The Senior Brand Manager acts as an overall champion for assigned OTC brands, ensuring alignment with the company’s objectives and strategy. Responsible for managing the entire product line life cycle from strategic planning to tactical activities. This includes developing new products and line extensions, defining brand vision, creating strategic plans, developing marketing plans, managing budgets, and working closely with internal and external parties to achieve goals.
This position reports to OTC Marketing Director.
Manage and monitor the brand’s P&L and A&P budget to prevent over/under spending; understand how brand profitability impacts category and total company portfolio, and provide input and recommendations for brand productivity and P&L improvements.
Develop advertising, media, and project briefs; work closely with agencies to create and improve advertising campaigns and marketing communications.
Collaborate with Market & Customer Intelligence (MCI) to conduct market research for product development, specify necessary research, and visit customers and consumers to determine needs and desires.
Provide sales teams and medical representatives with necessary support, including promotional materials and product training.
Define brand vision, positioning statements, and create strategies to support the vision.
Work with the OTC Marketing Director to determine long- term directions and strategies for assigned brands.
Develop strong marketing plans to achieve sales, profit, and marketing objectives.
Conduct regular field visits to understand the current business state and generate new insights for strategies and programs to achieve company goals.
Lead and manage new product development, working closely with key enablers to ensure timely and feasible product launches.
Work closely with Demand Planners to develop product forecasts and monitor inventory and supply levels to ensure forecast accuracy; negotiate and align forecast targets with Trade Marketing.
Execute marketing programs flawlessly and timely; monitor and evaluate program results against planned objectives, and recommend and implement contingency plans as needed.
Maintain in- depth knowledge of key business data and apply an understanding of relevant internal and external data trends to the planning process.
Establish and build strong relationships with key opinion leaders, medical associations, and target customers across relevant therapeutic sectors.
Develop promotional and communication materials that comply with regulatory, legal, and medical guidelines.
Plan and conduct Continuing Medical Education (CME) Programs.
