General Manager - Marketing (PSS07173)

About the client: PSS has been mandated to hire a General Manager - Marketing for one of the leading pharmaceutical organizations.

Job Purpose: To ensure entire business management by Strategizing, planning, and implementation of marketing activities for sales maximization of assigned brands of their own and of their team.

Key Responsibilities
• Financial:
• Responsible to maintain and monitor the allocated budget of all the brands under their portfolio to ensure maximum profitability.
• Being accountable for the revenue of the entire basket of products.
• Hold responsibility for carrying out the entire campaign and other activities within the brand marketing budget.
• To Increase Market share to ensure profit.
• Allocation of the Budget as per the promotional requirement.
• Indexing of the target as per the market requirement.
• State-wise allocation of the target.
• Operational:
• To monitor activities and the growth of all the brands under his/her portfolio.
• Being responsible for suggesting new ideas or strategies to the upper management.
• To monitor the Preparation of Brand Wise Quarterly Visual Aid.
• Brief to Art department on the visual aid design.
• Evaluation and selection of draft concept out of 3-4 design options submitted by Art dept.
• Quarterly communication of Visual Aids to the field force through cycle meetings.
• To monitor and suggest in case of any changes while Preparing of business plan (quarterly) booklet for field which includes the explanation and detailing talk of the visual aid and inputs.
• Evaluation of Periodical circulars about the brand’s achievement, market trends, etc to keep the field sales team abreast of the current information and motivate them to promote the brands.
• To monitor Quarterly briefing sessions of 0.5 – 1day in each zone to ABM’s on brand communication/ inputs.
• Monthly planned visits to the field for review meetings to further reinforce brand communication.
• Monitoring of Promotional Material; i.e. LBL, Inputs, etc on a timely basis for effective marketing.
• Preparation of promotional budget brand-wise and promotional mode-wise.
• Plan for quarterly inputs and suggest the team in case of any required changes.
• To monitor the Allocation of inputs geography-wise.
• To monitor proper Coordination with vendor and logistics department to ensure timely dispatch to the field as per allocation.
• Continuous monitoring of the planned activities and reorganization of promoted initiatives to save on cost.
• Monthly/Quarterly Brand Analysis on various parameters.
• To assess the internal and external performance of the assigned brands.
• To suggest strategies or actions by monitoring competitor activities like pricing, review, packaging, etc on regular basis.
• To suggest various actions to increase the market share and profitability.
• To suggest changes in the plans to overcome challenges due to the external environment.
• To monitor and ensure business management meets the targets.
• New Product Launch
• Being accountable for the growth and upliftment of the product and the entire business.
• Identify the potential of a New Product Launch or line extension launch in the assigned therapy by studying:
• CMARC trends
• Doctor feedback in joint work/ CME/ conferences
• Field manager’s feedback
• Analyze market potential for the identified new product through historical CMARC
• Conduct primary research with the help of market research for identifying the right patient segment, right launch volume and right price.
• Coordinate with packaging, and FR&D for product features finalization.
• Prepare sales projection, and sampling plan for at least 6 months – 1 year from launch.
• Prepare stock allocation and ensure proper distribution in all geographies.
• Finalize promotional activities, input plan, Visual Aid etc and work towards a launch as per the agreed timelines.
• Ensure regional launch meetings for the new product.
• Customer:
• To coordinate with the field employees on various occasions to understand their issues and help resolve them.
• Coordination with the cross functional departments like Arts, Accounts, IT, Commercial, Logistics, Medical Services, MIS & Training
• Act as point of first reference for all product-related inquiries and work collaboratively with colleagues in Clinical Research, medical services, and Regulatory to address any issues that may arise.
• Close liaison with the field force to assess the response to and suitability of current promotional material and to ensure that the printed promotional material is being used optimally.
• Design market research projects to assess customer attitudes to the current product range and new product introductions. Either conduct this research with in-house staff or manage an outside agency ie initial identification of suitable partner, the definition of responsibilities, communication plan, divisions of responsibility, milestones, contract with the company, review transcripts and reports, and recommend action plans from the research.
• Field Work
• Have to work a minimum 7-8 days/ month with BO’s in the field to understand the current market trends and the brand performance/ feedback from doctors.
• To build relationships with KOLS/important functionaries of associations, etc.
• Learning & Innovation:
• Coach and develop PMT Team for higher responsibilities.
• Responsible for providing the sales team with the necessary technical expertise to enable them to sell the product. This involves printed and electronic promotional material, product training, and relevant clinical papers.
• To ensure grooming of their reportees to ensure holistic growth of the division and the company.
• Responsible for reviewing product data to ensure that the field force is kept up to date on new developments regarding the companies or competitor's products.

Educational Qualifications And Experience
• B.Sc/ B Pharm/M Pharm + MBA