Role Overview

The Country Brand Manager (CBM) for Prevenar 20 Paediatrics, Singapore is responsible for driving brand growth through strong execution of the commercial plan, grounded in clear prioritization of paediatric segments and market opportunities. The CBM develops the mindset and capabilities of a brand general manager — demonstrating ownership over the brand growth agenda, clarity on where to play and how to win, and the ability to identify what is not working and adapt with agility.

Key Capabilities

1. Paediatric Vaccine Market & Business Acumen

A strong CBM must demonstrate solid understanding of:

• Paediatric pneumococcal disease burden and target segments — infants, children under 5, pre-term, and immunocompromised populations
• Singapore's private and public market dynamics — including private paediatricians, GP clinics, polyclinics, and the Childhood Immunisation Programme (CIP) under MOH
• Competitive landscape — PCV10, PCV13, PCV15, and PCV20 dynamics, including positioning relative to national schedule recommendations and private market brand choice
• Access levers — working understanding of MediShield Life, Medisave, and CHAS subsidies as drivers of uptake

The CBM can clearly articulate where to play and how to win beyond promotion alone.

2. Brand Ownership & Growth Plan Accountability

The CBM takes genuine ownership of the brand plan, not just its execution:

• Develops and champions prioritized growth opportunities anchored in clear segmentation choices
• Supports alignment of internal stakeholders — sales, medical, and access — around brand direction
• Contributes meaningfully to OP/LE planning and tracks brand performance against plan
• Begins to connect brand outcomes to Singapore and MISP Cluster priorities

3. Patient & Parent Funnel Understanding

Prevenar Paeds plans are fundamentally funnel-driven, with parents and caregivers as the primary decision-makers:

• Maps the full funnel: Awareness Concern Recommendation Access Brand Choice Vaccination
• Tracks funnel metrics and identifies where conversion is breaking down
• Designs demand-creation activities beyond detailing — parent education, caregiver materials, clinic workflow support, and affordability messaging

4. Diagnosis & Execution Agility

A strong CBM does not wait to be told what to fix. They:

• Read performance data (IQVIA, sales, funnel metrics) and proactively flag where plans are underperforming
• Propose and execute course corrections with a bias for action
• Adapt quickly when market conditions shift, without losing sight of the overall brand strategy
• Learn from each execution cycle and apply insights forward

5. Field Force Collaboration & Execution

Works closely with the sales team to translate brand strategy into field execution:

• Develops clear messaging frameworks, call plan priorities, and targeting guidance (paediatricians, GPs, MCH clinics)
• Builds rep-ready materials that are simple, relevant, and easy to deliver
• Maintains a collaborative and credible relationship with the field team

6. Cross-Functional Collaboration

Engages Medical, Access, and other functions as a collaborative partner:

• Works with Medical Affairs to support KOL engagement and scientific programmes
• Partners with Access on CIP and private market affordability levers
• Communicates clearly and professionally across teams and levels

7. Portfolio Awareness

Understands how Prevenar 20 Paeds fits within the broader paediatric and maternal immunisation portfolio, and coordinates messaging and activities accordingly.

8. Marketing Fundamentals & EMPOWER Framework

The CBM applies core marketing disciplines rigorously and consistently:

• Leverages the EMPOWER framework as the foundation for brand planning, ensuring strategic choices are grounded in a structured, insight-led approach