Marketing Director, South & Southern Africa at GSK

Job Purpose

In partnership with the South & Southern Africa leadership team, deliver GSK Consumer Healthcare’s ambition of becoming one of the most innovative, best performing and trusted Consumer Healthcare Companies in South and Southern Africa.
Accountable for all Marketing and Expert (Healthcare Professional) activities across the Consumer Healthcare portfolio. Meet the everyday healthcare needs of South & Southern Africa consumers by building consumer preferred and expert recommended brands, differentiated by science and insight-driven innovation. Delivered by a high performing, continuously growing and engaged Marketing and Expert Team.

Scope

• South and Southern Africa territories
• Reports to the General Manger. Has 9 direct reports, Team >30
• Leadership of Group Brand Managers, Brand Managers, Associate Brands Managers, Digital Marketing, Expert Marketing and Sales and Innovation/Artwork team. Focused on consumers, customers and expert (HCPs/Pharmacists).
• Responsible for net sales budget of >£170m
• Profit contribution of >£60m
• Manages an annual marketing budget between >£25m
• Portfolio management and new product launches (innovation)
• Manages the strategic alliances between GSK and media agencies, creative agencies and other suppliers.
• Lead digital transformation strategy, setting digital council, establishing clear governance to evaluate performance on digital/social optimized by channel, consumer.
• Lead digital capability building with team including the following: digital research into consumer/HCP behaviors, managing website and social assets performance and guiding on content, SEO, eCRM, social media, mobile/portable, digital innovation, etc.
• Responsible for the co-ordination of cross-functional activities between Marketing, Commercial Excellence, Sales and Global Support Functions within GSK.
• Marketing Director, South and Southern Africa
• Brand Equity development adjusts approach based on Brand Strategic Resource Allocation
• (SRA) and Marketing Operating Model (Global v Local); high interaction and engagement between the local market and Area & Global Category Marketing.
• To grow our brands ahead of the categories we compete in.
• Accountable for growing quality expert recommendations, achieving brand recommended most often (BRMO) status and growing patient purchases through improved recommendation conversion.
• To attract, develop, promote and retain key talent
• Control A&P investments-get better ROI
• Use and role model our values and expectations to drive actions and decisions
• Embeds the five key attributes of the organization – Consumer & Customer obsessed, agility, growth mindset, execution powerhouse and digital, data and analytics at the core.

Essential Job Responsibilities

• Strategic Planning In order that the overall company and strategic brand objectives are achieved, delivers and executes

Strategic Long, Medium- And Short-term Plans For Brands By

• Developing strategies that will deliver the 3-year consumption, sales, profit, marketing and expert
• objectives for the categories.
• Analysing past performance, economic variables etc., against the backdrop of world-wide portfolio,
• growth and profit objectives, in collaboration with Area/Category Teams.
• Ensures development and execution of detailed 1-year plans for all new and existing brands which
• will ensure the achievement of strategic objectives in conjunction through Brands team, in
• partnership with Area/Category Teams and aligned agencies. Includes an integrated HCP multichannel
• marketing strategy where appropriate.
• Full responsibility for the development and implementation of all marketing and expert related aspects of the 3/1 Plan.

Execution Powerhouse
In order that plans are successfully implemented, and commercial and business objectives are met, directs and co-ordinates the implementation and achievement of agreed plans by:

• Providing advice and direction.
• Embedding continuous learning from successes and failures
• Initiating and co-ordinating progress on all projects.
• Facilitating implementation with other functions within the organisation as well as with aligned agencies.
• Ensuring Expert Sales Teams deployment to include reach optimization, territory management detailing call structure, outcome objectives.

Data & Analytics
In order to determine potential impact on plans as well as identify future opportunities, monitors, analyses and evaluates market place developments relating to:

• Own and competitive developments.
• Sales and supply chain performance
• Consumer, Expert and Customer behaviour.

Agility

• Adapts/re-plans to accommodate deviations / changes in market conditions by devising and implementing new action plans, in order to ensure the brands, retain their competitive advantage.

People Leadership

• As part of the SA Consumer Healthcare Leadership Team, provides input into the overall leading of the Consumer Healthcare business in South & Southern Africa.
• Coach and develop direct reports.
• Motivate and support the team through appropriate reward and recognition programmes.
• Identifying training and development needs via the regular check-ins.
• Foster open an honest style within the team.
• Ensure that all team members always act professionally and set the appropriate example.
• Create and encourage an innovative team climate which results in superior performance.
• Maintain the highest standards of team effectiveness within the local Marketing & Expert
• Organization, across functions and with Area/Category Team.
• Demonstrate Values and Expectations-based Leadership and Enterprise thinking
• Deliver a transparent talent review and career succession planning process
• Drive commercial understanding across Sales, Commercial Excellence, Finance, Global Support
• Functions and Value Chain
• Use our values and expectations to drive actions and decisions, role model values and expectations

Business Leadership
In order to ensure that overall strategic objectives are met carries out marketing and expert leadership duties by:

• Working within budget parameters.
• Monitoring progress towards achieving objectives.
• Providing input into overall planning of business.
• Liaising with other functions and departments regarding issues such as distribution, production, R&D, sales performance, etc.
• Liaising with the Area/Category organisation regarding best practices, global strategies, R&D etc.
• Develops a loyal consumer franchise for the company’s brands by creating positive brand perceptions, associations and usage experiences, through tools such as advertising, promotion and supply chain management, in order to build strong brands and ensure the long-term profitability of the company.

Corporate Governance

• In-depth knowledge of products.
• Understands and abides by GSK policies and procedures.
• Conducts Management Monitoring
• Communicates effectively with senior management, peers, marketing and other departments
• Is a respected individual with GSK customers and staff.
• Use our values and expectations to drive actions and decisions, role model values and expectations
• Embeds the five key attributes of the organization – Consumer & Customer obsessed, agility, growth mindset, execution powerhouse and digital, data and analytics at the core.

Qualifications

• A university degree as well as 10 years marketing experience, supplemented by related experience in the sales discipline.
• Sound strategic marketing skills required, supplemented by a strong general business and financial acumen.
• Strong management, team building and team development skills and experience in order to effectively manage, coach and mentor and lead the Marketing and Expert team.

Knowledge
Job Factors:

• Good understanding of the complex economic and socio-political environment in South and
• Southern Africa in order to successfully formulate strategies within these constraints.
• Insight into and understanding of consumer, expert attitudes, behaviour and motivations.
• Sound technical knowledge about medicines, diseases and available treatments within each of the relevant product categories.
• Intimate knowledge of the global GSK marketing processes as defined by Operating Model
• Detailed knowledge of the GSK Global organisation and global marketing objectives.
• Sound technical knowledge of brand building, advertising, media and marketing research disciplines.

Complexity
High level decisions / problem solving undertaken in the following areas:

• Establishing Innovation pipeline and launches
• Digital transformation within the market
• Development and implementation of short, medium- and long-term brand and communication strategies.
• Brand positioning and persuasive executions across the consumer/expert experience journey
• Expert - Healthcare professional multi-channel marketing
• Brand sales budgets / profitability / pricing and other financial aspects.
• Required marketing investment behind brands as well as medium used.
• Technical aspects relating to packaging, claims, formulations etc.
• Selection, resource allocation and development of a strong marketing team.
• Establishment of sound business and marketing processes in the local market.
• Building a high-performing team.
• Position requires in depth analysis of complex subject matter such as:
  • General economic data and variables.
  • Local and global market trends and developments / own and competitor activity.
  • Consumer and Expert research / communication.
  • In depth financial analysis and projections.
  • Brand positioning's / potential positioning's / own and competitive advertising.

Independent Thinking
Success in this position is highly dependent on the generation of innovative brand strategies, brand positioning's, consumer and expert communication and product offerings. Innovation and independent thinking are regularly required in the following areas:

• Portfolio management
• Strategy development and implementation.
• Communication strategy and creative execution.
• New product development.
• Product promotion.
• Only very broad procedures and standards are in place.

Responsibility

Meet the everyday healthcare needs of South & Southern Africa consumers by building consumer preferred and expert recommended brands, differentiated by science and insight-driven innovation.
Delivered by a high performing, continuously growing and engaged Marketing and Expert Team. Develops and implements brand strategies that will deliver long term strategic and profit objectives as well as grow and nurture strong brands. This forms the core of the organisation’s activities and aims to develop a strong competitive position for GSK brands in South & Southern Africa. This activity largely determines the actions of other disciplines including Sales, Commercial Excellence, Production, Finance and Distribution. Formulates longer term financial budgets and projections based on the strategies developed.