岗位名称：品牌负责人-罕见病
级别：SPM or MM
汇报线：中国罕见病负责人
团队：不带人


岗位概述


担任中国罕见病产品的品牌负责人，负责主导重点产品的卓越上市工作，确保产品成功上市，获得广泛的关键意见领袖（KOL）认可，并实现营收目标；制定品牌战略，协助进行预测和损益管理。负责品牌战略和战术计划的执行，确保与医疗专业人员（HCPs）和KOL进行有效的品牌沟通和互动，并与其他部门进行高效协作。


主要工作职责


主要工作包括但不限于：
- 主导卓越上市工作：与罕见病专项工作组（监管、医学、患者权益倡导、销售、支付解决方案等部门）合作，推动重点产品成功上市；领导跨部门的品牌沟通工作，涵盖一线销售团队、大客户管理、政府事务、医学、法务、监管等部门。
- 优化基于洞察的市场理解：跨部门协作，了解各治疗领域的利益相关者，获取有价值的洞察，并将其转化为后续上市计划中的营销策略；分析市场趋势和竞争对手情况，制定品牌战略；挖掘客户洞察和品牌价值主张，为品牌战略制定提供支持；追踪品牌目标的实现进度。
- 制定和执行品牌战略与战术计划：制定基于洞察的营销策略，并将品牌战略转化为行动计划；执行品牌战术，独立管理项目，包括预算管理、设定关键绩效指标（KPI）、跟踪进度和解决问题。
- 确保与HCPs和KOL进行有效的品牌沟通和互动：获得HCPs和KOL的认可与支持。
- 开发品牌推广材料和培训内容：制作品牌宣传资料、推广幻灯片、出版物和内部培训材料；就产品战略和行动计划对一线销售团队进行培训。
- 与KOL建立可靠的联系：为相关罕见病领域的发展提供支持。


任职资格和要求
- 本科及以上学历，医学专业优先。
- 5年以***市场部工作经验。
- 销售出身（医药代表、地区经理），或从事过区域市场工作（RPM、LMM）者优先。
- 熟悉的治疗领域：罕见病最优，儿科+皮肤科/内分泌科/心内科之一者也很好。
- 有成功推出罕见病产品的经验者优先。
- 有与国内***KOL合作的成功记录。
- 具备扎实的品牌规划周期经验，在洞察生成、数据分析、战略思维和项目管理方面具备全面技能。
- 具备强大的跨部门协作能力。
- 具备敏捷性和韧性，能够同时处理多项任务，并适应出差。
- 具备良好的中英文沟通能力。


English JD


岗位描述Position Summary
Brand Owner of Rare Disease products in China. The incumbent is responsible for leading the launch excellence effort of priority products, securing the successful launch to obtain wide KOLs endorsement and achieve revenues objectives, developing brand strategy, and support forecasting and P&L. Responsible for execution of brand strategy and tactical plan. To ensure effective brand communication and engagement towards HCPs & KOLs. Effectively communicate with other functions.


主要工作职责 Key Tasks and Responsibilities
Primary activities include, but are not limited to:

Leading the Launch Excellence. Work with Rare Taskforce (Regulatory, Medical, Patient Advocacy, Sales, Payment Solution, and others) for the successful launch of priority products.

Lead cross-functional brand communications-across field force, key account management, government affairs, medical, legal, regulatory, etc.

Optimize insight-driven market understanding. Work cross-functionally to understand stakeholders in each therapeutic area, generate valuable insights that can be transit into marketing strategy in afterward launch plan.

Analyze market trend, competitors situation to develop brand strategy; explore customer insight and brand value proposition to support developing brand strategy; track process towards brand target;

Shape and Execution of brand strategy and tactical plan

Shape insight-based marketing strategy and translate brand strategies to POA; Execute brand tactics, manage projects independently in terms of managing budget, setting KPI, tracking progress and resolving issues

To ensure effective brand communication and engagement towards HCPs & KOLs, to get alignment from HCPs & KOLs for the endorsements.
Develop brand promotional materials and training

Develop brand DAs, promotional slides, publications and internal training materials; train field force on product strategy and POA

Shape trustable connection with KOL that support the development of relevant rare disease area.


任职资格和要求 Requirements and Qualifications
· Bachelor degree or above; major in Medical or medicine is preferred;
· Min. 5 years marketing experience required. Experience in DM/Local marketing experience is a PLUS.
· Solid working experience in Rare Disease, Pediatrics, Dermatology, Endocrinology, or Cardiology is a PLUS; Track record in successful launch of a RD product is a PLUS.
· Proven record of top KOL engagement.
· Solid Brand Planning cycle experience and comprehensive skills in insight generation, data analytics, strategic thinking, and project management skills.
· Strong cross-functional collaboration skills.
· Agile and Resilience, should expect multi-tasking and business travelling.
· Good skill of communication in both Mandarin and English.