Senior Manager Marketing (Warren, New Jersey, United States) na Cipla USA

Strategically lead and manage Cipla’s North American initiatives encompassing New Product Launches (NPL), Data Analytics, Respiratory portfolio, and In-Line Portfolio management. Responsible for comprehensive strategic management and execution, advanced analytics, accurate forecasting, portfolio lifecycle management, and operational excellence to achieve commercial success and sustainable growth.

Accountability Clusters and Major Activities /Responsibilities & Tasks

Accountability Cluster 1: New Product Launch Management

• Manage pre-commercial activities for New Product Launches in the Retail market

• Facilitating 12-15 new product launches annually, ensuring launch execution per plan in collaboration with Legal, regulatory, planning and supply chain teams

• Build SKU based forecasts, prioritize launches, and communicate volume requirements to the manufacturing procurement teams for readiness in API and finished goods for Day 1/181 and competitive entry scenarios

• Develop the market access and pricing strategy

• Monitor the product margins prior to launch, de-prioritize or rationalize launches with low/negative margin products and provide heads-up to procurement team for API price negotiation

• Collaborate with sales, pricing and supply chain to ensure achievement of target sales for newly launched products

• Create and maintain NPL compliance post launch

• Provide a monthly business forecast (LBE)

• Closely monitor the supply plan, Customer Orders, Customer Allocation, New business opportunities and LBE Tracking

Accountability Cluster 2: Research & Analytics

• Conduct market research (primary/ secondary) to identify the key gaps or opportunities in the therapy/ product/ Device

• Using different resources (internal/ external) create & update monthly dashboards for all key respiratory products, monitor key changes and report those changes to respective forums

• In collaboration with the sales team collect the market usage, competitor intelligence & pricing for the relevant competitors

• Keep a track of any market changes like new molecule/ manufacturer entry, FDA approvals, price/ WAC changes, new line extension/ SKU entry, competitor exit, Therapy Guideline changes, activity around API, Competitor Device Issues & any market issue etc and report to the respective forum

• Monitor competitor Activity by attending Quarterly Results Meetings and capturing key insights

• Prepare business cases for in-licensing product opportunities in generic/ branded generic space, evaluate financial viability of the product, and provide recommendation for go-no-go decision

• Perform ad hoc analysis and support in due diligence for product/company acquisition identified by BD team

Accountability Cluster 3: Respiratory New Product Management

• In addition to the typical New Product launch management activities mentioned above, Lead the development, and launch of omni-channel marketing and digital marketing strategy & Campaigns (Prescriber/ HCP/ Patient/ Payer)

• Collaborate on a patient centric device strategy for launch, possibly to include naming, messaging, packaging, channel prioritization.  Support development of market specific launch, education and access strategies & Campaigns

• Work with agency partners to create, develop and implement tactical plans to meet defined timelines with minimal oversight

• Manage the promotional approval process of materials

Accountability Cluster 4: Respiratory/ Non-Respiratory In-line Product Management

• Monthly / weekly market tracking

• Closely monitor the supply plan, Customer Orders, Customer Allocation, New business opportunities, customer compliance and LBE Tracking

• Develop complete view of competitive offerings and execute the designed tools for the sales teams with appropriate positioning and promotional tools to differentiate product(s).

• Manage the pricing activities for new products as well as existing products to achieve targeted market share while maintain acceptable profit generation.             

• Work closely with national account team and supply chain to understand customer programs to identify and drive compliance with the customer.  

• Manage to reduce and move short date and overstocks in long-term and short-term planning.

Accountability Cluster 5: Non-Respiratory/ Speciality Product Management

• Support the team on Non-Respiratory/ Speciality products which might require more complex marketing strategies

Accountability Cluster 6: Forecasting

• Using the insights from the research & analytics, create and update forecast models for the products

• Track & Document changes in the forecast and maintain a quarterly dashboard which records all these changes with valid reasoning

• Work closely with supply chain team to share the updated forecasts to ensure effective launch planning

• Update old forecast models with 3rd party data and gathered information for Marketing Leads to create supply and pricing assumptions.

• Create new forecast model shells considering: Recently filed products & Planned fillings.

Accountability Cluster 7: Data analytics & Dashboarding

• Weekly IQVIA Updates via PowerBI Dashboards

• Daily LBE Dashboard Update

• Market Intel Tracking (Usages / Pricing)

• Weekly Chargeback Data Dashboard Update

• NPL Pipeline forecasting

• Contribution in Budgeting and Strat Plan exercise

• External Challenges - Effectively forecast and execute product strategies in a consolidating US customer grouping when several competing suppliers exist for the same product.  Studying customer behaviours and recommending market strategies that highlight the company’s key capabilities in an industry where the product has little to zero differentiation and product interchangeability is not close to 100 percent.

• Internal Challenges – Working with different cross-functional teams on multiple projects and still ensure each one of them is on track to meet the agreed timelines

• Opportunities – Working in an agile and lean organization like Cipla leads to ample of growth opportunities within the organization.

Internal

External

• Portfolio, CPM, IPD, Supply Chain, Quality, Finance and US Sales to gather, analyse, and contribute key inputs into product selection and new product launch activities
• Finance team for pricing execution and sales and profit analytics and forecasting for existing and new products
• Executive Leadership to provide concise updates to product execution and constant refresh of forecasts and projections based on market changes

• Customers (Channel) at many levels to understand and service the customer expectations around existing products, future launches, and overall market changes.
• Printers, gift suppliers for procuring promotional material
• Industry peers and advocacy groups to stay current on macro market developments and new trends in market behaviours
• Marketing & Consulting Agencies to develop campaigns, conducting market research etc.

• Drive launch management strategies of approximately 10-15 new products per year, directly contributing to more than $50 million annually.
• US Respiratory Franchise will grow ~ 3.5 times in next 3 Years, with key New Launches across multiple device platforms planned every year.
• These new products will be in different device platforms like pMDI (pressurized metered dose inhalers), DPI (Dry Powder Inhalers), Nasal Sprays, Respules, breath actuated devices etc. hence promising a great exposure.
• Current revenue projections of $560 million for FY2025 with growth projections up to $1 billion in the next five years