Job Description

 Overview: Lead the understanding of market insights and trends to drive the portfolio/brand strategy, sales, and margin objectives for all North Cluster Markets within institutional and retail markets, aligning the Brand Team around a brand vision and objectives that maximizes and leverages resources to impact the market and deliver patient-centric tactics.

Stakeholder addressed:

Internal: Brand Teams, In-field Team, Affiliate Management Team in general, Area Commercial Director

External: KOLs, HCPs, Medical Associations, Medical Institutions, Logistic Operators, Distributors, Pharmacies.

Portafolio Alignment: Eye Care that includes Retinal Diseases, Glaucoma and Tears portfolio

Authority/ Reporting lines: Reports to BUD Specialties

Geographic Mobility: Open and willing to relocate outside of Colombia for future opportunities.

Responsibilities

• Strategic Leadership: Develop and execute the business unit strategy for Eye Care TA that includes Retinal Diseases, Glaucoma and Tears portfolio ensuring alignment with corporate objectives and market opportunities.
• Become ‘guardian of the brand’ END TO END by ensuring that all functional deliverables remain consistent with branding and deliver emotional messages aligned to the Brand Story.
• Team Management: Lead, inspire, and develop high-performing marketing and sales teams, fostering a collaborative and results-oriented culture. Under their responsibility: Product Managers, District Manager, and In-field Teams
• Understand and facilitate cross-functional/stakeholder discussion to strengthen insights; collaborate with Brand Team colleagues to engage critical opinion leaders from all customer groups.
• Commercial Execution: Drive sales growth through targeted marketing initiatives, competitive positioning, and effective resource allocation.
• Lead the development of Marketing inputs to the Strategic Brand Plan, securing appropriate budget to deliver Marketing objectives.
• Stakeholder Engagement: Build and maintain relationships with key opinion leaders, healthcare providers, payers, and patient organizations.
• Validate, together with SFE, the incentive plan each quarter.

• Forecasting and KPI monitoring for the brand; budget planning, tracking and ROI measurement for Marketing team activities in prioritized markets.
• Lead and guide the collection of insights to build an accurate Patient Journey, facilitating Brand Team workshops to secure input & cross-stakeholder viewpoints across the Region.
• Lead the Brand Team, providing input for the Marketing function.
• Lead segmentation activities for physicians and patients and by channel, identifying target segments and appropriate strategies for each.
• Guide the design and implementation of all Marketing activities, to include:
• Innovative Marketing tactics to deliver holistic solutions.
• Traditional and non-traditional partnerships.
• Multi-channel opportunities to strengthen campaigns.
• Multi-stakeholder initiatives.
• Ensure all in-field materials are aligned to Strategic Objectives of the Brand.
• Operate within the guidance of all appropriate division and statutory business and regulatory requirements, including Ethics, Compliance and Code of Business conduct procedures and protocols.
• Develop and lead direct reports in the Marketing team, with an integral Talent Mindset for successful succession plans.
• Ensure team compliance with all appropriate divisions and statutory business and regulatory requirements, including Ethics, Compliance and Code of Business conduct procedures and protocols.
• Role model AbbVie WWW behavior and enable the Matrix Team to achieve high-quality strategy and execution capability in all brands and business processes.