Therapy Lead - OTC - CoE

Dr. Reddy’s Laboratories Ltd. is a leading multinational pharmaceutical company based across global locations. Each of our 24,000 plus employees comes to work every day for one collective purpose: to accelerate access to affordable and innovative medicines because Good Health Can’t Wait.

We started in 1984 with a modest investment, 20 employees and a bold vision. Today, we have research and development centres, manufacturing facilities or a commercial presence in 66 countries.

For nearly four decades, we have stood for access, affordability and innovation based on the bedrock of deep science, progressive people practices and robust corporate governance. As the pharmaceutical industry evolves and undergoes disruption, we see an opportunity – to strengthen our core further (the next steps) and to build the future (the new bets).

‘The Next and the New’ is how we aim to continue to be the partner of choice – purpose-driven, future-ready and sustainable. Our aim is to reach over 1.5 Bn+ patients across the world by 2030 by growing our core businesses and building for the future with sustainability at the core of our purpose and strategy. Sustainability for us means operating in a manner that respects people, planet and purpose – helping us conserve precious resources, serve our patients, create value for stakeholders, give back to society, fulfil our potential and maintain our integrity and transparency

Dr Reddy’s maintains a work environment, free from discrimination and is an equal opportunity employer. We are committed to employ & nurture all qualified diverse workforce without regard to race, colour religion, nationality, sex, age, disability status, genetics, sexual orientation, gender expression, citizenship or any other characteristic or classification protected by applicable law(s) of the country we operate in. We treasure every talent, and recognize merit and diversity in our organization.

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PURPOSE:

To be the growth catalyst in driving TA growth and dominance in Emerging Markets through marketing excellence, capability building and effective Product management strategies.

New Product Ideation & portfolio development:

• Understanding customer needs and current dis-satisfaction through primary research in chosen spaces to build meaningful and differentiated concepts
• Screening internal & external data sources to arrive at potential ideas that could address the customer needs
• Develop Business Strategy- analyze Competition landscape, Customer Journey and Insighting, develop TPP, pricing, packaging, positioning - attribute analysis, value proposition, positioning concept check. Reasons to win.

Go To Market Strategy

• Understanding customer needs and insights with help of insighting team
• Work closely with the country brand team to build Go-To-Market strategy following the T-12 process of launch readiness. Build differentiators and the reasons to WIN.
• Work closely with the country to drive T-12 launch readiness Process - Market Analysis, PESTL, Segmentation, Targeting, Positioning, pricing, KOL Mapping, Distribution strategy, Brand Levers, Tactical planning, Marketing Mix and spend. Also build T+24 growth initiatives for new launches in collaboration with the country team
• Manage Life cycle by building the brand architecture, Global / Local innovations, new patient segments, brand extension ideas, pill plus and consumerisation. Building Business case with growth scenario assessment.

Marketing Excellence

• Driving future growth plans by identifying the growth opportunities and developing the best of class tools, templates and processes to improve segmentation, targeting, positioning and communication

Portfolio Maximization - Strategy

• Plan recommendations to country as well as monitor investment as per the strategy.
• Assess promotional effectiveness and suggest country teams accordingly
• Optimize costing - COGS / SCM overheads

Annual Brand Planning

• To work closely with country marketing teams to build differentiators / brand levers
• Working closely with analytics and in-sighting teams to develop strong and actionable insights for brand growth
• Work closely with country teams, SFE and digital marketing to deploy innovative GTM and access strategies.
• Adherence to Brand plan process in terms of rigour and preparation

Operating Network:

Internal: COE, MIS, Business Analyst, Digital Marketing teams, SFE, Country Marketing, SKOL

External: Portfolio team, Regulatory, Medical, Finance, Legal, SCM

Business Understanding:

Product Management - Process, Customer Journey and Insighting, Positioning, Ideation to Launch, PLC Management, Sales and marketing effectiveness metrics

Educational & Experience:

• 10+ years’ experience in Sales and Marketing – OTC preferred
• MBA from reputed institute
• Experience in Brand Management, Strategic planning, Business analytics, TA knowledge, New Product - Ideation to Launch

Key Personal Attributes:

• Interpersonal Skills
• Self-starter
• Quick learner
• Collaboration and teamwork
• Communication skills
• Influencing and negotiating skills