Responsibilities:
Strategy development
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Develop brand marketing strategies and lead the development and execution of the integrated brand plan.
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Develop end-to-end solutions for bone products, with a particular focus on brand patient support programs and closed-loop ecosystem building for osteoporosis patients.
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Ensure the successful launch of brand by driving business performance, improving brand awareness, and building business team capabilities.
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Develop pricing/access strategy in both self-pay stage and reimbursement stage.
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Manage budgets and define clear metrics to measure the success of promotional programs.
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Develop brand digital strategy across patient support and education, long-term patient management, and HCP engagement.
Customer engagement and development
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Develop a deep understanding of KOL, key prescriber, and specialist needs.
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Engage KOLs and medical societies in in-depth academic discussions and provide professional recommendations on effective approaches to building a patient care ecosystem.
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Map the medical society landscape and its future evolution, identifying priority areas for investment and education to strengthen Amgen and brand reputation while advancing patient care in non-orthopedic and osteoporosis management areas.
Translating strategy into action plans
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Implement effective marketing strategies and translate the brand plan into programs and actionable plans.
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Ensure compliant implementation of non-orthopedic marketing activities.
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Effectively capture market insights and leverage key industry information and market knowledge to build competitive advantage in the marketplace.
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Develop promotional campaigns, messages, programs, and sales tools; prepare the market to maximize the effectiveness of future field selling teams; guide strategic decisions and ensure flawless execution of promotional campaigns and programs.
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Demonstrate a patient-centric mindset and continuously identify ways to create value for patients through patient support programs.
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Ensure brand integrity across orthopedic and non-orthopedic segments.
Cross-functional collaboration and integration
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Integrate Medical, Value & Access, Sales, and SFE plans into the brand plan and lead cross-functional alignment to establish the brand as a preferred option for osteoporosis specialists and patients in China.
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Work closely with the BAI lead and cross-functional partners to monitor brand performance and identify business opportunities.
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Communicate local market requirements to global and regional brand teams and help global product teams understand local market realities.
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Partner with international product and brand teams to adapt and implement global brand campaigns in the local market.
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Manage communication with external strategic partners and internal departments, including Medical, Regulatory, Government Affairs, Legal, and Compliance.
Miscellaneous
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Build a professional marketing team with solid disease and product knowledge, strong marketing capabilities, and a clear commitment to corporate values and culture.
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Build and optimize the marketing expense management system to ensure efficient use of company resources and maximize value for the non-orthopedic business.
- Master’s degree in medical related major is required; MBA is preferred.
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5–10 years of experience in strategy, product launch, and brand management within healthcare or pharmaceutical companies.
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Proven track record in sales and marketing for pharmaceutical products.
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Strong understanding of competitive strategy, current and emerging business models, and their implications for strategic decision-making.
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Experience, knowledge, and capability to develop sophisticated marketing strategies at the brand and portfolio levels.
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Strong ability to manage multiple priorities in parallel, with the energy, resilience, and adaptability required for high-intensity business situations.
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Fluent spoken and written English and Chinese.
