Brand Lead

Brand Lead

This role is responsible for leading the creation and development of effective marketing strategies to maximise profitability, market share and growth outcomes, and delivering them with flawless execution.

This role sits within the Acute Oncology Business Unit and plays a pivotal role within the team. This role is responsible for the business success of a key product in all indications, as well as Life Cycle Management, working in close collaboration to ensure alignment with Business Unit Head, Medical and Market Access and broader cross-functional team members as part of a High Performing Team.

This role will support Ipsen’s culture to deliver meaningful, tangible and measurable outcomes for the business, for customers and for associates within the Acute Oncology Team. They will ensure a robust manifestation of Ipsen’s purpose and priorities.

Main responsibilities / job expectations

Driving for Results through

• Designing and launching ground-breaking strategies for new indications, and leading multi-disciplinary projects across Marketing and Life Cycle Management (LCM).
• Through development of strong customer facing relationships, the Brand Lead will be able to anticipate obstacles and their implications and working with the BUH to develop robust action plans, with clear leadership during implementation.

Through Effective Brand Leadership

• Lead the organisational strategic thinking and brand development to ensure brand success within appropriate markets ensuring strategic plan supports overall business objectives
• Line Management of Acute Oncology Brand Managers within the team to ensure high quality development and performance across all objectives, and for future succession planning
• Ensure brand is number 1 or 2 in market share in every segment in which we compete
• Be the "brand champion" and internal point of reference for all product-related queries
• Benchmark against competitors and take corrective action where appropriate
• Lead the 3-5 year UK or Irish strategic plan and lead and execute the 1 year Operational Plan for responsible product. Through regular monitoring of projects ensure Return on investment (ROI) on projects
• Constant horizon scanning with a long-term view of maximising product life cycle
• Ensure appropriate budget allocation and ensure accuracy of phasing to drive business within financial year having a view to the wider portfolio and ensuring the right prioritisation across brands
• Adhere to SOPS
• Accurate decision-making on investment or disinvestment

Through Sales Team Support

• Ensure by collaborating with infield management that Ipsen are a high powered professional sales organization.
• Shape and influence future global campaigns using insights from UK or Ireland field teams ensuring a long-term vision.
• Oversee the delivery of the training strategy to ensure field force are equipped to sell the brand convincingly
• Continuous campaign improvement through gathering field data and Account Manager/customer involvement

Customer Focus

• Understand the NHS customer group, payment flows, patient pathways, market access challenges, regulatory and prescribing bodies (including MHRA, ABPI, SMC, AWMSG respectively)
• Establish strong links with the clinical development group and co-ordinates product marketing strategies within agreed time lines
• Identify new product development opportunities with clear recommendations to increase profitability to achieve business objectives
• Ensure integration between projects. Identify mitigating factors or challenges and act on them.
• Influence the NHS, customer group, payment flow, patient pathways, market access challenges, regulatory and prescribing bodies in order to shape the market to support brand success
• Leverage networks to achieve business objectives through advocacy. Develop brand ambassadors. Utilise Key Opinion Leaders to influence others
• Become partner of choice with patient groups and utilise to support lobbing activities and influence change
• Leverage positive support and National guidance to effect change in local guidelines, i.e. formularies/endorsements

Stakeholder Relationship Management

• Lead the cross functional team to take ownership and accountability for tactical projects
• Lead brand meetings to ensure collaboration of major stakeholders, alignment and execution of plans
• Lead cross-functional input to the brand planning process to create understanding and ownership of plans with key personnel
• Work with a one team mindset to shape and influence as successful Franchise Plan
• Continuously appraise external agencies and assess for cost efficiencies. Negotiate/re-negotiate and/or re-pitch
• Effectively engage and communicate across functions at a global brand level to improve best practice and ensure strategic alignment
• Lead cross-functional inter-brand global teams and identify areas for future collaboration

Knowledge, abilities & experience

• Life science degree or similar
• Significant marketing experience - ideally 5- 10 years minimum in the pharmaceutical industry in a Brand Management role. Oncology experience is preferred but not required
• Good understanding of the healthcare environment, pharmaceutical market place and the sales and marketing processes
• Solid marketing experience required
• Excellent organisation, planning and management ability
• Excellent verbal, written and interpersonal communication skills
• Dynamic, proactive, business and results-focused
• Proven ability to analyse and make sound commercial decision