(Sr.) Marketing Manager, HAE
- Shanghai
- Permanent
- Full-time
- Develop and own the comprehensive, integrated China Brand Plan for Andembry (pre-launch and launch phases), aligned with global strategy and tailored to the specific dynamics of the China market.
- Define the China-specific market positioning, target segmentation, value proposition, and key messaging.
- Conduct deep market analysis (competitive landscape, customer insights, payer environment, regulatory nuances) to inform strategy and tactics.
- Establish clear, measurable launch objectives, KPIs, and performance tracking mechanisms.
- Manage the Andembry launch budget for China, ensuring optimal resource allocation and ROI.
- Develop and execute pre-launch strategies to build disease awareness, shape treatment paradigms, and establish unmet medical need recognition among key stakeholders (HCPs, KOLs, patient groups, payers).
- Lead KOL engagement and advocacy development plans specific to the China landscape.
- Collaborate with Medical Affairs to ensure robust scientific communication plans and evidence generation support the launch narrative.
- Partner with Market Access to develop and execute pricing, reimbursement, and market access strategies critical for successful launch in China.
- Lead the development and implementation of multi-channel marketing campaigns (digital, traditional, PR, events) tailored for the Chinese market.
- Oversee the creation of high-impact promotional materials (in Chinese), ensuring medical/regulatory compliance and local relevance.
- Manage agency relationships (creative, media, digital) to deliver excellence and innovation.
- Drive HCP engagement strategies, including speaker programs, advisory boards, and field force tools/training (in close partnership with Sales Leadership).
- Serve as the central hub for Andembry launch activities in China, fostering strong collaboration and alignment with Sales, Medical Affairs, Market Access, Regulatory Affairs, Supply Chain, Finance, Legal/Compliance, and Global Marketing.
- Partner closely with Sales Leadership to develop effective sales force strategies, targeting, resource allocation, and incentive programs.
- Collaborate with Medical Affairs on evidence dissemination, KOL mapping, and medical education initiatives.
- Work with Market Access to refine value propositions and support payer negotiations pre- and post-launch
- Continuously monitor launch performance against KPIs (awareness, perception, share, sales).
- Analyze market data, customer feedback, and competitive actions to identify opportunities and risks.
- Adapt strategies and tactics swiftly based on insights and changing market dynamics.
- Provide regular launch performance updates to China Leadership and Global stakeholders.
- Ensure all marketing activities strictly adhere to CSL Behring policies, local Chinese regulations (including ad promo regulations), and international ethical standards.
- Foster a culture of compliance within the brand team
- Bachelor's degree in Life Sciences, Pharmacy, Business Administration, Marketing, or a related field is required.
- Master's degree (MBA, MSc) strongly preferred.
- Minimum 8-10 years of progressive experience in pharmaceutical/biotech marketing within China.
- Proven track record of leading the launch of specialty or rare disease products within the China market is ESSENTIAL.
- Deep understanding and experience navigating the China healthcare environment, including regulatory processes, reimbursement landscape (NRDL/VBP implications), hospital formulary processes, and KOL engagement.
- Strong experience in developing and executing multi-channel marketing strategies within China.
- Demonstrated success in building and executing brand plans, managing significant budgets, and achieving commercial targets.
- Experience in Hematology, Immunology, Rare Diseases, Specialty care or a closely related therapeutic area is highly desirable.
- Proven ability to lead cross-functional teams (Sales, Medical, Market Access, etc.) in a complex matrix organization.
- Experience working with global/regional teams on affiliate-level adaptations is advantageous.
- This is a high-impact, high-visibility role operating in a fast-paced, dynamic environment typical of a major product launch.
- Requires managing significant pressure, tight deadlines, and complex stakeholder relationships.
- Office-based in Shanghai headquarters, with flexibility per company policy.
- Approximately 30-40% domestic travel is expected for customer engagement, field visits, internal meetings, and conferences.