Consumer Brand Leader

Consumer Brand Leader

Description of Consumer Brand Leader:

Responsibilities
 

• The CRESTOR Consumer Brand Leader is responsible for helping to lead the definition, design, execution and measurement of all consumer marketing activities in support of the brand’s objectives:
• Consumer strategy (e.g., market strategy, product development, positioning, new markets/channel development)
• Consumer insight (e.g., market research, analytics, consumer database management, ROI measurement)
• Consumer promotions (e.g., campaign and/or channel testing and selection, and implementation)
• Works with other brand leadership team members to integrate consumer strategies and approaches with professional and managed markets segment strategies.

• Responsible for growing the CRESTOR brand through focused, innovative, well designed consumer marketing strategies and programs.
• Conducts brand opportunity assessments to determine whether/how a brand, disease area and/or specific consumer segments would benefit from consumer marketing approaches
• Formulates and validates consumer-centric hypotheses, for further insight and testing in the marketplace; manages full-scale rollout for successful programs
• Assists in interpreting consumer insight: translates research findings into actionable consumer marketing approaches
• Integrates consumer marketing strategy with overall brand strategy and tactics including physician and managed markets segments
• Helps to develop consumer strategy: clearly formulates strategic approaches based on an understanding of the current and future market and brand dynamics as well as consumer insight (e.g., value, beliefs, attitudes and barriers)
• Assesses investment viability and articulates business rationale from an economic, spend, sales, and ROI perspective; makes a convincing business case for appropriate budget and expectations for consumer marketing opportunities
• Defines metrics for consumer strategies and programs, including the following:
  
  • Direct Measurements (NRx, Drop-Off Rate, % Compliance, Readiness to Act, Share of Wallet, Lifetime consumer value, Referral value, Switch rates, etc.)
  • Indirect/Proxy Measurements (Awareness, etc.)
  • Qualitative (Learning, etc.)
• Identifies and develops new channels and/or markets, including external insight, intervention and cross-merchandising partnerships
• Applies learnings from within and outside the pharmaceutical industry to consumer marketing at AZ; maintains awareness of current competitive activity in consumer marketing
• Assists in the development and recommends the consumer strategy for the PSP and Operational Planning processes, including annual budget recommendations

• Positions the consumer as an equitable partner in the healthcare decision-making process
• Works collaboratively with all functions/areas which represent potential consumer touchpoints: development/clinical trial recruitment and management, patient advocacy, managed care and trade partners, operations/logistics, brand corporate affairs, sales, policy/government affairs.
• Helps to build AZ’s image as a patient-focused organization

3. Organization; US/Global:

• Works cooperatively with global brand teams, representing equivalent global brands, to share information and best practices
• Actively share best consumer marketing practices across the organization
• Builds momentum and mobilizes appropriate resources to support innovative consumer programs

   

Consumer Brand Leader

Requirements of Consumer Brand Leader

Qualifications :

• Undergraduate degree (Marketing or related focus area)

Experience:

• 5 years of brand team marketing experience within and especially outside of the pharmaceutical industry
• Strong campaign development skills
• Strong mass media experience (GA – TV, Print, Radio) as well as strong Online/Digital skill set
• Leading teams and managing budgets
• Working with agencies, vendors and external partnerships
• Significant brand strategy experience

• 5+ years consumer-focused marketing experience inside of the pharmaceutical industry
• Cross merchandising experience
• Direct marketing or database marketing experience
• Multicultural Marketing experience especially Hispanic and African American marketing
• Market research and/or insight experience
• Shaping and structuring partnerships with vendors and 3rd parties
• Customer relationship management experience, especially with loyalty programs

Keywords :design, execution,market research, analytics, consumer database management, ROI measurement,annel testing, selection, implementation