Marketing Manager

Job Purpose : Lead and execute the marketing that will support the profitable growth of Cipla business in Germany, accelerating Cipla growth and Cipla’s brand visibility across Germany territory. Lead the development of strategy for the product portfolio in Germany. Develop operational plans to deliver effective marketing tactics that align with objectives and strategies and execute them in a timely way, working closely with external and internal stakeholders. Ensure alignment across marketing, sales and medical internally and alignment with the needs of Healthcare stakeholders. Ensure that all Cipla DE marketing activities are within the spirit and word of the code of practice as well as Cipla policies and ethos.

Key Accountabilities

Accountability Cluster

Major Activities / Tasks

Keep up to date with healthcare market in Germany and the structure, function and priorities of Healthcare Professionals (HCP’s). Communicate key points to stakeholders.

• Maintain open dialogue with sales and medical colleagues to understand market intelligence.
• Review healthcare journals, websites, summary articles to see important trends.
• Utilise training databases and external sources to keep abreast of HCP’s priorities and assess their implications.
• Work with medical and sales management to ensure appropriate communication to internal and external stakeholders.

Know the brand in the Cipla respiratory, HIV and Onco franchise and their advantages over key competitors.

• Regular updates with regulatory affairs to be aware of new product registrations and changes to existing product SmPCs / PILs.
• Good knowledge and understanding of the data behind the Cipla brands.
• Regular review for new entrants to each segment of the market and to changes to products eg price.
• Assess potential new additions to the Cipla portfolio to see if viable.

Develop strategy for the GX- Portfolio overall and develop messages, tactics, materials and programs that execute that strategy

• Understand and highlight Cipla’s differences and USPs compared to originator companies and generic companies.
• Develop strategy that is localised to work in Germany but fulfils Cipla’s drive to be seen as a “respiratory powerhouse”
• Ensure consistent communication of portfolio strategy through marketing materials and programs

Establish strategies for the GX- Portfolio and create messages, tactics, materials and programs that execute that strategy

• Ensure that messaging on Cipla Portfolio is clear and focused on the features and benefits that are most important to HCPs particularly where difference exists to competitors.
• Align tactical delivery to strategy and objectives.
• Keep focus on relevance and effectiveness of programs to maximise return on investment.

Analyse KPIs with sales colleagues, agreeing areas that can be optimised and how to do so.

• Agree on KPIs relevant to sales, marketing, medical initiatives.
• Regularly review KPIs seeking areas that are meeting target but could be enhanced as well as those that are underperforming. Agree what needs to change (strategy / materials / implementation) and how best to address this (eg training, update materials, review strategy)

Be an ambassador for Cipla, leading corporate branding and communication.

• Be conversant in Cipla policies and ethos, maintaining them at all times.
• Keep abreast of code of conduct and its updates ensuring that Cipla follows it in word and spirit.
• For HCPs and external agencies present Cipla in a positive way. Be willing to hear feedback for improvement and act upon it. Manage external stakeholders professionally.
• Work closely with internal stakeholders – DE management team, sales team, European and Global Colleagues. Retain open communication, challenge respectfully and professionally, agree actions.

Devise and manage the Marketing Budget aligned to the marketing and commercial strategy

• Manage and maintain the marketing spend against the marketing budget
• Liaise with commercial and finance heads to secure and monitor and maintain the marketing budget

Support at a country & European level with wider marketing activities such as website concepts and content

• Liaise with global and European teams on corporate and brand strategy to be localised to DE need
• Lead Corporate Brand Campaigns.
• Patient Centric Initiatives (education, communication)
• Wholesalers & Purchasing groups partnership program
• Clinical / Ecological Studies for Key products
• Work with HR and the local team to help identify ways to manage attrition and understand local culture requirements and ways to bridge the gap

Skills & Knowledge

Educational qualifications :

• Degree in Sciences / Marketing or equivalent
• MBA or similar is advantageous
• fluent in German and English and communicate confidently in both languages
• proficient in common marketing tools, confident in MS Office, and have an affinity for online media

Relevant experience :

• 5 years plus of professional experience in a similar position (product & marketing) in the healthcare or pharmacy sector
• Significant experience of leading a GX- Portfolio
• Broad experience (eg sales management or medical) is advantageous.