Primary areas of responsibility include:
Become an subject matter expert (SME) in each of the BIR region countries to inform the level of refinement needed to global and regional strategies and field-ready tactics
Inventory the state of readiness for each country and outline gaps in technology and resources for prioritization in the context of regional goals
Deliver marketing tools to meet region and country needs. Drive cross functional and cross -geography collaboration to leverage or develop tactics, ensuring alignment to overall global strategy
Participate in the annual and long-range strategic planning processes including the annual Integrated Customer Plan (ICP) for the BIR region
Collaborate with regional medical, value & access and patient advocacy to develop powerful differentiating communications for the product that will serve to guide local affiliates on how to leverage relevant data to compete effectively in the market
Cultivate and maintain strong partnerships with the country affiliates to ensure that tools can pulled through to the local market
Work with Multi-Channel Excellence team to develop strong digital marketing capabilities in the region and ensure omnichannel optimization of the materials created
Facilitate best practice sharing across BIR in conjunction with the Europe Canada Partner Marekts, US and Global 3M teams
Measure the impact of marketing programs and make appropriate changes as necessary
Work closely with training to ensure that tools are effectively deployed and that we build necessary knowledge and skills to execute
Manage the BIR marketing budget to ensure on time and on budget delivery of tools
Education: Bachelor’s degree required. Advanced scientific degree or MBA highly preferred
The qualified candidate should have:
Entrepreneurial mindset that can work at higher, strategic level and can execute strategy through delivery of field-ready tools for local affiliates.
Deep commercial/marketing expertise and exceptional ability to identify market insights to inform brand strategy
Ability to identify language that is central to clear and concise communications needed for brand development
Works well in a global environment and is able to balance differing and sometimes competing needs of internal stakeholders within a region
Experience managing Agencies to develop and adapt materials as needed for local implementation on time and within budget.
Brings a healthy balance of analytical thinking and problem-solving orientation
Expertise in making key business choices and leading implementation across the matrix
Exceptional communication skills and self-awareness working across countries and cultures
Strong presentation skills, including ability to synthesize information for senior management
Highly motivated by team success and has strong work ethics
Proven record in driving brand success in a highly competitive environment at both a global and country level
Solid understanding of customer insights and value chain with an ability to translate insights into strategic levers and actionable priorities
Strong communication and interpersonal skills and ability to drive clarity, cross-functional collaboration and accountability towards proven results and crisp decision making
Work well within a fast paced and dynamic environment with the ability to influence without direct authority
Fluent in English
The role of Marketing Lead, Spinal Muscular Atrophy (SMA) will be a key member of both the Global Commercial team and the Biogen Intercontinental Region (BIR) Neuro Muscular team and will responsible for developing the BIR commercial launch and go-to-market strategy and plans for SMA product. The BIR region includes a diverse set of countries (Latin America, APAC, Japan and MART (Middle East, Africa, Russia and CIS and Turkey)) in different stages of market development for spinal muscular atrophy. In this role you will be a key resource for the region and will help to define as well as execute the strategy and will build a team as the region continues to grow. In the near term, global and regional strategies and tactics will be leveraged where possible until plans and programs to meet local needs are in place.
You will build a team to help develop new and leverage existing cross-functional resources to meet the individual needs of the countries and to deliver the field-ready tools for all stakeholders. You will work closely globally with different cross functional leadership teams to develop the optimal BIR strategy and go-to-market approach. In addition you will also work with the BIR Neuromuscular Leadership Team to monitor execution of regional/local brand strategies and tactics to deliver business results and understand impact.
The BIR Marketing Lead and team will need to be very adept at working cross-functionally and across cultures to support the growth goals of the region.
You will report to the Executive Director, Global Commercial Lead for SMA with a dotted line reporting relationship to the Head of the Neuromuscular Disease franchise for the BIR region and will be based in our Baar, Switzerland headquarters.
Anticipated travel (after pandemic) approximately 20-30% international