Ashraf Zakaria Farrag

Business Unit Manager at Roche

• Saudi Arabia - Jeddah
• April 1992 to April 2013

:
 Led the market in three therapeutic areas Obesity, Derma, Cardio., Organ Transplantation, Renal Anemia, Virology and Oncology
 Achieved 55 Mio SR compared to 21 Mio SR in previous years through effective marketing plans beside strategic activities (Antigeneric Campaign) especially in Derma line.
 Secured Xenical presence in Hospitals against dirty waves of herbal medications.
  Maximized company profit by reducing all expenditures and achieved 11 Mio SR more profit to agent and Principle Company. Development of special campaign for Xenical to achieve 200% by setting special tasks and strategic plans to hinder the major competitor Reductil from Abbott Company.
 Instrumental in the inclusion of CellCept in all major institutions and enforced its usage as a protocol product in treating renal rejection.
 Increased sales from 1 Mio US$ to reach 24 Mi US$ in area of Trx and led the market by 74% MS.
 Created a need for Onco & portfolio and stopped brokers from leakage supply through special 3 years contract with all hospitals to win their tender business of approximately 40 Mio US$

CAREER HISTORY

-HOFFMAN LA ROCHE PHARMACEUTICAL COMPANY, SAUDI ARABIA-

Responsibilities:

Business Unit Manager
 Responsible as Sales and Marketing Manager for KSA.
 Designing, implementing, and facilitating annual marketing plan for the firm.
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 Planning & administering the firm’s Marketing Operations budget; support development of regional marketing budgets.
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 Managing business development activities including like efforts through Business Development Coordinator, offer coaching for prospective client meetings, presentations, etc and work with regional offices on designing & implementing prospecting and client contact systems.
 Setting forecast in & ex-Market sales in a balance way to avoid Market loss besides achieving an Excellent RIK.
 Functioning in all types of scientific trials related to the fields of interest with Medical department apart of trial inductions in some occasions.

Area Sales Manager
 Was responsible for special tasks in Training & developing personnel to be an Ad-value to specialty care lines and Oncology & Virology Lines.
 Implemented and established plan of actions.
 Developed and trained colleagues by setting proper plans and hence increased sales for Oncology and Virology.
 Developed new plans to the subordinates for guiding 4 Product Specialists & 6 medical reps & to cope with the tough market competition and new launches in Oncology portfolio.
 Set special plans for approval and registration of the portfolio products in major institutions and Ministry of Health specially Xeloda, MabThera and Neupogen

Area Sales Manager
 Handled implementation of sales and marketing plans and ensured an increase in the total sales every year.
 Included all portfolios in Major hospitals and maximized company profits to surpass and compensate other area formulary deletions like the outcome of market attacks to K-Channel blocker Posicor.
 Managed the Eastern Province in KSA.

Trx, Oncology & Virology Specialist
 Functioned as Trx & Oncology and Virology specialist in All Kingdom, responsible for implementation of sales and marketing plans.
 Set special plans for approval and registration of our portfolio products in major institutions and Ministry of Health specially Xeloda, MabThera and Neupogen
 Trained new employees & allocated them to their reasonable places, was responsible to manage drug control sector and interview new contractors.
 Appraised local pharmacist to asses their potentiality for promotion and minimized drug expiry & controlled all tender business in Western Region.
 Led a team of pharmacists to satisfy pilgrims during high holly seasons.

PREVIOUS EMPLOYMENTS

 Hoffman La Roche Pharmaceutical Company, as Hospital Representative (1994 - 1995) & as Medical Representative (1992 - 1994)
 EDUCATION