SMM-Fasenra MKT-上海
SUMMARY OF THE ROLE
- To lead the cross functional ‘Brand Team’ in the development of EGPA strategy aligned to brand strategy.
- Build brand & scientific leadership with high quality execution, strong KEE management and KAM.
- Develop people & team with compliance
- Work with other functions to achieve EGPA objectives including commercial and hospital sales target, SOV and Market Share.
ROLE & RESPONSIBILITIES
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 the highest standards of training material and programs (with BMs) and make available to Medical Representatives.
- Develop product launch 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.
Lead Brand Team
- To lead the cross functional ‘Brand Team’ in the development of brand strategy aligned to overall TA strategy and company priorities.
- Maintain close relationship with Regional Sales Management Team and adapt best practice to local environment.
- Ensure effective cross functional collaboration and alignment to brand objectives.
Implementation: Budgeting & Promotion
- Consolidate and manage the brand budget for the product portfolio, submitting for Marketing Director approval with clear strategic rationale.
- Monitor and control promotional expenditure, proactively identifying opportunities for greater cost-efficiency and return on investment.
- Lead the development and execution of marketing plan and campaigns, ensuring strategic alignment with budget.
- Oversee the promotional materials produced by BMs, ensuring the high standards of quality, compliance, and brand consistency.
- Partner with Market Intelligence / Market Research agencies to track marketing effectiveness (all parameters), translating data into actionable insights and strategic recommendations to Marketing Director.
- Ensure high quality delivery of product training programs
- Cultivate and maintain strategic relationships with KEEs and HCPs
- Drive market leadership with high ethical standards and compliance
People Management
- Recruit talents to build the effective team.
- Responsible for performance management for BMs.
- Build talent pool within team.
- Understand competency model of subordinates and accomplish annual MKT talent assessment.
- Provide coaching and feedback to team members to help improve their capabilities and enhance team effectiveness.
Reporting
- Submit Monthly business review data.
- Provide Market Research findings and recommendations.
Strong Compliance Awareness
• Comply with AZ Code of Conduct and all applicable laws and regulations during business operations.
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 authorisation and employment eligibility verification requirements.
