Brand Lead (Oncology/Urology)

At Astellas, we believe that nurturing exceptional relationships with our employees delivers exceptional business results.

Everyone at Astellas has a responsibility for creating a brighter future for patients around the world. From the first moment, Astellas will inspire you to put this ethos into practice with a positive, agile company culture and with well-defined ethical principles, values and systems.

Everything we do is led by our company values of integrity, being patient centric, taking ownership, delivering results and communicating openly. These values are essential to Astellas relationship with its employees and now is an exciting time to join us as we continue to evolve as a cutting-edge, value driven life sciences innovator.

Purpose of the Role

• Building the strategic marketing and tactical plans for the relevant products, ensuring those plans are implemented and monitored to reach mid to long-term affiliate targets
• Ensuring best-in-class product and new indication launches
• Localizing IM/ APAC brand strategy by adapting to local market insights which will serve short to mid-term goals
• With a strong commercial focus, effective development and management of annual promotional budget, sales forecasting, product inventories forecasting, pricing and collaboration with cross- functional teams, training for sales team on product knowledge

What you will do includes:

Develop marketing strategy in line with the objective to drive key product growth

• To resourcefully gather general market trend, market share and competitive information as guidance in gauging effectiveness of marketing activities translating to increased sell through and strengthened market share
• To conduct regular market analysis, and market research where needed, develops deep understanding on business dynamics, tracks competitive environment, identifies growth opportunities and develops strategy to maximize brand potential
• To design Tactical Plan in line with the brand strategy, executes all marketing activities by following the planning steps, tracking the progress and making necessary adjustments to the Plan of Action

• To ensure tactical plan is implemented by using all relevant marketing mix
• Brand building exercises (CME & event sponsorships, product launches, etc.)
• Education (internal & external product training, etc.)
• Detailing aids, display stands, brochures and clinical studies etc. to ensure scientific data is provided to HCPs by the field force
• Partners with Regional Marketing Teams to understand global/regional strategies

To effectively manage the marketing functions detailed below:

Advertising& Promotion

• To monitor and obtain the most reasonable expenses paid for BTL activities, sponsorships & materials and to manage within allocated budget
• To develop KEE and association partnerships in relevant therapeutic area
• To formulate and monitor the implementation of promotion strategies and its effectiveness in meeting pre-set objectives for fiscal year

Product Management

• To lead in new product launches. This shall encompass developing the product launch plan, setting timetable, and determining pricing level (benchmarked to product strategy, margin strategy, and competitor and market tolerance level), roll-out timing, sample preparation (where applicable), POSM support requirements, display/poster standards
• To play a strategic role in ensuring range and product in relevant therapeutic area meets market trends and requirements
• To monitor the brands proactive approach towards the hospitals (Private& Government)
• To ensure inventory levels are managed within the guidance provided
• To ensure listing of products in relevant hospitals considering product relevance, sales potential, entry cost (listing),
• To play the strategic role for tender or other relevant sources to support the field force in terms of sales
• To cooperate with the sales force to ensure the brand strategies, promotional messages and tactics are cascaded effectively and with aspirational branding
• To prepare budget short term and long-term forecasts and presentations when needed
• To prepare all necessary analysis, forecasts when needed for the assigned pipeline products

Business Management

• To defining setting and delivering to stretch KPIs, to sustainably grow the brand and maintain performance
• To fully utilize the Regionally Aligned Brand Planning templates
• To ensure all marketing activities are within allocated A&P budget determined
• To ensure pre-financing approval of marketing activities on behalf of Astellas

Other Responsibilities

• To assist in all others duties as directed from superior from time to time
• To conduct or make available scheduled product training to internal and external customers

Leadership Responsibility

• To lead Brand Teams by partnering with cross-functional team members including Medical, Market Access, Regulatory, Sales, Supply Chain, Finance and other related functions & stakeholders to maximize the brand performance
• Field coaching for sales team
• To work closely with Sales Managers and sales force to develop effective marketing strategies
• Able to guide or mentor other marketing staff as required

Required Qualifications

• Degree in Business Administration/Marketing/Science
• MBA would be an asset
• 5 years+ pharmaceutical product management in Oncology (novel patented products) in global MNCs
• Experience in launch excellence including pre-launch as well as post launch success and growth
• Demonstratable strategic thinking and planning
• Strong product knowledge, market & competitive analysis, forecasting and problem-solving skills
• Result oriented, creative, self-motivate, persistent, positive and passionate
• Proven ability to work effectively across functions in the organizations and good KEE and customers relationship management
• Prior experience in Oncology Brand Marketing
• Ability to interpret data (market, financial etc.) and leverage generated insights, integrating multiple data sources to build a strategic view and direction for future success
• Able to drive and analyze market research data and prepare strategic insights
• Strong learning agility able to rapidly study, analyze, understand and generate sense from many data sources in order to create digital insight
• Comprehensively understands the impact of commercial activities in the market as well as how Regulatory and Governmental affairs can impact and shape the marketplace
• Articulate and able to convert knowledge and data into language which has meaning for multiple audiences like SESA Top Management & AID LT and Sales Force
• Effective organization, planning and implementation skills
• Balancing strategic and operational capability (60:40)
• Collaborative and co-creational role-model, working horizontally, vertically
• PC literate Microsoft Office Word, Excel and PowerPoint
• Excellent presentation skills
• Excellent negotiation skills
• Good interpersonal skills
• Possess strong influencing/persuasive abilities
• Creative and innovative
• Detail-oriented, independent thinker, self- driven
• Excellent organizational and problem-solving skills

Preferred Qualifications

Customer Focus

• Partners with customers and establishes what can and cant be done within agreed timescales
• Uses information about customers to anticipate their needs and meet their expectations
• Seeks customer feedback and takes action to ensure that customers are satisfied
• Sets priorities for the team that are aligned to delivering a product and/or service that meets customer expectations
• Responds quickly to customer problems and requests by taking ownership, resolving issues with his/her team
• Ensures that resources are used effectively to meet customer needs

Communication and Collaboration

• Adjusts his/her communication approach and style to apply to the current situation
• Draws upon others expertise to ensure all relevant points of view are expressed and represented
• Builds trust and engagement in the team through regular meetings
• Establishes effective teamwork by building trust through openness and understanding
• Supports collaborative efforts with other teams and departments and where appropriate outside of Astellas
• Supports the team to be successful

Results Orientation

• Sets challenging and realistic expectations for him/herself and his/her team that are aligned to the business unit or function objectives
• Remove obstacles to ensure that team members deliver their objectives
• Achieving goals by showing energy, perseverance, and enthusiasm
• Actively supports team members to deliver against their objectives by prioritizing workload and allocating resources
• Puts in place effective monitoring to accurately assess the ongoing delivery of objectives

Strategic Orientation

Understands the Astellas strategy and how he or she aligns to it and contributes to delivering it. This may involve aligning an individuals own efforts or aligning other people and resources.

• Leads the strategic planning process to balance driving breakthrough initiatives and dependable performance in support of Astellas strategy
• Strategic thinking skills to analyze commercial and business information and devise strategy
• Acts as a key contributor in developing business strategy
• Generates a sense of energy and commitment to the achievement of strategy

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