BM/SBM - FXG Endo+FDC MKT-上海

DUTIES & RESPONSIBILITES / 主 要 职 责

Deep understanding of customer insights 20%

• Regular customer visit, frequent sales team interaction
• Understand the objective of different types of marketing research. Be able to identify research needs and provide clear brief to agency
• Analyse agencies’ proposal and identify right agency for research, manages and monitors research project with agency
• Analyses and interprets the research data presented to assist in strategic decision

Develop brand plan (BP) , brand execution plan (BEP) and long range plan (LRP) 10%

• Gathers market data on environment, epidemiology, customers & patients needs, treatment map, competitors.
• Conducts situation analysis, with input from internal & external stakeholders.
• Elaborates clear SWOT, resulting in identification of Key Issues .
• Performs risk analysis and develop mitigation plan,
• Formulates the Promotion Mix
• Develops forecasting based on market  dynamics for the planning period.
• Develops positioning and communication strategies.

BEP implementation 50%

• Develop effective selling tools with medical, sales, regulatory team Coordinate the implementation of critical external stakeholder activities including advisory boards, symposia, CME’s, exhibitions, conferences and meetings.
• Monitors and measures implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).

Supports Sales team to deliver sales objectives & activities 10%

• Co-ordinates and conducts product training.
• Develops creative product/brand campaigns reinforcing the positioning.
• Presents clear product and market strategy at cycle meeting to sales team.
• Evaluates effectiveness of promotional material with field force then conduct Recall Test, and adjusts as necessary
• Plans and conducts field visits with sales team to monitor market dynamics.

Demonstrates deep understanding of product knowledge and therapy area knowledge 10%

• Takes initiative to maintain and upgrade product knowledge through sourcing for product information, reading clinical reports/publications, medical journals.
• Identifies marketing opportunities based on medical information, market knowledge, and competitor knowledge.
• Keep up with industry and therapeutic area trend through attending conference, KOL interaction

JOB REQUIREMENTS & COMPETENCIES / 工作要求和胜任能力

Product and Environment Knowledge

• Knowledge of own product, relative disease and R & D initiatives within own TA
• Knowledge of competitor products and marketing approach
• Understand how national healthcare & regulatory environment impacts TA
• Understand access environment including NRDL/PRDL, tender policy, hospital listing etc
• Knowledge of various channels including core, emerging, county, CHC, and retail

Campaign Execution

• Well designed & well prepared campaign plan in details
• Execute campaign precisely according to the plan
• Summarize the key findings & give feedback to the team after the campaign execution in order to further improve the campaign impact

Communication & Presentation Skills

• Effectively communicate campaign plan to sales force
• Effective presentation & communication skills to deliver the campaign key messages to customers (KOLs & physicians)
• Cross-functional communication (finance/ purchasing/etc.)

Campaign Development

• Understand the behaviors (and behavior barriers) of customers
• Understand motivations behind behaviors (and behaviors barriers)
• Develop campaigns against specific customer segments with specific behavior objectives
• Develop campaign messages that is well supported by medical data and tested with sales force and customers to be effective
• Design optimal package of promotion mix to deliver the desired product position to customers

Influencing Key Stakeholders

• Interactive and influence with KOL
• Interactive and influence with sales force
• Interactive and influence with medical affair/regulatory/clinical research
• Interactive and influence with Asiapac Regional/ISMO/GMBD MKTG team
• Interactive and influence with cross functions: commercial/manufacture/HR/etc.

Thinking Strategically

• Logical and implementable BP/BEP
• Sound LRP with global alignment

Date Posted

Closing Date

AstraZeneca embraces diversity and equality of opportunity.  We are committed to building an inclusive and diverse team representing all backgrounds, with as wide a range of perspectives as possible, and harnessing industry-leading skills.  We believe that the more inclusive we are, the better our work will be.  We welcome and consider applications to join our team from all qualified candidates, regardless of their characteristics.  We comply with all applicable laws and regulations on non-discrimination in employment (and recruitment), as well as work authorization and employment eligibility verification requirements.