International Multi Channel Engagement Associate Consultant
Eli Lilly and Company
مجموع سنوات الخبرة :14 years, 1 أشهر
Multi Channel Engagement (MCE) consultancy and operations for Diabetes therapy area for Lilly’s International Business Unit (Globe ex-North America)
Responsibilities
Team Leadership
- Directly manage team of 3 people
- Coach team setting them up for success in the present and development opportunities in the future
Digital Marketing
1. Lead strategic integration of digital channels with brands' strategies including:
- Email marketing
- 3rd Party Source of Authority
- Interactive Visual Aids
- Online video portal
- Webinars
- Websites
2. Drive new initiatives for improving Multi-Channel Engagement framework and/or execution in the affiliate.
3. Lead Digital Operations Team to ensure timely execution of Multi-Channel Engagement initiatives of brands.
4. Collaborate cross-functionally to drive Multi-Channel Engagement integration for positive customer experience.
Business Analytics
Leverage Tableau and Alteryx to create an analytics infrastructure covering sales, commercial, marketing, digital marketing, and human resources (HR).
Market Research
Point-of-contact for Marketing team for any market research and also guide them as subject matter expert (SME).
Data Analytics
Responsible for forming and implementing data analytics vision and roadmap for the company covering descriptive/diagnostic and predictive analytics.
Utilization of Alteryx and Tableau to bring out meaningful information and insights from data to facilitate quicker and more informed decisions using sales analytics, marketing analytics including multi-channel marketing,
Market Research
Support market research needs via liaising with market research agencies to conduct brand health trackers, market understanding studies, message recall trackers, consumer understanding studies.
Responsibilities
Understand brand framework - product features, positioning, target patient, overall strategy.
Extend life cycle of brand by developing and implementing marketing initiatives.
Collaborate with sales team to deliver positive customer experience.
Launch readiness assessment at L-12 stage for Baricitinib including environment analysis, competitor analysis, customer targeting/segmentation, market analysis, sales forecasting, market share forecasting, pricing analysis, and budget requirements/forecasting.
Develop and partially implement pre-launch marketing plan.
Develop Customer Plan aka Brand Plan for Baricitinib including business objectives, strategic initiatives, and marketing tactics.
Develop or localize Patient Journey aka Customer Journey.
Report to Business Development Manager.
Responsible for initiating, supporting, and managing business development projects at Eli Lilly Saudi Arabia via cross-functional teamwork to understand business needs/objectives, develop business case for regional approval including marketing case, financial evaluation, and sales or market share forecasting.
Scope of projects:
Co-marketing partnerships
Co-promotion partnerships
Supply Chain
Business Modelling
Business Modelling project for Eli Lilly's set up in Saudi Arabia.
Formed cross-functional/regional project team while reporting to CFO.
This was a short term assignment.
Reported directly to Marketing Director/GM. Responsible for driving aggressive growth for Humalog Mix50; one of the priority brands for Pakistan in 2014 and Asia Operations.
Responsibilities included:
Relaunch brand by creating new brand strategy including brand positioning, brand messages, customer segmentation and targeting.
Develop business objectives for the brand, sales and market share forecast.
Develop and implementation of marketing tactics for the brand including development of promotional materials and message implementation strategy.
Training, liaising, and motivating sales team members to ensure effective and implementation of marketing tactics in line with brand strategy.
Sales force motivation.
Monitoring sales and market share performance and respond accordingly.
Reported directly to Marketing Director, responsible for affiliate’s largest brand, country’s leading insulin brand, and a Top 15 pharmaceutical brand in Pakistan.
Responsibilities included:
Develop Customer Plan or Brand Plan including environmental analysis, competitor analysis, strategic initiatives, key player objectives, KPIs, sales forecasting, market share forecasting, and budget forecasting.
Develop local Patient Journey aka Customer Journey.
Develop and implement marketing tactics including promotional material and messages.
Training, liaising, and motivating sales team members to ensure effective and implementation of marketing tactics in line with brand strategy.
Sales force motivation.
Monitoring sales and market share performance and respond accordingly.
Liaise with market research agency to conduct brand health assessment or brand health tracker including measuring NPS or Net Promoter Score.
Select Achievements:
1) Selected by Asia Operations (AO) to design Interactive Visual Aid for Humulin for use by region’s marketing and sales teams in 2013.
2) AO Customer Experience Award for 2013 Ramadan Campaign.
Short Term Assignment as a Sales/Medical Representative responsible for Nazimabad, Karachi
Reported directly to District Sales Manager (DSM) with dotted line reporting to Marketing Director. Responsible for Nazimabad territory in Karachi. Promoted Humulin portfolio and Prozac.
Responsibilities included:
Implement selling model in calls to customers.
Meet sales productivity targets.
Meet sales targets.
Develop and maintain customer relationships.
Deliver brand messages as per brand strategy in customer calls.
Develop customers along the product adoption ladder.
Reported directly to Group Brand Manager, Diabetes Care. Supported GBM in achieving business results and delivering marketing priorities.
Responsibilities included:
Creating and executing World Diabetes Day Campaign. The campaign included the following:
• Media/advertising campaign including TVCs, Radio Spots, OOH
• WDD material for on-ground support for sales force
• Pilot university awareness program to raise awareness at university level; implemented at 3 renowned business schools of Pakistan.
Development and roll-out of Promotional Material to be used by sales force.
Generated awareness for RB on university campus via:
- Creative distribution of merchandise
- Bridging gap between RB and students through speaker sessions
- Spread awareness and engaged student population across Pakistan via social media
- Explored options for Harpic's Visibility Drive and submitted feasibility report for a branding idea
- Initiated "Strepsils for Social Media"
- Co-ordinated branding effort at Key Accounts
- Assisted in idea generation for marketing projects
Revamped logistics database - addition of meaningful data and equipping report generating facilities
Wrote major report on the Over-The-Counter Drugs market in Pakistan for GoCC’s OTC portfolio
Extracted marketing information using the latest marketing research software in Pakistan
Minor projects included drawing up SOPs for regional purposes, conducting internal surveys, and market surveys
Work for The Lagoons included:
Familiarize self with the brand and its communication guidelines
Involved in creative process of briefing jobs in to 'Creative' and 'Studio'
Monitoring creative layouts and artwork to ensure that brand guidelines were adhered to
Participating in brainstorming sessions to add value to the activities done for the brand
Additional work included:
Productively participating in the pitch campaign for the Road and Transport Authority in Dubai
Assisted teams handling HSBC, ETA Star, and Photolibrary.com
Created schedule for inaugral Management Trainee Program
Shortlisting applicants for certain vacant positions at the time
Assisted the Marketing Department for a presentation for the Annual Dinner
Administrative work - filing, updating Leave records.
MBA with specialization in Marketing Coach of University's Girls Football Team
Internship (as part of degree program): Brandcom Middle East - Client Services Outdoor Sports Manager for Business Administration Students' Club (BASC) 07/08 Captain of University Football Team for 08/09
Placed on Honor Roll for 2003 Placed on Principal's List for 2002