Job Purpose

Leads a portfolio of Brands linking brand goals to company-wide strategy and business outcomes of market share, market penetration growth and sales growth in Top 12 Focus International Markets. Creates and executes effective integrated marketing plans to ensure best in class execution (both for new product introductions and established in-line products/Brands) and maximum ROI.

Partners closely with Global and cross-functionally to ensure that the overall portfolio strategy aligns to the needs of international markets.

Leads and coaches a team of managers, plans for the teams’ future needs and operations, and builds and develop team engagement.

Major Accountabilities

1. Provide integrated marketing plan direction, guidance, and oversight for the portfolio from Insights to source of volume analysis, segmentation/targeting/value proposition, to 4Ps execution and evaluation of results through both leading and lagging KPIs.

2. Develop marketing strategies, programs & promotional campaign materials for the portfolio to achieve desired business outcomes:

• Partnering with global for new Product Launches in lead market and independently in top 12 Focus Markets

• independently for established in-line products (physical and digital content), which are ready in a repository for countries to translate and use

• Synthesizes, shares and applies best practices across the regions e.g. lessons learned from execution in different markets

3. Partners with KOLs in different countries and drives synthesizing of customer needs in top 12 international markets to be a strong and fact-based voice into Global franchise strategy, ensuring R&D programs, innovation sourcing and partnerships meet international needs in both products and services.

4. Drives and serves as marketing lead representative on BD&L opportunities. \

5. Ensure best in class marketing execution (for new product launches & established in- line products), cross market consistency (where appropriate), and maximum marketing ROI (by minimizing duplication and maximizing impact), including integration of cross-functional plans such as Evidence plans and podium presence. Communication Plans, Sales Training Plans, HCP Education Plans, Business Transformation Plans.

6. Coordinate all respective brand marketing and cross-functional initiatives that will help the local affiliates in top 12 Focus Markets achieve the annual and mid-term sales, market share and market penetration objectives. Partners and Shares with Area Marketing Directors for non-F12 International markets.

7. Provides strategic inputs into Scientific Evidence and publication plans.

8. Coaches and oversees all activities of respective team of managers, plans for the teams’ future needs and operations, and builds and develop team engagement.

Key Performance Indicators

• Obtaining annual sales, market share, market penetration gains and budget targets for respective portfolio of brands in top 12 Focus Markets

• New Product Launch Readiness in top 12 Focus Markets

• Completeness & timely readiness of all marketing materials, plans, programs & toolkits for both new products and existing in line products/brands,

• Customer satisfaction scores (i.e. top 12 Focus Markets, Area Marketing, and Global Franchise)

Job Requirement

Education:                Minimum: Bachelor’s Degree; Desirable: MBA

Languages:              Fluency in English, other languages are a plus

Experience & Competencies:

• 10+ years of broad experience in progressive marketing management positions in highly competitive global medical devices or consumer health care product industries (customer facing/sales experience preferred, but not required). Experience in Ophthalmic sector strongly preferred.

• Proven expertise and results in International or Global brand strategy, brand marketing, and portfolio management, namely ability to manage multiple projects while delivering on established timelines.

• Track-record of successful multi-countries new product launches

• +4 years of people management experience highly preferred

• Capability to work in a complex global framework, including strong stakeholder experience and ability to lead cross functional teams in a fast paced and high demand environment.

• Experience in deploying digital marketing innovations and associated sales uptake.

• Strong analytical and problem-solving skills

• Must have demonstrated strong long-term strategic thinking and planning for business success. Ability to bring innovative thinking, challenging status quo and managing the ambiguity. 

  

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