Oversees, manages and approves all marketing activities for a brand. Works collaboratively with the brand and cross-functional team to guide the development and implementation of the brand plan to deliver sustainable and measurable competitive advantage over both the short and long term. Leads, coaches and develops the brand team. Drives alignment between global and local.
Leads the development of brand strategy. Works collaboratively with the brand and cross-functional teams to agree the priority patient opportunities and strategic drivers to drive both short and long-term brand growth.
Leads the development/refinement of a differentiated and sustainable brand positioning.
Mobilises the brand and cross-functional team behind the brand plan. Ensures everyone is clear and confident about their role in delivering it to market.
Drives operational excellence to deliver activities and assets on brief, on time and on budget.
Drives alignment and optimisation between global assets and local work.
Develops the consolidated brand forecast, highlighting assumptions, uncertainties and potential upsides/downsides.
Manages the brand budget and P&L.
Oversees the systematic review of the brand experience plan, assessing risks and opportunities, and course-correcting as required to deliver financial targets and drive continuous improvement for the future.
Champions the patient perspective and brings in experience and knowledge from the broad cross-functional team to build a rich patient journey to guide brand planning.
Encourages insightful behaviour, challenging the brand team to fill gaps in current understanding about patient, HCP and payer groups to generate new insight which can be applied to deliver both short and long term value.
Spends time in the field building relationships with key stakeholders to understand their perspective and needs.
Leads work between the brand team and external agencies, guiding the development of compelling experience ideas that connect with target audiences and impact how they interact with the brand.
Inspires positive, constructive relationships with key agencies through effective delivery of briefs/evaluation of ideas/feedback, ensuring they are proud and inspired to work on the brand.
Assesses investment viability of brand experience plans based on anticipated ROI/value/impact to make informed choices.
Leads the review process to ensure legal/regulatory compliance and medical accuracy of all brand marketing materials.
Promotes an environment of marketing excellence and professional growth, coaching and developing brand team members.