Brand Manager Hematology at Abbvie

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.