阿斯利康
SBM/BM-RB&I CMKT-上海
SBM/BM-RB&I CMKT-上海
发布于 大约 3 小时前普通员工/个人贡献者
上海市
中级经验
全职员工
仅现场办公
学历未注明
市场营销与传播
数据分析
客户关系
跨部门协作
产品知识
战略思维
市场洞察
活动策划
品牌管理
KOL管理
AI 估算 · 25k–40k
上海外企医药品牌经理岗，要求综合能力高，市场薪资竞争力强，月薪预估25-40K，含年终奖约14薪。
职位详情
关于这个职位
作为品牌经理，你将负责深入分析客户洞察，制定并执行品牌策略，推动产品在医药市场的增长
你需要与销售、医学、市场研究等多团队协作，策划并实施学术会议、培训等市场活动，以提升产品市场份额
该岗位要求较强的战略思维、沟通能力和项目管理能力，适合有医药行业市场营销经验的专业人士
最低要求
Product and Environment Knowledge
Knowledge of own product, relative disease and R & D initiatives within own TA
Knowledge of competitor products and marketing approach
Understand how national healthcare & regulatory environment impacts TA
Understand access environment including NRDL/PRDL, tender policy, hospital listing etc
Knowledge of various channels including core, emerging, county, CHC, and retail
Campaign Execution
Well designed & well prepared campaign plan in details
Execute campaign precisely according to the plan
Summarize the key findings & give feedback to the team after the campaign execution in order to further improve the campaign impact
Communication & Presentation Skills
Effectively communicate campaign plan to sales force
Effective presentation & communication skills to deliver the campaign key messages to customers (KOLs & physicians)
Cross-functional communication (finance/ purchasing/etc.)
Campaign Development
Understand the behaviors (and behavior barriers) of customers
Understand motivations behind behaviors (and behaviors barriers)
Develop campaigns against specific customer segments with specific behavior objectives
Develop campaign messages that is well supported by medical data and tested with sales force and customers to be effective
Design optimal package of promotion mix to deliver the desired product position to customers
Influencing Key Stakeholders
Interactive and influence with KOL
Interactive and influence with sales force
Interactive and influence with medical affair/regulatory/clinical research
Interactive and influence with Asiapac Regional/ISMO/GMBD MKTG team
Interactive and influence with cross functions: commercial/manufacture/HR/etc.
Thinking Strategically
Logical and implementable BP/BEP
Sound LRP with global alignment
工作职责
Deep understanding of customer insights 20%
Regular customer visit, frequent sales team interaction
Understand the objective of different types of marketing research. Be able to identify research needs and provide clear brief to agency
Analyse agencies' proposal and identify right agency for research, manages and monitors research project with agency
Analyses and interprets the research data presented to assist in strategic decision
Develop brand plan (BP) , brand execution plan (BEP) and long range plan (LRP) 10%
Gathers market data on environment, epidemiology, customers & patients needs, treatment map, competitors.
Conducts situation analysis, with input from internal & external stakeholders.
Elaborates clear SWOT, resulting in identification of Key Issues .
Performs risk analysis and develop mitigation plan,
Formulates the Promotion Mix
Develops forecasting based on market dynamics for the planning period.
Develops positioning and communication strategies.
BEP implementation 50%
Develop effective selling tools with medical, sales, regulatory team Coordinate the implementation of critical external stakeholder activities including advisory boards, symposia, CME's, exhibitions, conferences and meetings.
Monitors and measures implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).
Supports Sales team to deliver sales objectives & activities 10%
Co-ordinates and conducts product training.
Develops creative product/brand campaigns reinforcing the positioning.
Presents clear product and market strategy at cycle meeting to sales team.
Evaluates effectiveness of promotional material with field force then conduct Recall Test, and adjusts as necessary
Plans and conducts field visits with sales team to monitor market dynamics.
Demonstrates deep understanding of product knowledge and therapy area knowledge 10%
Takes initiative to maintain and upgrade product knowledge through sourcing for product information, reading clinical reports/publications, medical journals.
Identifies marketing opportunities based on medical information, market knowledge, and competitor knowledge.
Keep up with industry and therapeutic area trend through attending conference, KOL interaction
AI 洞察
优缺点分析
优点
- 阿斯利康作为全球药企，平台大，资源丰富，能接触前沿治疗领域
- 岗位涉及全链路品牌管理，从洞察到执行，能力成长全面
- 与KOL、销售、医学等多部门协作，拓展人脉与行业视野
- 薪资福利有竞争力，外企文化相对规范
- 工作内容繁杂，50%时间用于活动执行，对项目管理能力要求高
- 医药行业政策变化快（如带量采购），需不断适应新环境
- 适合有2-5年医药营销经验，善于策略思考且能落地执行的求职者，尤其是渴望在大平台承担品牌责任的人
缺点 / 挑战
- 需频繁出差和客户拜访，工作节奏快，压力较大
角色解读
- 从品牌经理晋升为高级品牌经理，负责更大品牌或跨产品线
- 横向发展至市场总监、商业策略或市场准入等岗位
- 积累行业经验后，可转向咨询公司或创业
- 深入洞察客户需求，通过市场调研和销售团队互动，为品牌策略提供依据
- 制定品牌年度计划（BP/BEP）及长期规划，包括市场分析、SWOT、定位和推广组合
- 主导品牌活动执行，如顾问委员会、学术会议、展览等，并监控活动效果
- 支持销售团队，提供产品培训和推广工具，确保市场策略落地
- 精通医药行业知识，包括产品、疾病领域、竞争环境和医保政策
- 具备出色的活动策划与执行能力，能精细化管理项目
- 优秀的沟通与演讲技巧，能有效影响内外部利益相关者（如KOL、销售团队）
- 战略性思维，能基于数据做出合理决策，并制定长期发展路径
申请策略
- 面试时准备一个完整的品牌策略案例，从洞察到执行到结果，展示战略与执行能力
- 突出品牌成功案例：如主导过的新品上市、市场份额提升项目，附上量化结果
- 强调市场分析和调研能力：展示你如何利用数据驱动决策
- 体现跨部门协作经验：特别是与销售、医学部的合作经历
- 列出熟悉的产品与疾病领域，尤其是呼吸、肿瘤等阿斯利康核心领域
- 补充对国谈（NRDL）、带量采购等政策的具体了解，可在面试中展现
- 强化数据工具（如Excel、SPSS）和PPT技能，用于市场分析汇报
- 提前了解阿斯利康在呼吸、心血管等领域的产品线
面试指南
- 使用STAR原则（情境、任务、行动、结果）结构化回答行为类问题
- 对于策略类问题，从外部环境分析（PEST）到内部能力评估，再到具体方案
- 对于冲突类问题，体现倾听、数据说服和换位思考
- 请分享一个你主导的品牌推广活动，从策划到执行的过程及效果
- 如何分析一个治疗领域的市场机会？会考虑哪些维度？
- 当销售团队对你的策略不认同时，你会如何处理？
- 在带量采购政策下，如何调整品牌策略？
- 请描述一次你通过数据洞察发现新的市场机会的经历
匹配度报告
71
综合匹配度
外企医药品牌岗，薪资优厚，成长全面，但工作节奏快、出差多。
适合人群
适合优先考虑技能成长和职业发展，能接受一定工作强度的求职者。
最强匹配
成长发展匹配
最弱匹配
工作生活匹配
薪资福利80
成长发展85
工作生活50
使命价值70
薪资福利匹配
80较高
该岗位薪资福利有竞争力，外企标准明确，但未具体披露薪资，整体满足度较高。
薪资信号未披露（AI估算：25K-40K/月）
成长发展匹配
85较高
岗位涉及全链路品牌管理，有大量实践机会，但未提及正式培训或晋升通道，发展性主要靠实战积累。
技术前沿非技术岗（不适用）
业务类型profit_center
工作生活匹配
50较低
仅现场办公，且需要频繁出差和客户拜访，工作强度大，WLB一般。
工作模式仅现场办公
办公地点市区核心地段
加班情况JD含高强度暗示词
使命价值匹配
70中等
医药行业影响患者健康，有正向社会价值，但岗位更偏商业目标，使命感中等。
行业发展高速增长赛道
社会影响正向社会影响力较高
创新程度稳健跟随主流
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