Brand Manager- RX

Dr. Reddy's Laboratories · Johannesburg

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Company Description

• At Dr Reddy's "Good Health Can't Wait"
• By joining Dr Reddy’s, you will contribute to making the breakthroughs of tomorrow a reality today! From making medicines more affordable to discovering innovative treatment options to satisfy unmet medical needs, we are dedicated to helping people lead longer and healthier lives. We are seeking dynamic and energetic individuals ready to inspire, ready to make a difference for their community and every community.
• Diversity, Equity & Inclusion
• At Dr Reddy’s, we are deeply committed to building a diverse, equitable and inclusive workplace where everyone belongs and is valued for their contributions to the team.  We are most interested in finding the best candidate for the role and are open to exploring candidates with a less traditional background.

Job Description

Job Summary
We are looking for a dynamic Brand Manager to drive sales growth and elevate the brand image of Dr Reddy's in the country's branded markets. Your role will involve developing and implementing short and long-term strategies, including product and digital initiatives, based on market research insights and in collaboration with key opinion leaders. This position requires effective management of marketing budgets, adherence to positioning strategies, and compliance with country regulations to achieve objectives of increasing market share and brand performance.
Roles & Responsibilities

• You will be responsible for sizing the opportunity of micro segments, evaluating and creating engagement plans, building Customer Decision Journeys, identifying and prioritizing Leverage points, establishing market share and prescription objectives, developing detailed Brand and budget plans, understanding and utilizing channels and tools influencing the consumer funnel, tracking promotion trends, building Omni-channel promotion strategies, creating specialized content, obtaining approval from Marketing Manager, and taking corrective actions if necessary.
• You will be responsible for establishing promotion strategies, deciding on promotional materials and key messages, creating various promotional tools, collaborating with art designers, testing brand materials, working with creative agencies, coordinating planning of articles, managing the annual budget, ensuring proper P&L management, and reviewing final art for materials to ensure compliance with campaign guidelines.
• You will be responsible for implementing and monitoring action plans, conducting Root Cause Analysis for non-compliance with KPIs (Key Performance Indicators), attending sales review meetings, collecting feedback for campaign adjustments, gathering competitive intelligence, and ensuring compliance with legal and ethical standards in marketing activities independently. You will also be expected to structure and communicate ideas clearly, review product positioning, and adjust action plans in a timely manner.
• You will be responsible for engaging with Key Opinion Leaders (KOL) to identify unmet needs, analysing market and competitor data, and preparing business cases based on market trends.
• You will also be responsible for defining long-term portfolio goals and strategies, developing algorithms for brand portfolio success, and creating financial forecasts.
• You will be responsible for understanding and applying effective digital communication principles, utilizing diverse digital channels and tools to plan and promote, while tracking the latest trends and performance indicators to evaluate digital marketing campaigns.
• You will be responsible for developing and refining a multi-channel promotion strategy, tailoring specialized content for diverse target audiences and leveraging insights to adapt campaigns accordingly.
• You will stay updated on e-commerce trends, analyse web KPIs, optimize promotional tools, and assess the effectiveness of digital strategies through regular evaluation and adjustment.
• You will be responsible for contributing to conceptualizing and planning Sales Force Effectiveness (SFE), offering support to SFE specialists and teams, monitoring reports for brand concerns, discussing actions with sales leaders, and providing input for Root Cause Analysis (RCA) to address challenges in marketing plan execution and drive action plans for regions falling short of KPIs.
• You will be responsible for collaborating with external stakeholders to align on company goals, planning activities with scientific organizations, coordkol

inating specialized press articles, and effectively communicating ideas to management.

• You will be responsible for establishing collaboration plans with KOLs, developing brand strategies, measuring action plan effectiveness, maintaining trust in business interactions, engaging with medical experts for brand planning, considering stakeholder needs, adhering to legal regulations, and staying updated on medical trends.
• You will be responsible for effectively communicating brand values to KOLs, managing contracts, addressing inquiries from KOLs, and planning their participation in events.
• You will plan and oversee scientific research aligned with brand strategy, choose research parameters, and ensure proper execution for future utilization.
• You will be responsible for preparing and updating presentations and training materials for Sales Force (SF) cycle meetings, ensuring alignment with the company's strategy and objectives.
• You will conduct training sessions, address objections, and organize educational plans with KOLs to enhance the marketing knowledge of the Sales Force.
• You will proactively initiate meetings with the Training Department to develop strategic guidelines and continually assess SF training needs for effective performance improvement.
• You will be responsible for demonstrating a proactive approach to seizing market opportunities, including exploring new segments and geographies, leading to a multi-year growth plan, outpacing competitors, and enhancing brand leadership.
• You will be responsible for ensuring meticulous planning and execution of marketing activities, including brand campaigns, events, and new product launches, while remaining adaptable and responsive to feedback, ensuring timely delivery and effective countermeasures for non-achievement.
• You will be responsible for establishing a strong rapport with sales teams, inspiring them to execute marketing objectives effectively, while also influencing management to invest in the brand and ensuring the necessary support for generating demand in the market.
• You will be responsible for utilizing insight-driven, cost-effective marketing campaigns tailored to address customer pain points and leverage customer segmentation approaches, while prioritizing speed and innovation in new product launches and fostering external partnerships to go beyond the pill and enhance patient services.
• You will be responsible for ensuring month-over-month sales and profitability targets are met, conducting regular reviews with the sales team to identify areas for improvement, analysing key performance indicators, and conducting A/B testing to optimize communication effectiveness for improved conversions.
• You will be responsible for utilising analytical skills to identify growth sources, applying therapy knowledge to differentiate brand communication, executing with optimal budget utilization, and gathering stakeholder feedback for execution evaluation.

To report product complaints (adverse events & product technical complaints) and medical information queries for all DRL products as per internal processes.

Qualifications

Educational qualification: Degree in Marketing/Science/Finance/Business Administration 
Minimum work experience: 2+ years in BM (Brand Management) role with experience into any of CNS/ Gastro specialties / CVD portfolios 
Skills & attributes:

• Business acumen, advanced capabilities of marketing and digital tools.
• Knowledge of Marketing code and Act 101 with regards to advertising of medicines.
• Ability to interpret market data and gain marketing insights from various resources.
• Ability to lead cross-functional projects.
• Leadership skills and a team worker.
• Good analytical, presentation and negotiation skills.
• Understanding how to use channels and tools influencing consumer funnel.
• Understanding of the principles of effective communication in the Digital space.
• Understanding of KPIs of Digital tools (clicks, impressions, views)
• Knowledge of therapy, market and competitors to create differentiated brand communication.

- Experience in launching an originator drug (not mandatory)

Additional Information

• Benefits Offered
• At Dr Reddy’s we actively help to catalyse your career growth and professional development through personalised learning programs.
• The benefits you will enjoy at Dr Reddy’s are on par with the best industry standards. They include, among other things and other essential equipment, joining & relocation support, family support (Maternity & Paternity benefits), learning and development opportunities, medical coverage for yourself and your family, life coverage for yourself.
• Our Work Culture
• Ask any employee at Dr Reddy’s why they come to work every day and they’ll say, because Good Health Can’t Wait. This is our credo as well as the guiding principle behind all our actions. We see healthcare solutions not only as scientific formulations, but as a means to help patients lead healthier lives, and we’re always attuned to the new and the next to empower people to stay fit. And to do this, we foster a culture of empathy and dynamism. People are at the core of our journey over the last few decades. They have been supported by an enabling environment that buoys individual ability while fostering teamwork and shared success. We believe that when people with diverse skills are bound together by a common purpose and value system, they can make magic.

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