Brand Manager Hematology

About AbbVie

AbbVie's mission is to discover and deliver innovative medicines and solutions that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people's lives across several key therapeutic areas including immunology, oncology and neuroscience - and products and services in our Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at www.abbvie.com. Follow @abbvie on LinkedIn, Facebook, Instagram, X and YouTube.

The Brand Manager is responsible for enriching the patient experience as a core member of the Brand Team by leading the understanding of insights across the team and developing the Patient Journey to focus on delivering patient-centric strategies. Additionally, heading the brand planning process and responsible for analyzing the market landscape, collecting customers’ and patients’ insights, serving as the foundation for the Brand Strategy. Collaborating with the team leader to lead the evolution of segmented conversations to deliver the brand’s messages, marketing campaigns, advertising, marketing materials, and various other marketing efforts such as disease awareness activities, events, and congresses. Acting as the creator and ambassador of the brand story, both externally and internally.

 

Key Responsabilities

• Analyzes the market landscape, verifies on-going monitoring of each activity and the impact of the overall business plan and collects customer’s and patient’s insights that will serve as the foundation for the Brand Strategy.
• Develops a robust and accurate Patient Journey, facilitating Brand Team workshops to secure input and cross-stakeholder viewpoints.
• Proposes strategic objectives for Brand Team review based on findings from the Patient Journey; challenges and critiques all Brand Team strategies to ensure patient-centricity.
• Identifies where non-traditional partners can help meet Strategic Objectives; assesses potential partners and manages collaborations.
• Creates and is an ambassador of the brand story, both externally and internally.
• Becomes the “guardian of the brand” by ensuring that all functional deliverables remain consistent with brand strategy.
• Leads segmentation activities for all stakeholders, identifying target segments and appropriate messages for each, aligned with brand strategy
• Ensures all in-field materials, activities, and tactics are aligned to strategic objectives of the Brand.
• Leads the evolution of commercial campaigns, advertising, and marketing material in collaboration with the team leader.
• Organizes and coordinates disease awareness activities, events, congresses, etc.
• Measures engagement effectiveness and uses insights to redefine strategy.
• Leads the development of marketing inputs to the Strategic Brand Plan, securing appropriate budget to deliver strategic objectives.
• Plays an active role in the Brand Team, providing input for the Marketing function and contributes as a Brand Team member to other function activities.
• Delivers hyper‑targeted, compelling messages and omnichannel content aligned with the Brand Story.
• Develops the adequate Marketing Mix, compelling content for each channel.
• Guides the design and implementation of all Marketing activities, including innovative marketing tactics to deliver personalized holistic solutions, traditional and non-traditional partnerships, explores multi-channel opportunities to strengthen campaigns, and multi-stakeholder initiatives.
• Maintains an up-to-date understanding of customer perspectives through regular engagement with HCP and non-HCP stakeholders (e.g., in-field visits).
• Facilitates cross-stakeholder discussions to strengthen insights; collaborates with Brand Team colleagues to engage critical opinion leaders from all customer groups.
• Leads synthesis of insights from cross-functional teams to determine brand positioning and populate the Brand Plan Insights Chapter.
• Consolidates the 1-year tactical Brand Plan, collecting inputs from cross-functional colleagues, and collaborates in the preparation of the Long Range Plan (LRP) and No Number LRP.
• Forecasts and monitors the brand KPIs; Plans the budget, and tracks ROI measurement for Brand Team activities.
• Ensures marketing and promotional activities’ compliance with all appropriate division and statutory business and regulatory requirements, including Ethics, Compliance, and Code of Business conduct procedures and protocols.
• Takes part in company projects and adapts oneself to changing or new work conditions and requirements.

• University degree, preferably in Life Sciences, higher degrees or marketing qualifications preferred.
• Proven track record of success within the Oncology therapeutic area, preferably in Hematology Cancers.
• Operates effectively in a matrix environment.
• Influences others and is viewed as a credible and respected role model and resource among peers. Builds collaborative partnership and leads by example; consistently displays positive behaviors and peer coaching through changing and challenging environments.
• Experience in sales is preferred, including working in other functions.
• Knowledge of AI and ML solutions.
• Experience in digital channels.
• Proficiency in English and Portuguese.
• Strong customer-focus, responding proactively to changes in environment and customer needs.
• Leads strategic thinking and oversees management of marketing-led initiatives, projects, and execution.
• Empowers team members to take ownership of their work, encourages cross-functional collaboration.
• Demonstrates tactical planning skills and critical thinking.
• Develops and nurtures innovation/ lateral thinking, identifies appropriate solutions to complex problems.
• Proactively addresses issues that impact product performance and is highly accountable.
• Manages budget, forecasting, and KPI tracking leveraging strong analytical skills.
• Ensure compliance with relevant acts, legal demands, ethical standards, Corporate business and Safety Procedures, AbbVie Code of Business Conduct, and relevant Occupational Health, Safety, and Environmental legislative requirements.

AbbVie is an equal opportunity employer and is committed to operating with integrity, driving innovation, transforming lives and serving our community.  Equal Opportunity Employer/Veterans/Disabled. 

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