POSITION DESCRIPTION
Position Title: Manager, Forecast Analytics and Incentive Compensation - Pharma
Reports To: Sr. Director, Analytics
Position Summary:Manager, Market Analytics will provide franchise with sales/marketing analysis, forecasting support including building forecast models for company in-line products, pipeline products and business development. Responsible for measuring all viable marketing initiatives; drive behavioral segmentation exercises to enable marketing/sales to deliver targeted messaging and programs. Also, critical role in the long range planning process, identifying strategic and operational opportunities. Partnering with Finance, Marketing, New Product Marketing, Managed Markets, and other key stakeholders.
Responsibilities:Market & Sales Analytics - Analyze and interpret implications of secondary data analyses for key internal customers in Marketing, Sales Management, Sales Training and Sales Operations.
- Develop, generate, interpret and present trimester/quarter key performance indicator reports for sales & marketing management.
- Evaluate existing and new market areas and products in response to specific Marketing, Sales and Business Development opportunities.
- Develop and recommend promotional improvements (i.e. targeting, call frequency) and suggest alternatives to better utilize promotional resources including conducting ROI analysis on promotional programs with statistical controls
- Lead ad-hoc data investigation projects and present findings to sales and marketing management.
- Manage all stages of sales optimization analyses
- Project management from request for proposal stage to implementation
- Oversee weekly, monthly and trimester/quarterly performance tracking reports for all inline products.
- Lead the analysis of secondary market data and ensure actionable interpretation and presentation on a timely basis for strategic and tactical decisions.
- Acquire and maintain knowledge of industry trends as well as professional practices & techniques
- Manage vendors for external ROI projects including Marketing Mix Modeling programs and measure the success and profitability of the brand’s promotional campaigns for which data is not readily available
- Conduct behavioral segmentation analysis based on customer behavioral data using SAS / Statistical Software
- Conduct in-house Secondary research to back up primary research findings when needed
- Ensure objectives are met within budget; Manage vendors
Forecasting & Incentive Compensation - Determine Short term and Long term forecasts for in-line and pipe-line products while working closely with the Finance team to determine mid-term planning, and product valuations.
- Expertise in patient-based Forecasting Models and techniques, Rx based models and trend based models.
- Develop commercial sales unit forecast taking into consideration supply chain inventory fluctuation and non demand related adjustments to the unit based forecast.
- Develop robust evaluation models and tools to review multiple scenario analysis and risk assessment. Need a high degree of understanding of the pharmaceutical supply chain including manufacturers, wholesalers, chains and payers to determining NPV’s for projects.
- Collaborate with Market Research, Clinical, Finance, and Business Development teams to incorporate products relative attributes into the modeling Jointly drive the Mid Term Planning process with Finance counterparts. Participate as a key thought leader of the Mid-Term Planning team by challenging assumptions and identifying key risks and opportunities.
- Maintain and improve the forecast tracking and measurement system
- Plan, design and implement modeling, analysis and forecasting for quota setting and incentive compensation programs
- Review quota setting methodology and modify methodology based on business needs to ensure alignment with corporate goals.
- Prepare trimester/quarter sensitivity analysis
- Represent Marketing Analysis in cross-functional teams planning, designing and implementing incentive compensation programs that enforce pay-for-performance.
Information Management - Develop and implement new analytical tools by partnering with Sales, Marketing and Sales Ops department.
- Develop, implement and continuously improve Ipsen’s sales data and sales activity data strategy to ensure data availability and integrity.
- Identify, review and evaluate professional services and business intelligence products to optimize department resources (i.e. reporting automation solutions, outsourcing vendors).
Education, Experience & Training Required Bachelors degree in Marketing, Marketing Research, Business Mathematics, Statistics, Engineering or Applied Social Research required. MBA in Marketing preferred. Proven experience in the application and use of marketing research analytical principles, methodologies and statistics, including confidence intervals and sampling errors, correlations, probabilities, segmentation, conjoint, modeling, and regression analyses. Excellent English grammar skills are a must. 3 to 5 years of progressively responsible market analytics experience is required.
- Proficient in MS Office applications, especially MS Excel, MS Access and Word
- Previous experience or knowledge of statistical software (such as SPSS/SAS) and business intelligence programs (such as Business Objects) is preferred