DUTIES & RESPONSIBILITES   主 要 职 责

Understands the customers and environment: conducts market research

20%

Listens actively to customers

Identifies the need for market research (e.g. gaining customer insight, adoption tracking, test positioning and messages, message recall test, pricing etc.)

Prepares a comprehensive and clear market research brief

Analyses agencies’ proposal and identifies the right agency for research, manages and monitors research project with agency

·Analyses and interprets the research data presented to assist in strategic decision

Clear plan with detailed outputs, timelines and measures

Completion of research on time within budget

Correct identification of research elements and selection of research agency

Research data applied effectively to marketing plans

Impact measured by sales, market share, costs savings in line with plan

Formulates & develops marketing strategies, including 5-year IBR/Strategic Plan

25%

Gathers market data on environment, epidemiology, customers & patients needs, treatment map, competitors.

Conducts situation analysis, with input from internal & external stakeholders.

Elaborates clear SWOT, resulting in identification of Key Issues .

Performs risk analysis, including NPV.

Formulates the Marketing Mix (product, price, place, promotion).

Develops forecasting based on patient dynamics for the planning period.

Develops positioning and communication strategies.

Alignment of strategic marketing plan objectives to sound market research findings

Plan reflects conclusions based on qualitative and quantitative data

Approval of marketing strategy by Marketing Manager/Director

Evidence of communication strategy/plan

Clear action plans

Clear measures of ROI

Implements the Marketing Strategy, through annual/cyclical plan of action (POA)

20%

Involves medical, sales, regulatory team to input and validate communication, medical education tools.

Inline with plan, delivers, arranges, conducts and co-ordinates the implementation of critical external stakeholder activities including advisory boards, symposia, CME’s, exhibitions, conferences and meetings.

Monitors and measures implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).

Manages the forecasting and inventory process to ensure correct stock levels

Understands and is familiar with P&L dynamics and maximises these to achieve profit goals

Activities as per plan completed for internal customers on time

Activities as per plan completed for external customers.

Feedback ratings from customers and sales team positive regarding events and activities held

Actual number of CMEs activities vs plan

IMS results and other external references against budget

Expense and A& P budgets; spend vs budget

Accuracy of forecast vs actual reflected by any stock outs or delays due to stock problems

Supports Sales team to deliver sales objectives & activities

10%

Co-ordinates and conducts product training.

Develops creative product/brand campaigns reinforcing the positioning.

Designs and develops promotional materials reinforcing the product/brand positioning and competitive advantage.

Presents clear product and market strategy at cycle meeting to sales team.

Evaluates effectiveness of promotional material with field force then conduct Recall Test, and adjusts as necessary.

Manages and determines allocation of samples in line with product strategy, where relevant to the market.

Plans and conducts field visits with sales team to monitor market dynamics.

Sales team fully trained and functional on time and in line with plan, achieved at least 80% pass rates

Completed time in field to support and train sales team

Quality and timeliness of promotional materials accepted by sales teams, feedback positive from teams to PM

Presents clear strategies and plans at cycle meetings, obtains support and enthusiasm for plans from sales teams

Optimises sample allocation in line with the territories potential

Demonstrates high level of product knowledge and therapy area knowledge under responsibility

10%

Takes initiative to maintain and upgrade product knowledge through sourcing for product information, reading clinical reports/publications, medical journals.

Identifies marketing opportunities based on medical information, market knowledge, and competitor knowledge.

Regularly updates knowledge and disease area by attending medical conventions, and KOL interaction

Understands treatment trends.

Builds and maintains global AZ network and relationships through attendance of regional/global workshops.

Able to demonstrate knowledgeable of products by discussing and educating on new studies/new information on product and disease.

Adapts marketing plan and strategies based on new learnings.

Attends at least 3 conventions/symposia annually as part of growing product knowledge

Presents competitor tracking system

Attends at least 1 regional/global workshop per year

Monitors performance and controls A&P budget

10%

Tracks monthly performance vs Budget, and analyse reasons for gaps.

Reports performance against budget

Completes required monthly administrative submissions on time (market intelligence, activity vs plan, spend vs plan, etc).

Monitors and controls A&P budget.

Submits monthly report interpreting the actual vs budget achievement, interprets results as necessary

Completes documentation and administration accurately, on time and according in line with to the relevant policy

Allocates, measures and accountable for A&P budget.

Team effectiveness, including AZ network

5%

Builds cross-functional team effectiveness with marketing, sales, regulatory, medical colleagues to ensure successful delivery of strategies.

Shares best practice and learning with marketing colleagues to build knowledge and competence.

Maintains good interpersonal relationships.

Takes responsibility for own personal development.

Interaction in team is positive and works as part of the team, behaviours are consistent with AZ performance culture.

Evidence of knowledge-sharing within team through meetings, email, group discussions.

Evidence of personal development plan in place

Plans and attends training and development programs

Date Posted

Closing Date

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.