ASEA HCP Marketing Lead

Opella, the Consumer Healthcare business unit of Sanofi, is the purest and third-largest player globally in the Over-The-Counter (OTC) & Vitamins, Minerals & Supplements (VMS) market. We have an unshakable belief in the power of self-care and the role it can play in creating a healthier society and a healthier planet. That’s why we want to make self-care as simple as it should be by being consumer-led always, with science at our core. 

Job Purpose & Mission

We are seeking a visionary leader to spearhead ASEA’s transformative approach to healthcare professional (HCP) engagement. This pivotal role leverages the fundamentals of sales and marketing, applying them to HCPs (including doctors, pharmacists, nurses) and goes beyond traditional brand marketing. The focus is on enhancing how we connect with and support healthcare professionals across all touchpoints. By prioritizing HCP-centric strategies, you will shape ASEA into a trailblazer in healthcare engagement, communications partnerships, and relationship management.

With up to 70% of first-time users of our categories diagnosed by HCPs and HCP-recommended products accounting for 75% of our total portfolio purchases, this role is critical in designing and executing the optimal HCP engagement model for the CHC business in ASEA.

Key Accountabilities

Strategy and Goals

• Lead Strategy Development: Develop and implement ASEA’s HCP marketing strategy across our brands, emphasizing reach, advocacy, market share, and return on investment.

• Integrate Insights: Utilize deep consumer and HCP insights to align with our mission of simplifying healthcare for professionals and patients alike.

• Define Growth Objectives: Establish ambitious growth objectives and robust models for our Brand Repeatable Model of Growth, including Source of Growth, Brand Pulse, Brand Architecture, and critical drivers of success.

Engagement and Communication

• Build the HCP Business Model: Define the source of growth driven by HCPs within the end-to-end consumer journey, their role, and their contribution to overall business objectives for lead brands in ASEA.

• Design HCP Archetypes: Integrate deep HCP and consumer insights to design HCP profiles and personas that drive maximum endorsement.

• Develop Strategy: Create a strategy with clear customer segmentation, prioritization, go-to-market design, and content that builds HCP advocacy, ultimately driving conversion, market share, and return on investment.

• Orchestrate Activation: Collaborate closely with cross-functional teams (including marketing, sales, and medical affairs, from global to local) to craft a comprehensive, omni-channel engagement plan with relevant content across the funnel that resonates deeply with their needs and preferences.

• Build Measurement Frameworks: Develop frameworks to track KPIs across the orchestration to evaluate success and conversion.

HCP Excellence

• Collaborate with Teams: Work closely with cross-functional teams (including marketing, sales, and medical affairs) to maintain cohesive messaging and enhance brand memorability and accessibility across all interactions.

• Partner with Regional Teams: Align marketing efforts with regional HCP sales teams and equip them with necessary tools and training to amplify their impact.

• Cultivate Partnerships: Foster strong partnerships with HCP stakeholders, including Public Affairs and Science Hub, ensuring harmonization in medical and scientific engagement efforts.

• Deploy Communication Tools: Create and deploy tailored HCP communication tools and educational resources that are informative, practical, and aligned with professional needs.

Data-Driven Organization & Innovation (partnering with our Insights & Analytics teams)

• Leverage Analytics: Use advanced analytics tools to measure content efficacy and continuously optimize engagement strategies -

• Conduct Market Analysis: Perform rigorous market trend analysis, assess brand performance, and benchmark against competitors, providing strategic recommendations to refine HCP marketing strategies and business approaches.

Relationship Building and Ethics

• Develop Stakeholder Partnerships: Create a strong HCP stakeholder partnership plan with Public Affairs and Science Hub, ensuring accountability for business outcomes. (Medical and Public Affairs activities will sit with the Science and Public Affairs team).

• Stay Informed: Keep abreast of industry trends and emerging technologies, upholding the highest standards of ethics and integrity in all engagement endeavors.

• Participate in Networking: Actively engage in networking activities, representing ASEA at prominent industry conferences and events to bolster brand visibility and advocacy.

About you

Experience

• Proven business leader with an excellent track record (at least 15 years of HCP/science marketing experience preferably in consumer healthcare)

• Extensive experience and strong track record in strategic and operational HCP marketing including insight generation and activation

• Experience on delivering across different go-to-market models- FTF teams vs MCE channels vs Hybrid designs

• Experience in driving endorsement and advocacy of pharmacists

Qualification

• Business or Marketing degree; an MBA is a plus

Competencies

• Strategic and analytical thinking

• Creativity and problem solving

• Strong commercial skills

• Performance driven

• Mental agility and ability to adapt to changing circumstances

• Leadership: leads others; drives performance through others

• Strong communication skills; fluent in verbal and written English

Our ‘Challenger Mindset behaviors:

• Take Action - We drive results: We are focused on delivering performance and ambitious outcomes. We implement & follow-through with agility to execute at speed

• Stretch - We differentiate where it counts. We relentlessly challenge what good looks like to raise the bar within CHC & the industry. We boldly drive consequential change where it can make a real difference

• Feedback - We challenge each other to grow: We never back down from an opportunity to learn, to help ourselves & others grow through constructive recognition & developmental feedback. We double-down on strengths & act on areas for improvement

• Value Togetherness - We enjoy the ride together: We all trust & support each other towards common goals. We win, we learn, we laugh, and we grow together

• Role model our 4 core values: teamwork, integrity, respect, courage