Senior Brand Manager, Open to flexible working

Brentford (City/Town), London (Greater)
07 Dec 2021
03 Jan 2022
Contract Type

This role is responsible for growing Anoro market share through strengthening the brand health of Anoro and driving performance through the Anoro sales force.

This is a leadership role that requires a deep understating of Anoro brand performance, the ability to clarify and articulate the key challenges and drivers of growth and therefore develop clear strategies for building brand equity and driving performance of the sales force. This role needs to make data driven decisions based on current lead and lag measures, to prioritise the key activities and strategies that will drive better GSOs in both Primary and Secondary Care

The Anoro Senior Brand Manager will be responsible for delivering and owning the performance narrative and communicating performance to peers, as well as leading key activities such as supply forecasting, yearly brand planning and continuous improvement plans behind key brand equity metrics, such as share of voice and ATU.

This role will focus on building belief behind the ‘why’ of our sales force strategies to build & develop clinical advocacy of Anoro and drive uptake in secondary and primary care. In addition, this role will need to drive a change in ways of working between head office and the field force, to fully implement the GSK LOC/MOC model.

‘Be You’ at GSK

At GSK, we're a company with a purpose to help people do more, feel better and live longer. We realise that our purpose starts with us. When we feel at our best, we perform at our best. Therefore, we want all applicants to be able to perform their best throughout the recruitment process.

We will be delighted to hear from talented individuals that align to our values. These are at the heart of everything we do and include: Patient focus, Transparency, Respect, Integrity along with Courage, Accountability, Development, and Teamwork.

When you set out on your adventure at GSK, we make a deal. You commit to living our values and expectations and performing against our Innovation, Performance and Trust priorities. In return, GSK commits to providing the right environment for you to thrive. Together, we build an environment where we can all thrive and focus on what matters most to each of us.

As a modern employer, we empower you to be yourself, share ideas and work collaboratively

In this role you will

  • Take personal accountability to become a clinical, environmental, customer, competitor knowledge expert to understand what drives decisions for use of Anoro as an Initial Maintenance Therapy (IMT) option for COPD patients. 
  • Build an in-depth understanding of:
    • The patient and treatment pathways related to COPD and what drives individual and population level choice along the pathway
    • The environmental and competitor landscape relating to COPD, particularly LAMA/LABA
    • Key customer and patient segments who have a significant role in the clinical advocacy and market access for COPD - their needs and insights
    • The importance of efficacy and device preference for customers and consistency in national and local COPD market access guidelines and requirements to support customer decision making
  • This in-depth understanding should be built through:
    • Engaging with global market research and initiating selected UK market research and seeking insights from publicly available external reports
    • Collaborating with the UK central and field teams
    • Spending time in-field with secondary care and key primary care HCPs
  • Lead the development and implementation of the UK strategy and operational plans to differentiate Anoro from competitors.  Support the clinical proposition for favourably listing Anoro on local guidelines and spot opportunities to build advocacy for Anoro and to achieve uptake in primary and secondary care.
  • Lead the development and implementation of the strategic and operational plan, using data to inform decisions, to build advocacy, support the achievement of market access and deliver uptake of the brand. Working with the Digital Manager, employ a full multi-channel approach to develop core content that is interesting, relevant and engaging for HCPs and work across boundaries to ensure a cohesive implementation of strategy and tactics.
  • Lead the development of UK key messages and core claims aligned with UK and Global strategy and development of tactics for UK customers
  • Develop the IMT narrative and tools to build clinical advocacy, to support the clinical aspects of market access decisions and the translation into primary care (influencing the Payer Marketing Team and Regional Business Director teams)
  • Oversee & implement the congress and webinar/podcast programme to build advocacy for Anoro
  • Work with the field force to understand whether they have the right materials and content offering to support building advocacy to support market access and driving uptake in secondary care and primary care & share best practice across brands and localities.  Provide feedback to Global Therapy Area team on materials impact and optimisation opportunities.
  • Identify / escalate data gaps for Key Evidence Generation to support the development of clinical advocacy and the achievement of market access to UK teams (Medical, Marketers, Payer) and Global Therapy Area team
  • Lead the identification of commercial and compliance risks associated with the delivery of the strategic and operational plan through the Respiratory Directorate risk register and monitoring log
  • Lead the review of marketing performance and channel effectiveness
  • Lead the forecasting of supply for Anoro and achieve targets for Sales Forecast Accuracy / Sales Forecast Bias
  • Own the performance boards and performance narrative for Anoro focusing on key lead and lag measures that drive performance
  • Track the visible performance of clinical advocacy for Anoro in secondary and primary care – course correcting where needed
  • Develop & review multi-channel KPIs to measure the success of any content / materials / programmes developed and use this data to continually improve offerings and performance
  • Regularly review plan progress and develop and implement systems and processes that drive excellence in execution through tiered accountability, KPIs, visual metrics, regular performance reviews and effective escalation and resolution of issues

Closing Date for Applications: 3rd January 2022(COB)

Please take a copy of the Job Description, as this will not be available post closure of the advert. 

When applying for this role, please use the ‘cover letter’ of the online application or your CV to describe how you meet the competencies for this role, as outlined in the job requirements above. The information that you have provided in your cover letter and CV will be used to assess your application.

During the course of your application you will be requested to complete voluntary information which will be used in monitoring the effectiveness of our equality and diversity policies. Your information will be treated as confidential and will not be used in any part of the selection process.  If you require a reasonable adjustment to the application / selection process to enable you to demonstrate your ability to perform the job requirements, please contact 0808 234 4391. This will help us to understand any modifications we may need to make to support you throughout our selection process.

Why you?

Qualifications & Skills:

  • We are looking for professionals with these required skills to achieve our goals:
  • Significant and demonstrable experience in a leadership or management role
  • Established experience in a brand manager position within pharma
  • Experience with Project Management and ownership
  • Strong understanding of the NHS and customer groups
  • Good understanding of speaker-based activities, advocacy and development

Why GSK?

GSK is a place where outstanding people do amazing things. As a science-led global healthcare company, we exist to help people do more, feel better, live longer. This special purpose – along with our goal of being one of the world’s most innovative, best performing and trusted healthcare companies – helps us attract some of the best and brightest minds in the world.

We take pride in providing access to all and continually focus on our opportunity and obligation to do more to improve inclusion and diversity: for our people inside GSK; in the way we do business; and in the communities where we operate. 

We want our company to be a place where diversity of people and thought is valued everywhere and where we’re all able to be ourselves and feel a sense of belonging. An inclusive organization where we all feel valued, engaged and supported, knowing that our work makes an important contribution to our mission. Reinforced by our clear values and expectations, it is part of our DNA. Together we achieve extraordinary things for our patients and consumers, who rely on us each and every day.

As a company driven by our values of Patient focus, Transparency, Respect and Integrity, we know inclusion and diversity are essential for us to be able to succeed. We want all our colleagues to thrive at GSK bringing their unique experiences, ensuring they feel good and to keep growing their careers.  As a candidate for a role, we want you to feel the same way.

As an Equal Opportunity Employer, we are open to all talent. In the US, we also adhere to Affirmative Action principles. This ensures that all qualified applicants will receive equal consideration for employment without regard to race/ethnicity, colour, national origin, religion, gender, pregnancy, marital status, sexual orientation, gender identity/expression, age, disability, genetic information, military service, covered/protected veteran status or any other federal, state or local protected class*(*US only).

We believe in an agile working culture for all our roles. If flexibility is important to you, we encourage you to explore with our hiring team what the opportunities are.

As you apply, we will ask you to share some personal information which is entirely voluntary. We want to have an opportunity to consider a diverse pool of qualified candidates and this information will assist us in meeting that objective and in understanding how well we are doing against our inclusion and diversity ambitions. We would really appreciate it if you could take a few moments to complete it.  Rest assured, Hiring Managers do not have access to this information and we will treat your information confidentially.

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