Posted on: 12 March 2025

ID 933126

Marketing Manager - Kidney Care | SADC

The Marketing Manager plans, directs and controls all marketing activities for a respective product portfolio, including the setting of marketing strategy and objectives, collaboration with market research, sales promotion, advertising, medical affairs, market access, development of the marketing expenses and drive profitability for a range of products.

Establishes marketing goals to ensure share of market and profitability of products/services.

To develop, implement and be accountable for short to medium-term strategic and operational marketing plans as well as commercial implementations for the Renal portfolio in the Region. Manage day-to-day marketing programs & activities to meet agreed profit, revenue, and market share objectives in the short and medium term
ESSENTIAL DUTIES AND RESPONSIBILITIES

Responsible for financial goals of assigned business units to achieve the Rena business targets and agreed growth plans.

Responsible for Marketing budget allocation and Management. Develop marketing/operational plan, outlining and designing key activities and marketing programs and their organization.

Showcase solid ability to understand market trends, complex financial data, and customer needs to help define advanced planning and product positioning strategies that create value and drive growth.

Setting overall products’ portfolio qualitative and quantitative objectives within a compiled and controlled marketing plan that serves as a platform for the annual business plan, meeting the operational financial objectives.

Produce tactical plans for Key strategic markets/projects and lead team’s engagement in execution. Following up the implementation and application of the settled marketing strategies, tactics and plans with the internal and external stakeholders.

Make regular field visits to Key accounts and KOLs to Develop and maintain strong working relationships with key customers & decision-makers to support current and future objectives.

Excel in conducting product presentations, customers & teams (internal & distributors) training.

Communicate effectively within the Regional & global teams to ensure alignment of strategies and getting required support.

Manage the tools and collateral used by the clinical & sales teams for communication, training, and promotion of products and related business platforms.

Engage in tender management and pricing governance to ensure alignment with market and therapy dynamics besides monitoring the impact on business units' financial goals ie profitability and sales

Oversee events associated with key opinion leaders and advocacy groups to help shape Baxter’s understanding of market dynamics and developing trends.

Effectively segment key markets and design positioning and targeting strategies and tactics.

Engage in financial budget development with the sales team to ensure alignment with market trends, opportunities, growth plans and portfolio mix.

Product & Market Expertise Strong ability to translate technical product details into easy-to-understand product features and benefits to position with differentiated selling tools. Ability to design market research and then apply findings to product promotion strategies.

Issuing marketing documents with relevant marketing decisions and plans of action for necessary higher management approval e.g. annual marketing plans, promotional budgets, etc.

Reporting Products’ portfolio performance from the competitive perspective with relevant recommendations and actions needed in line with the strategic plans for the higher-level management decisions.
FUNCTIONAL REQUIREMENT & COMPETENCIES MARKETING MANAGER

Market Knowledge and Understanding

Ability to develop detailed analysis of market dynamics and apply the obvious outcome to the operational plan

Has an advanced understanding of customer needs i.e. proactively uncovers unmet needs

Leads segmentation/target for a brand that materially influences ROI and is implemental

Has an advanced understanding of market research methodology and its benefits and costs including primary and secondary research, qualitative and quantitative research, internal data sources and their applications.

Able to prepare agency contracts and manage agency relationships.

Able to reanalyse, challenge and see true customer insights from quantitative and qualitative data.

Able to apply knowledge and understanding of the political and country-respective Health system/service environment to the operational plan.

Proposes and implements actions to move toward defined treatment goals for the brand/disease.

Identify and communicate key clinical papers and evidence to support the brand core claims.

Ensure training and understanding at the sales force level.

Able to apply health economics data for own brand in the marketing mix and create appropriate models to drive outcomes.

Able to develop clear and concise communications that maximize Baxter clinical data in line with brand essence.

Able to proactively maximize/minimize competitive threats through thorough clinical understanding.

Builds close relationships and has regular contact with national KOL’s.

Represents Baxter at key external customer meetings.

Develop a stakeholder map and plan of action to influence guidelines (as appropriate).

Maps the impact and relative importance of specific guidelines & incorporates them into brand plans.

Gathers and analyses competitive pricing for comparable products/services.

Analyses and recommends annual price increases (as appropriate).

Develops pricing guidelines and ensures implementation at sales force level (as appropriate).

Proactively identifies competitor product strengths and weaknesses and applies Competitive Intelligence learning’s to develop counter tactics.

Incorporates competitive analysis into the marketing plan.

Planning, Analysis and Strategic Marketing

Has a full understanding of strategic, operational and Quarterly Planning Process.

Able to develop medium term strategic and short-term operational plans.

Provides a robust presentation of plans that stands up to detailed scrutiny.

Monitors progress of the plan’s implementation and proposes corrective actions.

Engages cross-functional stakeholders to generate buy in to the operational plan.

Contributes to manufacturing forecasting process with stakeholders.

Has a full understanding of patient modelling, able to understand, validate and manipulate assumptions.

Develops robust sales forecast with appropriate levels of detail for operational / strategic planning.

Develops investment, sales and ROI scenarios for individual products. Able to justify preferred option.

Pro-actively manages situations with supply chain to maintain appropriate levels of supply to wholesalers and direct accounts.
OPERATIONAL MARKETING

Able to selects the most appropriate marketing mix & promotional resource for current circumstances.

Continuously develops marketing mix to drive profitable growth.

Provides active input into the development of brand essence.

Able to champion and present brand essence to extended team and maximise use of brand essence in all communications.

Is able to assess and challenge appropriateness of concepts based on strategic needs and suggest alternatives.

Measures effectiveness of message through customer market research.

Uses multiple channels to reinforce the brand/message consistency.

Develops and challenges core claims and key messages.

Understands industry developments taking country specific regulations into consideration and maximises communications accordingly.

Develops documents to support delivery of new programmes and materials which are used in the field.

Able to construct agency briefing documents in line with brand plans that ensure total clarity of objectives, focus, messages, and tone for all agency staff.

Leads two-way process for annual reviews of agencies.

Manages agency relationships.

Listens to and acts on appropriate Key Account Manager feedback, e.g. materials amends.

Inspires confidence and belief around campaign delivery.

Able to manage changing priorities, which influence tactical activities and ensure the overall operational plan, is achieved within budget for a single cost centre.

Requirements

Bachelor’s degree with a medical background is required (medical, Pharmacist, biomedical, and science background are highly preferred)

Extensive experience (5 years or more) in Marketing / Product Management in multinational/international medical device and/or pharmaceutical business (experience in Renal / Dialysis business is an advantage)