Brand Manager
Smiths Medical
Total years of experience :14 years, 2 Months
Manage marketing and communications fuctions of devices product portfolio by working with the Senior Sales & Marketing management teams within Smiths Medical to establish product portfolio strategies and key initiatives for India and International markets.
JOB RESPONSIBILITIES
Product Vision, Strategy and Roadmap
Responsible for managing marketing budgets and developing key strategic initiatives for the division
Identify new product requirement, determine business-case and feasibility, developing brand plans and building product road-maps
Coordinate with crossfunctional teams (Sales, Supply chain, Regulatory, Service) and directly with customers to define and deliver successful products
Market Research
Evaluate markets for new business opportunities; Performed market sizing and segmentation analysis to underpin global strategy for new products
Conduct market research/ to understand and evaluate experience for products under purview
Conduct VOC analysis/competitive analysis for the products
Provide recommendations on product portfolio to global product management team, based on assessment
Product Line Management
Design Go-to Market strategy, Business case with rationale, Competitor Landscape, Road-Map for Product portfolio
Conduct periodic sales analysis to identify focus products for promotion
Track costs against budget as well as profitability in terms of cost for projected revenue
Market & Competitor landscape assessment, product portfolio expansion
Product Training and Promotional Strategies
Gather technical product details to provide inputs to train the sales teams
Development of promotional and training materials and guide sales team for usage to achieve sales targets
KEY ACHIEVEMENTS
Executed values-based study to successfully repositioned a computerized ambulatory infusion pump range that resulted in ₹1.2 Cr reveue in Infusion franchise in FY14
Launched 4 new products and service capabilities worth ₹7.5 Cr in FY14
Identified external supplier, Forecasting, designed business case & financial models, evaluated and proposed costing models for a range of disposable pumps and chemotherapy ports
Facilitated advisory board sessions to derive insights on therapy area and launch of new products
Identified and conducted national training programs for customers in Airway management that drove 20% additional revenue in Tracheostomy franchise in FY14-15
Provided product management expertise, advising the marketing manager and corporate management on brand positioning, market place research and competitive analysis. Conducted competitive analysis as well as customer profiling. Managed and enhanced profitability, growth and brand image of multiple brands in the division.
• Prepare marketing plan for product launches/relaunches and ensure timely launch
• Monthly Business Report preparation from Sales Function
• Identified and launched new products in the division - pricing models, packaging, sales forecasts and sales training
• Created, developed and implemented marketing campaigns increasing sales by 5% over a 8 month period
• Developed a 'Sales Management Platform' for a flagship brand in the division, which resulted in a higher compliance ratio for the brand, thereby improving monthly sales by 12%
• Conceptualized and successfully conducted an International Speaker Program across 5 cities in India
• Awarded ‘Marketing Excellence’ award in the division for the year ’10-11
Competitor Analysis, Competitive Strategy, Business Models, Industry Level Strategic Group Analysis, Firm Level Competitive Positioning and Benchmarking
MBA in International Business & Marketing