Brand Lead, Xospata, India

Purpose and Scope

• Building the strategic marketing and tactical plans for the relevant products, ensuring those plans are implemented and monitored to reach mid to long-term affiliate targets
• Ensuring best-in-class product and new indication launches
• Localizing IM/ APAC brand strategy by adapting to local market insights which will serve short to mid-term goals
• With a strong commercial focus, effective development and management of annual promotional budget, sales forecasting, product inventories forecasting, pricing and collaboration with cross- functional teams, training for sales team on product knowledge

Responsibilities and Accountabilities

Develop marketing strategy in line with the objective to drive key product growth

• To resourcefully gather general market trend, market share and competitive information as guidance in gauging effectiveness of marketing activities translating to increased sell through and strengthened market share
• To conduct regular market analysis, and market research where needed, develops deep understanding on business dynamics, tracks competitive environment, identifies growth opportunities and develops strategy to maximize brand potential
• To design Tactical Plan in line with the brand strategy, executes all marketing activities by following the planning steps, tracking the progress and making necessary adjustments to the Plan of Action
• To ensure tactical plan is implemented by using all relevant marketing mix: 1) Brand building exercises (CME & event sponsorships, product launches, etc.), 2) Education (internal & external product training, etc.), 3) POSM, fixtures, display stands, brochures and clinical studies etc. to ensure scientific data is provided to HCP’s by the field force
• Partners with Regional Marketing Teams to understand global/regional strategies
• To effectively manage the marketing functions detailed below:

Advertising & Promotion

• To monitor and obtain the most reasonable expenses paid for BTL activities, sponsorships & materials and to manage within allocated budget
• To develop KEE and association partnerships in relevant therapeutic area
• To formulate and monitor the implementation of promotion strategies and its effectiveness in meeting pre-set objectives for fiscal year

Product Management

• To lead in new product launches. This shall encompass developing the product launch plan, setting timetable, and determining pricing level (benchmarked to product strategy, margin strategy, and competitor and market tolerance level), roll-out timing, sample preparation (where applicable), POSM support requirements, display/poster standards
• To play a strategic role in ensuring range and product in relevant therapeutic area meets market trends and requirements
• To monitor the brands proactive approach towards the hospitals (Private & Government
• To ensure inventory levels are managed within the guidance provided
• To ensure listing of products in relevant hospitals considering product relevance, sales potential, entry cost (listing)
• To play the strategic role for tender or other relevant sources to support the field force in terms of sales
• To cooperate with the sales force to ensure the brand strategies, promotional messages and tactics are cascaded effectively and with aspirational branding
• To prepare budget short term and long-term forecasts and presentations when needed

Business Management

• To defining setting and delivering to stretch KPIs, to sustainably grow the brand and maintain performance
• To fully utilize the Regionally Aligned Brand Planning templates
• To ensure all marketing activities are within allocated A&P budget determined
• To ensure pre-financing approval of marketing activities on behalf of Astellas

Other Responsibilities

• To assist in all others’ duties as directed from superior from time to time
• To conduct or make available scheduled product training to internal and external customers

Leadership Responsibilities

• To lead Brand Teams by partnering with cross-functional team members including Medical, Market Access, Regulatory, Sales, Supply Chain, Finance and other related functions & stakeholders to maximize the brand performance
• Field coaching for sales team
• To work closely with Sales Managers and sales force to develop effective marketing strategies
• Able to guide or mentor other marketing staff as required

Skills & Knowledege

• Prior experience in Hematology/Oncology Brand Marketing
• Ability to interpret data (market, financial etc.) and leverage generated insights, integrating multiple data sources to build a strategic view and direction for future success
• Able to analyze IQVIA data and prepare strategic insights
• Strong learning agility able to rapidly study, analyze, understand and generate ‘sense’ from many data sources in order to create digital insight
• Comprehensively understands the impact of commercial activities in the market as well as how Regulatory and Governmental affairs can impact and shape the marketplace
• Articulate and able to convert knowledge and data into language which has meaning for multiple audiences like SESA Top Management & AID LT and Sales Force
• Effective organization, planning and implementation skills
• Balancing strategic and operational capability (60:40)
• Collaborative and co-creational role-model, working horizontally, vertically
• PC literate – Microsoft Office – Word, Excel and PowerPoint

Soft Skills

• Excellent presentation skill
• Excellent negotiation skill
• Good interpersonal skills
• Possess strong influencing/persuasiveness abilities
• Creative and innovative
• Detail-oriented, independent thinker, self- driven
• Excellent organizational and problem-solving skills

Work Experience

• 5 years+ pharmaceutical product management in Hematology/Oncology (novel patented products) in global MNCs
• Experience in launch excellence including pre-launch as well as post launch success and growth
• Demonstratable strategic thinking and planning
• Strong product knowledge, market & competitive analysis, forecasting and problem-solving skills
• Result oriented, creative, self-motivate, persistence, positive and passionate
• Proven ability to work effectively across functions in the organizations and good KEE and customers relationship management

Working Environment

At Astellas we recognize the importance of work/life balance, and we are proud to offer a hybrid working solution allowing time to connect with colleagues at the office with the flexibility to also work from home. We believe this will optimize the most productive work environment for all employees to succeed and deliver. Hybrid work from certain locations may be permitted in accordance with Astellas’ Responsible Flexibility Guidelines.