Job Description
This role will be responsible for strategic and tactical planning in close collaboration with key cross functional partners and field teams, ensuring execution of regional brand tactics and country level implementation with a focus on driving business results. This role will also be responsible to deliver an unprecedented launch and ensure launch excellence.
The role will be a key member of the leadership team and contributes to ensure launch readiness and optimizes performance for Biogen and impact for patients & stakeholders. The role also needs to champion the Biogen Elements and enforce compliance to legal and regulatory framework of Biogen.
Responsibilities
Successful launch planning and life-cycle management
• Support launch planning processes and drive launch preparedness of portfolio
• Ensure affiliate excellence in execution of global/regional strategy and regular monitoring and follow-up
• Support and monitor life cycle management to ensure impact and build world-class performance
• Support with business analysis and reporting
Marketing Planning, Implementation & Tracking, Competitive Readiness
• Lead the brand strategic and tactical planning for Europe, Canada and International Partner Markets (IPM) in close collaboration with the regional, cross-functional team and in alignment with the global commercial team
• Lead market development, brand- and life-cycle management initiatives to drive performance
• Ensure informed strategy definition based on business insight generation; communicate effectively to key stakeholders
• Map competitive landscape proactively, generate brand level counter strategies to outperform competition; ensure timely execution
• Identify mid- to long term growth opportunities at a functional and cross-functional level
• Work closely with Country Marketing Leads to integrate product strategy into execution ensuring local market dynamics and consistent branding and messaging
• Proactively provide commercial input into the global TA in order to reflect EU, CAN, IPM market requirements
• Drive broad access across geographies, with special emphasis on early diagnosis and MCI patient segments
• Drive cross-functional and cross-geographical collaboration to share and develop tactics, content and materials and ensure alignment to overall strategy and its execution
• Ensure multi-channel KPIs to drive performance management with focus on objectives, delivery of incremental value and achievement of patient numbers
• Oversee and manage marketing department budgets
• Develop and act on initiatives w/ strategic scope to meet/exceed business targets
Stakeholder Engagement (internal & external)
• Develop a strategic vision for the function and ensure alignment w/ the cross-functional and global team
• Build key external customer relationships with experts and their multi-disciplinary teams, patient advocacy groups, scientific societies and other Key Stakeholders
• Ensure close collaboration with global product development team (PDC)
• Develop and leverage strong internal and external business relationships in order to enhance brand advocacy and Biogen’s presence in AD
• Work collaboratively and in alignment with the Sales, Medical, Market Access, Public Affairs/Patient Advocacy & Government affairs functions to clearly define and implement the overall brand strategy and operations
• Collaborate with local country commercial teams to ensure alignment and optimization of country level marketing mix delivery
• Closely work with the regional Business Operations Lead to ensure launch readiness, accelerate strategic and tactical execution to support overall business growth in the region
Developing staff and Assembling effective team
• Recruit and onboard new talents, train and manage employees to maximize productivity and performance, motivation, technical knowledge/skills
• Develop strong Digital marketing capabilities in the team to develop disease awareness across various stakeholders and address the specific needs in the field
• Inspire and lead the development of a high-performance culture by leveraging
team members strengths and identifying areas of development
• Drive well trusted, cross-functional collaboration, accountability and empowerment of team members in alignment with the Biogen culture
• Foster communication and collaboration of marketing team with field based and cross-functional teams
• Effective performance review for all team members with goal setting, mid-year review and year end appraisals, identify, develop and retain top talent
• Oversee and enforce all teams to meet objectives in full compliance with business ethics and compliance requirements
• Co-chair the cross-functional Leadership Team meeting
Qualifications
• Relevant experience within Marketing, Sales and Business Insights management (Global/regional and affiliate)
• Successful product launch experience; experience in Alzheimer’s disease is a plus
• Proven strategic aptitude and ability
• Strong track record of inspiring leadership and leading teams (min. 5 years managerial experience)
• Credible and confident communicator
• Track record of delivering results
• Experience working across cultures and w/ multifunctional teams
• English proficiency, both written and spoken. Other regional language skills are an important asset
Education
• Scientific, medical and/or business management or similar background (Master, Bachelor), MBA preferred
*LI-EU3