Vice President - Lead B2C

Job Description

Role : Lead B2C (BGx)

Reporting to : Head International Business

Designation : Vice President

Location : Govandi, Mumbai

Function : Branded Generics (BGx)

Direct Reportees : 4-6

Department : International Business

Indirect Reportees : HO & Overseas Teams

Role Objective: Lead the B2C (Branded Generics) segment for USV's international business, driving brand growth, new product selection, launch excellence, lifecycle management, and pricing strategy across all international markets. The role is responsible for optimizing the B2C portfolio and ensuring strong market presence and consumer engagement globally.

Key Responsibilities

Strategic Planning & Portfolio Leadership

• Develop and execute the 3–5 year branded generics strategy for international markets.
• Full P&L responsibility for the B2C (branded generics) markets.
• Lead new molecule selection, launch excellence, pricing strategy, packaging adaptation, and lifecycle management across all international markets.
• Identify and prioritise high-potential molecules/therapies for future pipeline in branded generic space.
  
  

Brand Building & Prescription Generation

• Create differentiated, science-backed brand positioning and messaging for physicians and pharmacists.
• Design and execute high-impact medical marketing programmes: KOL engagement, advisory boards, CMEs, RTMs, clinical publications, and patient education initiatives.
• Develop world-class visual aids, LBLs, scientific literature, and digital detailing content.
• Build strong physician and pharmacist advocacy and loyalty platforms.
  
  

Launch Excellence

• End-to-end ownership of 10–15 annual new product launches across international markets.
• Drive pre-launch scientific seeding and post-launch acceleration strategies.
• Ensure fastest possible time-to-market while maintaining highest compliance standards.
  
  

Digital & Data Driven Marketing

• Lead digital transformation of physician engagement (Doctor apps, WhatsApp broadcast, HCP portals).
• Institutionalise prescription data usage (IQVIA, CMS, local Rx databases) for ROI tracking, targeting, and campaign optimisation.
• Set up real-time dashboards for brand performance and market-share tracking.
  
  

Sales force Effectiveness

• Co-own field force productivity and Rx targets with country heads.
• Design training modules, certification programmes, and continuous medical education for international sales teams.
• Roll out global marketing toolkits and ensure flawless in-market execution.
  
  

Regulatory Compliance & Governance

• Ensure all promotional materials and activities are fully compliant with local regulations in every operating country.
• Partner with International Regulatory Affairs for rapid approval of campaigns and claims.
  
  

Cross-Functional Leadership

• Work in lock-step with R&D, Medical Affairs, Regulatory, Supply Chain, Marketing Managers, and Country Managers.
• Manage global medical writing, creative, and market research agencies.
  
  

People and Culture

• Promote and embody the USV Credo.
• Oversee recruitment to ensure availability of talent.
• Conduct periodic reviews and develop team members, ensuring continuous growth and development.
• Oversee regular training to ensure the team has the latest knowledge and skills to excel and drive the organisation forward.
• Identify high-potential candidates and groom them to take up the next role.
  
  

STAKEHOLDER INTERACTION

Type of Interaction: Internal

Interaction with: Head – International Business, Country Heads, R&D, Medical Affairs, Regulatory Affairs, Supply Chain, Finance, Legal, Corporate Quality

Nature of Interaction: Strategic alignment, budget approvals, launch sign-offs, joint business planning, campaign approvals, Rx target setting, training roll-out, compliance reviews, performance updates, cross-functional project coordination.

Type of Interaction: External

Interaction with: KOLs, Treating Physicians, Pharmacists, Medical Writing Agencies, Creative & Digital Agencies, Market Research Agencies (IQVIA, etc.), CME Providers, Freelance Medical Writers.

Nature of Interaction: KOL advocacy building, scientific discussions, campaign briefing & reviews, contract negotiations, data purchase & insights sharing, faculty management, compliance vetting, networking.

Job Requirements

Professional Experience and Relevant Skills

• 18–22 years in pharmaceutical marketing with minimum 10+ years in International branded generics markets.
  
  

( Mandatory geographical exposure - SEA & LATAM )

• Proven track record of building and scaling large branded generic portfolios internationally with consistent double-digit growth
• Multiple high-impact new product launches in regulated/semi-regulated markets
• Deep expertise in prescription-led brand building, KOL management, Rx analytics (IQVIA/Veeva)
  
  

Academic Qualifications & Certifications

• Educational Qualification: B.Pharm / M.Pharm (preferred) + MBA (Marketing)