Job Title: Marketing Manager - INVOTEC

Function: Marketing Lead for Medical Devices Business Unit (BU) India

Sub-function: India Sales & Marketing

Reports to: Head DTX and Medical Devices

Education:

• MBA / similar/ equivalent professional qualification (For India region, it is desirable but not essential) Additional:

• Excellent communication, Leadership & people management skills

• Strong influencing and interpersonal skills, Collaboration Skills

• Strategic thinking with superior business acumen

RELEVANT EXPERIENCE:

• Experience in Medical Devices industry, desirable (ex: Glucometers, Ophthalmology Devices & related) OR

• Brand management experience in segments like CVD/ Diabetes, Ophthalmology.

• Ability to scale up marketing for small business from ground Zero

• 8-10 years of experience in Marketing (Product Management)

MPD Head would be required to develop/ shape the Marketing strategy that drives growth with an increase in market share from existing and potential customers through the implementation of best-in-class marketing initiatives. The role requires the incumbent to work on various customer (HCPs/Clinics) based marketing & product communication strategies including concept marketing, Coordinating with NSM and Sales Organisation for delivering on Revenue Targets and Objectives. Develop best in class marketing plans & deliver on marketing KRAs within stipulated budget. Charter new growth avenues & channels with NSM. Work closely with admin support to ensure smooth & sustainable customer (HCPs) experience. To interact with internal (Pharma Divisions esp. CVD and Ophthalmology) and external stakeholders (Remidio, etc.), Awareness of regulatory and pharma compliance landscape.

Accountability

MAJOR ACCOUNTABILITIES

TIME SPLIT

SUB-ACCOUNTABILITIES

Financial Accountabilities

35%

5%

• Revenue - Achievement of BU Revenue Objective

• Expenses - Control over Direct Marketing Expenses

• Act Vs. Bud Value: Marketing Spends, etc.

• Execution of Demos, CRM, Marketing Events - As planned within agreed budgets

Increase in customer Base with Marketing Plans

10%

• Year 1: Customer Conversion vs. available base

• Year 2> : Incremental increase in customer base

Marketing Management

25%

• Developing best in class marketing plans

• Execution of planned marketing activities

• Development of marketing/communication & promotional material to ensure delivery of BU objectives

New Channels/ Customers/ Products

5%

• Ideation & proposals related to new products/solution

• Develop & implement access to new channels, HCP

Field Work/ Conference Days

5%

• As defined and agreed with Supervisor

Training & Development

5%

• As defined and agreed with Supervisors

• Carry out periodic training initiatives with L&OD/Medical for Sales Organisation

KOL Engagement

5%

• KOL engagement & connect as agreed with Supervisor

KEY DECISIONS AND AUTHORITY LIMITS

1. Decision regarding marketing plans, activities and customer targeting in line with existing compliance and regulatory framework

2. Influence pricing decisions and placement of product at customer point makes suggestion and gets inputs Market Access

3. Decision for participation in Demos/ Camps/On ground activations coordination with relevant internal stakeholders

4. Takes optimal decisions on pricing and discounts, wherever applicable in consultation with Business Unit Head

5. Develop Team skill sets and develop them for future higher roles/ succession plan

Decision regarding participating in customer/ technical conferences, Demos, Camps, etc. & deploy resources accordingly.

MAJOR CHALLENGES

1. Be part of a new Business Unit organisation structure from Ground Zero

2. Understands scientifically how various product are placed in relation to competitor products and devise appropriate strategies to deal with them

3. Perform detailed sales analysis for accurate and effective marketing program/plan implementation

4. Keep pace with and align with the market development, competition, awareness of market dynamics, fluctuations, innovations, etc.

5. Mitigate Risks and take advantage of being one step ahead of competition to build brand

Maintain high level of performance, aligned with industry norms & compliance codes for ethical business practices with respect to a highly regulated Pharma/Medical Device Doctor environment

KEY RESULT AREAS AND KEY PERFORMANCE INDICATORS

Sl. No.

Key Result Areas

Key Performance Indicators

1. Financial Objective

1

Revenue Objectives

1. [%] Achievement of Revenue Targets

2

Focus brand performance

1. [%] Achievement of Targets or Penetration across Customers

3

Business Ethics and Compliance

1. Adherence to Pharma Code of Conduct and internal guardrails

2. Regulatory compliance in Medial Devices landscape

4

Expense: Control over direct expenses

• Act Vs Bud Value: Marketing Spends

• Demos / CRM Events- As per plan beginning of financial year

1. [%] of the Actual & Direct Expense vis-a-vis target

2. Market Share and Growth

1.

Customer Base Increase/Conversion

1. Absolute Placement of Devices at customers

2. AI Progress:

1

Increase in AI usage by customers

i. Absolute increase

1. MARKETING MANAGEMENT

1.

Marketing Plans and Communication Calendar

1. Delivery as per schedule

2. Time taken to roll out initiatives and activities

2.

HCP access

1. [No.] HCP visits

4.

Marketing Activities, Demos, Camps, Seminars, etc.

1. [nos.] Actual numbers

F. FIELD WORK

1.

No of Days spend with Sales Team in the field (as defined)

1. [No.] Days spent on field

2. Training & Development

1.

Technical Refresher/ MDP as planned

1. [No] of training Man Days per year, Technical Training down the line for BEs

2. KOL Engagement

1.

KOL Customers

1. At least once a Quarter

6 . KEY PEER RELATIONSHIPS/Collaborations

Sl. No.

Key Relationship

Nature of Relationship

1.

Demand Planning co-ordination with Sales and Remidio

• Interact with the assigned resource to ensure just in time stock availability at central location in Bengaluru to achieve sales objectives and minimize opportunity loss

• Co-ordinate with Commercial to ensure on time delivery of goods to end customers. Facilitate field by addressing customer related issues, prompt settlement of issues, open topics (with admin resource)

2.

Pharma Business Units CVD & Ophthal

• Ensure regular interaction and collaboration with Pharma BUs esp. CVD and Opthal to leverage equity of Sun Pharma for INVOTEC division

• Plan participation and execution of marketing activities especially in relevant joint conferences, seminars, etc.

5.

MIS or Marketing services team

• Co-ordinate and ensure timely availability of accurate sales data to the field. Demand and provide various type of sales data analytics to field managers which provide insights and help them make effective intervention. Timely disbursement of incentives and resolve related issues.

6.

MPD

• Roll-out of the marketing strategy

7.

L&OD

• Plan MDPs and training for the Field force

8.

Seminars/Conferences

• Co-ordinate logistic requirements (travel, hotels) for meeting and events with admin assistant

We provide equal employment opportunities for all current employees and applicants for employment. This policy means that no one will be discriminated against because of race, religion, creed, color, national origin, nationality, citizenship, ancestry, sex, age, marital status, physical or mental disability, affectional or sexual orientation, military or veteran status, generic predisposing characteristics or any other basis prohibited by law.