[asia] Regional Product Manager

Company Description
**Santen is a specialized life sciences company with a proud 130-year heritage focused exclusively on ophthalmology. As a Japan-originated, global company with our footprint in over 60 countries, we are dedicated to delivering innovative treatments and digital solutions for eye health and addressing vision-related social issues for people around the world.**

**Purpose of Role**

This Regional Product Manager is expected to synthesize an overall approach to lead effective marketing of the FOTE (front of the eye) franchise and products, with specific attention to the nuances and unique challenges faced in each assigned country and for the Asia region, including Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Thailand, Taiwan & Vietnam. This involves the strategy review, development, plan & execution of the responsible product portfolio in the related therapeutic area.

The incumbent is responsible for reviewing and proposing new product development to include market sizing, sales forecast, developmental significance & feasibility studies in the relevant therapeutic area. He/she will be required to understand thoroughly the principle behind the medium and long-term strategy and how this relates to the vision of Santen Asia. This will involve understanding the overall objective and strategy of Santen’s business in Asia, as well as the business approach in each assigned country.

The Regional Product Manager is responsible for contributing to the growth of the overall business in Asia by planning & implementing independent strategic planning & marketing activities that aim to:

- Manage and improve value-creation & communication for FOTE products by being responsive to customer needs and building company loyalty.
- Support and maximize Santen's corporate values by getting involved in medium and long term strategic planning and implementation process for product portfolio & business management perspective.
- Support the Head of Marketing with new pipeline projects within the same franchise.

**Job Description**:
As the Regional Product Manager, the incumbent is expected to lead organization and its affiliated marketing counterparts at the country level with the below execution responsibilities:
**Strategic Formulation and Implementation**
- Interprets global marketing strategy and its repercussions within managed marketing portfolio
- Performs market insights-driven analysis to support the development of the short and long term marketing direction for the FOTE strategic brands for Asia region, with regard to portfolio analysis, the macro-environment dynamics, and identifies opportunities to maximize sales, contribution and market share
- Initiates and conducts market development plans and strategies, in preparation for existing and new product introductions speedily, efficiently and vigorously, by coordinating with relevant cross-function departments and ensuring early buy-in cum alignment of the Santen affiliated countries.
- Develops, implements and controls annual brand strategy and marketing plan to align countries, to achieve agreed business objectives and strategies. Works in consultation with the Head of FOTE Marketing, the Asia Marketing Director and the country marketing units
- Manages and controls regional FOTE-assigned brand marketing expenditure to ensure the achievement of predetermined regional marketing function’s SGA and regional business objectives
- Implements all corporate SOPs and safety/security policies/crisis management including other general SOPs as required in order to maintain the good corporate practice, and company reputation and safeguard all company assets
- Monitor competitor activities and strategies, and discuss with the management team for incorporation into the strategic planning
- Responsible for preparing product forecasts
- Demonstrates expert knowledge through the analysis of innovative solutions for positive outcomes/Return On Investment (ROI) in line with the set expectation of profitability in the Asia region
- Collaborates with the Medical Affairs team in identifying the appropriate clinical research institute for the implementation of trial studies, designing and implementing of post-marketing studies in order to establish clinical data in support of ongoing marketing activities

**External and Internal Relationship Management**
- Identifies and develops strong relationships with Key Decision Makers (KDM) and Key Opinion Leaders (KOL) on behalf of the FOTE product lines across the Asia region
- Builds effective and collaborative relationships with key internal customers and cross functions in coordination with the implementation and alignment between global, regional and country marketing plans for the FOTE line of brands
- Acts as the key liaison between FOTE Asia marketing and country product managers, taking ownership of ensuring the implementation of a top-down approach to strategy rollout and realization
- Responsible for managing