Director, Multichannel Engagement and Sales Force Effectiveness - Hong Kong
Context:Amgen is launching products across JAPAC, ranging from highly specialized oncology products to “large scale” therapeutic areas (Cardiovascular/Bone).
Amgen is embarking on a broad transformation effort to innovate its go-to-market model in JAPAC in order to optimize these launches. Core components of this effort will include:Strategic use of Multichannel across brands to increase effectiveness and efficiency of customer engagement
Selective use of value propositions based on services and collaborations that drive value to healthcare stakeholders by improving outcomes and/or costs
While neither of these areas are new to Amgen, neither has to date been positioned as a core strategic focus – resulting in a fragmented approach across countries and brands and highly variable capabilities across the organization
Amgen JAPAC is therefore seeking an experienced leader to drive this capability build across the organization and establish an impactful and efficient use of multichannel as a core part of its product support
Key responsibilities:Drive capability build and execution in Multichannel and cross-functional value proposition development “beyond the drug”
Lead a cross-functional Multichannel effort to drive Amgen’s overall multichannel transformation
Refine Amgen’s JAPAC multichannel strategy per product type in close collaboration with country and regional brand teams
Refine and implement appropriate multichannel Operating model – placing roles and responsibilities across the multichannel “value chain” at the optimal location in the organization. Integrate traditional commercial activities (traditional marketing, face to face engagement) with multichannel in planning, execution, tracking (e.g. CRM) etc. Potentially include central “hub” component
Design and implement appropriate planning, execution, governance processes to ensure high quality multichannel planning and execution is included in business processes.
Drive capability build to execute on strategy and operating modelPlanning and execution capabilities for commercial (marketing, sales) and medical staff in Region and Affiliates
Install and manage platforms and vendors (including CRM and other technical enabling platforms). Leverage outsourced approaches.
Value proposition development
In partnership with Access and Medical counterpart, Refine strategy, Install operating model and processes and build capabilities among Regional and country stakeholders to include this strategy in the support of select brands where it makes sense locally
The extent of the central role will vary depending on the outcome of the strategy development. The primary assumption is that this will primarily be an “enabling” and capability building role, but the role could include a central execution component if the strategy results in scaleable cross-product tactics
RelationshipsThis role will report to the JAPAC head of Commercial Excellence.
The role will have very high visibility given the strategic importance of these capabilities for the region , as multichannel is seen as a top priority for the region – so would be a great way for a talent to enter Amgen, prove themselves and move on to a line or global role.
There is currently no global capability in these areas. For multichannel this role should work closely with the US organization to leverage capabilities, tools and content.
We are looking for candidates with real hands-on experience, especially on the multichannel side - but believe that a consultant skillset may be very valuable for success in the role.
Solid understanding and experience in pharma sales & marketing
Thorough understanding of multichannel:“Solution space”, including both channels and integration
Clear view on what works and what does not work, and best practices in and outside the industry
Operational experience in implementing integrated multichannel commercial approaches (integrated at customer level planning, execution, tracking and analysis level)
High level of tech savvy, including understanding of CRM systems, data management, tracking, reporting and analytics (including ROI). Ability to partner seamlessly with internal and external IT professionals as well as commercial and medical colleagues
Generic leadership capabilitiesStrong strategic skills, to be able to drive very clear choices and priorities for the multichannel approach, including investment levels and and trade offs versus current way of workingUnderstanding the business, complex decision-making, and ability to deal personally with ambiguity as well as make the organization comfortable with this innovation approach
Very strong organizational positioning and interpersonal skills:Influencing and driving innovation: Inspirational leadership, both for own and cross-functional team but also broader pan-regional organization on the multichannel topic. Ability to mobilize the organization and drive ownership of innovative concepts and methods across affiliates; change management.
Organizational savvy ; Outstanding communication and relating skills – including ability to manage very diverse relationships across the entire organization
Strong operational and management skills and drive for results, to ensure both hierarchical and cross-functional teams deliver required results