Head of Marketing, APAC

Overview

Head of Marketing, APAC - H/F role at Mayoly .

L'entreprise

Founded in 1909, Mayoly is an independent French and international pharmaceutical company specialising in Gastroenterology and Dermo cosmetics.

Following the integration of Ipsen CHC, the combined company employs more than 2,200 people worldwide and has sales of over €500 million in 2022, with 65% generated internationally over 100 countries. By 2027, the Mayoly Group aims to reach sales revenue of more than €600 million and to become a global benchmark in consumer healthcare.

At Mayoly, we place everyone's health first and foremost, and conduct our business in a pragmatic, responsible and caring way. We are committed to a CSR policy that also focuses on diversity and inclusion. The diversity of our employees is part of our corporate culture, One Mayoly, in which everyone can develop, grow and perform in an environment of equal opportunity. A company where every employee is a player in his/her own future and where talent can develop, always promoting collaboration and collective intelligence to meet the needs of patients, consumers, and customers.

Role

Marketing Strategy

Elaborate and propose annual and 5Y portfolio strategies by:

• Analyze market, sales, trends, changes, competitors, and establish and maintain competitive knowledge
• Analyze competitors' SWOT
• Acquire and update detailed knowledge of the different channels and therapeutic markets
• Understand prescribers, pharmacist and consumer segmentation, journey and identify a clear target audience with the best potential for the brand
• Systematically seek insights for all our customers
• Seek best practice from global brands to learn from, adapt and apply to the local market
• Identify risks and opportunities; propose action plans accordingly

Builds a digital strategy with a focus on activation for HCPs and e-commerce.

• Propose market research activities to enrich market understanding, measure brands performance, perceptions of messages, and translate global messages locally; conduct satisfaction surveys on priority products and markets
• Ensure business recommendations by brand

Leads the Brand and market forecast and builds a sustainable investment plan to support the strategies which deliver on agreed Key Performance Indicators.

Ensures the Medical, Commercial and Regulatory Plan strengthens the overall positioning of the Brand in the medium to long term.

Marketing Action Plans

Turn marketing strategies into impactful programs to support the partner commercial force, distribution and retail partners.

• Coordinate and review annual operational plan for all the portfolio
• Propose and challenge local tactics and actions to develop the brands according to the global brand strategy and the local competitive landscape
• Supervise a smooth execution of promotional campaigns and evaluate campaign performance in accordance with the brand strategy and customer insights
• Partner with Medical Affairs Team to drive medical marketing
• Define the priorities and the corresponding resource allocation and action plan by channel and SKUs
• Manage the marketing mix to maximize effectiveness and efficiency
• In collaboration with the Head of Commercial APAC, propose targets for sales, market share, and level of investments
• Work directly with external agencies and internal resources to develop creative assets and paid media plans
• Establish consistent messaging/look and feel across touch points including: digital advertising, paid social media, search keywords, email campaigns, web pages and event graphics
• Prepare the annual Marketing Operational plan for Vietnam, ensure implementation and follow-up
• Provide strategic guidance to APAC Export Partners for them to prepare their local brand plans and follow up on implementation

Measure and control action plans performance through defined KPI and dedicated dashboard in coordination with the Head of Commercial and BEX manager for all the portfolio.

• Defines and tracks KPIs such as market share, sales, ROI
• Analyses the performance of the key investments, communication strategy, and action plans
• Monthly sales results analysis in coordination with Head of Commercial

Anticipates and diagnoses performance issues and recommends course of action to rectify and amplify. Coordinate and ensure promotional material development based on global material or create new one if necessary, in the respect of the strategic communication axes and messages.

Supervises the briefing for agencies and other suppliers, overseeing the planning and purchase. Coordinate and organize training programs, ensure communication and brand knowledge to the partners sales force.

Monitors alignment of Trade Marketing activations with Marketing Strategy and analyses KPIs including distribution data, visibility, and promotion status, reporting back recommendations for action. Develop innovative sales force detailing aid kits adapted to different customer groups to support the regional promotional strategy executed by our partners.

Manages related portfolio Marketing budgets in coordination with the Finance Manager.

Digital Focus

• Identifies, understands and applies emerging technologies and tools to drive innovative thinking
• Creates, supports and develops new opportunities for innovative solutions through external partners and our consumer communities
• Integrates the communication plan with digital to develop the right combination of off- and on-line activity for maximum effect

Management

• Manage the marketing team, composed by brand managers and an assistant brand manager
• Collaborate closely with medical, regulatory, Commercial excellence local teams and with the global marketing team especially during global brand team meeting, launch meeting follow-up, annual brand plan preparation
• Drives accountability to ensure ownership of the numbers across the individual team members
• Promotes a culture of learning and sharing
• He/she completes all activities within the framework and in compliance with company policies and SOPs, Ethics & Compliance rules & Industry Codes of Practice

Profil recherché

• Significant Knowledge In Marketing: OTX (Pharmacy + trade + OTC products) and RX
• Health environment: regulation / hospital / pharmacy / Drug / Food supplement
• Must be able to make professional and compelling presentations; communicate effectively verbally and in writing to large and small audiences.
• Knowledge of current best practices in digital
• Ability to communicate clearly brand objectives, messages, tools and ensure motivation to sales force
• Demonstrated ability to translate the requirements to the creative team, understand the needs of our customers and resellers, and evaluate creative concepts from different perspectives to ensure our communications are on-strategy
• Ability to anticipate and manage time constraints
• Ability to interact with a global team
• Comprehensive understanding of company division environment and priorities
• Strict adherence to regulation and company rules
• Skills: Interpersonal skills, team player, accurate, keen to data excellence, agile and autonomous
• Mindset: Curious, positive, action driven and sharp mind
• Scholarship: Pharmaceutical, and/or Business School

Éléments nécessaires pour postuler

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• Curriculum Vitae

Seniority level

• Executive

Employment type

• Full-time

Job function

• Marketing and Sales

Industries

• Pharmaceutical Manufacturing

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