Group Brand Manager

Division

Department

Sub Department 1

Job Purpose

Lead the product management team to generate business revenue with marketing initiatives in the assigned segment.

Key Accountabilities (1/6)

Plan & Monitor Sales performance for targeted brands/portfolio  by designing substantial  marketing brand plan to achieve yearly budgets 

• Monitor daily sales to ensure 100% budget achievement for the targeted brand assigned to BM
• Regular watch in ORG to  increase in M.S for the targeted brand from YOY & QOQ & month on month
• Meet the marketing challenges at national and regional level by analysing competitor & devising strategy
• Interact with DTMs and therapy heads on business performance in order to ensure budget achievement

Key Accountabilities (2/6)

Review & provide first level approval of Divisional Promotional material to build brands/therapy

• Ensure high quality medico-marketing promotional material procurement/development
• Roll out on quarterly basis inline to brand plan by meeting  timelines & reducing extra cost of couriers
• Maintain E:S ratio by constantly keeping tab on spend on the brand with the help of purchase team w.r.t gifts & prints
• Increase profitability and suggest ways to increase it further – packaging, in-house production, shifting the production of brands from one factory units to other, cutting the tail of non-promoted products, etc

Key Accountabilities (3/6)

Maintain customer connect & important stakeholders (stockiest, depot) through field work to understand competition, insights, research & KOL engagements, distribution, spot talent

• Collect feedback on campaign, identify market needs, KBL connect, conduct team sensitization,
• Provide training on therapy & brands on a monthly basis to integrate and execute the strategy from top to bottom
• Conduct surveys, prepare questionnaire, conduct market research on therapies, brands, activities  to upgrade current marketing practises
• Prepare regular brand communication on high priority brands
• Ensure team connect with the help of VC, Webcast, one to one connect with field work, provide training at depot for important brands, conduct therapy & marketing initiatives- campaigns etc.
• Understand the current impact of digital, gaps in digital, bridging gaps, training team on digital platforms
• Use nalanda platforms for regular therapy/brand training and assessments, create blogs to have people connect for the brands, enable technology to ease training & build knowledge resource
• Exploit various digital platforms like Cipla med & other mobile apps for doctor engagement

Key Accountabilities (4/6)

Validate and approve campaigns,  concepts, ideas to increase prescription and prescriber base along with secondary sales monitoring  for the brands & therapies

• Prepare quarterly, yearly and monthly mapping of prescriptions & prescribers at the targeted speciality to map the health of brand, therapy & link it with marketing initiatives
• Interpret the sales trends to take corrective measures  & ensure adequate stocks for the brands at depot
• Send regular field communication w.r.t prescription and prescribers for the brands/therapies/initiatives in order to align team for the common goal

Key Accountabilities (5/6)

Conduct reviews to control & monitor divisional performance  in order to align team on strategy building & implementation for the year

• Conduct monthly reviews to evaluate the SWOT of teams, brands, areas of improvement, course of action for the targeted therapy
• Provide special focus on non- performers and reward performers suitably to encourage competitiveness
• Review targeted brands in line of conferences, regional participation, national and international initiatives
• Quantify & review quality of activities linking it with strong ROI for brands

Key Accountabilities (6/6)

Plan for Rewards & recognition, create team development platforms to retain, motivate, achieve budgets

• Identify the best talents every quarter and reward them suitably to do more
• Conduct workshops on skill enhancements every quarter

Major Challenges

• Approvals & securing sufficient budgets, TEAM training  to augment skills, measuring ROI on marketing activities, identifying/enabling the right technology for accessing needs, market intelligence

Overcome by: managing resources very judiciously and spending money on the most wanted segment, exchanging mails to match up ROI on activities, using networks, people (internal panellist)

We have retained talents by giving more assignments, additional responsibility beyond brands, like BUDDY, distribution, digital, finance, data analytics, divisional campaigns, conference exposure etc.

Key Interactions (1/2)

• Purchase for new vendor registration, gifting, printing, negotiations (Monthly)
• MICE to arrange conferences & events need base
• Finance to align budgets, schemes, profitability (monthly)
• HR to fill up vacancy, confirmations, base corrections (monthly)
• R&D to upgrade the products (need base)
• Distribution, production & planning to understanding inventory, pendency, forecast (monthly )

Key Interactions (2/2)

• KOL, KBL, (DR),   to understand the market pulse on competition, gauging needs
• industry people to get to know on strategies & movements
• Newer/existing agencies for campaigns, events, concepts, credibility (monthly basis)
• SMSRC, ORG IMS to understand our performance and market reflection, team training (monthly)

Dimensions (1/2)

Direct reports – 4

Dimensions (2/2)

Key Decisions (1/2)

Fieldwork planning

Budget distribution among brands

Key Decisions (2/2)

Recommendation for promotional material, vendor, agencies to MM

Recommendation for KOL/KBL connect

Education Qualification

Graduation in any stream. Degree or diploma in management preferable

Relevant Work Experience

5-7 years of experience in marketing, handling top brands, portfolio's & therapy building initiatives, good exposure on people handling,  in licensing, etc & at least 1 year sales experience

Good marketing acumen with problem solving and analytical skills; task master and approachable leader.