Marketing Lead Respiratory

JOB TITLE:  

Marketing Lead Respiratory

REPORTS TO:         

Head of Marketing Respiratory – Greater Gulf MCO

BUSINESS AREA:         

Specialty Care

GRADE:         

L3-1

DATE AMENDED

June 2024

JOB PURPOSE

Responsible for a key component of the Specialty Care Business Unit Innovative growth platform by building indications within the Immunology franchise. 

To achieve success, it is critical that the Marketing Lead:

• Successfully leads commercial operations of a brand/indications throughout their life cycle stages by effective planning and execution around the marketing mix including; Product, Price, Place and Promotion ensuring Customer Satisfaction at a profitable basis.
• To provide overall direction and vision for the sales team through inspirational coaching to develop the team’s scientific, operational and business performance as well as lifting their selling capabilities.
• Support the sales force to drive patient focused activities of a across Gulf in alignment with Sanofi values acting as a real partner with the Healthcare community.

KEY RESULTS / ACCOUNTABILITIES

1. Insights

• Discovers insight and foresight using multiple sources including; direct customer contact, field visits, field force feedback, market research and trends analysis to gain a deeper understanding of patients, prescribers and payers within a competitive context.
• Identify internal customer’s insights including field force and other cross functional teams.

2. Growth Identification

• Conduct Business Assessments to understand the brand / portfolio competitiveness and market attractiveness.
• Identify and align growth opportunities with the regional and global brand strategy.
• Continuous Scan for opportunities to leverage business growth through sales volumes, profits and patient shares.

3. Brand Differentiation

• Develop and validate a differentiated Brand Positioning and value proposition that is sustainable and competitive.
• Define Brand Identity Guidelines that describe how the brand is meaningfully and consistently brought to life.
• Ensuring the brand continues to be relevant and competitive, maximising the asset throughout the lifecycle. Build a credible competitor strategy for the brand.
• Build the required scientific evidence to support the brand differentiation.

4. Planning and Execution

• Develop Brand Marketing Plan in alignment with the local, regional and global strategies.
• Drive tailored route to market strategies for new launches
• Define and Monitor appropriate KPIs to assess product performance including sales and team activities.
• Ensure proper implementation of brand plan with clear identification of opportunities and applying necessary risk mitigation plans.
• Design the Brand Campaign with different mix of activities including Details aid, DSA, Local Meetings, Local Congresses and External Expert Programs in alignment with the brand strategy.
• Ensure new product launches follow strictly launch excellence and governance practices.
• Monitor performance on a monthly basis and take the corrective actions to ensure business results are delivered.
• Formulate end-to-end patient solutions to ensure patient process simplification and adherence.
• Ensure securing brand/portfolio supply through frequent insightful long-range demand planning.
• Full P&L management with cost conscious expenditure and resource allocation to ensure a healthy BOI.

5. Value and Access

• Develop the deep understanding to range of payers and regulators that determine access of their brands.
• Formulate and roll out a competitive pricing strategy to ensure brand/portfolio’s market competitiveness and profitability
• Use insight to anticipate win-win solutions at the time of negotiation and engagement.
• Manage a process of putting together a range of evidence-based plans to deliver more access.
• Integrate solutions with clinical development and brand campaigns.

6. Digital Marketing

• Designing, planning and executing integrated digital marketing campaign, using insight and analytics to continuously improve digital assets and deliver customer value in the online space.
• Drive a comprehensive GTM agenda with robust planning and execution
• Leverage GTM execution with relevant mindset among all stockholders .
• Grow Digital contribution in GTM touch points with relevant channels and resources.

7. Stakeholder Management

• Develop External Experts and thought leaders’ engagement plans in alignment with Medical counterparts for excelling in field implementation.
• Engage with internal and external partners to use resources in a co-ordinated way in order to develop and execute activities on time, aligned to business strategies and priorities including internally HR, Medical, Finance, Procurement, IT and Business Excellence Team.
• Conducting effective internal meetings and interaction to drive business output including Brand Team Meeting, Operational plans, monthly performance review meetings and other relevant meetings.
• Participate in the above country reviews and network to align the local strategies and to represent the local opportunities and progress.

8. Financial Acumen

• Use and interpret data to inform and make robust strategic and investment decisions.
• Track and evaluate performance against target Performance Measures and targets.
• Leverage learnings to improve short and long term business performance.
• Demonstrates ability to produce robust and accurate financial forecasts aligned with different stakeholders.
• Robust P&L management to ensure profitability and rewarding BOI.
• Ensure all appropriate activities are delivered within P&L responsibility for the region

9. Maintain Compliance 

• Abide by the requirements of the internal Code of Ethics including but not restricted to maintaining high professional standards of conduct in line with the Company procedure with a duty of care to the reputation of the Company 

10. People Leadership

• Developing and collaborating with the Area Manager, the team of Key Account Managers focusing on Knowledge and skills.
• Train the team to achieve certification standards in disease and product knowledge.
• Maintain positive working environment; collaborative teamwork and inspiring performance driven culture.
• Support high performance team through proper performance management based on agreed priorities
• Ensure team readiness and provide support in the field to warrant team is fully equipped with necessary tools to drive performance
• Enrich team intellectual capital through identification, development, and retention of talents.
• Position Sanofi as a partner of choice for External Experts and thought Leaders through patient focus and high-quality disease & Product Knowledge.

12. Ethical Leadership

• Takes personal accountability to use personal experience and knowledge, as well as the training and tools provided by Sanofi, to maintain a good knowledge and understanding of all ethics and governance relevant to the role (Sanofi Policies and Procedures and any relevant legal requirements) and demonstrate personal leadership in applying these to all work undertaken.
• Escalates any decisions, or seek the support of colleagues or management if personal knowledge and understanding is not at the level required to carry out any part of the role

13. Environmental and Safety Leadership

To care for his/her own safety and wellbeing and the safety of others, and to co-operate with the company to ensure a safe place of work.Employees are therefore expected to:

• Support and conform to Company safety rules and procedures to ensure a safe and healthy working environment
• Report any accident, incident or near miss, whether it be of personal injury or property damage
• Assist in the investigation of accidents with the objective of introducing measures to prevent recurrence

Thoroughly read all safety documentation issues by the Company and comply with its requirements. Escalate any doubts or uncertainties to their supervisor and / or manager.

KEY WORKING RELATIONSHIPS

INTERNAL

Cross Functional Collaboration with:

• Launch Excellence
• Market Access & Gov. affairs
• Finance
• Pharmacovigilance, Quality and compliance
• Medical
• Sales team
• Supply Chain
• Communication

Occasional Contact with:

• Global and Franchise Marketing Team
• Regional Functional Heads, Region International Team

EXTERNAL

Would be expected to be involved with:  

• Advertising/creative agencies, local and regional Key Opinion Leaders, Patient Societies, Distributers, Health Authorities, Charities and Non-Profit Organization, and Payers.

SKILLS, EXPERIENCE & KNOWLEDGE REQUIREMENTS

Education Level:

• Bachelor’s degree preferably Pharmacy/Medicine
• MBA or Academic Marketing Degree is preferable.

Mandatory Experience:

• Minimum of 5 years Marketing experience in pharmaceuticals
• Minimum 3 years of Biologics experience in the Greater Gulf
• Specialty care experience

Additional Expertise considered as a plus

• Immunology Experience: Dermatology or Respiratory
• Product launch experience

• High learning agility and ability to perform under pressure with multi-tasking skills

• Pro-active with a sense of urgency, demonstrating leadership and effectiveness in a matrix organization.
• Professional analytical thinking and problem-solving approach
• Project management skills and Planning capability
• Strong presentation and general communication skills (written, verbal and listening)
• Forecasting, Planning and Budgeting Skills.
• Enthusiasm for working in collaborative, cross-functional teams.