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Brand Manager

2 months ago

Hyderabad, India Dr. Reddy's Laboratories Full time


Job Description

PURPOSE:

To be the growth catalyst in driving brand growth and dominance in Emerging Markets through marketing excellence, capability building and effective Product management strategies.

Life Cycle Management

  • Understanding customer needs and insights with help of insighting 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.
  • Conceptualising and driving the growth projects for the brands along with CFTs and country teams to ensure sustainable brand growths.
  • Own the product management process and tracking the project progress, guiding brand teams to make the projects live and anticipating risks and developing mitigation plan for the same to ensure successful delivery

Brand strategy

  • Work with country teams to develop and execute the global brand strategy and implementation plans by working across complex cross-functional teams.
  • Content development and messaging – Work with country team to create informative & educational content that addresses the needs to various customer segments
  • Craft clear evidence based messaging that highlights brand benefits.
  • Support country teams to develop and execute Omni channel engagement and content strategy.
  • Work with country teams to craft direct-to-patient strategy for OTC brand SKUs including identifying patient segmentation, understanding consumer needs, Insight mining, crafting compelling messaging to address the unmet needs and leveraging digital channels and technology platforms to increase access of brands to eligible patients.

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

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- analyse competitive landscape, customer journey and insighting, develop TPP, pricing, packaging, positioning - attribute analysis, value proposition, positioning concept check. Reasons to win.

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
  • Working closely with the L&D teams for capability building among the country teams to make them future ready

Operating Network:

Internal: COE, MIS, Business Analyst, Digital Marketing teams, SFE, Country Marketing, SKOL

External: Portfolio team, Regulatory, Medical, Finance, Legal, SCM

Business Understanding:

Product Management - Process, Customer Journey and Insighting, Positioning, Ideation to Launch, PLC Management, Sales and marketing effectiveness metrics

Key Personal Attributes:

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

Qualifications

Education & Experience:

  • 5+ years’ experience in Sales and Marketing
  • MBA from reputed institute
  • Experience in Brand Management, Strategic planning, Business analytics, Direct to consumer campaigns, Omni channel marketing, social media marketing and campaign management.

Additional Information

About the Department

Emerging Markets

Branded generics is one of our biggest businesses in Emerging market and our branded products are available 48 countries across 5 regions. Our key markets are Russia, China and Brazil. We also have presence in Latin America, Africa, Australia, New Zealand, ASEAN (Association of Southeast Asian Nations), CIS and Romania. We have added 13 new geographies in the last 5 years.

In the last 4 years, our emerging markets business’ growth rate has doubled (June ’22). Our diverse portfolio spans all segments. We are continuously advancing technologies, enhancing efficiency of operations and increasing our portfolio of highest-quality quality products.

With nearly 40 products and 6 mega brands, Russia is a key market. With more than 30 years of operations in the region, as of FY22, we have reported a year-on-year growth of 32%. This was driven by improved existing business performance, launch of new products during the year along with divestment of some non-core brands. 6 key products were ranked among the top 200 bestselling formulation brands, as per IQVIA in its report for the 12-month period ended 31 March, 2022. 5 of our leading products were voted as the ’Product of the Year’ by the consumers – reaffirming the trust that the people of Russia have in them.

We are among the earliest Indian pharma companies to have a business presence in China. We have a representative office that focuses on filings and approvals, including the Group Purchasing Organisation (GPO). Our joint venture entity (Kunshan Rotam Reddy Pharmaceutical Co. Ltd) offers a portfolio of niche and essential products, strengthening our presence in China.

In Latin America we have a strong presence in Brazil and Colombia. In just a little over five years in Brazil, our team has established itself in the region with our diverse portfolio. Our primary focus in Brazil is oncology and institutional. Our team in Colombia was certified as a ‘Great Place to Work’.

Through our comprehensive COVID-19 portfolio, we were able to reach over 5 million patients in low and middle-income countries. With the aim of reaching more and more patients around the world, we are harnessing our deep science capabilities to create a robust portfolio in the region to become the partner of choice.

Our teams in China, Brazil, Colombia and Thailand, Malaysia are a certified great place to work. Our team in Russia is among the top 3 in Head-hunter’s Best Employer Ranking in 2022. These recognitions reaffirm our commitment and efforts to bring science, technology and innovation together to offer affordable medicines and solutions beyond the pill to patients in the region.

As the need, scope and standards of healthcare evolve, we keep track of emerging needs to contribute to patient welfare. After all, Good Health Can’t Wait