Cenrifki Brand Lead

Position Title: Cenrifki Brand Lead
Location: Sydney, Australia
Job Type: Full-time, Regular

About the job

Our Team

• Cenrifki is a key Sanofi growth asset, with Australia as the initial launch market. It is an innovative, first-in-class medicine for the treatment of Non-Relapsing Secondary Progressive Multiple Sclerosis (NRSPMS), with an ambition to deliver a best-in-class experience for healthcare professionals and patients.
• The Cenrifki Franchise Team leads MCO marketing activities and will initially support commercialization across Australia and New Zealand.
• With projected sales of more than €30M by 2033, the Brand Lead will play a pivotal role in shaping the Australian brand strategy, establishing a strong presence in Multiple Sclerosis and driving growth.
• This role requires a broad perspective, strong understanding of healthcare systems, and the ability to adapt strategies to evolving market and regulatory needs.

Role Responsibilities

• The MCO MS brand lead holds the end-to-end accountability for driving the performance excellence of Australia ANZ Cenrifki in-line and new indications. They are accountable for MCO NRSPMS Cenrifki brand strategy, S&T, messaging and its well-entrenched execution with digital innovation by ensuring optimal private/public launches through extensive global & MCO cross-functional engagement.
• Strategic Brand Strategy: Lead integrated brand planning process with a global & transversal approach focusing specifically on meeting the needs of healthcare professionals and patients, adapting to the competitive and environmental landscape, and leveraging segmentation and targeted communication to achieve strategic brand objectives, ensuring the brand’s value proposition is clearly communicated and understood.
• Environmental and Competitive Analysis: Continuously monitor the healthcare environment and competitive landscape across different markets, adapting strategies to maintain competitive advantage and compliance with local regulations.
• Segmentation and Targeting: Lead the segmentation of the market and identification of key targets, deploying tailored strategies and messages to engage each segment effectively, with a focus on maximizing impact and brand loyalty.
• Strategic Messaging and Levers: Craft compelling brand messages and identify key levers to influence target audiences, ensuring alignment with overall brand objectives and market opportunities.
• Life Cycle Management: Lead NRSPMS TA strategies through the product lifecycle, identifying opportunities for brand extension, rejuvenation, and optimization to maximize growth potential and profitability.
• Business Case Development: Develop and pitch business cases, leveraging sophisticated data and analytical capabilities to identify and prioritize the most attractive growth and BOI opportunities of Cenrifki.
• Financial Management: Budgeting, forecasting and cost management; maximizing revenue, profitability and market share at the country level within MCO.
• Supply Chain and Issue Resolution: Work closely with supply chain and operational teams to forecast and address any product supply issues promptly, implementing solutions that minimize impact on customers.
• Action Plan Development and Execution: Develop and execute a detailed action plan that aligns with brand goals and key focus areas, ensuring resources are effectively allocated and timelines are met to achieve strategic objectives.
• Compliance: Respect corporate commitment and compliance guidelines.

About you

Main Requirements

• Education Background: Bachelor’s degree in pharmacy, biology, business administration, communication or any related field is preferred.
• Pharmaceutical Industry & Brand Management Experience: Extensive experience in brand management, with a proven track record in developing and executing successful brand strategies in the pharmaceutical or healthcare sector, particularly in a multi-country role. At least 7 years in pharmaceutical business in sales, marketing, medical and communications (including at least 5 years of pharmaceutical marketing).
• Demonstrated capability of business planning and strategic function engagement.
• Exposure to an international environment with deep knowledge and understanding of finance and Market Access. Familiarity with Australian Market Access experience would be an advantage.
• Omni-Channel Strategy Development: Demonstrated experience in crafting and implementing comprehensive omni-channel strategies.
• Go-to-Market Exposure: Experience in integrating digital strategies within broader go-to-market plans, including product launches and market entry strategies, to ensure a cohesive and impactful introduction of the brand to new and existing markets.
• Neurology Multiple Sclerosis Knowledge & Experience: Established knowledge or experience in this therapeutic area is preferred.
• Language Proficiency: Fluent English is a must.
• DE&I mindset and positive attitude toward work and people.

Professional Skills That Make the Difference

• Strategic & Analytical Thinking: Ability to turn complex market data and insights into actionable strategies.
• Data-Driven Decision Making: Ability to use data and insights to identify and prioritise opportunities.
• Financial Acumen: Strong understanding of financial analysis and business case development.
• Creative Thinking: Ability to develop innovative solutions and challenge conventional thinking.
• Leadership & Communication: Strong ability to lead, influence and collaborate with diverse stakeholders.
• Adaptability & Problem-Solving: Ability to adapt to changing market conditions and solve complex challenges.
• Customer-Centric Mindset: Strong understanding of HCP and patient needs to develop relevant strategies and messaging.