A competent professional with 11 yrs of experience in marketing strategy, digital marketing, team management, new market identification, pricing & market access, market research & analysis, and new product launch. Therapies handled include ophthalmology (dry eyes, retina, glaucoma), infertility, oncology, urology, and nutritional.
Hi, I’m
Akanksha Dubey
Bangalore
Summary
Overview
11
years of professional experience
Work History
Alcon Laboratories Ltd.Bangalore
Sr. Category Manager -Marketing
06.2021 - Current
Job overview
- Managed marketing strategy for Dry Eye portfolio encompassing 7 brands across PLC stages, including Systane Ultra, Systane Hydration, Systane Complete, Systane Gel Drops, GenTeal ED, GenTeal Gel, and TearsNaturale Fort
- Expanded personal skill set by supervising Product Executive (Marketing), directly reporting to me
- Created the 5-year strategic plan in collaboration with regional team, successfully launching Systane Complete in 2022, with two additional products slated for 2024 launch as a part of the plan
- Pioneered the creation of a new segment with the launch of Systane Complete in 2022, India's first lipid-based artificial tears, capturing 1% market share within 12 months of introduction (Ref: IQVIA TSA data)
- Led operational drum beat of business as SQUAD (cross functional team) leader, sharing updates and recommendations with local/regional leadership team
- Lead Annual brand plan, including targeting and AnP budgeting for the Dry Eye business
- Maintain strong connect with customers, identify category trends/insights and launch omnichannel brand campaigns (Disease awareness campaign with TOI, 2X campaign, BLINK, DREAM campaign) to accelerate Systane Fr share
- Directed 3-member team focused on bolstering HCP communications, campaign effectiveness and YOY sales.
- Interviewed and hired talented individuals to add value to marketing team.
- Conducted thorough market research to obtain detailed understanding of consumer needs and trends.
- Conducted customer research to gain insights into consumer behaviour.
Novartis Healthcare Ltd.Mumbai, Maharashtra
Product Manager -Marketing
04.2018 - 06.2021
Job overview
- Custodian of the largest biological brand of India-Accentrix (Intravitreal Injection) (Therapy area: Retina)
- Successfully launched 2 new indications for Accentrix, expanding targeted patient pool by 20%
- Launched omni-channel campaign in partnership with VRSI (National Retina Society) and CRISP (Patient Advocacy Group) to tackle COVID-19 induced dip- Reach-140 Mio households; 2000 Retina specialists; 15K Accentrix patients
- Impact- 95% of retina clinics opened-up with 2X in-clinic footfall
- Partnered with Metabolic team and Zeiss to implement AI based DR screening camps among diabetic population to facilitate early diagnosis: (Screened ~7K diabetic patients through 615 camps)
- Implemented attitudinal segmentation of HCP for improving customer engagement
- Spearheaded the largest PSP of Novartis with 50K+ enrolments
- Liaised with access team to increase awareness about inclusion of Anti-VEGF injection procedure under health insurance
- Custodian of the second largest Glaucoma portfolio in category (eye drops) (Therapy area: Glaucoma)
- Turned around Novartis Glaucoma business and moved from rank #4 to #2 in glaucoma market within a year (Ref: AIOCD MAT Sep'18, IMS MAT Oct'19)
- Developing the first digital health assist for glaucoma management globally (Patient App+ HCP portal) to improve health outcome in glaucoma management
- Improved brand communication basis customer insights; As a result, Travacom became #1 Rxed brand in category, gaining 5% extra MS and Simbrinza touched 9 Cr MAT sales within 2 years of launch (Ref: AIOCD MAT Jan'19)
- Successfully facilitated largest ISP of Novartis across 33 centres to establish a new category in Glaucoma therapy.
- Self-motivated, with a strong sense of personal responsibility.
Dr. Reddy's Laboratories Ltd.
Brand Manager-Marketing
10.2016 - 04.2018
Job overview
- Designed brand plan, prioritized tactics through cost gain analysis for the products in the Urology segment
- Proposed and drove medico-marketing initiative for refining the alpha blocker usage in India through Urological Society of India
- Refined the positioning of Sildoo (Silodosin) and re-launched the brand
- Derived insights from patient journey to define leverage points and behavioural objectives
- Implemented behavioural segmentation through quadrant analysis and deployed differential strategy to target customers, for Alfoo (Alfuzosin) amongst Urologists and Oncologists.
Sun Pharmaceuticals Ltd.
Asst.Product Manager-Marketing
06.2014 - 10.2016
Job overview
- Prepared strategy and promotional inputs for the brands in the Oncology (Prostrate cancer), Infertility and nutritional segment
- Involved in all the stages of product development- Research, planning, analysis and management
- Planned and tracked daily, weekly, monthly activities in line with routing, customer needs and opportunities to deliver monthly volumes by reaching objectives set
- Developed new product launch proposals and presented to top level management.
Education
Narsee Monjee Institute of Management Studies(SBM)Mumbai
MBA from Marketing
01-2014
University Overview
Skills
- Customer Segmentation
- Go-To-Market Strategy Development
- Brand-Building Strategies
- Digital Marketing
- Market Analysis
- Product Launches
Achievement Awards Certifications
Achievement Awards Certifications
- Won 4 Power player awards in Alcon
- Won regional pricing award in Alcon
- Awarded first prize for best access initiative and best marketing campaign in Novartis
- Completed 5 week online-course on brand management from London Business School
- Awarded second prize in the Sun Pharma marketing contest
- Awarded first prize in You Tube based marketing contest
- Offered Pre-Placement Offer by Sun Pharmaceuticals
- Took part in international level sports meet
Accomplishments
Accomplishments
- Accelerating Systane Franchise, top line 3X in 3 years
- Successfully launched Systane Complete in 2022 as India's 1st Lipid based artificial tears
- Successfully launched 2 new indications for Accentrix in Novartis
- Novartis jumped up two ranks to become the second largest corporate in glaucoma therapy in 1 year
Academic Details
Academic Details
Pharmaceuticals, School of Business Management, NMIMS, Mumbai, 2014, 3.23/4, Rajiv Academy for Pharmacy, Mathura, Gautum Buddh Technical University, 70.33%, St. Maria Goretti Inter College, Bareilly, ICSE Board, 2005, St. Maria Goretti Inter College, Bareilly, ICSE Board, 2007Organisational Experience
Organisational Experience
- Alcon Laboratories Ltd., 06/21/21, Present, Sr. Brand Manager - Marketing, 1, Managed marketing strategy for Dry Eye portfolio encompassing 7 brands across PLC stages, Supervised Product Executive (Marketing), Created the 5-year strategic plan in collaboration with regional team, Successfully launched Systane Complete in 2022, Pioneered the creation of a new segment with the launch of Systane Complete in 2022, Led operational drum beat of business as SQUAD (cross functional team) leader, Lead annual brand plan for the Dry Eye business, Maintain strong connect with customers and launch omnichannel brand campaigns
- Novartis Healthcare Ltd., 04/16/18, Present, Product Manager - Marketing, Custodian of the largest biological brand of India-Accentrix (Intravitreal Injection), Successfully launched 2 new indications for Accentrix, Launched omni-channel campaign in partnership with VRSI and CRISP, Partnered with Metabolic team and Zeiss to implement AI based DR screening camps, Implemented attitudinal segmentation of HCP for improving customer engagement, Spearheaded the largest PSP of Novartis, Liaised with access team to increase awareness about inclusion of Anti-VEGF injection procedure under health insurance, Custodian of the second largest Glaucoma portfolio in category (eye drops), Developing the first digital health assist for glaucoma management globally, Improved brand communication basis customer insights, Successfully facilitated largest ISP of Novartis across 33 centres to establish a new category in Glaucoma therapy
- Dr. Reddy's Laboratories Ltd., 10/16, 04/18, Brand Manager - Marketing, Designed brand plan for the products in the Urology segment, Proposed and drove medico-marketing initiative for refining the alpha blocker usage in India, Refined the positioning of Sildoo and re-launched the brand, Derived insights from patient journey to define leverage points and behavioural objectives, Implemented behavioural segmentation through quadrant analysis and deployed differential strategy to target customers
- Sun Pharmaceuticals Ltd., 06/14, 10/16, Asst. Product Manager - Marketing, Prepared strategy and promotional inputs for the brands in the Oncology, Infertility, and Nutritional segment, Involved in all stages of product development, Planned and tracked daily, weekly, monthly activities, Developed new product launch proposals
Personal Information
Personal Information
Date of Birth: 05/21/89Languages
Languages
- English
- Hindi
- Mandarin (Basic)
Languages
English
Proficient
C2
Hindi
Proficient
C2
Chinese (Mandarin)
Elementary
A2
Timeline
Sr. Category Manager -Marketing
Alcon Laboratories Ltd.
06.2021 - Current
Product Manager -Marketing
Novartis Healthcare Ltd.
04.2018 - 06.2021
Brand Manager-Marketing
Dr. Reddy's Laboratories Ltd.
10.2016 - 04.2018
Asst.Product Manager-Marketing
Sun Pharmaceuticals Ltd.
06.2014 - 10.2016
Narsee Monjee Institute of Management Studies(SBM)
MBA from Marketing
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