What are the responsibilities and job description for the Regional Head of Commercial Excellence, ASEAN, South Korea, Australia and New Zealand position at BOEHRINGER INGELHEIM ANIMAL HEALTH SINGAPORE PTE. LTD.?
The Position
The R / OPU Commercial Excellence (CE) Head will govern and guarantee end-to-end commercial excellence activities within the respective R / OPU. As R / OPU CE Head, they are also accountable to define the overall R / OPU CE strategy and ensure its cascading down to each local OPU (if part of a ROPU). Deep expertise in digitization approaches, customer experience, and commercial excellence topics is required. A strong understanding of digital marketing & latest trends (e-commerce, marketing bots, multi-channel integration, behavioral customer journeys, etc.) is essential. Strong change management skills are needed to drive the organization through the CE journey and GTM transformation. Strong communication and leadership engagement skills are required. Business knowledge might be a plus.
The CE Head will lead a local team to establish and own the key components of CE :
Identify the CE priorities for the R / OPU and based on that, create a local roadmap to achieve them, including sign-off with CE and business leadership team (especially on resource considerations to ensure smooth implementation).
Sales Force Effectiveness : Lead segmentation and targeting, call planning, territory alignment, sizing, and sales & activity performance management (including KPIs tracking and analysis, selling and coaching skills).
Customer Relationship Management : Lead Veeva and platform integration / change requests / feedback. Additionally, showcase the benefit to customer-facing roles of deeper customer insight by turning information into insights.
Channel Excellence : Lead integrated customer engagement channel integration, CLM, digital content creation, and customer portals; provide guidance on building content based on unique customer preferences and needs.
Data and Analytics : Lead data governance and integration to allow transparency and automation of product and customer master data locally.
Pricing : Lead pricing processes, tools, and data to ensure strong local pricing governance.
For the Commercial Excellence capabilities, they will be end-to-end accountable for the management of local governance, process, and operations within OPU / ROPU. This includes responsibility for compliance, talent management, performance, stability, cost efficiency, and delivery of all processes and services provided. The CE Head will manage and develop the human capital in the team to provide excellence in performance, organizational flexibility, diversity, succession planning, coaching, change management, and personal growth.
Design and manage territories, target customers, and assign segments. Learn, train, and coach customer-facing roles; manage multichannel campaigns; manage plans and produce content; review and approve materials; manage e-detailing; manage remote detailing; manage emails; manage suggestions engine; execute sales customer engagement; manage consent and preferences; deliver digital analytics; manage pet owners and clinic loyalty and rewards; publish content via web; manage e-commerce ecosystem; execute sales agreements; manage bonuses and incentives; plan customer engagement; manage analytics strategy; provide application integration; manage customer identity master; manage product data master.
Duties & Responsibilities
A senior leader level experience is required as the person in the role should have the ability to design and implement local strategic programs that incorporate guidance of platforms, processes, people, and training strategies to build local organization CX capabilities. They should demonstrate a strong background in leading and supporting teams in development areas and have the capability of identifying gaps and developing training programs to address them accordingly. They will decide on local standards and processes, platforms, and data related to capabilities that they are in charge of and will decide on process improvements over time to ensure local efficiency, effectiveness, and state-of-the-art for the capability and drive these across the organization.
Sales Force Effectiveness : Lead segmentation, targeting, call planning, territory alignment (sizing), sales & activity performance management (including KPIs tracking and analysis, selling and coaching skills).
Internal assessment of skills and capabilities will guide implementation in OPU / ROPU; baseline activities will allow for periodic assessment of skills and customer segmentation capability.
Balanced territories for the sales force effective commercial resources allocation through customer segmentation.
Customer Relationship Management : Lead Veeva and platform integration / change requests / feedback. Additionally, showcase the benefit to customer-facing roles of deeper customer insight by turning information into insights.
Visibility to customer-facing roles and management of activity KPIs are established and monitored; adoption % is achieved, and there is a high level of employee satisfaction.
Veeva / CRM is widely used by the sales force; good data quality in Veeva.
Channel Excellence : Lead integrated customer engagement channel integration, CLM, digital content creation, and customer portals; provide guidance on building content based on unique customer preferences and needs.
Define the local customer engagement model and define the CE roadmaps in alignment with global and regional teams (skills, channels, e-commerce platforms).
Provide CE training on SFE, CRM, and digital capabilities to leverage global content, local content, and external agencies.
Data and Analytics : Lead data governance and integration to allow transparency and automation of product and customer master data locally; leverage reporting and data to drive business insights and decisions.
Data quality meets business needs to allow dashboards that enable effective business steering, resource allocation, and marketing activity; create a 360-degree view of the customer.
Strong reports and processes are in place to allow generating insights and support business decisions.
Requirements
Bachelor's Degree in Business Management, Information Technology (IT), or Data Analytics; a Master's in Business Administration (MBA) is preferred.
10 years of experience in diverse Customer Experience roles and in Channel Execution in a (R)OPU and Corporate and / or Agency.
5 years of experience in People Management and talent development.
International exposure in daily business related to the capabilities in scope and experience working in a global team setup.
Ability to negotiate and influence across a matrix & cross-functional organization.
Language : Fluency in oral and written English; further language skills would be an asset.
Strong project and process management skills, experience leading project teams and developing business cases, plans, scope definition, and presentations.
Experience in customer-facing and / or marketing excellence initiatives.
Experience in change management, including communications, training and support, leadership engagement, and change network management.
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