Therapy Lead - OTC - CoE

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:

External:

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:

• Interpersonal Skills
• Self-starter
• Quick learner
• Collaboration and teamwork
• Communication skills
• Influencing and negotiating skills