Major Responsibilities:
HCP Sell-Out (inpatient, Outpatient, H2C)/Offtake/SG&A
Define and lead execution of HCP management strategies and tactics that drive Market Share, Net Sales and Division Margin. Continuously assess effectiveness of sales initiatives via KPIs. Direct activities of the sales organization for the achievement of short- and long-term business objectives, increased profit and market share. These activities may include but not limited to customer coverage, HCP meetings, KOL contact, patient programs, product and disease training, business planning process, sales planning and incentive planning. Lead the development of annual sales volume and profit forecasts for HCP channel, pricing and expense budgets. Forecast product requirements, identify potential supply issues, and develop contingency plans to ensure net sales and division margin delivery. Build, lead and develop the sales managers to achieve and deliver on Plan.
HCP Strategic & Tactical Marketing (with GTM strategy & implementation)
Develop 1–3-year ADC China marketing plan (including organizational structure, brand plans, online, offline & trade), incorporating the competitive landscape, product positioning, market segmentation, key brand imperatives, tactical plan and spend recommendations. Shape the CGM market in China through the identification of unmet HCP/KOL needs and build an effective brand and product positioning that resonates with the HCPs/KOLs. Build, lead and develop HCP marketing team to deliver against both strategic and tactical marketing deliverables. Develop GTM strategy and sales execution plan to ensure the strategic and viable GTM approach
HCP to Consumer (Upstream/downstream) Across Channels Business Model & Activation
Develop upstream to downstream business model strategy and bridge HCP and consumer channels. Develop GTM plan to activate the model. Build Upstream/downstream as a new growth engine for ADC business short term and long term as core business strategic focus, to help consumer channels moving away from EC promotion Participate in DHT solution design and development to ensure localized DHT fit the customer needs
KOL Management and Key Provincial Centers Showcases/Shape Market Access Environment with MA/KOLs
Build advocacy and create authentic connections between the FreeStyle Libre brand and the KOLs that ADC China works with through KOL identification, segmentation and contracting; and gathering actionable insights to facilitate effective engagement. Build key provincial centers of excellence, where FreeStyle Libre is the standard of care for people with diabetes and best practices are tested and developed to be shared within China, and the rest of APAC where relevant. Work closely with KOLs/MA/RA to optimize provincial market access policies favorable to the business with clinical benefit ask (currently, all reimbursement request of new medical device-CGM needs to be submitted by hospitals/KOLs, reviewed by KOLs with government authority together).
Sales Training/Capability Building
Work closely with the General Manager and Commercial Director to develop sales performance policies and methods for evaluating performance in a fairly and equitably. Develop sales capability building strategy and activation plan to bring the team capability to a new level. Lead and coach sales training to improve training techniques when needed to meet the unique demands of the go-to-market model, needs of certain key accounts and/or the identified sales market at large. Ensure sales trainings meet both the financial and sales strategy objectives for various trainings.
Others
Actively seek, identify, analyze, and present new business opportunities and improvement ideas to senior management on an ongoing basis. Engage and manage external consultancies and agencies as appropriate. Participate in sales meetings, training and industry trade shows. Lead and manage projects as assigned.
