Therapy Lead - OTC Marketing CoE, Emerging Markets

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.

Go To Market Strategy

Understanding customer needs and insights with help of insighting team

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

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.

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

Portfolio Maximization - Strategy

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 – OTC preferred

MBA from reputed institute

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

Key Personal Attributes:

Self-starter

Quick learner

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