LiC Portfolio Lead
Purpose:
The Portfolio Lead is responsible for leading the key brands across the Consumer portfolio, for BCH in Philippines. The Portfolio Lead will support the country's business objectives and implement Asia's Category & Brand Strategy through:
Development and execution of Brand Plan for country (1 2 years horizon) aligned with Category and Brand Strategy.
Monitoring and achievement of KPIs for program executions.
Achievement of Local country brand P&L (net sales, P&I, margin and market share development).
Regular Interface with cross functions on brand executions and category strategy requirements.
Support Product Team on Asia's Category Strategy building and Innovation development and launch
In addition, Portfolio Lead motivates the sales / trade marketing teams to achieve sales and profits through direct-to-consumer and HCP-driven innovative marketing strategies and executions, including growing brand sales faster than the market and strengthening the brand market positions through strategic and sustainable brand building activities.
YOUR TASK AND RESPONSIBILITIES:
Responsible for leading and managing the Portfolio in Philippines, including sales, P&I, margin development, and market share development, as well as managing new products / project launches. These brands are marketed across multiple channels, including pharmacies, modern trade, e-commerce, and others. Requires a high level of complexity, multi-tasking and time management due to the different brands that this position oversees.
Develops and executes the Brand Plan for country (1 2 years horizon) aligned with Category and Brand Strategy of the Asia Product Team. Optimizes sales opportunities in the short and longer term, as well as maximize margins, market share, penetration, pricing, and portfolio management in line with strategic business objectives. Provides brand directions and work with Trade Marketing team / Medical Operations in formulating brand activations including in-store sales drivers, HCP activation plan to support the sales team in their sales and distribution objectives. Prepares and ensures local alignment of business cases and launch plans for Innovation pipeline.
Develops HCP marketing plans and work with country cross-functional team on local HCP execution plan, leveraging deep understanding of local insights and recommendation levers.
Oversees HCP execution activities in countries, including pharmacist activations, detailing aids, promotional materials, e-platforms, symposiums, conferences, research projects, sales force incentives etc.
Monitors brand's market performance versus competition. Analyzes current marketing situations and opportunities. Formulates action plans based on market data and consumer insights. Identifies and acts on market trends, customer needs and competitor activities. Proactively communicates with key customers. Be the point-person in Philippines leading the yearly budget planning process for the portfolio, providing inputs on areas such as increasing cost-effectiveness of advertising and promotion, brand opportunities/NPD, market knowledge and competition, and improved sales and trade activities.
Works with agencies and other external suppliers to develop and execute best-in-class marketing and communication campaigns with maximum impact in influencing consumer behaviors and beliefs. Works with market research team to conduct meaningful research so support business growth.
Ensures efficient inventory control of the brands, via an accurate monthly rolling forecast and inventory tracking reports. This is to ensure that divisional inventory / FVE targets are met, and leads S&OP meetings for the Portfolio.
Liaises with Global and other Asia team members to identify brand opportunities as needed. Develops and manages an effective interface between marketing, sales, regulatory affairs, and supply chain through project management across multidisciplinary teams.
Ensures that Bayer Corporate Compliance policies and procedures are enforced within Bayer standards. Responsible for adherence to regulatory requirements and industry code of ethics.
WHO YOU ARE:
Education level: min. Bachelor Degree in business or related background
At least 5 years of experience in marketing field with a minimum of 3 years in brand management
as manager, preferably with exposure in OTC Industry with HCP and DTC marketing; matrixed top tier companies
Robust Consumer Activation experience: traditional media, digital/ social media, events, PR, Influencer/KOL management (health care professional, celebrity, blogger).
Experience developing HCP marketing and execution plans, including promotions, detailing aids, symposiums, conferences, events, retail pharmacist programs.
Excellent interpersonal and collaborative skills to lead / align cross-functional teams around brand
goals and activities.
Comfortable operating in a matrix organization working with various stakeholders. This necessitates a high degree of flexibility, problem solving and partnering ability.
Excellent business and analytical skills. Strong sense of urgency to deliver results, with an eye for opportunity.
Strong market research understanding to uncover new learnings and consumer insights.
Fluent in English language, both written & spoken.
YOUR APPLICATION
Do you want to work in a place where you can be just YOU
Your unique personality, background and talents help build a strong, diverse and inclusive Bayer.
So join us! Be You, Be Bayer.
Location:
Philippines : National Capital : Taguig
Division:
Consumer Health
Reference Code:
822786
