Market Research Manager

PFB the job description:

Designation: Market Research Manager

Job Purpose:

Work closely with Central SFE Head in strengthening performance management across IBLT, HO & field through monthly dashboards/ analytics of external market data. The Market Research Manager will be responsible for driving data-based decision making across business which is beyond just internal performance.

Key Accountabilities (1/6)

Identifying market opportunities and developing strategy

Support development of long-range objectives and strategic plans for Cipla Rx by working with Rx Head, strategy, business (sales & marketing), India Finance, commercial excellence and HR to identify internal and external opportunities that will drive the growth in line with Cipla Globals strategic aspirations for the India region

Key Accountabilities (2/6)

Analytics, Data interpretation & Market Research

• Support "strategic intelligence" agenda, capturing and analysing information on macroeconomic factors, market trends, channels to markets, competitors, regulators, etc
• Provide market and competition insights to the IB Head, Cluster Heads and supporting teams on monthly sales audit and prescription trends utilizing external data sources likes of IQVIA, SMSRC etc..
• Maintain ongoing understanding of emerging global pharma, IPM and therapy trends, competition trends, and emerging macro environment with specific focus on critical invest areas and categories

Key Accountabilities (3/6)

Strategic collaboration

• Actively work with India strategy team on white space identification in collaboration with M&A and portfolio team as required on specific projects
• Build strong relationships and communicate effectively with the cluster heads, BUHs and marketing teams to share accurate data and drive buy-in for the strategies
• Work closely with the Marketing & Sales teams, helping them articulate their annual budgeting opportunities, document their annual plans, leading discussions with Cluster Heads to explain the opportunities
• Coordinating with external market agencies like IQVIA and SMSRC for addressing adhoc requests from business teams and also for presentations as per agreed frequency
• Support the Investors relations and corporate teams with the insights every quarter on Indian pharma market

Key Accountabilities (4/6)

Internal Development

• Conduct training sessions for new joiness and brand/ marketing team to develop understanding of these data sets
• Lead market research team of 2-3 people and guide them on day-to-day tasks

Major Challenges

• Multiple requests from different teams at the same time resulting in prioritization issues
• Expectations of teams to receiving analysis as soon as data is received from IQVIA/ SMSRC
• Managing work pressure for self and team members

Key Interactions (1/2)

• SFE team to track and monitor progress on the objectives (daily basis)
• Therapy Cluster Heads for segmentation, performance review (regularly)
• Marketing team for continuous review of ICE, communication insights, etc. (regularly)
• Finance & HR for understanding capability gaps, interventions required, financial performance review, productivity and performance matrix (need basis)
• Sales academy for capability development, adoption of new practices, coaching and mentoring (regularly)

Key Interactions (2/2)

IQVIA and SMSRC

Support the Investors relations and corporate teams with the insights every quarter on Indian pharma market

Dimensions (1/2)

• Responsible for external market performance analysis and insights across all clusters pan-Cipla with >INR 6000 cr business
• Responsible for driving market beating growth of top brands in Cipla both in terms of sales as well as prescription

Key Decisions (1/2)

Making existing reports/ dashboards more user friendly and simple

Frequency and type of external data subscriptions to be taken

Key Decisions (2/2)

Recommend how therapy/ geography performance can be improved by identifying gap areas

Recommend any new portfolios that Cipla can evaluate based on market data

Education Qualification

Masters degree in business management

Relevant Work Experience

• Overall 3-5 years of experience with majority of recent Indian pharma experience
• Experience in team management and managing multiple senior stakeholders
• Understanding of business intelligence tools QlikView, Power BI, Tableau for visual analytics and dashboarding
• Strong analytical and excel skills
• Deep understanding of IPM Sales Audit and Prescription Data (IQVIA, CMARC, SMSRC, AIOCD AWACS, Darwin etc.)

Soft Skills : Collaborative, analytical skills , technically sound, interpersonal skills