(Senior) Brand Manager-RDU

SUMMARY OF THE ROLE

• is responsible for product strategies design and execution to ensure the optimization the market presence of his or her responsible products.
• is responsible for the identification development and mobilization of key opinion leader’s to ensure optimization of advocacy for TA responsible products.
• Work with other function to achieve objectives of AZ products including commercial and hospital sales target, SOV and Market Share.
• develop people and team (optional).

ROLE & RESPONSIBILITIES

1. Deep understanding of customer insights

• 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
• Analyze agencies’ proposal and identify right agency for research, manages and monitors research project with agency
• Analyze and interpret the research data presented to assist in strategic decision

2. Formulate and develop comprehensive brand and marketing strategies

• Gather market data from company system and public platform on environment, epidemiology, customers& patients’ needs, treatment map, competitors in compliance with laws and regulations.
• Conduct situation analysis, with input from internal & external stakeholders.
• Elaborate clear SWOT, resulting in identification of Key Issues.
• Perform risk analysis and develop mitigation plan.
• Formulate the Promotion Mix.
• Develop forecasting based on market dynamics for the planning period.
• Develop positioning and communication strategies.

3. BEP implementation

• Develop effective academic promotion tools with medical, sales, regulatory team.
• Coordinate the implementation of critical external stakeholder activities including advisory boards, symposia, CME’ s, exhibitions, conferences and meetings.
• Monitor and measure implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).
• Manage the forecasting and inventory process to ensure correct stock levels.
• Manage brand A&P to ensure spending under control.

4. Implement the Marketing Strategy, through annual/cyclical plan of action (POA)

• Involve medical, sales, regulatory team to input and validate communication, medical education tools.
• In line with plan, deliver, arrange, conduct and co-ordinate the implementation of critical external stakeholder activities including advisory boards, symposia, CME’s, exhibitions, conferences and meetings.
• Monitor and measure implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).
• Manage the forecasting and inventory process to ensure correct stock levels.
• Understand and be familiar with P&L dynamics and maximize these to achieve profit goals.

5. Support Sales team to understand product features and convey accurate academic concepts ​

• Co-ordinate and conduct product training.
• Develop creative product/brand campaigns reinforcing the positioning.
• Design and develop promotional materials reinforcing the product/brand positioning and competitive advantage.
• Present clear product and market strategy at cycle meeting to sales team.
• Evaluate effectiveness of promotional material with field force then conduct Recall Test and adjust as necessary.
• Manage and determine allocation of samples in line with product strategy, where relevant to the market.
• Plan and conduct field visits with sales team to monitor market dynamics.

6. Demonstrate deep understanding of product knowledge and therapy area knowledge

• Take initiative to maintain and upgrade product knowledge through sourcing for product information, reading clinical reports/publications, medical journals.
• Identify marketing opportunities based on medical information, market knowledge, and competitor knowledge.
• Keep up with industry and therapeutic area trend through attending conference, KOL interaction.
• Build and maintain global AZ network and relationships through attendance of regional/global workshops.
• Develop promotional PPTs and deliver key product messages

7. Monitor performance and controls A&P budget

• Track monthly performance vs Budget and analyze reasons for gaps.
• Report performance against budget.
• Complete required monthly administrative submissions on time (market intelligence, activity vs plan, spend vs plan, etc.).
• Monitor and control A&P budget.

8. Team effectiveness, including AZ network

• Build cross-functional team effectiveness with marketing, sales, regulatory, medical colleagues to ensure successful delivery of strategies.
• Share best practice and learning with marketing colleagues to build knowledge and competence.
• Maintain good interpersonal relationships.
• Take responsibility for own personal development.

9. Strong Compliance Awareness

• Comply with AC Code of Conduct and all applicable laws and regulations during business operations.

REQUIREMENTS

1. Job Requirements

• Bachelor’s degree or above
• 3 years working experience in pharmaceutical line or related (Ideally 1 year as medical representative)
• Solid experience in territory management, ESS, and basic marketing, with proven communication and presentation abilities
• Ideally have good historic record of sales performance and some experience of product management
• Additional cross-functional experience in sales management or medical affairs is desirable
• Recognize and are committed to practicing AstraZeneca’s values
• Proficient in both written and spoken English
• Skilled in using MS Office software

2. Functional Competency

1) 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

2) 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 to further improve the campaign impact

3) 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.)

4) 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 portfolio of products to deliver the desired product position to customers

5) Key Stakeholders Management

• Ability to engage and manage internal and external stakeholders

6) Thinking Strategically

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

Date Posted

21-11月-2025

Closing Date

30-1月-2026

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.