Job Description : Group Brand Lead for an Indian Pharmaceutical MNC
Reports to : Group Brand Manager
Sub-function : Product Management / Marketing for Chronic Therapy Division
Function : India Business
Job Purpose : The Group Brand Lead manages brands to achieve their sales targets and qualitative parameters to improve the profitability of the organization for the chronic therapy division.
Key Cluster Major Activities / Tasks :
- Develop and Implement Marketing Plan to Achieve Sales Target and Improve Profitability
- Recommend a marketing mix after analyzing business priorities
- Define the purpose for selecting the brand for campaigns
- Develop the marketing plan to execute campaigns
- Maintain the expense-to-sale ratio to meet profitability targets
- Conduct regular training / cycle meets for medical representatives for effective campaign execution
Improve Brand Qualitative Parameters to Gain Ranking vs. Competitors :
Increase market share through marketing initiativesEnhance prescriptions (Rxns) and prescriber base (Rxber) in the assigned marketMonitor competitor activities to inform future marketing plansDevelop Key Opinion Leaders (KOL) / Key Business Leaders (KBL) for Brand Advocacy :
Execute scientific programs to engage customersInteract with customers during fieldwork to understand brand and market needsIdentify new market Divisional Initiatives for Better Therapy Development :Propose activities representing divisional needsExecute divisional activities with team supportMonitor sales for respective brands to assess initiative successInteract with Stakeholders for Speedy Process Execution :
Coordinate with medical, art, purchase, legal, and compliance departments for promotional inputs and materialsManage vendors to ensure timely deliveryAssess Execution of Divisional / Brand Strategy at Ground Level :
Conduct regular fieldwork (5-6 days monthly)Gather insights for future developmentsMajor Challenges :
Brand targets not segmented by region or therapyPush high-contributing regions to meet targetsLimited platforms to engage with end executors (MT / TM) for better execution or trainingUtilize telecon conversations, Nalanda, and webcastsMultiple approval levels causing delaysStreamline processes where possible and prioritize critical approvalsNeed for regular training of Senior Product Managers (Sr. PM) on marketing and new conceptsEnroll in crash courses from premier institutes to upgrade Portfolio Targets - 100200 Cr.Brand Expense - 14% of brand budgetKOL Engagement - 5 to 10 KOLsDecisions Recommendations :
Independent execution of approved marketing plansMarketing plan, including strategy and execution, to Group BrandManager / Marketing Manager (GPM / MM)Coordination with vendors for timely deliveryTraining and motivation programs for field force to GPM / MMSkills & Knowledge :
Educational Qualifications : B.Sc. (Science) or B.Pharmacy with MBA in Marketing; 8 months to 1 year of on-ground / sales experienceRelevant Experience : 4 to 6 years in brand management; 1 to 2 years of field experience preferredSkills : Experience handling large brands, portfolios, and P&L, Proficiency in MS Excel and PowerPoint, Fluent communication and strong interpersonal skills(ref : iimjobs.com)
