Brand Manager Gastrology New Indications

Abbvie (BE, België) 10 dagen geleden gepost
About AbbVie
AbbVie’s mission is to discover and deliver innovative medicines that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people’s lives across several key therapeutic areas: immunology, oncology, neuroscience, eye care, virology, women’s health and gastroenterology, in addition to products and services across its Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at [...] Follow @abbvie on Twitter, Facebook, Instagram, YouTube and LinkedIn.

Job purpose & objectives:




  • Define the Brand Strategy, develop operational and tactical plans to address the needs of all stakeholders, including enriching the patient experience by working closely with the In Field Team and key External Experts, acting as the Brand team expert to guide campaign definition and insight gathering across all stakeholder groups

  • For this position, BM will firstly oversee the Humira brand strategy in IBD (both Chron Disease & Ulcerative Colitis) and will gradually move towards preparing the market for new assets launches in CD & in UC working in collaboration with the Global & WEC IBD Brand Teams aiming to position Belgium as a must-have market for successful launches of Skyrizi in CD & Rinvoq in UC


Key interfaces:



Internal: Brand Team members & leader, In field Team members & leader, Medical, Global/Area Marketing, Customer Excellence, Finance, Market Access & External Affairs, Regulatory Affairs



External: HCPs, EEs, Professional associations members, Providers – Agencies (digital, marketing, media), Other stakeholders as appropriate 



Tasks and responsibilities:



Patient Journey




  • Support the development of a robust and accurate Patient Journey by supporting Brand Team workshops to secure input & cross stakeholder viewpoints and by external insights collection.


Strategic Brand Planning




  • Collaborate with Area / Global counterparts to co-create upper level strategy and co-create strategy

  • Play a pivotal role as liaison between the Belgium Experts having an expertise recognized at international level and the AbbVie Global colleagues

  • Localize the Global Brand Strategy to define brand strategic imperatives, propose strong operational (marketing mix action plan) & 1-year tactical brand plan and collect inputs from cross-functional colleagues

  • Ensure that Brand Story is defined in an accurate manner and with a patient –centric focus

  • Diagnose and analyse brand, competitors, market; this includes the understanding of Patient and customers’ needs, the identification of key environment trends and demand driver in the market

  • Identify where no-traditional partners can help meet Strategic objectives and where digital solutions can help gather patient insights

  • Lead synthesis of insights from cross-functional teams to develop the Brand Plan Insights Chapter

  • Monitor competitor’s activity and key data to adjust strategic planning and tactical plan


Brand Plan Implementation




  • Conduct brand team involving and engaging others Brand Team members  

  • Translate Brand Plan into a Tactical Plan – identifying and defining concrete projects – relying on guidance provided by Area / Global and in close collaboration with all Brand Team members

  • Become ‘guardian of the brand’ by ensuring that all functional deliverables remain consistent with branding and deliver emotional messages aligned to the Brand Story

  • Ensure a Brand Story is defined and consistently used/referenced by the Brand and In-Field Teams

  • Bring the Brand Story to life through Innovative and patient-centric marketing materials and campaigns including multi-stakeholders initiatives and multichannel opportunities

  • Design and implementation of all Marketing activities including Innovative Marketing tactics, Traditional and non-traditional partnerships (where non-traditional partners can help meet Strategic Objectives; assess potential partners and manage collaborations)

  • Define need for and develop if needed interactive and customised content for CLM managing the CLM process and overseeing implementation of CLM activities

  • Implement segmentation with IFT, develop segment profiles and drive development of customised materials to each segment

  • Determine customer and patient segments by action and appropriate strategies

  • Ensure all in-field materials are aligned to Strategic imperatives

  • Ensure appropriate follow-up of all activities performed by defining upfront SMART KPI and following them closely


Finance Forecasting and monitoring




  • Co-lead the sales Forecasting with Finance manager & Brand team leader

  • Ensure appropriate Expenses forecasting and budget tracking

  • Budget planning, sales & expenses analysis, tracking and ROI measurement (pre & post) for Marketing team activities


Compliance




  • Ensure Marketing team compliance with all appropriate division and statutory business and regulatory requirements, including Ethics & Compliance and Code of Business conduct procedures and protocols

Qualifications

Required skills and competencies:




  • Master’s degree level

  • Language: fluent in English – Dutch – French:

  • Strong patient and customer focus, responding proactively to change in environment and customer needs

  • Strong understanding of all customer and stakeholder types and effectively tailors messages to target audience

  • Vision and strategic thinking

  • Highly accountable and takes responsibility for performance monitoring

  • Strong analytical skills & critical thinking

  • Project management & tactical planning skills (capable of managing several projects in parallel)

  • Effective communication and influence

  • Strong indirect leadership skills and building effective working relationships with a broad range of cross-functional brand team members and external experts

  • Confident and fluent presentation skills

  • Innovation/ lateral thinking

  • Manages budget, forecasting and KPI tracking, leveraging strong analytical skills


Knowledge:




  • Understands the market, the patient journey, the full range of customer and stakeholder needs, as well as issues related to the therapy area

  • The healthcare environment and evolving landscape

  • Cross-functional roles understanding (market access, medical, sales, …)

  • The Brand Story principle

  • Channel mix techniques (MCM) and ROI measurement techniques (Outcomes & KPI settings)

  • Financial processes & business acumen

  • Competition, customer base, reimbursement and market access processes

  • Pharmaceutical industry business, policies and procedures

  • Principles of and opportunities for conducting market research


Experience:




  • Experience as Brand Manager or similar functions in pharmaceutical company such as Medical, Marketing, Market access, Sales

  • Knowledge/experience in Immunology/Gastroenterology is a +

  • Master level with a Scientific background preferred

Travel
Yes, 5 % of the Time
Job Type
Experienced
Schedule
Full-time
Job Level Code
IC
Equal Employment Opportunity
At AbbVie, we value bringing together individuals from diverse backgrounds to develop new and innovative solutions for patients. As an equal opportunity employer we do not discriminate on the basis of race, color, religion, national origin, age, sex (including pregnancy), physical or mental disability, medical condition, genetic information gender identity or expression, sexual orientation, marital status, protected veteran status, or any other legally protected characteristic.
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Brand Manager Gastrology New Indications

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