Senior Brand Manager – Biopharma

Reporting to the Business Unit Manager, the Senior Brand Manager will enrich the patient experience by becoming a core member of Brand Team, leading understanding of insights across Brand Team and developing the Patient Journey to focus Brand Team on delivery of patient-centric strategies

Responsibilities

• Lead synthesis of insights from cross-functional teams to determine brand positioning and populate the Brand Plan Insights Chapter. Example with the use of Digital Listening and new channel research.

• Coordinate market research and insights collection to inform the Patient Journey

• Facilitate and synthesize cross-stakeholder discussion to strengthen insights; collaborate with Brand Team colleagues to engage critical opinion leaders from all customer groups to ensure competitive positioning and market dynamics.

• Develop a robust and accurate Patient Journey, facilitating Brand Team workshops to secure input & cross-stakeholder viewpoints with a patient centric focus

• Propose Strategic Objectives for Brand Team review based on findings from the Patient Journey; challenge and critique all Brand Team strategies to ensure patient-centricity

• Lead the development of Marketing inputs to the Strategic Brand Plan, securing appropriate budget to deliver Marketing objectives

• Become ‘guardian of the brand’ and bring the Brand Story to life by ensuring that all functional deliverables, including Marketing materials and campaigns ,remain consistent with branding and deliver emotional messages aligned to the Brand Story

• Optimize channel mix for Marketing and cross-functional campaigns; advise others on the optimal use of channels

• Guide the design and implementation of all Marketing activities to include cross-channel opportunities to strengthen campaigns

• Consolidate the 1-year tactical Brand Plan, collecting inputs from cross-functional colleagues

• Guide the design and implementation of all Marketing activities to include traditional and non-traditional partnerships.

• Identify where non-traditional partners can help meet Strategic Objectives; assess potential partners and manage collaborations

• Manage the CLM process by guiding the design and overseeing the implementation of all Marketing activities to include interactive and customized content for CLM

• Play an active role with the IFT by ensuring all in-field materials are aligned to Strategic Objectives of the Brand and a Brand Story is defined and consistently used/referenced by the Brand and In-Field Teams

• Implement segmentation with IFT, develop segment profiles and drive development of customized materials to each target segments

• Maintain an up-to-date understanding of customer perspectives through regular engagement with stakeholders (e.g. in-field visits)

• Lead segmentation activities for physicians and patients, identifying target segments and appropriate strategies for each

• Forecast and monitor KPI for the  brand; budget planning, tracking and ROI measurement for Marketing team activities

• Ensure Marketing team compliance with all appropriate division and statutory business and regulatory requirements, including Ethics, Compliance and Code of Business conduct procedures and protocols

• Submit proven successful initiatives to the Abb Store (including Solution Sharing Store)

• Develop and implement market analysis and forecasting, strategic plans (NNLRP) (short and long term), tactical plans, including tools and programs, sales force communication, plan and update presentations, KOL development, life cycle management planning, new product introductions, and coordinate administrative responsibilities.

• Develop and maintain relationships with Key Opinion Leaders. Work closely with  CHE team and all stakeholders.

• Take responsibility for allocated P& L and balance between opportunities, resources and investments, to maximize growth

• Coordinate activities of functional areas, advertising agency and suppliers. Prioritize decisions and activities to ensure efficient use of resources and address critical issues impacting the Brand.

• Support the monthly Sales and Operating process.

• Expand the product market through innovative commercial programs, KOL development, physician’s support and patient education

• Develop and lead direct reports in the Marketing team; create succession plans

• Coach and mentor Brand Manager and Associate Brand Managers

   

  Qualifications :

• Bachelor of Business Administration, Commerce, Marketing or any related field

• Marketing experience, ideally a diverse blend of healthcare and other industries (consumer, media, digital etc.) 

• Experience of working in other functions preferred, including sales experience (any industry) 

• Experience in leading and developing people and building effective working relationships with a broad range of cross-functional stakeholders 

• Sales experience (min. 2 years).

• HO development position or DM (min 3-4 years). 

• Brand Manager position (min. 2 years) 

• A combination of the above to reflect 5 to 8 years of experience 

• Bilingual (Advance in English and intermediate in French)

• Experience in Hep C,  a must!

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  Qualifications :

• Bachelor of Business Administration, Commerce, Marketing or any related field

• Marketing experience, ideally a diverse blend of healthcare and other industries (consumer, media, digital etc.)                                             

• Experience of working in other functions preferred, including sales experience (any industry)                                            

• Experience in leading and developing people and building effective working relationships with a broad range of cross-functional stakeholders  

• Sales experience (min. 2 years).

• HO development position or DM (min 3-4 years).                

• Brand Manager position (min. 2 years)                                

• A combination of the above to reflect 5 to 8 years of experience                 

• Bilingual (Advance in English and intermediate in French)

• Experience in Hep C,HIV  an asset