Commercial Excellence Lead

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OBJECTIVES / PURPOSE

Drive Sales Force Effectiveness and Commercial Excellence for Vaccines business units in Malaysia and Indonesia, and PDT in Indonesia. Partner with the Training Manager and sales leadership to build an integrated commercial capability strategy across Malaysia and Indonesia, using performance data, field insights and business priorities to identify capability gaps, shape learning interventions and measure their impact on field effectiveness. The role is responsible for:

• Developing and executing SFE-related activities, processes and systems that drive commercial excellence.
• Ensuring smooth functioning, regular maintenance and continuous improvement of SFE-related activities and systems.
• Providing effective communication, training and guidance to support user understanding and adoption.
• Providing analytics and insights to support data-driven decision-making and commercial excellence.
• Driving digital and omnichannel initiatives across the organisation to enable effective HCP engagement and improve productivity.
• Building SFE capabilities across Malaysia and Indonesia

SCOPE

• Leadership / People: Individual contributor.
• Country base: Malaysia.
• Coverage: Malaysia and Indonesia.

ACCOUNTABILITIES

Segmentation and targeting

• Implement, regularly review and validate customer segmentation and targeting strategies in alignment with business priorities.

Sales force structure and sizing

• Manage territory structure definitions and sales force sizing to best fit resource allocation and business needs
• Consult with the sales management team to design effective territory planning and targeting solutions based on relevant strategies

SFE systems and tools management

• Develop, implement and maintain SFE-related systems, including CRM and BI platforms.
• Ensure smooth functioning, regular maintenance and continuous improvement of SFE systems and tools.
• Provide appropriate training and guidance to maximise user adoption.

Metrics and performance management

• Design timely and accurate analyses to measure relevant key performance indicators and provide direction for future planning.
• Consult regularly with business unit leaders to define sales force metrics and performance analysis requirements, ensuring representatives engage the right customers at the right frequency.
• Work closely with the business systems team to ensure CRM, sales performance reporting, BI tools and management dashboards are implemented and aligned with current and future strategies.
• Consult with management on results, potential actions and ad-hoc reporting requirements. Benchmark performance using available data sources and relevant industry insights.

Sales force climate and capability

• Provide training and support to the sales force in data interpretation, CRM, BI tools, platforms and reporting processes.
• Keep abreast of internal and external sales force dynamics through days in field, participation in national sales conferences, business reviews and brand team meetings.
• Provide local performance updates and reporting inputs to regional stakeholders based on agreed reporting standards.

Sales Incentives

• Develop incentive schemes that are aligned with organisational objectives.
• Drive the development and implementation of the incentive scheme communication plan, ensuring it is well understood across the sales force.
• Review incentive schemes and identify opportunities to improve accuracy, efficiency and governance.
• Develop, implement and maintain systems and processes that deliver sales incentive outcomes accurately and on time.
• Produce quarterly reports detailing current performance of the sales incentive scheme.

Project Management

• Initiate, lead, drive or support projects related to CRM enhancement, performance management, BI and dashboard reporting that improve sales force effectiveness and efficiency.

Omnichannel Excellence

• Support seamless integration of omnichannel engagement initiatives to drive sales and marketing excellence and improve HCP engagement.

Insights and Analytics

• Proactively identify insight needs and gaps within the business.
• Apply business acumen and analytical skills to diagnose external and internal market trends, providing well-founded recommendations and actions to support key business decisions and drive outcomes.
• Analyse third-party data sources, such as IQVIA and Infrared, to generate actionable insights.
• Leverage Veeva CRM and related commercial and medical data sources to generate insights into territory performance and opportunities for improvement.

CORE ELEMENTS RELATED TO THIS ROLE

• Acts as a commercial excellence partner to the Country Head and cross-functional teams by translating business priorities into practical SFE, CRM, analytics, incentive and omnichannel initiatives.
• Owns and continuously improves commercial effectiveness processes, including segmentation, targeting, territory planning, sales force sizing, performance dashboards and field force productivity tools.
• Uses data, market insights and business performance indicators to generate actionable recommendations that support decision-making and drive measurable commercial outcomes.
• Drives adoption of CRM, BI, reporting and digital engagement platforms through clear communication, training, user support and change management.
• Collaborates across Malaysia and Indonesia to harmonise ways of working, share best practices and ensure commercial excellence initiatives are locally relevant, compliant and aligned with regional direction.

DIMENSIONS AND ASPECTS:

Technical/Functional (Line) Expertise 

Strong functional expertise in sales force effectiveness, commercial operations, CRM and BI platforms, segmentation and targeting, territory planning, incentive scheme administration, performance reporting, analytics and omnichannel enablement within the pharmaceutical or healthcare environment.

Leadership 

Provides functional leadership in commercial excellence by influencing stakeholders, shaping ways of working and supporting change adoption across field force, marketing, medical, access and business systems teams without direct people management accountability.

Decision-making and Autonomy 

Operates with autonomy within agreed business priorities, compliance requirements and budget parameters. Makes recommendations on segmentation, targeting, territory design, performance metrics, incentive processes, dashboard enhancements and digital engagement priorities, escalating material risks or strategic trade-offs as required.

Interaction 

Works closely with Country Head, sales leadership, marketing, medical, market access, finance, business systems, regional commercial excellence teams and selected vendors to align requirements, implement tools and embed data-driven commercial practices across Malaysia and Indonesia.

Innovation 

Applies digital, analytics and process improvement approaches to enhance commercial productivity, field force effectiveness, omnichannel execution and management visibility, while encouraging continuous improvement and responsible use of data.

Performance Culture 

Sets clear priorities and success measures for commercial excellence initiatives, monitors adoption and performance trends, and drives timely follow-through to improve sales force productivity, reporting quality, incentive accuracy and business impact.

Enterprise Orientation 

Balances local business needs with regional and enterprise expectations by sharing best practices, standardising processes where appropriate and adapting commercial excellence solutions to country-specific requirements across Malaysia and Indonesia.

EDUCATION, BEHAVIOURAL COMPETENCIES AND SKILLS

Education and Experience

• Bachelor’s degree in business, science, pharmacy, healthcare, analytics, information systems or a related discipline.
• Minimum 5 years’ relevant experience in sales force effectiveness, commercial excellence, sales operations, business analytics, sales, marketing or commercial roles within the pharmaceutical, healthcare or related industry.
• Strong working knowledge of CRM systems, BI/reporting tools, databases, dashboards and sales performance management processes; experience with Veeva, Power BI or similar platforms is an advantage.
• Sound understanding of segmentation, targeting, territory planning, field force productivity metrics, incentive administration and omnichannel engagement principles.
• Strong analytical and problem-solving skills, with the ability to translate data, market insights and business performance trends into clear recommendations and practical actions.
• Good planning, project management and process improvement capability, with attention to accuracy, governance, timelines and follow-through.
• Strong stakeholder management, communication, facilitation and change management skills, with the ability to influence cross-functional teams and support user adoption.
• Self-motivated, objective, curious, well organised and comfortable working independently across multiple priorities and countries.
• Proficient in written and spoken English; ability to communicate effectively with local, regional and cross-functional stakeholders.