Senior Brand Manager

Division

Department

Sub Department 1

Job Purpose

Manage brands to achieve their targets and qualitative parameters to improve profitability of Cipla India.

Key Accountabilities (1/6)

Develop and Implement marketing plan to achieve sales target and improve profitability of the organization

Recommend  a marketing mix after analysing business priorities

Defining purpose for selecting the brand for campaign

Develop the marketing plan to execute the campaign

Maintain the expense to sale ratio to meet profitability

Regular Training / Cycle meets for medical representative for effective execution of particular campaign

Key Accountabilities (2/6)

Improve brand qualitative parameters to gain ranking versus competitor

Increase market share in the given market by marketing initiatives

Increase Rxns and Rxber of the brand in the assigned market

Keep close eye on competitor's activities to develop further marketing plans

Key Accountabilities (3/6)

Develop key opinion leader  / key business leader to have a advocacy for the brand 

Execute scientific programs for engaging the customers

Interaction with customers during field work to understand the need of brands or the current market

To understand the new opportunities in the market

Key Accountabilities (4/6)

Propose/ Execute divisional initiative for better therapy development

Propose the activities which represent the divisional needs

Execute divisional activity with the help of team 

Sales monitoring for the respective brands to monitor the success of initiatives

Key Accountabilities (5/6)

Interact with different stake holders for a speedy execution of the process.

Coordination with medical, art, purchase, legal, compliance dept. for the promotional inputs & materials

Vendors Management as to get things on time

Key Accountabilities (6/6)

Assess execution of Divisional / brand strategy at ground level for superior performance compared to competitors

To do a regular monthly 5-6 days  field work

Gather insights for future developments

Major Challenges

Brand targets are not percolated region wise (separate geography & therapy targets)

o    Push the high contributing regions

Platforms to meet the end executor (MT/TM) for better execution or training

o    Telecon conversation, Nalanda, webcast

Multiple level approvals which delays the process

Regular training of Sr. PM on marketing and learning newer concepts

Key Interactions (1/2)

• Medical team for medical approval 2 – 3 times in a week
• Purchase execution of inputs and gifts once in a week
• Art department artworks of inputs once in a week
• Sales team for sales achievements 2 – 3 times in a week
• Supply chain management once in 15 days for stocks
• Business development team for new product procurements on need basis
• R&D to bring constant innovation to current product
• Finance team to manage P&L

Planning team on understanding the forecast and better stocks management

Key Interactions (2/2)

• Agency artworks & campaigns of inputs once in a week
• Publisher scientific inputs once in a month
• KOL / KBL for opinions  once in 4 months
• Vendors scientific inputs once in a month
• Crash course in marketing from a premiere institute to upgrade his current skill and add new ones

Dimensions (1/2)

Financials:-

Portfolio Targets (40 – 70 Crs per annum)

Brand Expense  ( 1 – 4 % of brand budget)

KOL

Dimensions (2/2)

Key Decisions (1/2)

Marketing plan which includes strategy and execution plans to (GPM / MM)

Training & motivation programs for field force to (GPM / MM)

Key Decisions (2/2)

Education Qualification

B.S.C(science)/ B. pharmacy with MBA in marketing with 8 months to 1 year on ground/sales experience

Experience of handling big brands, portfolios & P&L

Good understanding of MS excel, powerpoint & fluent in communication

Relevant Work Experience

Total 4-6 years in brand management,

initial 1-2 years field experience preferred

Good communication & interpersonal skills