Group Brand Lead

4 weeks ago

Mumbai, Maharashtra, India Upgrad Rekrut Full time

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 initiatives

- Enhance prescriptions (Rxns) and prescriber base (Rxber) in the assigned market

- Monitor competitor activities to inform future marketing plans

Develop Key Opinion Leaders (KOL) / Key Business Leaders (KBL) for Brand Advocacy:

- Execute scientific programs to engage customers

- Interact with customers during fieldwork to understand brand and market needs

- Identify new market Divisional Initiatives for Better Therapy Development:

- Propose activities representing divisional needs

- Execute divisional activities with team support

- Monitor sales for respective brands to assess initiative success

Interact with Stakeholders for Speedy Process Execution:

- Coordinate with medical, art, purchase, legal, and compliance departments for promotional inputs and materials

- Manage vendors to ensure timely delivery

Assess Execution of Divisional/Brand Strategy at Ground Level:

- Conduct regular fieldwork (5-6 days monthly)

- Gather insights for future developments

Major Challenges:

- Brand targets not segmented by region or therapy

- Push high-contributing regions to meet targets

- Limited platforms to engage with end executors (MT/TM) for better execution or training

- Utilize telecon conversations, Nalanda, and webcasts

- Multiple approval levels causing delays

- Streamline processes where possible and prioritize critical approvals

- Need for regular training of Senior Product Managers (Sr. PM) on marketing and new concepts

- Enroll in crash courses from premier institutes to upgrade Portfolio Targets - 100200 Cr.

- Brand Expense - 14% of brand budget

- KOL Engagement - 5 to 10 KOLs

Decisions Recommendations:

- Independent execution of approved marketing plans

- Marketing plan, including strategy and execution, to Group Brand

- Manager/Marketing Manager (GPM/MM)

- Coordination with vendors for timely delivery

- Training and motivation programs for field force to GPM/MM

Skills & Knowledge:

- Educational Qualifications: B.Sc. (Science) or B.Pharmacy with MBA in Marketing; 8 months to 1 year of on-ground/sales experience

- Relevant Experience: 4 to 6 years in brand management; 1 to 2 years of field experience preferred

- Skills: Experience handling large brands, portfolios, and P&L, Proficiency in MS Excel and PowerPoint, Fluent communication and strong interpersonal skills

(ref:iimjobs.com)

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