Raed Shrouf

Leading a cross functional team of 97 employees.
Main job responsibilities
• Provides commercial leadership and drives execution; provides country commercial agenda.
• Monitors and achieves targeted objectives for market performance, efficiency and financial performance (P&L)
• Accountable for country performance; short term and long term.
• Manages and optimizes relationships with key country partners and external stakeholders.

Key achievement
• Astrazeneca Iraq growing 2.3 times the growth of the market in private sector (moving from rank 5 end of 2014 to rank 3 end of 2015) - AMS 2015
• Despite the challenging environment in Iraq in 2016, AstraZeneca Iraq growing by 2.2% YTD Sept 2016 (Market declining by 7.2%). Moving one position up and rank 2.
• For 2 consecutive quarters (Q3 & Q2, 2016) AstraZeneca Iraq ranks one among all companies (the best position worldwide)

Leading a cross functional team of 26 employees

Main job responsibilities
• Develops and delivers business plans and performance targets based on trends analysis.
• Monitors and achieves targeted objectives for market performance, efficiency and financial performance (P&L)
• Lead the cross functional teams (sales, marketing and medical) to ensure all plans and activities are aligned with top-line brand strategies for both current brands and new-launches.

Key achievements
• Excellent launch of Kombiglyze while achieving one of the highest MS volumes for Onglyza in the world both in Jordan and Lebanon (among the top 5 ranks worldwide)
• Full new launch road map for Forxiga 1.5 year before launch.

Main job responsibilities
• Establishes objectives, strategies, and plans for the New Commercial Model, the Capability & Trainings, Business Development and opportunities, Sales Force Effectiveness and the IT & Innovation Functions within the organization; oversees monitors and evaluates business activities so that these strategies and objectives are established in alignment with the corporate vision to achieve profitable operations for the company.
• Responsible for setting, managing and delivering against the company’s plans and budget numbers
• Establishes, reviews and recommends changes for executive lines of control and areas of responsibility along with territories so that the organization’s structure maximizes organizational performance

Key achievements
• Establishing a full and new assessment centres only within 3 months of joining in, these assessments utilize consistent criteria and scope of capabilities for all applicants measured through specific tolls including psychometric analysis, Behavioural analysis exercises and interview simulation exercises.
• Successful deployment of Atlas four capabilities (creative, sourcing, approval and search) in all MEA markets in lead time.

Main job responsibilities
• Design and development of the Global Brand strategy, and supporting AZ colleagues in Europe, CEEMEA, Latin America, and AsiaPac.
• With Marketing Director identify market trends, opportunities and threats and consolidate insights
• Deliver ‘flow of new news’
• In defined key markets for the brand, drive brand performance through leveraging industry leading MEX and commercial investment strategies.
• Lead the cross-functional team skills to deliver competitive Key Selling Messages.
• Deliver multi-market data dissemination in close collaboration with Medical Affairs.
• Orchestrate activities to shape Medical Practice in close collaboration with Medical Affairs, typically guidelines and disease education.
• Facilitate best-practice sharing through Implementation Forum meetings, in-market cross-functional workshops as needed and work with regions to share best-practice.

Key achievements
• Succeeded to work closely with the assigned regions and MCs and ensure global strategy is adopted to maximize implementation
• Successful delivery of NewNews team meetings in 2011 (top 10 markets for the brand).
• Successful preparation, readiness work and communication for the launch of the new outcomes indication and the SATURN study.
• Successful delivery of two Global CV Summits and one Virtual Summit.
• Leading the project and launching the CRESTOR patient toolkit, which is a very strategic tool for the brand to support markets and address the challenge of identifying the higher risk patients for CRESTOR.
• Driving some LCM opportunities for the brand through excellent engagement with regions/Marketing Companies.

Main job responsibilities
• Accountable for country performance, focus on sales & cost budget and top-line growth both short term and long term.
• Provides input to annual Marketing Company business plans showing how country goals will be achieved
• Responsible for country market access, leads payers programs roll out
• Leads the measurement, assessment and proactive communication of the performance of sales and marketing function to facilitate continuous improvement of performance
• Identifies and invests in key talent and emerging talent in order to develop the Leadership pipeline

Key achievements
• Excellent commercial results for 2009 in Jordan market (11% above ex-factory sales budget and 6% above demand sales budget) through driving continued success and growth leadership of all AstraZeneca star products and good management of portfolio mex in different market segments.
• Symbicort rank 1 in FDC market (61% MS volume, 54% MS value, MAT Dec 2009) through excellent segmentation and targeting and successful launch of SMART approach.
• Establish Nexium as market leader (28% MS value MAT Dec 2009).
• Strengthen AstraZeneca internal marketing as functional process that aligns, motivates and empower employees at all levels through continuous involvement to continuously deliver a satisfying customer experience.