JOB SUMMARY
The Brand Manager – Eyecare will shape and accelerate the growth of AbbVie’s Eyecare portfolio in Thailand, with end-to-end accountability for brand strategy, launch excellence, lifecycle management, and in-market performance. Combining strategic thinking with hands-on execution, this role converts customer, patient, market, and competitive insights into differentiated plans that strengthen brand value and deliver sustainable business growth.
As the strategic lead for the assigned portfolio, the Brand Manager will influence across a matrix organization and align Sales, Medical Affairs, Market Access, Finance, Supply Chain, Regulatory Affairs, Business Excellence, and Area/Global teams behind a clear brand ambition. The role offers the opportunity to lead high-impact launches, build trusted external partnerships, develop new growth opportunities, and improve outcomes for patients—while maintaining the highest standards of ethics, quality, and compliance.
KEY RESPONSIBILITIES
Marketing, Product and Launch Management
- Set the long-term brand ambition and own the end-to-end strategy for assigned Eyecare products across launch, growth, maturity, and lifecycle optimization.
- Translate global and Area strategy into a locally relevant, insight-led annual brand plan with clear priorities, investment choices, milestones, and measures of success.
- Lead launch excellence for new products, indications, and line extensions, from early market shaping and readiness planning through execution and post-launch optimization.
- Develop a deep understanding of patients, customers, the treatment pathway, market access dynamics, competitors, and emerging trends; commission market research where needed and convert insights into action.
- Define differentiated positioning, value propositions, segmentation, targeting, channel strategy, and core messages for priority customer groups.
- Design and execute integrated, customer-centric and omnichannel campaigns that strengthen engagement, support field execution, and maximize brand impact.
- Identify portfolio, indication, market-development, pricing, packaging, and partnership opportunities that can unlock sustainable growth and long-term value.
- Establish performance dashboards and lead regular business reviews; use leading and lagging indicators to identify risks, optimize investment, and initiate timely corrective action.
- Provide senior stakeholders with clear, decision-oriented updates on performance, strategic choices, opportunities, risks, and progress against milestones.
Budget, Forecast and Supply Management
- Build and manage the annual brand budget, allocating resources to the highest-value opportunities and maintaining disciplined control of spend.
- Partner with Finance and Sales to develop robust sales forecasts, scenario plans, and business cases grounded in market assumptions and performance drivers.
- Recommend pricing and pricing-adjustment strategies that balance patient access, competitiveness, revenue growth, and gross-profit objectives.
- Track investment effectiveness and forecast accuracy, proactively addressing variances and reallocating resources when priorities change.
- Collaborate with Supply Chain and Logistics on demand planning, inventory management, sample availability, and continuity of supply, particularly during launch and growth phases.
Scientific Engagement and External Partnership
- Partner with Medical Affairs and Area/Global teams to ensure brand strategy is informed by robust science, relevant evidence, and evolving standards of care.
- Build and sustain trusted, compliant relationships with key opinion leaders, professional societies, healthcare institutions, and relevant patient or health organizations.
- Develop local external-engagement and expert-development plans that support education, scientific exchange, market shaping, and responsible brand growth.
- Contribute to advisory boards, speaker programs, congresses, and scientific meetings in close partnership with Medical Affairs and in full compliance with applicable requirements.
Training and Capability Development
- Translate strategy into high-quality product, disease-state, customer-engagement, and launch-readiness training for AbbVie and distributor field teams.
- Partner with Sales Force Effectiveness, Training, Medical Affairs, and Sales leadership to identify capability gaps and deliver practical learning that improves execution.
- Ensure all training content is scientifically accurate, customer-relevant, engaging, and aligned with approved brand strategy and compliance standards.
- Select and lead external agencies with clear briefs, governance, timelines, quality standards, budgets, and performance indicators.
Cross-Functional Leadership and Collaboration
- Lead the cross-functional brand team and create shared ownership of priorities, decisions, milestones, and outcomes across Sales, Medical Affairs, Market Access, Finance, Supply Chain, Regulatory Affairs, Business Excellence, and other partners.
- Influence without direct authority, constructively challenge assumptions, resolve trade-offs, and maintain momentum in a complex matrix environment.
- Partner with Regulatory Affairs to prioritize new-product, indication, and packaging submissions and support readiness for approval and launch.
- Collaborate with Market Access on value creation and appropriate engagement with priority accounts, institutions, and payers.
- Translate brand strategy into focused, actionable guidance for the field and partner with Sales leadership on goal setting, prioritization, capability needs, and performance tracking.
- Maintain a strong external orientation through regular field visits and customer engagement, using first-hand insights to improve strategy and execution.
Quality, Compliance and Governance
- Ensure all marketing, launch, digital, agency, and promotional activities comply with AbbVie policies, approval processes, industry codes, and applicable laws and regulations in Thailand.
- Embed quality and compliance by design across planning, execution, documentation, vendor management, safety-monitoring collaboration, and internal audit readiness.
- Complete required business processes and training on time, including relevant approval, expense, and learning systems.
- Role-model AbbVie values, ethical decision-making, patient centricity, accountability, and a speak-up culture