The Marketing Director or Marketing Lead NMD will play a leadership role in developing the regional commercial launch, LCM and go-to-market strategy and plans for SPINRAZA and future NMD portfolio in the region leveraging Global Strategies, Plans, Programs and focusing on both near and long-term.
This role will lead the market understanding in close collaboration with the CMI (Customer and Market Insights) team, portfolio and brand strategy, customer engagement, tactical planning, launch / LCM readiness and will validate forecasts and resourcing across our NMD portfolio at affiliate and distributor partners level.
This role is critical in leading the annual ICP (Integrated Customer Plan) process in close collaboration with key crossfunctional team members and will monitor execution of regional / local brand strategies and tactics with a focus on driving business results and understanding impact (ROI assessments).
This role will work closely with the BIR TA team, Global PDC and as appropriate with the ECP NMD regional team to execute launch excellence practices and pull through relevant materials as appropriate to affiliates and distributor partners.
Working extensively with other commercial team members, Value & Access, medical as well as other key functions on the crossfunctional team (ie Regulatory, Compliance etc.
and Global / Region / Affiliates.
This role will support the affiliates and distributor partners in leveraging successful NMD marketing programs and best practices solutions for the diverse range of country environments and needs to support their business growth.
The role requires an experienced leader that establishes, inspires and drives the affiliates and distributor partners marketing teams and the cross functional teams to maximize the potential for the NMD portfolio and builds / extends the foundation for Biogen presence in Neuromuscular Disease.
The role will be a key member of the MART leadership team and contributes to ensure launch readiness / LCM implementation and optimizes performance for Biogen and impact for patients & stakeholders.
The role also needs to champion the Biogen Elements and enforce compliance to legal and regulatory framework of Biogen.
This role will report directly to the Head of MART, will be part of the MART Leadership team and will be based in our Baar, Switzerland headquarters.
Principal accountabilities :
Scientific and Market leadership Strategy, Launch / LCM planning and Implementation
Collaborate with decision support functions to add analytical rigor and drive the creation / optimization of strong situational assessments focusing on deep market, customer and competitive landscape understanding (ie.
customer journey, market mapping, customer segmentation etc) to inform an integrated product strategy definition and improve business performance
Lead the adoption of NMD Global strategic (ICP), tactical plans and go-to-market models for MART and into affiliates and distributor partners Integrated Customer Planning and execution;
this in close collaboration with the regional cross-functional team and in alignment with the BIR TA team
Drive cross-functional and cross-geographical collaboration to share and develop tactics, content and materials and ensure alignment to overall strategy and its execution
Drive / support launch and LCM planning processes and launch / competitor readiness for the NMD portfolio
Work closely with MART core team and affiliate / partner colleagues to ensure they have the right capabilities and receive support to optimize execution at a local level to maximize customer impact
Lead digitalization efforts across the region by collaborating with MCE, Biogen Healthcare Solutions Team and regional BIR TA team
Identify mid- to long term growth opportunities at a functional and cross-functional level
Proactively provide commercial input into the BIR TA in order to reflect MART market requirements
Contribute to crossfunctional deep dives, Business Reviews and Finance processes into key strategic issues for the product in order to guide regional planning and affiliate / distributor partners execution
Stakeholder Engagement (internal & external)
Build key external customer relationships with NMD experts and their multi-disciplinary teams, Patient advocacy groups, scientific societies and other key stakeholders in order to enhance brand advocacy and Biogen’s presence in NMD
Cultivate and maintain strong relationships with MART crossfunctional team, affiliate and distributor partner teams, Global Product Development team (PDC) and BIR TA team
Closely work with the MART Business Operations Lead to ensure launch readiness, accelerate strategic and tactical execution to support overall business growth in the region
Work collaboratively and in alignment with the Medical, V&A, Patient Advocacy functions and other relevant functions on tailoring the global product value story to country needs;
that provides a vision for the product over the long-term and guiding all communications and publications
Collaborate with local country commercial teams to ensure alignment and optimization of country level marketing mix delivery
Engage our target customers in a cost effective and innovative manner
Excellence in Execution
Drive and facilitate best practice sharing across MART in conjunction with the NMD Marketing team
Engage with Global and regional competitive readiness team to ensure ICP is fully included in activities to prepare for future competition
Take full responsibility for driving, prioritizing and coordinating the deployment of Global / BIR marketing programs and materials in MART.
Provide input to Global / Regional Teams developing campaigns and materials for BIR implementation.
Measure the impact of the marketing programs act with a sense of urgency to ensure necessary changes are made.
Oversee and manage marketing budget
Ensure tracking, monitoring, impact assessments (ROI) and reporting of omnichannel KPIs to drive performance management / resource optimization with focus on objectives and delivery of incremental value
Developing staff and assembling effective teams
Assess training needs and work with cross functional Biogen colleagues (Global and Regional) to leverage existing resources to support affiliates and distributor partners in building knowledge and skills
Support and when needed, lead, regional meetings and country specific meetings according to prioritized needs, ensuring launch / competitive readiness and ongoing learning as relevant to business needs
Develop strong Digital marketing capabilities in the team and ensure omnichannel optimization in the field of NMD
Drive well trusted, cross-functional collaboration across functions, affiliates and distributor partners and foster transparent communication
Identify / support Global or Regional Marketing projects or initiatives as an opportunity to contribute to the entire organization and as development opportunity.
o These can be projects to drive additional revenue or improve preparedness for competitor entries
1. Adherence to Biogen code of conduct, SOPs
2. Adherence to all applicable laws and regulations
Minimum Education Requirements
Scientific, medical and / or business management background (Master, Bachelor)
Written and spoken proficiency in English
Additional languages preferred
Minimum Experience Requirements
Significant experience in the pharmaceutical industry (min 10 years +)
Relevant experience within pharmaceutical Marketing and / or other Commercial functions, both at Affiliate and regional / global level
An experienced leader with a strong track record of commercial and marketing / launch and LCM success in the biopharmaceutical industry
A proven strategic brand leader with the ability to develop commercial strategy, monitor commercial execution, and lead cross-functionally
Track record of delivering results
A skilled collaborator, able to drive decision-making and accountability in a cross-functional environment through strong influence and leadership skills
Possesses solid communication skills, including the ability to interface across geographies and functions within Biogen as well as with customers.
A self-starter who can thrive in a fast-paced and challenging environment, who is able to effectively balance multiple priorities and is always willing to pitch in to help the team achieve results
English proficiency, both written and spoken; other regional language skills are an important asset
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