Associate Manager - Marketing

Position Title

Associate manager marketing

Grade

Expert 2

Reports to

Head of Marketing – Fertility BU

Purpose of Position

Uncover insights and strategies to develop and implement marketing and branding strategies. Oversee and grow the assigned brand portfolio, consistently identifying revenue opportunities. Collaborate with team to also drive & manage BU initiatives & activities/ digital marketing/ market research etc. Develop and manage annual brand budget, profit/loss projections, expenditure spending, and other financial considerations. Provide market research, forecasts, competitive analyses, campaign results, and consumer trends in order to translate results into actionable insights for sales team

Internal Customers

Sales Team, IB team, Enabler functions – Medical, SNO, Controlling, Comex, SRO, Communication

External Customers

Key Opinion Leaders, IVF Centres (standalone, Corporate chain & payor market), Medical Associations

Minimum Requirements

Graduate in science (Preferably biological sciences like Microbiology/ Biology/ Biotechnology/Pharmacy), MBA in Marketing from renowned institute, Relevant Marketing management experience for minimum 2 years, experience in digital marketing (added advantage)

Professional Skills

Analytical skills, Resource Planning & Monitoring, Strategic Thinking, Project Management, Collaboration & team work, proficiency in excel & powerpoint, Digital marketing

Behavioural Skills

Innovative & creative Mindset, Leadership skills, Impactful Communication skills, Interpersonal & collaboration Skills, Influencing Skills, Negotiation skills, Presentation skills, solution oriented

Key Results Area

Activities

Understand the customers and environment

• Listens actively to customers, Identify market & customer needs
• Regular field visits to understand the internal & external customer needs & gaps
• Identify any research needs for brand & clearly define objectives & brief.
• Identify the research agency & collaborate for the research
• Analyses and interprets the research data presented to assist in strategic decision

Formulate & develop Marketing Strategy

• Gathers market data on customers & patients’ needs, treatment map, competitors
• Conducts situation analysis, with input from internal & external stakeholders.
• Elaborates clear SWOT, resulting in identification of Key Success Factors and key Issues
• Makes risk analysis
• Decides Marketing Mix (product, price, place, promotion).
• Develops forecasting based on patient dynamics for the planning period
• Develops a positioning and communication strategy
• Converts strategy elements into a workable operational plan

Implement the Marketing Strategy

• Involves medical, sales, regulatory, communication team to input and validate communication, medical education tools…
• In line with plan delivery, arranges, conducts and co-ordinates the implementation of critical external stakeholder activities including, advisory boards, symposia, CME’s, exhibitions, conferences and meetings
• Determines and manages relevant suppliers/agencies to deliver the plan
• Monitors and measures implementation of the plan against agreed measures (i.e., market growth, product growth and market share)
• Analyse the effectiveness of the strategy & tactics by tracking KPIs
• Modify or course correct based on the KPI dashboards
• Manages the forecasting and inventory process to ensure correct stock levels
• Understands and is familiar with P&L dynamics and maximises these to achieve profit goals

Plan, implement & manage other BU initiatives & assets

• Take charge of some of the BU initiatives in addition to the brand portfolio management
• Collaborate with other team members to drive & implement BU initiatives e.g. PR activity, conference participation
• Drive & manage digital programs & assets. Suggest any changes needed to improve efficiency & outcomes

Builds KOL endorsement & advocates, Networks with other stakeholders

• Identifies the key stakeholders and KOLs to achieve endorsement and advocacy by building rapport & relationship
• Provides scientific information on the brand (publications, slide kit…) to build and maintain relationship
• Develops key stakeholders and KOLs through advisory boards, clinical studies, speakers, symposia, CME’s, visits, etc.

Supports Sales team to deliver Sales objectives and plans

• Co-ordinates and conducts product training.
• Develops creative brand campaigns reinforcing the positioning, adapted to the sales force.
• Manages governance around brand communication and HO led HCP activities
• Designs and develops promotional materials reinforcing the brand positioning and competitive advantage. 
• Presents clear product and market strategy at cycle meeting to sales team.
• Evaluates effectiveness of promotional material with field force then conduct Recall Test, and adjusts as necessary.
• Manages and determines allocation of samples in line with product strategy, where relevant to the market.
• Plans and conducts field visits with KAMs to monitor market dynamics.        

Monitor performance and A&P budget

• Tracks monthly performance vs Budget and analyse reasons for gaps.
• Reports performance against budget
• Completes required monthly administrative submissions on time (market intelligence, activity vs plan, spend vs plan, etc).
• Monitors A&P budget.