POSITION SUMMARY
Development of all marketing and promotional activities for the allocated brands and portfolios, with the main objective of ensuring that the best strategies and tools are made available to all customer facing colleagues, that allows for maximum patient impact. Ensure that the strategies encompass all sectors (private & public) and channels of distribution.
Responsibilities
Financial
Deliver on revenue and IBA of brands and portfolios within the scope of management
Ensure high integrity and accuracy of forecasts
Ensure mitigation plans are developed, as required, to reach financial objectives
Work with GSC (demand planning) to optimize brand forecasts and reduce obsolescence
Manage expense budgets
DME Budgets (Direct Marketing Expenses/ including A&P) -Set up; monitor and track ROI of marketing expenditure and programs
Manage OME (other marketing expense) budgets, allocated for T&E (Travel and Entertainment)
Brand/TA/Channel management, strategy and tactical plan development
Development of strategies, promotional campaigns and programs, through maximizing customer insights and ensuring maximum patient impact
Align to global strategies as appropriate
Provide accurate analysis of data for each brand, to support proposed strategy
Ensure the brands are being managed according to life cycle requirements
Take responsibility for brand requirements in the various channels and deliver the correct content to fulfill the promotional requirements within those channels (eg: script generation at doctor level, retail messaging etc)
Develop plans and core materials in line with the tactical plan (supporting the channel strategies)
Drive cross-functional brand leadership through the core brand team
Take accountibility for ensuring that all content and/or promotion materials and items for promotional purposes are delivered timeously
Review pricing and make recommendations for yearly SEP increases; tender opportunities and price reduction – depending on market dynamics, working closely with H&V (Health and Value function, who oversee pricing)
Advance proposals for major strategy change to senior management
Alignment across functions and stakeholder management:
Align key internal stakeholders – medical, marketing, management, SMS (Sales and Marketing Services), sales, H&V/ Access; Legal and BA – to drive business objectives, develop strategies and tactics for the brand and/ or TA
Lead the efforts to understand and address opportunities and challenges
Establish effective peer relationships and strong cross-functional collaboration and communication
Collaborate with sales to roll out and drive effective execution of campaigns and programs
Establish and maintain positive relationships with identified opinion leaders (private and public sectors)
Vendor management (in accordance with policy)
POSITION RESPONSIBILITIES
Accountable
Brand revenue achievement, across all channels
Development of strategy and tactical plans
Delivery of materials and content for customer facing colleagues and channel activities
Brand forecasting
Management of expenses
Vendor management for brand specific initiatives
Compliance
Shared Accountability
Develop country Op Plan; revenue targets, brand expense allocations, in conjunction with sales and management
Channel marketing (retail/ state KA) – ensure that clear inputs on the customer journey for brands are shared and development of tactics is done.
Long-range demand forecasting with demand planning and manager
Revenue adjustments, as needed for LEs (latest estimates), with sales, business finance and manager
KOL development – in conjunction with sales and medical
On-boarding of new PSRs and identifying upskilling requirements with market changes – training and medical
TECHNICAL SKILLS REQUIREMENTS
Technical skills required and/or preferred.
Expect candidates to demonstrate these competencies:
Demonstrates business acumen
Acts decisively
Seizes accountability
Holds people accountable
Leads change
Self-awareness
Commits to “One Pfizer”
Builds effective teams (cross-functional)
Candidate needs to demonstrate these commercial /management competencies:
Broad knowledge of the pharmaceutical industry and healthcare environment including
pricing, reimbursement, regulatory requirements and market and policy trends (this can be in the learning phase)
Ability to analyze, define and convey complex concepts and strategies in verbal and written communication (candidate needs to be able to apply this competency)
Able to develop a strategy, plan activities and effectively execute to the sales force (candidate needs to be able to apply this competency)
Proven ability to perform effectively in a complex, changing environment, and the professional maturity to deal with ambiguity
Strong interpersonal skills are required, as well as excellent verbal communication and presentation skills
Well-organized with the ability to be flexible, prioritize multiple demands and effectively perform in a matrix organization (this can be in the learning phase)
Demonstrated track record of ability to influence others
Strategic skills, including creativity and effectiveness in identifying and addressing major strategic challenges (e.g. new competition, shifting market environment) and the ability to balance short-term needs with long-term vision for a brand
Be able to develop performance metrics (can be in the learning phase)
Demonstrated collaboration/negotiation
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