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Job title: Customer Engagement Lead (Launch)

About the job

Strategic context:

• Sanofi has implemented an ambitious plan called “DRIVE” complementing our Take the Lead Strategy with 3 main objectives (i) keep fuelling our pipeline (ii) make Sanofi a modern science-driven healthcare company (iii) serving our patients. 

• In this context, Sanofi made the decision to evolve its commercial model from GBU-specific country organisations to a more standardized and consistent approach, boosting efficiency.  

• The focus will be on (i) Key Markets and most innovative products as major drivers for growth and (ii) a cross-GBUs efficiency model with optimised country set-up.

Key Dimensions:

• The focus will be on (i) Key Markets and most innovative products as major drivers for growth and (ii) a cross-GBUs efficiency model with optimised country set-up.

The Customer Engagement Lead RSV holds a pivotal position in pre- and post-launch activities of Beyfortus to establish a strong market presence and drive growth. This role is designed to focus exclusively on customer engagement at the country level and assumes paramount importance in directly engaging with customers, understanding their needs and preferences, and accordingly, driving extensive strategies that nurture a successful launch. This role demands cross-functional collaboration, deep understanding of customers and market dynamics, and the agility to adapt strategies to suit market needs.

Main responsibilities:

Launch Strategy:

·        Work closely with the franchise team to ensure successful localization of Beyfortus launch strategy in line with local dynamics, implementing the launch excellence framework at a local level to ensure timely and successful preparation and execution.

·        Lead a customer centric Brand Plan process with a glocal & transversal approach focusing specifically on meeting the needs of healthcare professionals and patients, adapting to the competitive and environmental landscape, and leveraging segmentation and targeted communication to achieve strategic brand objectives, ensuring the brand’s value proposition is clearly communicated and understood.

Customer Engagement Strategy: Design and implement strategic customer engagement plan that leverages identified personas and journey insights with detail specific activities, channels, and messages tailored to engage each segment effectively, driving meaningful interactions and building strong relationships. Ensure that the strategy prioritizes direct, meaningful interactions, leveraging insights to drive engagement and satisfaction.

Develop customer personas: Craft detailed customer personas based on robust data and insights, enabling the team to deeply understand the motivations, challenges, and behaviours of different customer segments.

• The focus will be on (i) Key Markets and most innovative products as major drivers for growth and (ii) a cross-GBUs efficiency model with optimised country set-up.

·Analyse touchpoints across the customer journey: Leverage data to understand individual preferences and tailor the customer experience, ensuring a more personalized and relevant engagement.

·Content Strategy Plan: Develop the adapted content, on a global manner, in respect of the regulatory frame & in coordination with the dedicated partner functions (medical, regulatory...)

n  Go-to-Market Strategy: Develop a comprehensive and customer centered GtM strategy, covering successful reach and touchpoints to customers. Utilize an omni-channel approach to engage customers across multiple platforms, ensuring consistency and personalization in all communications to meet customers where they are.

·Assess channels & choices: Conduct thorough assessments of available go-to-market channels, evaluating their effectiveness in reaching target customer segments. Make strategic choices about which channels to prioritize based on alignment with customer preferences and behaviours, ensuring efficient and impactful reach.

·Develop engagement plans by channel: Develop detailed engagement plans for each chosen channel, outlining the frequency, messaging and objectives of interactions. This planning ensures that all customer communications are consistent, personalized, and strategically timed to optimize engagement and response rates

·Optimization: Analyse how customers interact with the brand at each touchpoint and work to optimize these interactions for a seamless and positive experience.

CustomerInsight and Analysis:

·Collect customer feedback and insights to identify areas for improvement of the brand and customer engagement strategy.

·Enhance customer satisfaction, loyalty, and overall experience by addressing pain points and meeting customer expectations.

·Continuously monitor the healthcare environment and competitive landscape, adapting strategies to maintain competitive advantage and compliance with local regulations.

• The focus will be on (i) Key Markets and most innovative products as major drivers for growth and (ii) a cross-GBUs efficiency model with optimised country set-up.

Cross-Functional Leadership: Lead the brand team with a strong “Customer First” ethos, empowering team members to innovate and excel in their engagement initiatives.

• The focus will be on (i) Key Markets and most innovative products as major drivers for growth and (ii) a cross-GBUs efficiency model with optimised country set-up.

·Work in close cooperation with the salesforce optimizing engagements, messages and processes to ensure a seamless and positive customer journey.

·Ensure that the brand team understands that a positive customer experience is a key aspect of CX roles. This involves training employees to meet customer expectations and handle various customer interactions effectively

• The focus will be on (i) Key Markets and most innovative products as major drivers for growth and (ii) a cross-GBUs efficiency model with optimised country set-up.

Work in Agile when possible with the transversal team when possible, with an innovation mindset

Role Challenges in 2024-2025 (Strategic Planning Period)

• The focus will be on (i) Key Markets and most innovative products as major drivers for growth and (ii) a cross-GBUs efficiency model with optimised country set-up.

Successfully adapt / evolve ways of working while delivering business results / avoiding business disruption.

hampion transversal ways of working by fully leveraging centralized and standardized Sanofi frameworks (e.g., GTMC, MCO teams..)

Ensure full alignment with MCO strategies, pricing and foster seamless collaboration with MCO teams

About you

Education Background: Bachelor’s degree in marketing, Business Administration, or any related field

Pharmaceutical Industry Understanding: Deep understanding of the pharmaceutical industry’s regulatory environment, market dynamics and customer engagement needs.

Customer knowledge: Understanding HCPs preferred experiences. Deep knowledge of key clients & the end-to-end customer journey. CX professionals need to identify and map out the various touchpoints and interactions customers have with the company, from initial awareness to post-purchase support.

Product Knowledge: Knowledge of product portfolio including the product's features, benefits, competitive landscape, and its place in the overall product portfolio.

Innovation: Knowledge and experience of innovative methodologies such as scrum, lean start up, nudge and design thinking. Out of the box thinker, always searching for new opportunities.

Technical proficiency: Experience with digital engagement tools, AI applications for customer insights, and familiarity with Agile methodologies.

Language Proficiency: Fluent in English and Turkish, with strong communication skills

Role model of Take the Lead behaviours

Critical experiences required to be successful in the role (detailed)

Brand Strategy: Experience in leading brands and launches with a proven track record in developing and executing successful brand strategies in the pharmaceutical or healthcare sector

Customer Engagement Strategy: Proven track record of developing and implementing successful customer engagement strategies that have significantly improved customer satisfaction and loyalty. Proven experience in Leading customer engagement or relationship management initiatives, preferably within the healthcare or pharmaceutical sector. This includes a track record of delivering exceptional customer experiences and a deep understanding of customer engagement channels and tools.

Digital Transformation Initiatives: Hands-on experience in leading digital transformation projects, specifically those enhancing customer engagement through AI and data analytics

Agile Project Leadership: Demonstrated ability to manage projects using Agile methodologies, effectively leading cross-functional teams and adapting strategies in a dynamic, fast-paced environment

Regulatory compliance: Experience ensuring all customer engagement activities comply with local regulations and ethical standards, particularly in the pharmaceutical or healthcare industry

Professional Skills That Make The Difference

Analytical and Strategic Planning: Exceptional strategic planning and analytical skills, with the ability to interpret complex market data and insights into actionable strategies. This includes a deep understanding of how to leverage an integrated omni-channel approach for maximum impact

Data-Driven Decision Making: Proficiency in using data analytics to inform decision-making processes, especially in identifying and prioritizing customer segments for targeted marketing strategies

Conceptual and Creative Thinking: Strong ability to employ conceptual thinking in identifying innovative solutions, and out-of-the-box thinking to challenge conventional wisdom and drive brand growth

Strategic and Analytical Thinking: Ability to leverage insights and data to develop and execute effective customer engagement strategies

Leadership in a Customer Centric Environment: Demonstrated ability to lead by example, fostering a “Customer First” culture within the team and across the organization

Customer-Centric Mindset: A deep commitment to understanding and prioritizing the customer’s needs and preferences. Demonstrated experience in implementing strategies that enhance customer satisfaction and loyalty is essential.

Adaptability and Creativity: Flexibility to adapt strategies in real-time based on customer feedback and market changes, and creativity in finding new ways to engage and delight customers

Collaborative skills: Strong collaborative skills to work effectively with Brand Leads and cross-functional teams, ensuring alignment between customer engagement and brand strategies.

Ability and mindset to adapt to new ways of working such as Agile. Leveraging Agile methodologies for cross-team project and initiatives.

Technical Proficiency: Proficiency in digital engagement tools and platforms, with a strong understanding of how AI can be applied to enhance customer interactions and personalize communication