Abhijit Roy
Strategy & Marketing Manager - IMEA
Mumbai,Maharashtra
Summary
Strategy & Marketing Manager (IMEA) with 17+ years of experience in Pharma and Lifescience ( Drug Development to Pharmaceutical Production) industries. Handled diverse roles including sales, sales training, services, brand management, portfolio marketing & strategic marketing in companies like Eli Lilly, Sun Pharma & Avantor. Has hands-on knowledge of B2C & B2B marketing. Academically trained on Pharmaceuticals Technology (Graduation) & International business strategy (Post Graduation). Delivering high level of performance with passion and perseverance.
Overview
17
17
years of professional experience
6
6
years of post-secondary education
Work History
Strategy & Marketing Manager- IMEA
Avantor Performance Pvt Ltd
Thane / Mumbai, Maharashtra
09.2022 - Current
- Supporting IMEA (India, Middle East & Africa) region with Strategic Imperatives and Marketing Plan
- Researched, analyzed market research reports for Pharma & Bio Pharma manufacturing for India, Middle East & Africa.
- Developing Go to Market strategy for ISRAEL & South Africa Market for Pharmaceutical Excipient & Fluid handling equipment.
- Led KAIZEN for process improvement and shortened Lead To Cash cycle by 38%
- Rolled out visuals (dashboards) for sales leaders and global leadership team to ensure enhanced accountability for Key Account Managers towards funnel management and customer conversion
- Designed marketing plan that includes- digital marketing, multi customer seminars, product level campaigns, trade expos, digital and printed marketing collaterals
- Working with Supply Chain for predictability of material availability and implemented MTS/ MTO tactics
- Supporting Singapore GMP Manufacturing Site to enhance customer awareness and build market demand
- Working on potential M&A
Product Marketing Manager
Avantor Performance Material
Thane, Maharashtra
01.2019 - 08.2022
- Designed and executed of new product launch to strengthen portfolio. Secured 95.74% CAGR in last 3 years.
- Designed and executed GTM strategy for cell culture consumable for bio-pharma industry, specifically vaccine, monoclonal antibody manufacturers.
- Communicated value based selling model and developed sales enabling tools, Sales Sheets, 4W Series, Demo Videos to support selling process. PMPM (Per Man Productivity Per Month) reached 10.5 cr.
- Introduced monthly portfolio training for channel partners to build channel capability. Participated in marketing events, drove webinars and virtual roadshows to engage customers. Used alternate marketing format including digital marketing, ecommerce, B2B platforms to generate incremental revenue.
- Managed P&L and revised pricing strategy to safe-guard profits by differential pricing and high margin product mix. Improved gross margin by 3.8% in 2 years.
- Launched campaigns, offers & sales schemes. Working closely with E-commerce team for website enrichment, SEO & SEM.
- Performed thorough market research and competitive analysis to understand and effectively communicate product value proposition.
- Increased sales and brand exposure by developing new packaging, collateral, and sales materials and optimizing target audience reach.
- Collaborated with Global Sourcing Team for direct import of High Precision Plasticware and developed Made In India portfolio for higher margin & shorter lead time. Introduced more than 600 SKUs and got recognition as product launch champion in IMEA region.
Brand Manager
Sun Pharma
Mumbai, Maharashtra
06.2017 - 12.2019
- Analysis of product lifecycle for "Headon" in context of changing dynamics of growth Hormone in India.
- Designed patients journey model and repositioned existing brands for effective promotion.
- Launch of digital visual aids based on patient focused selling. Conceptualized and rolled-out patient support booklet, myth breaking videos & other marketing communication.
- Worked on integrated learning platform "i-Ninja". Initiating customer facing activities "PRISM meet", "INIFINITY trial" in coordination with medical team, "India GH advisory board formation".
- Launched campaigns for sales team in order to create positive push for new initiations on Growth Hormone/ Monoclonal Anti-Body therapy. Secured 18% growth YoY for Headon.
- Identification of brand imperatives and implementing them in coordination with Sales, Medical, Supply Chain teams.
- Delivered highest per man productivity per month in Sun Pharma from my division.
- Both my brands, INFIMAB and Headon exceeded plan and secured extraordinary double-digit growth.
Senior Area Manager
Eli Lilly
Delhi, Delhi
06.2007 - 06.2017
- Drove PSP (Patient Support Program Project) for patient retention and securing sustainably growing business, Led team of 10 Medical Educators and 7 Device Educators to implement PSP strategy.
- Conceptualized digital PSP and worked closely with digital marketing team to enhance company's reach to support patients.
- Conducted customer engagement activities which helped patients and doctors to understand myths and facts around Insulin and helped in new patients onboarding.
- Worked as Sales Trainer in 2012- 2013, trained sales team on VBS (Value Based Selling), MPS (Multiple Product Selling) to enhance team's probing as well as positioning skill towards impactful interaction with doctors.
- From 2007 to 2012 I worked in sales, promoted Huminsulin and Humalog, launched Byetta, KWIK pen (insulin delivery device) in Orissa And Bihar
- Achievements: Awarded with "Exceptional Leadership Award" in 2017, Super Achiever Awards, Brand Champion Award, Apex Award (global award)
Education
MBA - International Business Strategy
Indian Institute of Foreign Trade
Delhi 04.2014 - 04.2015
B. Pharma - Pharmaceutical Sciences
Jadavpur University
Kolkata 06.2002 - 06.2006
Skills
Market Analysis
undefinedAccomplishments
Served as VP Education in Toastmasters International. Took up filed sales trainings assignment to increase sales effectiveness of front line sales team. Was a part of Kaizen Project in avantor for smoothening SCM of MTS & MTO in B2B space. Trained colleagues on SL-2 (Situational Leadership 2). Initiated knowledge leadership campaign in Sun (i-Ninja).
Affiliations
Six Sigma Black Belt
Digital Marketing
Timeline
Strategy & Marketing Manager- IMEA
Avantor Performance Pvt Ltd
09.2022 - Current
Product Marketing Manager
Avantor Performance Material
01.2019 - 08.2022
Brand Manager
Sun Pharma
06.2017 - 12.2019
MBA - International Business Strategy
Indian Institute of Foreign Trade
04.2014 - 04.2015
Senior Area Manager
Eli Lilly
06.2007 - 06.2017
B. Pharma - Pharmaceutical Sciences
Jadavpur University
06.2002 - 06.2006
Similar Profiles
SWAPNIL MAHATMASWAPNIL MAHATMA
Key Account Manager at Avantor Performance Materials India Pvt. Ltd.Key Account Manager at Avantor Performance Materials India Pvt. Ltd.
Shravan MishraShravan Mishra
Area Sales Manager at Avantor Performance Materials (India) Pvt. Ltd.Area Sales Manager at Avantor Performance Materials (India) Pvt. Ltd.
Rushabh PatelRushabh Patel
Executive- EHSS&S at AVANTOR PERFORMANCE MATERIALS INDIA PVT. LTD.Executive- EHSS&S at AVANTOR PERFORMANCE MATERIALS INDIA PVT. LTD.
VEDANT RAJESHVEDANT RAJESH
Chairperson at Centre for Social Entrepreneurship and Development (CSED)–VITChairperson at Centre for Social Entrepreneurship and Development (CSED)–VIT
TYRONNE JOHN REBELLOTYRONNE JOHN REBELLO
Crew Administration Manager at Royal Caribbean InternationalCrew Administration Manager at Royal Caribbean International