OMAIR SHAHID

Core portfolio:

• Developing strategies and plans for the growth and development of Reckitt India's iconic asset- Moov for everyday pain relief
• Identifying growth opportunities via continuous market research (Qual. and Quant) and analysis to understand category and brand drivers, barriers, consumer pathway as well as competitor landscape and activities
• Managing profitability and P&L via avenues like pricing, promotion, squeeze opportunities
• Portfolio development via multiple innovation projects including NPDs and EPDs to effect brand architecture and distinct positioning
• Leading brand communications based on core consumer and market insights to improve brand health scores of awareness and penetration
• Media planning to optimize reach and frequency to generate awareness and trial

New Product Development:

• Entry into "Cold Therapy" with introduction of Moov Cool
• Sharply targeted to cater to a specific use case of "Fitness related pains" for a sharply defined TG i.e. Fitnesss enthusiasts
• Targeted reach via Fitness influencers, strategic partnerships with Cult Fit to drive awareness and trial via sampling
• Digital out reach via co-hort based targeting via sharp behaviour signals

• Managed Reckitt India's nutrition portfolio which is a niche and diverse category comprising Infant Formula (highly regulated), Toddler nutrition (D2C space) and Specialty (Special use case of Cow Milk Protein Allergy)
• Led multiple innovation projects including EPD (Formulation upgrade with MFGM) and pre-launch phase of NPD (Entering Nutraceutical category with Pre natal DHA capsules)
• Established concept and advantages of MFGM in infant formula via international and national experts forum
• Concept and product testing across consumers and customers (HCPs) to ensure winning introduction and superior brand experience
• Led cross functional project management teams including manufacturing sites (both international factory at Thailand as well as local TPM), regulatory, legal, product development, R&D, Nutrition Science, etc.
• Handled diverse channels viz Medical detailing, D2C & Ecom.
• Devised medical education strategy (in-clinic and out-clinic) and led execution with promotional material development, driving advocacy via Advisory boards, etc.
• Consumer education via patient information material in line with IMS Act

• Strengthening brand value proposition for Galvus (Vildagliptin, DPP4 inhibitor) post loss of exclusivity and growing market share in a highly fragmented market including low priced generics
• Driving HCP engagement using an Omni-channel model (with enhanced focus on digital engagement) with an accelerated and efficient transition from traditional approach including customer segmentation and journey assessment and tracking
• Part of the Global core team formulating IPS (Integrated Product Strategy) i.e. brand strategy with cross functional and global team collaboration for localization by local teams

HCP engagement and promotion for Scapho (Secukinumab)

• Market shaping in dermatology segment by creating the market for Biologics in Psoriasis with focus on category creation
• Best in class launch of rheumatology indications; Psoriatic Arthritis (PsA) and Ankylosing Spondylitis (AS) in a competition intensive market with focus on growing market share
• Course correction of go to market strategy for Ankylosing Spondylitis (AS) indication to anchor in structural progression (long- term) vs Pain management (short-term)
• Creation of experts with hands on training across the 3 indications through series of masterclasses in association with Global authorities (IPC for Psoriasis, GRAPPA for PsA and CARE Arthritis for

Patient acquisition, engagement and retention:

• Strengthened patient support program (PSP) with insight based value added services like Clear Value Assurance Initiative (CVAI) and Value Plus Initiative (VPI) aimed at acquisition and retention respectively
• Mass awareness to shape narrative through extensive Public Relations (PR) campaign engaging with KOLs across dermatology and rheumatology
• Co-created an insight based patient activation campaigns through digital (websites) & Social Media (Facebook and YouTube) in collaboration with communications and patient advocacy team 1st time in CPO India

• Entry into biologics space for dermatology with Xolair (Omalizumab) for Chronic Spontaneous Urticaria (CSU)
• Market shaping to drive behaviour shift from anti-allergics as standard of care

• Managed Premium Skin care signature, La-Roche Posay (part of Active Cosmetics Division) with presence across premium skin care sub segments like Whitening, Suncare, Acne, Anti- ageing, Repair, Moisturisation, etc with over 20 SKUs
• Portfolio management and correction with discontinuation of whitening and launch of repair based on identified consumer needs
• Multi- channel business model with anchorage in Medical and Advice (Retail format with
• Dermo-cosmetic advisor manned stores as well as stores for consumer self- selection)
• Professionalising medical channel and merchandising for retail format

· Product Group Manager (April 2013 – Sept 2014)

· Product Manager, Biologicals (May 2010 – March 2013)

· Assistant Manager, Product (May 2009 – April 2010)

· Management Trainee (May 2008 – April 2009)

Key highlights:

Marketing:

· Launched one of the most successful vaccine brand – Rotarix® (Rotavirus Vaccine)

· Category creation at HCPs through inclusion in the Indian Academy of Pediatrics (IAP) immunization schedule

· Expanding category through Direct to Consumer via National and Regional Television Campaigns on disease awareness

· Awareness campaigns using touch points like IVRS based Gas booking system to target relevant audience

Sales:

First Lines Sales Manager

· Bangalore Headquarter: leading team of 6 (May 2014 – Sept 2014)

· Mumbai Headquarter: leading team of 4 (Apr 2013 to May 2014)

· Sales Executive Stint (May 2008- Aug 2008)