Brand Manager

仕事内容

AbbVie is one of the world’s largest pharmaceutical companies. It specializes in innovative treatments in five key therapeutic areas. Immunology, oncology, neuroscience, virology, and eyecare. Thanks to the integration of Allergan, AbbVie is also active in aesthetic medicine. AbbVie is characterized by one ambition: to develop treatments that have a remarkable impact on patients’ lives. AbbVie is also driven by a strong culture that focuses on ethics and excellence and the well-being of its employees. Interested in joining our world?

Job purpose & objectives:

• Be the owner of your brand / indication, acting as an entrepreneur in managing it and continuously seek for innovative approaches to meet the brand KPIs.
• Define the Brand Strategy in collaboration with the cross functional team, develop cross-functional tactical plans together with the to address the needs of all stakeholders always keeping the patient in mind
• Enrich the patient experience in collaboration with the Brand Team and the infield Team and execute the related omnichannel marketing actions.
• Continuously gather insights about brand / indications & competitive landscape across all stakeholder groups
  
  

Tasks and responsibilities

Patient Journey

• Support the development of a robust and accurate Patient Journey in close collaboration with Patient Relations Managers by supporting Brand Team workshops to secure input & cross stakeholder viewpoints and by external insights collection.
  
  

Strategic Brand Planning

• Localize the Global Brand Strategy (1-7-5 AbbVie approach) to define brand strategic imperatives, propose strong operational (marketing mix action plan) & 1-year tactical brand plan and collect inputs from cross-functional colleagues
• Ensure that Brand Story is defined in an accurate manner and with a patient —centric focus
• Diagnose and analyze brand, competitors, market; this includes the understanding of Patient and customers’ needs, the identification of key environment trends and demand driver in the market
• Identify where non-traditional partners can help meet Strategic objectives and where digital solutions can help gather patient insights
• Lead synthesis of insights from cross-functional teams to master the market and product landscape
• Monitor competitor’s activity and key data to adjust strategic planning and tactical plan
  
  

Implementation

• Conduct brand team involving the others Brand Team colleagues to engage critical opinion leaders from all stakeholder groups
• Become ’guardian of the brand’ by ensuring that all functional deliverables remain consistent with branding and deliver emotional messages aligned to the Brand Story
• Bring the Brand Story to life through Innovative and patient-centric marketing materials and campaigns including multi-stakeholders initiatives (with attention to local vs national actions, product vs services, patient interests and HCP needs) and multichannel opportunities
• Determine customer and patient segments by action and appropriate strategies
• Implements segmentation with IFT, develop segment profiles and drive development of customized materials to each segment
• Design and implementation of all omnichannel marketing activities including Innovative Marketing tactics, Traditional and non-traditional partnerships (where non-traditional partners can help meet Strategic Objectives; assess potential partners and manage collaborations)
• Interactive and customized content for CLM managing the CLM process and overseeing implementation of CLM activities
• Ensure all in-field materials are aligned to Strategic imperatives
  
  

Compliance

• Ensure Marketing team compliance with all appropriate division and statutory business and regulatory requirements, including Ethics & Compliance and Code of Business conduct procedures and protocols