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Job Description (JD): Lead Marketing Excellence (Brand Capability & Performance)

1) Job Purpose

Partner with Business Units and Brand Teams to build world-class marketing capability and drive consistent, high-quality brand execution across portfolios—including specialty products and legacy/mature brands. This role will shape and embed the Marketing Excellence agenda through capability development, coaching, tools/process standardization, and performance measurement, ensuring improved commercial outcomes and stronger brand fundamentals.

2) Key Responsibilities

A. Strategy & Operating Model (Marketing Excellence Governance)

• Co-create and execute the Marketing Excellence strategy aligned to BU priorities and brand growth plans (specialty + mature/legacy).
• Establish an annual/quarterly Marketing Capability & Execution Roadmap (training plan, coaching calendar, tool rollouts, and measurement cadence).
• Act as a strong business partner to BU/Brand leadership, diagnosing business problems and translating them into practical capability interventions.
• Drive adoption of standardized brand planning and execution frameworks (e.g., brand strategy, positioning, segmentation, messaging, omnichannel planning, launch excellence, and lifecycle management).
• Enable cross-functional alignment by partnering with Sales Excellence, Medical, Market Access, Analytics/Insights, Digital/Omnichannel, Regulatory and Compliance.

B. Capability Building, Coaching & Mentoring (Core Focus)

• Identify marketing learning needs using qualitative insights (stakeholder inputs, field feedback) and quantitative data (brand KPIs, campaign performance, execution scorecards).
• Design and deliver blended learning solutions (workshops, virtual sessions, toolkits, playbooks, simulations, on-the-job projects) to build capabilities in:
  • Brand strategy & positioning
  • Customer understanding (HCP/patient insights), segmentation & targeting
  • Lifecycle management (launch, growth acceleration, maturity defense, loss-of-exclusivity preparedness)
  • Omnichannel content and journey planning
  • Campaign effectiveness & measurement
  • Forecasting basics, business case thinking, and ROI mindset
• Provide hands-on mentoring/coaching to Brand Managers and cross-functional teams through structured 1:1 and team coaching.
• Build and run onboarding “fit-for-purpose” programs for new marketers with 30-60-90 day plans and capability checkpoints.
• Promote a culture of continuous improvement and learning by curating best practices, success cases, and “test-and-learn” discipline.

C. Brand Execution Excellence & Performance Impact

• Establish marketing execution standards and scorecards to track lead and lag indicators, e.g.,
  • Lead: message recall, content quality scores, channel adherence, journey execution, call-to-content integration
  • Lag: Rx/NBRx, market share, brand health, engagement metrics, conversion, HCP reach/frequency quality
• Diagnose performance gaps and implement capability improvement plans with clear owners, timelines, and outcomes.
• Drive quality of marketing outputs—briefs, claims/messaging, campaign flows, content excellence—while ensuring alignment with compliance standards.
• Support cross-brand and cross-BU harmonization of tools/templates to improve speed, quality, and consistency.

D. Stakeholder & Agency Management

• Manage external partners (training vendors, creative/digital agencies, content excellence partners) to ensure high-quality and cost-effective deliverables.
• Serve as the “go-to” SME for Marketing Excellence frameworks and capability solutions.
• Facilitate communities of practice across marketers to share learnings and scale what works.

E. Compliance & Ways of Working

• Ensure all capability solutions and marketing practices adhere to applicable codes, policies, and governance frameworks.
• Model company values and ethical decision-making, with strong documentation and audit-ready processes.

3) Candidate Profile (Must-Have)

• Hands-on brand management experience across different stages of the product lifecycle, including:
  • Specialty products (complex stakeholder environment, strong science and precision execution)
  • Legacy/mature brands (defense strategy, differentiation, penetration, and efficiency)
• Proven track record in training, coaching, mentoring, and capability development (formal or informal) for marketing/sales/cross-functional teams.
• Strong strategic thinking with the ability to translate strategy into actionable operational plans and measurable outcomes.
• Comfortable influencing senior stakeholders and working in a matrix environment.

4) Desired Skills & Competencies

Functional/Technical

• Brand strategy, positioning, messaging frameworks
• Lifecycle management (launch excellence to maturity defense)
• Omnichannel planning and content excellence basics
• Learning design, facilitation (live + virtual), adult learning principles
• KPI design, performance scorecards, and insight-based decisioning
• Strong business acumen (P&L orientation is a plus)

Behavioral

• High ownership, bias for action, and strong execution rigor
• Coaching mindset with genuine passion for developing others
• Stakeholder management and influencing without authority
• Clear communication and strong storytelling/presentation skills

5) Education & Experience

• MBA (Marketing) / equivalent preferred; relevant advanced certifications are a plus.
• 8–10 years of experience in pharma/healthcare/FMCG marketing; pharma experience strongly preferred.
• Prior exposure to capability roles (Marketing Excellence / Commercial Excellence / Training / L&D partnering with commercial teams) is an advantage.

6) Key Interfaces

• BU Head / Marketing Head / Brand Leads
• Sales Excellence / Capability / Field Leadership
• Medical / Regulatory / Compliance
• Insights & Analytics / Digital & Omnichannel
• External vendors/agencies (training/content/creative)

7) Success Measures (Indicative KPIs)

• Capability uplift (pre–post assessments, certification completion, on-the-job application evidence)
• Improvement in marketing execution quality scores and campaign governance adherence
• Adoption of standardized tools/templates across brands
• Demonstrable linkage between capability initiatives and business outcomes (brand health, engagement, execution metrics, commercial indicators where applicable)
• Stakeholder satisfaction and “partner of choice” recognition

8) What We Will Evaluate Strongly (as per role need)

• Reasoning and motivation for applying to a Marketing Excellence capability role (not just a marketing role).
• Demonstrated passion and intent for training, mentoring, and developing people—with examples of sustained capability-building impact.

Skills

Building Capability, Business Acumen, Change Management, Coaching, Data to Insights, Digital Fluency, Facilitation, Scientific Literacy

 

 

Why GSK?

Uniting science, technology and talent to get ahead of disease together.

GSK is a global biopharma company with a purpose to unite science, technology and talent to get ahead of disease together. We aim to positively impact the health of 2.5 billion people by the end of the decade, as a successful, growing company where people can thrive. We get ahead of disease by preventing and treating it with innovation in specialty medicines and vaccines. We focus on four therapeutic areas: respiratory, immunology and inflammation; oncology; HIV; and infectious diseases – to impact health at scale.

People and patients around the world count on the medicines and vaccines we make, so we’re committed to creating an environment where our people can thrive and focus on what matters most. Our culture of being ambitious for patients, accountable for impact and doing the right thing is the foundation for how, together, we deliver for patients, shareholders and our people.

Inclusion at GSK:

As an employer committed to Inclusion, we encourage you to reach out if you need any adjustments during the recruitment process.

Please contact our Recruitment Team at [email protected] to discuss your needs.

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