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Work Background
NewBridge PharmaceuticalsSenior Director
Mar. 2022Dubai, United Arab Emirates
NewBridge PharmaceuticalsRegional Franchise Head MENA
Oct. 2019 - Mar. 2022DubaiMaximising commercial and financial acumen, my remit is to meticulously control profit & loss and monitor sales & marketing campaign performance across the MENA region, covering multiple specialties businesses. I analyse market, regional dynamics and customer demand to define strategies for portfolio growth. I develop strong partner relationships with global pharmaceutical and life sciences companies. I lead a workforce of 30+ FTE, specializing in portfolio management of eight brands dispersed across 15 countries. My key contributions include:
• Improved P&L through management of portfolio net income across franchise units.
• Energized and refreshed products, resulting in growth across the brand portfolio.
• Planned, governed and executed the launch of new brands with FDA and EMA approval.
• Partnered with MNC pharma companies: AbbVie, Allergan, Amryt, Abiogen, Serb, Illumina and Veracyte.
• Expanded MENA region with franchises specializing in metabolic, GI and rare diseases.
NewBridge PharmaceuticalsRegional Marketing Manager Neuroscience MENA
Apr. 2019 - Sep. 2019DubaiConsidering market dynamics and regional demand, I defined robust strategies for portfolio management. My remit was to increase brands awareness in the MENA region using medium and long-term plans, including promotion of the CNS portfolio of Neurology and Psychiatry products. I controlled budget management and spend, taking into account the regional team strategy for wider medical brands. I guided commercial teams in the execution of portfolio development plans, interacting with MNC partners such as UCB, Camurus and Sunovion on global strategy development. My key contributions included:
• Succeeded in portfolio management and increased brand awareness and growth.
• Increasing Portfolio Market Shares
• Expanding business portfolio supporting BD acquisition of new products
• Launching new indications, new products across MENA
• Strengthen relationships with relevant stakeholders, HCPs, Local and Regional Societies.
NewBridge PharmaceuticalsSenior Product Manager MENA Neuroscience/Commercial Lead KSA
Mar. 2018 - Mar. 2019Dubai, United Arab EmiratesIn a commercial leadership capacity, I administered the CNS portfolio in Saudi Arabia, involving supervision of a multi-disciplined team of key account managers, product owners and medical representatives. I empowered the team to achieve high performance levels, specifically go-to-market and in-market sales targets for key brands. I controlled the marketing budget and partnered with regional medical teams to execute strategy for brands, whilst supporting the execution of portfolio plans for commercial teams. My key contributions included:
• Nurtured a portfolio of UCB neurology brands: Vimpat Antiepileptic & Neupro for Parkinson's Disease
• Increased brand awareness in MENA via alliances with UCB companies in portfolio.
• Commended with 'Extra Mile Award 2018' due to targeted performance in the region.
NewBridge PharmaceuticalsMarket Manager KSA & Commercial Lead CNS KSA
Jan. 2016 - Apr. 2018Saudi ArabiaInitially, I was tasked with researching the CNS market in Saudi Arabia to build in-depth knowledge of the socio-political landscape, government, economics, competitors and regulatory compliance requirements. I set and drove realistic targets for the sales team to achieve go-to-market and in-market annual sales objectives, with well-defined strategies in place and access to the Saudi Arabia market. I exercised client relationship management to form alliances with key opinion leaders, government officials, public bodies, agencies and product distributors; Al Gosaibi and Tamer covering the whole country. My key contributions included:
• Launched new brands, securing approval in respective markets and listings with MOH.
• Nurtured long-term corporate relationships with Saudi government bodies and distributors.
• Built, coached and retained a high performing team.
• Awarded 'Best Performing Country Team' AfMET region and 'Country of the Year' in 2017. As a Market Manager, I managed successfully to Develop detailed and up-to-date knowledge and understanding of Saudi market including socio-political issues, economic, governmental, regulatory and competitor knowledge which impacted market access and NewBridge’s ability to penetrate the respective market so as to support accurate and realistic business planning Collaborate closely with each BU Lead to define realistic annual To Market sales targets and appropriate marketing strategies for the relevant market based on innovative thinking, local market knowledge, expertise and data to maximize growth opportunities across relevant brands within each allocated BU Establish and maintain appropriate relationships with key opinion leaders, government agencies and officials and the industry. Commercial lead in KSA market responsible for leading a sales team covering CNS Business Units. Key point of contact in the market for NewBridge in respect of the management of distributor and government relations across all BUs.
NewBridge PharmaceuticalsMarket Manager Neuroscience
Jan. 2015 - Dec. 2015Saudi ArabiaTo launch the UCB range of CNS products, I formed strategic plans to enter the Saudi Arabia market. I led and motivated a team of key account managers and a product specialist as a coach and mentor leading by example to improve performance. I created a pricing structure for all products and coordinated the initial tender process as a high-level negotiator. I liaised with local and regional societies in the therapy discipline to leverage knowledge of markets and branded products. My key contributions included:
• Implemented the launch of newly registered products in liaison with various teams.
• Lead the team to achieve a wide national access of portfolio across key governmental and private accounts in Saudi Arabia
• Increasing brand awareness across key stakeholder HCPs through effective engagements and interactions to build brand equity in Saudi Market
NewBridge PharmaceuticalsKey Account Manager Neuroscience
Jan. 2013 - Dec. 2014Saudi ArabiaLeading on all aspects of CNS franchise management and regional sales development, I utilised a proactive approach and effective negotiation at decision maker level and in-depth market knowledge. My key contributions included:
• Established a commercial presence and orchestrated launches for Neupro and Vimpat.
• Excelled in sales and key account management to receive 'Salesperson of The Year' in 2013.
GlaxoSmithKlineMedical Representative Neuroscience
Sep. 2010 - Dec. 2012Riyadh, Saudi ArabiaCovering different sectors, MOH, Private and Governmental Hospitals, I succeeded to be a part of the team achieved sales of anti-epileptic product Keppra to position it as a Market Leader in Anti-epileptics Market in Saudi Arabia
Pharma-consultMedical Representative
Oct. 2007 - Sep. 2010Jeddah, Makkah, Saudi ArabiaPromoting pharmaceutical products in therapy areas like; ophthalmology, gynecology, pediatrics, orthopedics, dermatologists.
Marketeers MEACROData Collector
Jul. 2007 - Oct. 2007Cairo, EgyptCollecting research data about pharmaceutical market and consumer market.
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