Therapy Lead

2 days ago

Hyderabad, India Dr Reddys Full time

PURPOSE:

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

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- analyze Competition landscape, Customer Journey and Insighting, develop TPP, pricing, packaging, positioning - attribute analysis, value proposition, positioning concept check. Reasons to win.

Go To Market Strategy

  • Understanding customer needs and insights with help of insighting team
  • Work closely with the country brand team to build Go-To-Market strategy following the T-12 process of launch readiness. Build differentiators and the reasons to WIN.
  • Work closely with the country to drive T-12 launch readiness Process - Market Analysis, PESTL, Segmentation, Targeting, Positioning, pricing, KOL Mapping, Distribution strategy, Brand Levers, Tactical planning, Marketing Mix and spend. Also build T+24 growth initiatives for new launches in collaboration with the country 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.

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

Portfolio Maximization - Strategy

  • Plan recommendations to country as well as monitor investment as per the strategy.
  • Assess promotional effectiveness and suggest country teams accordingly
  • Optimize costing - COGS / SCM overheads

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

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

Qualification

Educational & Experience:

  • 10+ years' experience in Sales and Marketing – OTC preferred
  • MBA from reputed institute
  • Experience in Brand Management, Strategic planning, Business analytics, TA knowledge, New Product - Ideation to Launch

Key Personal Attributes:

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

Additional Information

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