Bayer HealthCare LLC
Global Brand Manger, Aspirin
Bayer HealthCare (BHC), an Equal Opportunity Employer, makes an important contribution to
human and animal health with its innovative products and by researching new therapeutic
approaches promoting science for a better life throughout everything that we do. Our
Specialty Pharmaceutical business ranks among the top 10 specialty pharmaceutical
companies worldwide. Our global research and development is focused in five distinct areas:
Diagnostic Imaging, Hematology/Cardiology, Oncology, Specialized Therapeutics, and
Women's Healthcare. As a specialty pharmaceuticals company, we focus our efforts in areas
of high unmet medical need and where we can have the most impact. Our Medical Care
division consists of Diabetes Care and Radiology and Interventional. The Diabetes Care
division is one of the largest blood glucose monitoring businesses in the world, supporting
customers in 100 countries. Radiology and Interventional is the world's leading supplier of
contrast agents and injection systems for diagnostic and therapeutic medical procedures. The
business also supplies mechanical systems for removing thrombi from blood vessels. Our
Consumer Care business is a top competitor in many important product categories including
analgesics, cough and cold, and nutritionals. More than 3,000 employees support 14
manufacturing sites in 11 countries dedicated to ensuring the delivery of a secure,
high-quality, cost-effective supply of our products around the world. Our Animal Health
business in North America is dedicated to making the world a better place for our veterinary
customers, their clients, and the animals we all hold dear.
Bayer’s corporate culture is an important factor in the company’s success. Central to this
culture are our values: Leadership, Integrity, Flexibility and Efficiency, summarized by the
term LIFE. They provide us with guidance for our daily work as we seek solutions to the major
challenges of our time, in line with our mission statement “Bayer: Science For A Better Life".
Job description Global Brand Manager, Aspirin supports the Global Brand Leaders/Global
Brand Director, Aspirin in leading selected international projects for the brand. As a key
member of the Strategic Business Unit, the Global Brand Manager is a driving force behind
the Aspirin brand globally. The key business objective of the position is to ensure
development and implementation of profitable business growth models, Marketing Excellence
and strategic plans for the Aspirin business.
The Aspirin Global Brand Manager is a key member of the brand team and is expected to
contribute to all aspects of strategic brand management:
1. Support the Global Brand Director in leading the Global Brand Team
• Support the Global Brand Leader/Global Brand Director to define Global Brand Team scope
of work as well as implement work streams.
• Support the Global Brand Leader/Global Brand Director to leverage the diversity of the
Global Brand Team most effectively
• Support Global Brand Team alignment and partner country ambassadorship for global brand
strategy including innovation pipeline
2. Definition and ownership of Global Brand Strategies
• Conduct 3C analysis leveraging: consumer segmentation, growth behaviour, brand benefit
edge, competitive understanding and Bayer Consumer Care capabilities to answer the key
strategic questions ‘where to play’ and ‘how to win’
• Supports the Global Brand Leader/Global Brand Director to define the brand positioning
based on thorough understanding of consumer insights
• Supports the Global Brand Lead/Global Brand Director to define the global brand
communication strategy
• Ensures communication of global brand strategy throughout Bayer Consumer Care
• Ensures alignment of regulatory and medical strategy to support implementation of brand
strategy
3. Strengthen the Innovation Pipeline (all levels of innovation)
• Supports development of consumer centric innovation pipeline (consumer offerings and
consumer engagement)
• Support development of a Consumer Care Management Team approved 5 year innovation
roadmap
• Accountable that all agreed innovation initiatives are delivered in line with 5 year innovation
roadmap commitment
• Drives and monitors application of commercialization rules for ROPs to maximize innovation
value creation
4. Develops compelling global Direct To Consumer advertising campaigns with Global Brand
Team partner markets
• Collaborates effectively with global agencies (creative and media) to maximize creative
output and business impact
• Leads Consumer Connections Planning process in Global Brand Team partner and Spark
markets
• Oversees and guides the creative development process (AB/ STB/ Final creative work)
applying defined decision rights
• Responsible for development of creative platforms and respective copy pipelines as part of
the 5 year innovation roadmap
• Responsible for development and roll out of global media strategy (media mix)
• Oversees and guides the development of 360 activation toolkits (e.g. HCP e-detailer and
POS messaging)
5. Develop Global Pricing strategy
• Supports and guides the development of a global pricing architecture leveraging the support
from OMR and Global Pricing Manager
• Assures effective global roll out of approved pricing strategy
• Assures monitoring of the pricing strategy implementation through the global pricing
manager
6. Develop compelling Brand Success Model to maximize global reapplication
• Leads and manages the OMR process to maximize learning from econometric modelling
• Develops Brand Success Model (identification of global brand success drivers and
respective best practice)
• Updates Brand Success Model to drive reapplication of proven success drivers and best
practice in non Global Brand Team markets
• Acts as consultant for media investment decisions with Global Brand Team partner markets
and all Spark markets
• Assures appropriate Brand Success Model sharing platforms (global and regional
workshops, Intranet, Link sessions) are leveraged effectively
• Conducts commercial analysis to continuously improve Bayer Consumer Care marketing to
meet changing market dynamics
7. Additional Responsibilities
• Responsible for the maintenance and updating of the Intranet and Internet sites
• Participation and / or leadership in advertising development (liaison with countries, reviewing
briefs, presenting at the Communication Forum, tracking results, etc)
• Participation and / or leadership of New Product Development projects (project
management, country liaison, coordinating implementation, etc)
• Responsible for coordinating specific brand projects such as workshops, meetings, etc
• Participate in research projects (writing briefs, country liaison, defining learnings and next
steps, etc)
• Participate in packaging development projects (particularly coordination and facilitation of
roll out)
• Responsible for sales reporting analysis (monthly brand reports, specific requests, etc)
• Support pre launch readiness of the approved Regional Rollout Plans
Value Added:
The Gllobal Brand Manger role is essential to support the Global Brand Director in driving
brand performance and generating projects to fill the brand’s pipeline. The biggest opportunity
is to work in a multicultural (different realities in each country) and multifunctional teams
(project teams, interaction with other areas). The Global Brand Manager will have a very
comprehensive view of the brand, the segment and different country realities contributing to
brand growth.
The Global Brand Manager has the unique opportunity to participate in the development of
long term strategic plans as well as support their implementation. The biggest challenge of the
position is to partner with countries (leadership skills) and within the Global Brand Team.
Success in this position is measured mainly through brand sales increase, market share
increase (key countries), New Product Development metrics (projects, sales coming from new
products) and the support of the leadership of the Global Brand Teams.
Work relations (List the most important work relationships with internal and external
partners/customers)
1. Extended SBU Teams including Global Medical Managers, Science Managers, Regulatory,
R&D, ACDL, Marketing Research, Product Supply, etc
2.NPD Teams (e.g. Project Managers, Clinical Operations, Consultants, etc)
3. Constant interaction with key countries (e.g. Brand Managers)
Major Decisions:
The Global Brand Manager has a key role in supporting the Global Brand Director and the
Global Brand Teams on the most important aspects of the Brand:
1. Supports the strategic direction for the brand
2. Leads development of global New Product Development projects and marketing plans
3. Supports development of Direct To Consumer communication and ultimate approval
Required Competencies:
Strategic Skills
• Business Acumen
• Dealing with Ambiguity
• Problem Solving
Organizational Positioning Skills
• Organizational Agility
Operating Skills
• Planning
• Informing
• Process Management
Personal and Interpersonal Skills
• Approachability
• Customer Focus
• Motivating Others
• Listening
• Personal Learning
Courage
• Managerial Courage (hold ground with more senior stakeholders and challenge effectively)
Influencing Skills
• Advocating
Focusing on Action and Outcomes
• Drive for Results
Organization Relationships:
• Position reports to GBD, Aspirin. It engages with senior country and marketing leadership
on a regular basis.
Your qualifications • Education: Bachelor’s Degree, MBA preferred
• Experience: Minimum 5 years’ experience in OTC, Rx or FMCG with track record of
success. Required experience in country marketing operations and possibly in international,
preferably global role. Analgesics category experience is desirable.
• Leadership qualities, ideally in cross functional and cross cultural teams, strong
interpersonal skills
• Strong communicator. Well-rounded English communication skills. The candidate must be
capable of making oral and written high level and inspiring presentations on a senior
management level.
• Must be a team player with a global mind set
• Strong commitment and will to achieve above market results
• Analytical and financial management ability
• Experience in sales analytics
• Cross-cultural experience, ideally from project work or international marketing role
• Re-application experience
• Innovation experience (R&D, Project Management)
• Understanding brand success drivers
• Experience in tracking best practices
Your application We offer a wide variety of competitive compensation and benefit programs.
In addition to a competitive base salary, you will be eligible for an array of innovative rewards
and recognition programs, variable pay and incentive opportunities as well as benefits
coverage beginning on your first day of employment. We are committed to helping our
employees maintain a healthy balance between their responsibilities at work and home. You
will be eligible for paid time off programs, paid company holidays, flexible work options and
numerous site conveniences. We are also committed to supporting your professional
development through career ladders, training programs, tuition assistance and professional
association events.
If you meet the requirements of this unique opportunity, we encourage you to explore how you
can make a difference at Bayer by applying now.
To all recruitment agencies: Bayer does not accept unsolicited third party resumes.
www.career.bayer.us
Bayer is an Equal Opportunity Employer
Minorities/Females/Protected Veterans/Disabled
Reference Code: 0000095600
Phone +1 877 229-3727