• The Rx to OTC Commercial Director for new GSK CH is responsible for identifying, evaluating and prioritizing switch opportunities via (1) business case evaluation (2) development of consumer go-to-market strategies (3) development of external pitches and (4) ongoing evaluation of competitive landscape. This newly formed position will seek to build GSK capability and speed to market for Rx to OTC switches to drive long-term, large-scale growth.
• Ideal candidate will have strong commercial capabilities and recommend switches with the strongest potential for in-market success. Role is highly visible to senior leaders and requires strong collaboration from the US market, ex US markets and cross-categories.
• Requires an extremely strong and broad understanding of the entire innovation and development process across multiple functions, strong leadership and influencing skills, excellent commercial savvy and judgment, ability to react quickly to new data/Switch requirements,as well as high levels of creativity, problem-solving and entrepreneurship.
• Requires frequent and ongoing influence and interaction with potential external business partners and Switch experts
• Evaluate Switch opportunities from a commercial, public health benefit and feasibility perspective.
• Execute internal and external switch pipeline evaluations in a fast-moving environment.
External Switch Opportunities: Evaluate, and recommend relevant new and long term business opportunities, e.g., new acquisitions, licensing agreements, partnerships, alliances, and joint marketing agreements.
Build business cases to support external Switch deal agreements
Drive development of switch brand strategy and consumer/healthcare professional positioning
Interact with potential external business partners, help to prepare and deliver compelling pitch presentations
Internal Switch Opportunities: Participate on cross-functional/cross-sector teams responsible for the development of the future switch pipeline. Evaluate internal molecules for switch feasibility and assess commercial potential. Build business cases to help align Senior Leadership to internal Rx molecules for progression to Switch.
• Work with Category and ex-US markets to identify potential interest for Switch opportunities outside the US market alone
• Generate meaningful consumer claims, new indications, new or improved products. Identify opportunities and necessary internal resources to deliver Switch programs (e.g., funding of clinicals, Business Development, Category Management, Medical/Regulatory/Toxicology, and R&D).
• Conduct market research to drive development of consumer, shopper and expert insights, validate opportunities, and understand patient, consumer and shopper behavior.
• Develop comprehensive preliminary marketing plans – for various purposes, including volumetric testing, pitch preparation and early launch preparation. These may include key claims, advertising, promotion, pricing, product and packaging development. Create cross-functional synergy with Expert Marketing, Field Sales, and Global Category teams.
• Manage the supply chain in concert with GMS and NA Operations via planning and project management involving outside manufacturing.
• Manage the Rx to OTC Switch commercial budget, prioritizing allocation of funds across projects
• Monitor the competitive environment. Regularly track and summarize progress of competitive and GSK switches and recommend changes to plans as needed
Qualifications
• Stay abreast of new technologies for development of future switch candidates. Basic qualifications:
• BA/BS required
• Minimum range of years’ experience: 7-10 Years
• Knowledge and deep understanding of the pharmaceutical industry, broader trends in healthcare landscape and economics.
• Excellent analytical skills, including strategic thinking, ability to frame problems and opportunities using supporting data, problem solving and measuring impact
• A thought leader and self-starter, proactively identifying the need for specific analyses and programs, and marshalling the resources to evaluate and resolve the most challenging, strategic issues
• Demonstrated leadership skills, ability to lead change
• Ability to communicate with, influence and establish good working relationships with senior executives, key internal functional leaders, external business partners and Rx to OTC switch experts
• Excellent communication skills, including presentations, PowerPoint/written, meeting facilitation, and one-on-one/small group
• Passion for innovation and excellence in achieving results
• Knowledge of/ability to work across multiple OTC categories. Basic knowledge of Rx environment a plus.
• Core brand management and category/innovation capabilities: product/packaging/labeling development, claims development, marketing communication, expert marketing, financial/P & L development and supply.
• Experience with $100M+ brands/complex categories preferred.
• New product launch experience extremely valuable
• Experience with range of market research techniques
• Knowledge of retail trade environment preferably in US
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