(Senior) Brand Manager - CVRM - HCM

(Senior) Brand Manager

• CVRM
• HCM About AstraZeneca and AstraZeneca Vietnam AstraZeneca AstraZeneca (LSE/STO/Nasdaq: AZN) is a global, science-led biopharmaceutical company that focuses on the discovery, development, and commercialization of prescription medicines in Oncology, Rare Diseases and BioPharmaceuticals, including Cardiovascular, Renal & Metabolism, and Respiratory & Immunology. Based in Cambridge, UK, AstraZeneca operates in over 100 countries and its innovative medicines are used by millions of patients worldwide. Please visit astrazeneca.com and follow the Company on Twitter @AstraZeneca. AstraZeneca Vietnam As a Foreign Invested Enterprise with over 600 members, AstraZeneca is investing into Vietnam 360 million USD from 2020 to 2030 with a focus on reducing the burdens of non-communicable diseases, developing local talent, and uplifting the domestic biopharmaceutical R&D and manufacturing capabilities. Over the last three decades accompanying Vietnam’s sustainable development, AstraZeneca has run several impactful programmes in collaboration with the Government, Ministry of Health and healthcare partners to promote disease awareness, prevention and early detection. In recent years, AstraZeneca Vietnam has received several certificates of merit from the Prime Minister and Minister of Health, for excellent contributions to Vietnam’s vaccine diplomacy, fight against COVID-19 and advancement of cancer treatment and disease awareness. The company has also been recognized among Vietnam’s Top 100 Best Places to Work (2018 – 2026) with various other industry awards from BritCham, EuroCham, and government agencies. What you’ll do Job Description / Capsule Proactively and efficiently involve in evaluating marketing program and analysis of market data to identify key area of opportunities and risks. Localises brand operational plan, work cross functionally to implement marketing activities and campaign, patient access programs for the assigned products within a given therapeutic area. Typical Accountabilities
• Deploy strategies to achieve brand objectives and outcomes (business’s performance, P&L, pre-launch excellence…).
• Lead and ensure successful execution of brand operational plans to drive the brand strategy and achieve brand goals.
• Effective cross-functional collaboration and working to ensure the brand management (strategic development, tactical implementation, P&L management, building materials, quota – tender building, channel development, new market assessment…)
• Manage and work with external vendors to create personalized marketing campaigns through Omni-channels.
• Analyse market research, data sources, customer and market insights to have quick decision in the strategies and execution to adapt the BINA situation.
• Effectively manage KOLs: engage and leverage KOLs insight and support for developing brand strategies
• Develop brand digital strategies and execution plan of digital brand campaigns, programs based on the customer’s need to achieve the brand objectives
• Optimize digital resources and capabilities to maximize customer engagement especially through Omnichannel solution.
• Smartly utilise AI for optimise execution & improve efficiency.
• Effectively manage project scope, budgets, timelines, and deliverables for assigned projects.
• Deliver other task/ cross-functional projects assigned by the company.
• Adherence to AZ global policy, AZVN compliance for external interaction, code of conduct, and industry code of marketing practices.
• Have a plan to develop direct reported marketing team based on their career path. Build coaching plan to improve team competencies Marketing strategy :
• BRAND STRATEGY: Develops brand narrative and KPIs to set direction and deliver strategy, from vision to launch, including content strategy cycle
• INSIGHT: Anticipates trends to better understand the market environment, develop marketing vision and set brand direction based on evidence and logic Brand Plan Execution :
• CUSTOMER: Prioritises customer needs; designs and articulates the value proposition; designs and launches services reflecting improvements in the customer journey
• ENGAGEMENT PLAN: Prepares and executes customer sequence activities and executes campaigns across channels
• CONTENT: Deploys and tracks the content calendar, measuring success and suggesting data-driven improvements to outperform peers
• RESEARCH: Applies the latest techniques to deepen understanding of customers and the market, anticipating trends over time
• BUSINESS ACUMEN: Conducts robust budget planning and operational financial management People :
• PROJECT LEADERSHIP: Applies sound business acumen and valuable insights to drive results through optimal decision making, influencing without a formal leadership position
• TEAMING: Builds cross-functional capability, leveraging differences and establishing collaborative networks to contribute to high-functioning, cohesive teams
• PARTNERSHIPS: Optimises internal and external partnerships to deliver high-quality outputs aligned to brand plan both globally and within the US. Marketing Functional Capabilities
• CX Mapping, Design & Implementation : Customer experience mapping and experience design; Service design, launch and scaling; Partner and ecosystem management
• Analytics & Insights : Understanding market environment; Understanding our customers; Measuring Impact
• Strategic Direction & Value Proposition : Crafting a value proposition
• Content Strategy & Management : Content Strategy and Experience Planning; Content production and governance; Content deployment and optimization.
• Omni-Channel Execution : Customer engagement plan; Campaign design and deployment; Key account and influencer strategy Individual Capabilities 1/ Analytical Acumen: Discriminating and analysing information to draw logical conclusions 2/ Creative Reasoning : Exercising good judgement and creative or original thought when faced with new or unfamiliar problems 3/ Social & Emotional Intelligence: Recognising and appreciating the value of multiple perspectives and fostering collaborative, meaningful relationships 4/ Resilience: Remaining positive and persisting in the pursuit of goals despite challenges or setbacks 5/ Learning Agility: Adopting a growth mindset and aspiring to continually reskill e.g. embracing scientific and TA knowledge 6/ Demonstrate AZ Values Consistently: • ​ We follow the science
• We put patients first
• We play to win
• We do the right thing
• We are entrepreneurial Education, Qualifications, Skills and Experience Essential
• Bachelor’s Degree of Pharmacy or Medicine
• Scientific background or affinity for scientific information
• More than 3 years’ experience in pharmaceutical brand management with good track record of effective implementation of plan and campaign;
• Proven leadership skills ability to connect and collaborate across matrix organizations
• Strong organizational and interpersonal skills, with proven project management experience (complex projects) to drive performance.
• Knowledge and experience in navigating the regulatory approval process and other relevant codes of practice
• Strong interpersonal skills, demonstrating flexibility and a proven ability to deal with complexity under time pressure
• Experience and effectiveness in the presentation of marketing messages
• Strong attention to detail
• Acts with a sense of accountability and urgency
• A flexible, team orientated attitude, willing to contribute own skills to deliver AstraZeneca priority projects Desirable
• MBA in relevant field
• Experience in Brand strategic management/ new launch lead and/or strategy role
• Experience in Insight/Market Research
• Sales and/or Sales Leadership experience
• Experience in Emerging or DFL role
• Experience in cardiovascular therapeutic areas. Key Relationships to reach solutions Internal (to AZ or team)
• Sales Management and Field Force
• Medical and Regu