Brand Lead Croatia

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Job Description

Primary Role

• To work and connect with national and local parties involved in treatment of patients with Takeda products, having patients in the center of what we do.

• To promote our products as defined by the company, to healthcare professionals in relevant target groups in the territory.

• To maximize the patient and business benefit (sales and profit) of Takeda products, through the local implementation of Takeda marketing strategy by organizing all necessary contacts and activities in collaboration with management and within the agreed promotional and cost budget.

• Participation/Lead in projects as defined by national and subcluster management.

• Create and elaborate the annual marketing plans; define the key strategic directions, product positioning, critical success factors, key drivers and in relation with them the detailed tactical plan that ensures the achievement of medical education and patients’ access targets.

Key accountabilities as Brand Lead (100%)

• Localize and elaborate Global Brand Plan and in alignment with Commercial Head define the key strategic direction, product positioning, critical success factors, key barriers/ drivers and align them with detailed tactical plan to ensure reaching given KPIs.

• In collaboration with the medical department propose and create relevant Promo materials to support field activities.

• Partnering with Health Care Professionals in creation of content for Commercially organized scientific meetings by putting the Patients needs and safety into primary focus.

• Secure implementation of agreed tactics.

• Monitors competitor activities (Market intelligence and benchmarking) on a regular basis and leads KAM to act upon learnings.

• In alignment with the overall planning process forecasting unites, pricing and sales (MRP & MYC) in ABP tool.

• Ensure regular demand forecasting in cooperation with LOC Supply manager.

• Following up monthly performance for the brands in responsibility scope to ensures products, competition, market dynamics, medical trends and level of growth are analyzed, and Opportunities & Risk identified. Preparing Monthly performance presentation for relevant therapeutic area and presenting it to the Management team.

• 20% of time identifies, develops, and maintains a professional relationship with LOC level Key Opinion Leaders, supporting and leveraging customer connectivity locally and internationally. Regular tracking in CRM/ Veeva.

• Lead and coach KAM to deliver a superior patient experience, exceed expectations of key customers and become best-in-class in relevant therapeutic areas.

 DDT (Data, Digital & Technology) responsibilities for Brand Lead

• Aligns with regional and LOC teams to localize integrated brand and tactical plans, embedding OCE.

• Applies deep knowledge of customer engagement elements (i.e., segmentation, persona, customer and patient journey, campaign journeys, KPIs) to build a personalized end to end customer centric OCE journey.

• Drives omni-channel engagement across customer facing roles; provides the structure and campaign materials to build differentiated customer experiences.

• Anticipates future customer needs and explores and embraces OCE trends (internal and external); displays agile learning to seek and develop new approaches.

• Creates a mix of personalized content and solutions (e.g., SFMC, social media, website, approved emails and CLM) to create a compelling user experience including a clear value proposition and call to action.

• Ensure all content and channels are properly tagged, aligned to regional standard to generate rich data.

• Effectively interprets data and insights to make insight driven decisions and drive actionable solutions to optimize brand strategy.

• Reflects on past campaigns, integrating customer perspective into learnings and next steps.

Leadership

• Achieve executional excellence through continuous demonstration of Leadership Capability based on high agility. Working effectively with experienced Local Leaders.

• Inspire new ways of thinking and “can-do attitude” with confidence and loyalty. Create a climate which encourages calculated-risk taking where trial and error is accepted as a part of the learning process. 

• Foster best-in-class patient centric organization through example and behavior.

• Provide appropriate mentoring and coaching to direct reports to drive superior performance.

• Ensure local business is conducted in compliance with local laws/regulations and corporate SOPs as well as Takeda´s Code of Conduct

• Routinely identify and prioritize areas for continuous improvement with each subordinate.

• Develop sales personnel and implement effective succession plans in order to maximize the positive impact of change of leadership.

Area covered: Croatia        

Education, behavioral competencies, and skills

Essential:

• University degree in Medicine/Biology/Chemistry/Pharmacy or equivalent

• 5  years of sales and marketing experience in specialized prescription pharmaceutical business and hospital sector.

• Expertise on the country health care system

• Fluency in local language and English language skills (written and spoken)

• IT skills (MS Office proficiency as a minimum)

Desired:

• Experienced in Brand Management / Key Account and Hospital Management.

• Commercial and marketing experience in pre-launch and launch activities with particular emphasis on hospital selling.

• Intimate knowledge of the country pharmaceutical industry’s code of conduct and compliance regulations.

• Existing contacts with specialists in relevant specialties treating Therapy area diseases.

Key Skills and Competencies:

• The candidate has to be organized and able to manage projects led by Takeda values and principles and act independently in line with trainings and SOPs.

• He/she should also be able to work on his own without daily guidance/support from superior to achieve our goals.

• A high degree of flexibility in a rapidly developing market and organization. Proactive pioneering attitude in developing new markets.

• High level of strategic and analytical thinking to set key objectives and the right ways to achieve them.

• Proven experience in sales and marketing and particularly in development and implementation of both sales and marketing strategy and plan

• Strong leadership profile, initiative, and commitment; entrepreneurial skills, creativity, and the ability to keep going in the face of hardship.

• Deep understanding of the healthcare system and experience in managing specialty care products; ability to conduct the business in a volatile environment by anticipating the major changes and the impact on Takeda portfolio.

• Positive attitude, enthusiastic approach.

• Analytical and challenging mind.

• Commercial acumen.

• Strong presentation, sales call, and negotiation skills.

• Self-starter mentally

• Proactive

• Self-aware

• Patient centric

• High performing sales professional, able to be a role model in performance, attitude, creativity. Likely to influence team members through their work, and thus able to train colleagues with necessary, or lead of peers in projects and other work.

Internal and external contacts

Internal:

• Reports to Commercial Head

• Regular contacts and exchange with other colleagues in Marketing and Commercial, Pricing, Value & Access, Medical Affairs, Finance, HR, Regulatory, PV, Ethics & Compliance occasional interaction with international BU

• Interaction with national and international peers

External:

• Key Opinion Leads, hospital physicians and hospital staff at secondary care level

• Hospital healthcare professionals and hospital management e.g. Finance/Procurement

Locations

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