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Job title: Diabetes Brand Lead, Eurasia

• Reporting to: Established Products (EP) Head, Eurasia
• Location: Istanbul, Türkiye
• Job type: Permanent

About the job

Strategic context:

The focus will be on most innovative products as major drivers for growth and a cross-GBUs efficiency model with optimised country set-up.

Key Dimensions:

The Diabetes Brand Lead holds a pivotal position in orchestrating a dynamic and cohesive brand strategy across Eurasia countries to establish a strong market presence and driving growth. This role demands a broad perspective, deep understanding of diverse healthcare systems, and the agility to adapt strategies to suit various market needs and regulatory conditions.

Main responsibilities:

• Strategic Brand Strategy: Leading IGP process with a glocal & transversal approach focusing specifically on meeting the needs of healthcare professionals and patients, adapting to the competitive and environmental landscape, and leveraging segmentation and targeted communication to achieve strategic brand objectives, ensuring the brand’s value proposition is clearly communicated and understood
• Environmental and Competitive Analysis: Continuously monitor the healthcare environment and competitive landscape across different markets, adapting strategies to maintain competitive advantage and compliance with local regulations
• Segmentation and Targeting: Lead the segmentation of the market and identification of key targets, deploying tailored strategies and messages to engage each segment effectively, with a focus on maximizing impact and brand loyalty
• Strategic Messaging and Levers: Craft compelling brand messages and identify key levers to influence target audiences, ensuring alignment with overall brand objectives and market opportunities
• Life Cycle Management: Oversee brand strategies through the product lifecycle, identifying opportunities for brand extension, rejuvenation, and optimization to maximize market presence and profitability
• Supply Chain and Issue Resolution: Work closely with supply chain and operational teams to forecast and address any product supply issues promptly, implementing solutions that minimize impact on customers
• Action Plan Development and Execution: Develop and execute a detailed action plan that aligns with brand goals and key focus areas, ensuring resources are effectively allocated and timelines are met to achieve strategic objectives
• Customer/brand value propositions: Develop or adapt customer/brand value propositions aligned with brand/GBU Glocal strategy and share it with Customer Engagement. Imagine & develop innovative specific partnerships to improve patient journey & to make the difference in the market

About you

• Education Background: Bachelor’s degree in Marketing, Business Administration, or any related field
• Pharmaceutical Industry Understanding: Deep understanding of the pharmaceutical industry’s regulatory environment, market dynamics and the needs and behaviors of healthcare professionals and patients
• Product Knowledge: Knowledge of product portfolio including the product's features, benefits, competitive landscape, and its place in the overall product portfolio
• Customer-Centric Mindset: A deep understanding of healthcare professionals’ and patients’ needs and expectations, enabling the development of strategies and messages that resonate and deliver value
• Language Proficiency: English (fluent in business environment)
• Role model of Take the Lead behaviors

Critical Experiences Required to be Successful in the Role

• Brand Management: Extensive experience in brand management, with a proven track record in developing and executing successful brand strategies in the pharmaceutical or healthcare sector, particularly in a multi-country role
• Industry Expertise: Deep understanding of the pharmaceutical industry’s regulatory environment, market dynamics, and the specific needs and behaviors
• Omni-Channel Strategy Development: Demonstrated experience in crafting and implementing comprehensive omni-channel strategies, with a special emphasis on:
  • Digital Experience with Customer-Facing Approach: Proficiency in leveraging digital platforms and tools to enhance customer interaction and engagement
  • Go-to-Market Exposure: Experience in integrating digital strategies within broader go-to-market plans, including product launches and market entry strategies, to ensure a cohesive and impactful introduction of the brand to new and existing markets
• Language skills: Fluency in English is a must, in Turkish is a plus.

Professional Skills That Make the Difference

• Analytical and Strategic Planning: Exceptional strategic planning and analytical skills, with the ability to interpret complex market data and insights into actionable strategies. This includes a deep understanding of how to leverage an integrated omni-channel approach for maximum impact
• Data-Driven Decision Making: Proficiency in using data analytics to inform decision-making processes, especially in identifying and prioritizing customer segments for targeted marketing strategies
• Conceptual and Creative Thinking: Strong ability to employ conceptual thinking in identifying innovative solutions, and out-of-the-box thinking to challenge conventional wisdom and drive brand growth
• Leadership and Communication: Exceptional leadership and communication skills, capable of leading diverse teams and engaging effectively with wide range of stakeholders across different cultural and regulatory landscapes. This includes managing cross-functional teams to ensure the seamless integration of omni-channel strategies.
• Adaptability and Problem-Solving: Proficiency in adapting to rapidly changing market conditions and resolving complex issues with creative and effective solutions, particularly in the context of supply chain challenges and market entry strategies.
• Ability and mindset to adapt to new ways of working such as Agile. Leveraging Agile methodologies for cross-team project and initiatives.
• Understanding of Artificial Intelligence (AI)applications in marketing, such as customer data analysis, segmentation, personalization and automation. The ability to incorporate AI-driven insights and technologies to enhance marketing effectiveness and customer experience.

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