directed marketing material are in line with approved brand architecture, long-term givens, and brand plans.
  • Ensure all marketing materials and promotional materials are approved as per affiliate policy via prescribed tool (e.g.
  • SPECTRA ) and ensure all promotional / medical claims are vetted by the Medical Department.

  • Engage with internal designing team and external agencies for generation of content / campaigns
  • Pharmacovigilance Responsibilities

  • To report all spontaneous adverse events related to Abbott products within timelines.
  • To complete on job induction training with yearly refresher for Pharmacovigilance.
  • Liaise with Affiliate Safety Representative (ASR) or back-up ASR or if required with the reporter in case of follow up process.
  • Liaise with ASR / back up ASR for identification, selection, agreement, and execution with the vendor for marketing research and patient support programs
  • Value Added Project Responsibilities

  • The TA Lead shall drive and support the following as required :
  • Act as the QMS Audit champion for marketing team with due knowledge of marketing SOPs & liaise with stakeholders for implementation of the same
  • Keep sight of design materials being developed (with support from the design team) for ensuring alignment of artwork with brandlQ guidelines
  • Closely collaborate with marketing managers to provide people development & supervisory support to team members
  • Work with marketing services colleagues to ensure that marketing administrator and services tasks are aligned with required processes
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