Pharma Brand Manager

4 weeks ago

Fatih, Istanbul, Turkey Bayer Full time

Bayer is a life science company and a global leader in health care and nutrition.

Our innovative products support efforts to overcome the major challenges presented by a growing and aging global population.

We carry out all our work in line with our mission "Health for All, Hunger for None" and we offer innovative solutions in the fields of health and agriculture."

YOUR TASKS & RESPONSIBILITIES

Closely monitor the developments in Therapeutic Area (TA) , market landscape and share these market insights within the team to make an informed decision on the brand strategy

  • Get insights from the reports, news and secondary data available about the market and get updates about product characteristics
  • Plan a market research study with Business Intelligence team to understand the market dynamics and use its results
  • Follow up competitor activities on regular basis and inform the team accordingly
  • Exchange ideas with the marketing, sales and medical team in order to take various opportunities in the market

Drive the strategy review and brand strategy development process, prepare the local brand plan and comprehensive activation plan based on the brand strategy and global brand plan by gathering the inputs from related functions

  • Identify the market scope and the buying process, and determine the clear opportunities to drive growth
  • Identify the key stakeholders in the market and determine their impacts
  • Tailor global segmentation to local market and identify the critical segments to be targeted, understand their behavior and motives to be able to change for the opportunities to be captured
  • Develop an insight driven, differentiated communication strategy by focusing on the unique points of our product which are relevant to our customers today and in the future
  • Develop local e-marketing plan including websites and digital marketing initiatives
  • Develop projects / activities serving the brand plan and meeting the customer needs, by gathering inputs from related functions
  • Develop plan for international and national congresses, national and regional meetings, etc.

Prepare the sales forecasts for the market and the product and prepare the P&I budget during the budget period; track the performance of the product continuously with the determined KPIs (sales, P&I and others), develop solutions to take measures if need be

  • Prepare the sales forecasts by using the forecast model developed together with Business Intelligence, and finalize it with the TA Lead
  • Prepare the P&I budget considering all activities and related cost items and finalize it with the TA Lead
  • Keep track of the actual and IMS sales throughout the year and determine the development areas
  • Keep track of the P&I budget throughout the year and ensure that the expenses are within the budget
  • Determine the development areas in the regions by receiving requests from field force and by analyzing the sales development, and organize activities accordingly, within the budget

Execute the activation plan and the communication plan according to the determined budget and time schedule and in-line with compliance guidelines, ensure integrated marketing communications strategy is reflected in all activities and communication goals are met

  • Develop the complementary communication channels according the determined budget and time schedule (websites and digital marketing initiatives)
  • Ensure that product concepts are developed in accordance with the brand strategy and perform agency relations in this respect; finalize local marketing material, aligned with the global frame (e.g. physician leaflet, e-detailer, launch kit, reprints, patient education materials, etc.)
  • Monitor the pre-launch activities and determine the ones which are belated, take necessary actions / develop solutions for actions
  • Enforce relations on behalf of the company with opinion leaders for the product and exchange ideas in line with the strategies
  • Give active support to the projects done for the product by other functions (e.g. Advocacy, etc.); work effectively and efficiently with the internal parties
  • Give training on the brand strategies to the field force and the related functions

WHO YOU ARE

  • University graduate in either Science (preferably from life sciences) or Business (i.e. Business Administration, Engineering); MBA preferred
  • At least 3 years of work experience in pharma marketing is preferred
  • Strategic-minded, analytical, researcher, quality-oriented, self-starter
  • Business analytics, project management, customer oriented, strong interpersonal and communication skills, team-work, pharma market
  • Literacy in social media, digital activities
  • Fluency in both written and spoken English is essential. Turkish is required.

WHAT WE OFFER

  • Fair and respectful workplace
  • Speak up culture
  • Global & collaborative work environment
  • Diverse, equal & inclusive culture
  • Competitive and fair pay
  • Attractive and meaningful benefit programs
  • Promotion of individual health and well-being
  • Promotion of work-life balance
  • Hybrid working & flexible working for relevant positions
  • Local and global career opportunities
  • Learning & Development Opportunities for both personal and professional growth
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