This is a key role that leads the local India strategy and execution via strong collaboration with multiple stakeholders (International Marketing Group (IMG), Sales and Cross Functions) with the objective to drive sustainable profitable growth of the DEOH portfolio.
HCP & Patient centricity
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As a part of the marketing team, be the unwavering voice of HCP, Patients, Paramedics & Allied staff within the organization.
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Be a strong Alcon marketer with robust understanding of Alcon way of marketing (brand building framework) and the tools associated.
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Through the day to day, market work, research build deep understanding of the HCPs to translate into strong customer journeys creating a foundation for designing winning activations.
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With this deep understanding influence and shape the near term DEOH strategy for the India business
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Be the voice of market with the IMG to ensure key insights are fed into global strategies that influence commercial programs and toolkits in line with India’s current and future needs.
LEAD via strong COLLABORATION to deliver business objectives via brilliant plans and execution.
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Drive planning and execution of POA (plan of action) for the year:
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Lead the annual brand planning process for the portfolio by closely collaborating with IMG and local stakeholders at key milestones within the process.
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Lead the forecasting kick off for the target process for the portfolio of brands.
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Collaborate with professional affairs, activation manager and regional business managers to design and roll out at start of the year and midyear POA (plan of action) meets.
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Lead the DEOH SQUAD
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Deliver the year business objectives (MS, Sales, and Profits) via robust
operating rhythm for the
business.
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Achieve this by strong collaboration within SQUAD (procurement, finance, regulatory, professional affairs, activation, trade marketing, commercial excellence, legal and compliance)
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Drive a data analytics-based decision-making approach with the squad and setup right KPIs and a strong rhythm for monitoring and reviewing the effectiveness activations.
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Bring insights and lead business into key forums of Demand Planning, Monthly Operations reviews to shape and influence decisions needed for strong business planning and delivery for the year.
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Localization of IMG commercial programs:
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By developing deep understanding of the market, HCP & Patients ensure that we influence and shape IMG Commercial program work streams to deliver on India needs.
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Localize winning IMG programs by ensuring it is relevant to India customer journeys and key milestones.
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Partner closely with IMG team where India is the lead/design market for Commercial Programs and/or Commercial Innovations
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Digital marketing transformation:
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Build strong digital led marketing programs that drive strong engagement on our brands with Patients and HCPs as key touchpoints within the customer journey.
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Collaborate with IMG Omni channel team to ensure we are delivering key digital needs on time for India.
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Pricing strategy and execution:
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Own the pricing strategy for the portfolio and review continuously in light of any external regulatory or competitive changes.
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Collaborate with the commercial analytics manager to deliver flawlessly the pricing strategy for the portfolio and ensure right pricing decisions are taken considering internal, external benchmarks.
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Marketing budget management:
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Own and deploy the marketing budgets (A&P) in a manner that drives high impact and ROI.
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Collaborate with finance on monthly basis to review A&P efficiency and planning.
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As a part of the annual brand planning process plan for next year propose budgets in line with business objectives.
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Partner agency management:
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Ensure partner agencies (creative and activation) are fully aligned to brand plans and working towards delivering the business objectives for the year.
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Create clear briefs that help partner agencies to fully understand context and create springboards to design winning ideas that help deliver objectives.
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Plan SOW (scope of work) for all partner agencies and ensure contracts are in place for the year.
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Ensure all partner agencies are trained on Alcon compliance needs with the help of cross functional teams.
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Other functional responsibilities:
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Support Sales team in ensuring marketing related documentation is complete for tender process if any.
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Responsible for adverse event and product complaint handling related activities at a local level including the collection, intake and forwarding the information to the Local Vigilance
What makes you an ideal candidate?
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Bachelor's Degree with an MBA from a reputed institute
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At least 6-8 years of progressive marketing experience with MNCs (Pharma/Nutrition) with minimum 4 years of experience in leading a brand or large brand line extension.
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Strong experience in creating and executing digital marketing programs (Social, e-commerce, CRM etc.)
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Experience and comfort in handling multiple stakeholders (regional/global, local, leadership team) and a large cross functional stakeholder team.
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Passion for execution
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Ability to manage through ambiguity and complex situations.
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Great communicator
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Comfort with turning business analytics into insights and then actions.
Desirable:
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Pharmacy graduate with minimum 1-2 years of prior experience in sales
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