Retail Channel Lead

3 weeks ago

Ho Chi Minh City, Vietnam BI Vietnam Ltd Full time

**The Position
**Retail **Channel Lead**
- Create a viable business model for the current retail channel business (CSO for retail pharmacies, Sub-Distributor for pharmacies associated with private clinics) and potential future retail business models for Boehringer Ingelheim Vietnam, through internal cross-functional collaboration with current and future distribution partner.
- Lead development and execution of OPU operational plan for the retail channels across the defined TA/brands as well as across functions, with a focus on maximising customer engagement and execution excellence to drive sales growth and market share gain.
- Drive implementation with a focus on enabling synergies, execution excellence and customer centricity to ensure growth and profitability for the portfolio in the retail channel. Provide regular inputs/feedback to OPU HPLC, TA/brand teams and distribution partner. Demonstrate strong and dynamic leadership to drive the right mindsets and behavioral changes for increased collaboration, effectiveness and efficiency. Be directly responsible to drive effectiveness of the retail operational plan and activities.

**Tasks & Responsibilities**

**1. Strategy**:
1.1. Create a viable business model for the retail channel business.

1.2. Lead the development and execution of OPU operational plan for the retail channel, such as segmentation, targeting, FTE/headcount capacity planning, field force structure, pricing and discount schemes for promotion.

1.3. Promotional advice and/or loyalty schemes.

**2. Driving Business Results**:
2.1. Input to Business Planning Cycle (Outlook and Long-Term Forecast (LTF) Process) for the Retail Channel:

- Contribute to the LTF/Outlook preparation by providing sales and investment planning.
- Develop LTF proposals for General Promotion, Direct Promotion and Field Force FTEs.
- Develop business cases/proposals for additional growth opportunities across the portfolio of products.
- LTF forecasting in retail channel.
- Timely creation of LTF proposals.

2.2. Business Performance: Ensure that Retail Channel Target is set based on agreed Budget and OL+1 plan and FF target.
- Drive the retail channel performance in line with the OPU objectives.
- Ensure achievement of retail channel volume, market share and profit/profitability objectives of assigned brands.
- Manage performance, set targets, define KPIs, monitor execution on a monthly base and coordinate reporting with external partner to all internal stakeholders.
- Provide accurate forecasting based on demand development.

**3. Process/Cross-Functional Collaboration**:
3.1. Operational Plan Development:

- As the single point of contact, collaborate across TAs to prepare the Integrated Customer Plan for all brands the retail channel including strategic imperatives, critical success factors and campaign tactics.
- Dedicated resources.
- Approved OPU operational plan.

3.2. Operational Plan Implementation:

- Define business process for the retail channel involving all internal and external stakeholders of the business.
- Work as one team to implement retail channel operational plan including multichannel customer engagement plan.
- Drive performance through high quality brand reviews, issue identification, brainstorming to offer / share medical-marketing solutions.

3.3. Cross Functional Alignment and ROPU Collaboration:

- Ensure cross functional alignment with ComOps, Promotion, Market Access, Medical Affairs and Marketing.
- Provide regular feedback and marketing/competitor/ customer insights to OPU HPLC, TA/brand teams and distribution partner to develop retail channel strategies and operational plan.
- Continuously update and educate the organisation on topics relevant to the retail channel, supporting the sales functions (internal and external) with updates and training materials for the TA/brands.
- Regular ROPU interactions via S2S and F2F meetings.
- Management reporting processes.
- Feedback from OPU HPMC on the cross functional working & key parameters of judgment, drive and influence across the ROPU in retail channels.

3.4. Monitoring and Reporting:

- Conduct monthly performance review based on set KPI, and make sound performance analysis and action planning.
- Manage allocated retail channel budget.
- In collaboration with ComOps, deliver monthly performance update and KPI reporting, with close monitoring of OPU market shares in the channel, immediately highlighting potential issues to HPLC and proposing solutions and counter measures.
- Communicate regularly key summaries/updates to HPLC in a clear and precise way to facilitate information sharing, consultation and efficient decision making, e.g. product knowledge, market/customer/competitor insights, market share trends vs. other areas/markets.
- Achievement of brand adoption and equity KPIs across OPUs.
- Timely updates to HPLC.
- Rigor and quality of response/action plans.

3.5. Customer Engagement:

- Pro-actively engage with and manage multiple

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