Associate Director, Customer Marketing - Pediatrics

Principal Accountabilities

Develop, lead, and execute the CSL Seqirus Pediatric Segment strategy

• Owns and drives the customer segment planning process for Pediatrics (Objectives/Tactics) to shape near and long-term segment direction

• Responsible for the definition, identification, and implementation of marketing strategies and programs for large and complex project initiatives

• Develop deep market insights on the market, competitors and a customer's known and unknown pain points to make recommendations and decisions for optimal customer segment management to drive sales, pull through and retention

• Lead development of the decision making process among pediatric immunizers; customer journey and influence mapping

• Owns management and communication of customer segment forecast

Collaborate with key internal and external stakeholders to ensure strategies and tactics are linked to the achievement of customer segment objectives

• Ensure cross-functional execution of the pediatric segment strategy with US key stakeholders, including sales, brand marketing, customer operations, market access, medical affairs, policy, communications, Health Economics, regulatory, legal, and compliance

• Be the customer champion and effectively communicate customer segment strategy outside of own functional area to gain alignment

• Engage in consistent, effective communication with the sales team to ensure pediatric customer requirements and market opportunities are captured in the annual strategic planning process

• Collaborate with sales team to monitor competitive intelligence and competitor activities, and make appropriate recommendations, as needed

• Collaborate with Market Research colleagues to conduct primary and secondary market research

• Partner with Sales Force Effectiveness to perform in-depth analyses to gain deep insights into our customers and to drive training across the organization

Own specified customer segment message and solution development that will advance the CSL Seqirus differentiation strategy

• Routinely assess known and unknown pain points in the pediatric segment and identifies immunization and business solutions that support the customers objectives

• Develop compelling narratives in partnership with key stakeholders across the enterprise to maximize impact within evolving flu vaccine landscape; not only developing but executing and assuring message fluency through engagement with sales training and sales leadership. The role of the customer leader does not end with development but persists through the life of the message

• Developing marketing tools/resources and advancing them efficiently through the formal medical and regulatory approval process

• Analyze the effectiveness of marketing initiatives and recommend optimizations

And other job duties that may be assigned from time to time.

Scope/Accountability

• Responsible for establishing a strong partnership with sales leadership

• Responsible for understanding the known and unknown needs of their customer segments

• Responsible for pediatric segment customer journey's

• Responsible for developing PBG (physician buying group) and Vaccine's for Children (VFC) strategy in partnership with sales leadership

• Responsible for the development and successful implementation of customer strategies in the pediatric segment

• Responsible for developing compelling narrative and messaging to drive the differentiation strategy

• Responsible for the effective management and operation within the approved budget

Impact/Influence/Liaison

• Closely collaborate with sales leadership to define Pediatric segment objectives and solutions that will enable will advance CSL Seqirus' differentiation strategy

• Communicate the strategic customer plans and progress of the plan with leaders (NALT, SQLT)

• Build bridges and proactively improve cross-functional collaboration, with a focus on establishing segment leadership with the sales organization to drive growth in the pediatric segment

• Influence without authority to ensure timely implementation of functional plans to drive the channel strategy forward; and assume accountability for overall execution of the customer plan(s)

• Help drive sales and marketing excellence in the field

• Engage Advocacy groups and Professional Societies to effect change and policies with brand marketing, medical affairs and policy

• Full compliance in promotional SOPs and US regulations

Key Relationships

• Brand marketing

• Customer experience marketing

• US Sales Team: regional account managers, field sales Reps and inside sales engagement team members.

• Sales Force Effectiveness Team: Training; analytics and salesforce enablement/CRM

• US Customer Operations, Customer Service, demand planning and logistics

• Policy Advocacy and Government Affairs / Advocacy groups and professional societies

• Medical Affairs

• I&T

• US Promotional Review Committee (Medical Affairs, Legal and Regulatory)

• Global Commercial Development

• Legal/Compliance

• Ad Agencies and Other External Vendors

• Finance, Procurement

Decision Making

• Monitors the external environment and responses to the changing market dynamic in an appropriate and timely manner

• Drives overall channel and customer strategy based on situational analysis and measures progress to goal to meet our 2030 strategies

• Collaborates with brand marketing to develop the strategic plan, it's execution and monitoring of the results - assuring alignment with the differentiation strategy - specifically go to market and Customer Experience Pillars

• Leads pediatric segment tactical execution with the help of ad agencies and other vendors

• Drives budget discussions with agencies, determine cost-efficiencies

Innovation

• Identify potential areas of opportunities to drive customer immunization plans through customer experience and channel specific needs

• Contributes in the generation of "big ideas," business cases, and their successful implementation, if approved

• Use market insights and analyses to address complex seasonal flu opportunities (extension of flu season, burden of flu awareness, etc.)

Knowledge, Skills & Competencies

• Deep understanding of the flu market (and by association COVID/respiratory market; as well as how other vaccines come into plan)

• Knowledgeable of the Vaccine's for Children's landscape and how Physician Buying Groups operate

• Understands the dynamics of the pediatric customer segment (pediatricians, family practice physicians, retail) and how to effectively partner

• Resident expert of your customer segment; our channels strategy and the competitive landscape

• Ability to build strong partnerships with external and internal stakeholders

• Ability to understand and market into a broad range of customer channel and segments

• Demonstrated ability to think strategically and make sound strategic and tactical recommendations

• Ability to see the big picture and think beyond today's market complexities

• Good understanding of the pediatric customer segment (pediatricians, family practice physicians and retail), healthcare marketing, compliance, and US regulatory requirements

• Outstanding written and oral communication skills

• Adept in PowerPoint, Excel and Word

• Basic project management skills

Minimum Requirements

• Bachelors' Degree in business/marketing, life sciences or healthcare discipline; MBA or other graduate degree preferred

• 8+ years healthcare experience with 5+ years' commercial marketing experience in pharmaceutical/ biotech or relevant industry

• Experience in a range of sales, marketing, sales training and commercial roles in the life sciences businesses

Our Benefits

CSL Seqirus employees that work at least 30 hours per week are eligible for benefits effective day 1. We are committed to the wellbeing of our employees and their loved ones. CSL Seqirus offers resources and benefits, from health care to financial protection, so you can focus on doing work that matters. Our benefits are designed to support the needs of our employees at every stage of their life. Whether you are considering starting a family, need help paying for emergency back up care or summer camp, looking for mental health resources, planning for your financial future, or supporting your favorite charity with a matching contribution, CSL Seqirus has many benefits to help achieve your goals.

Please take the time to review our benefits site to see what's available to you as a CSL Seqirus employee.
About CSL Seqirus
CSL Seqirus is part of CSL Limited (ASX: CSL). As one of the largest influenza vaccine providers in the world, CSL Seqirus is a major contributor to the prevention of influenza globally and a transcontinental partner in pandemic preparedness. Learn more about CSL Seqirus.

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