BASIT JAWED
Summary
Accomplished marketing leader with a proven track record of driving and managing prescription, over-the-counter, and consumer health products at top organizations. Proficient in digital marketing and research, skilled at collaborating creatively with diverse teams and portfolios in dynamic environments. Demonstrates entrepreneurial insight and excels in delivering exceptional presentations and communication.
Overview
11
11
years of professional experience
Work History
Marketing Manager
GSK
10.2023 - 01.2025
- Leading the Marketing team responsible for biggest Anti-Infective brand of Pakistan Augmentin & fifth biggest volume selling brand of Pakistan Calpol
- Successfully launched Augmentin Completo – The game changer for AMR in Pakistan
- Conducted comprehensive market research on healthcare professionals (HCPs) to understand treatment behavior, brand perception, channel usage, and preferences, enabling strategic targeting and communication.
- As a part of Augmentin Strategy, Win Share at Pharmacy, Launched First ever Pharma Cure Club to increase Augmentin SOV across Retail, WS and Indirect Channels.
- Lead, coach and manage the brand managers in the business unit to create a high-performance culture within the team to exceed the budgeted sales & profit targets.
- Lead the business unit to formulate & implement marketing strategies, aligning local marketing strategy with overall global strategy.
- Devised Calpol ATL Campaign – Kal bhi, Aaj bhi. Calpol Starts Action in 15 minutes.
- Leveraging Calpol Suspension ‘Kal bhi, Aaj bhi…' messaging to Seize the digital stage, command attention, and make an unforgettable impact with the YouTube Masthead, where your brand shines at the forefront of YouTube's audience.
- Calpol Social Media Activation – YouTube Bumper Ads, Skippable/Non-Skippable, Snippets on Instagram Story, FB Pocket DVCs.
- Assess opportunities for new products and launch new products to maximize profitability.
- Conduct market research to uncover potential business opportunities in the market and ensure commercial viability.
- Launch new products where appropriate to maximize profitability of portfolio.
- Ensure that all marketing activities adhere to promotion and marketing code to achieve performance with integrity.
- Plan and direct annual operating budget to maximize both short and long-term profitability.
- Ensure Sales Force Engagement in the portfolio, creating sales force's understanding, knowledge, belief and motivation for brand strategy, drivers of growth and campaign.
- Successfully executed 9 foreign speaker programs across Pakistan with key focus on AMR and key indications.
Group Brand Manager
Abbott Laboratories Limited
07.2020 - 10.2023
- Responsibility for managing Brufen, Abbott Pakistan's biggest brand in revenue ($ 34 Mn) and highest volume selling brand of Pakistan's Pharmaceutical Industry (56 Mn Units)
- In addition to Brufen, responsible for looking after CNS Portfolio which values around ($ 16 Mn)
- Developing strategies and managing marketing campaigns across print, broadcast, and online platforms to ensure that products and services meet customers' expectations and to build the credibility of brands.
- Analyzing the success of marketing campaigns and creating reports
- Supervising advertising, product design and other forms of marketing to maintain consistency in branding.
- Carrying out market research to keep up to date with customer trends, as well as trying to predict future trends.
- Worked on Umbrella Branding and Future portfolio Development.
- Product Launched - Brufen 200mg-Brufen Line Extension and successfully achieved a Value of PKR 100Mm in 11 months of launch.
- Leveraging more on MCE tool to increase SOV among targeted stakeholders.
- Ensured 100% compliance on Marketing/Brand Plan delivery as per Global and Regional deadlines.
- Digital Marketing-Launched ACE Marathon-Digital Gamification with quizzes on multiple TAs. Engaged 1600+ HCPs in span of 2 months.
- Follow Launch Tracker to ensure launch as per given timelines Launch tracker initiated (6 months early) and updated (fortnightly)
- Developed and executed Brufen DVC on Pead's and Adult portfolio with focus on key messages.
- Launched Brufen 3D Anatomica-Glass man technology with high focus on disease area & MOA videos.
- Customer Relationship Management- Initiate trade marketing programs to counter competition on OTC sale.
- Work closely with cross functional team to attain OTC status for Brufen.
- Planning to launch Brufen Fever & Pain Free Pakistan Social Media Campaign resulting in increased SOV.
- Ensure development and timely execution of insight-based marketing activities to support Pain & CNS portfolio.
- Post COVID Summits/Fever talks & BEAT LSPs to leverage F2F engagements.
Senior Brand Manager
Sanofi Aventis
03.2020 - 06.2020
- Oversee the marketing lifecycle of a product or service, from research and development to sales.
- Responsible for the advertising for the product. Directed the marketing research and managed distribution.
- Own and manage tools like IMS Sales Analyzer & Pharmacy Level Data (PLD)
- Drive brand communication through effective campaigns-Recent successful campaign on Flagyl-Leading the way against Diarrhea.
- Launched “Spot the Clot” Patient Risk Assessment tool to engage HCPs and to position Clexane as a medicine of choice for prevention and treatment of VTE.
- Social Media Marketing-Launched a 360-degree campaign on Flagyl “Take Diarrhea Seriously” through multiple platforms (Radio & social media)
- Launched Sanofi e-Clot, an online module on Thromboprophylaxis accredited by Royal College of Anesthetics
Brand Manager
Sanofi Aventis
01.2018 - 03.2020
- Analyze brand positioning and consumer insights.
- Translate brand elements into plans and go-to-market strategies.
- Lead creative development to motivate the target audience to “take action.”
- Responsibility of managing Antibiotics & Specialty Care portfolio of over PKR 2.5 Bn consisting of
- Capitalizing on high brand equity of Flagyl, Initiated Flagyl-Sehat Ka Safar campaign by engaging and interviewing leading KOLs across Pakistan from different segments
- Launched “Spot the Clot” Patient Risk Assessment tool to engage HCPs and to position Clexane as a medicine of choice for prevention and treatment of VTE.
- Successfully executed Focus Group Meetings on VTE Awareness through South African & Egyptian experts
- Launched Sanofi e-Clot, an online module on Thromboprophylaxis accredited by Royal College of Anesthetics
- Launched Trade Initiative program with a plan of engaging more than 10,000 Pharmacies across Pakistan
- Launched Gaming Application “Bact” Attack “on Flagyl. A game to understand the implications of Anti-Microbial Resistance
- Develop and execute A&P budget for the assigned business products with close monitoring of to ensure that expenses are optimally utilized and remain within agreed limits.
Assistant Product Manager
Searle Pharmaceuticals
04.2016 - 01.2018
- Conducting market and competitor review and research, completing client research, forecasting trends, and determining customer problems and potential ways to solve them.
- Explored segments are Gynecology, General Medicine, Orthopedics & Cardiology
- Successfully launched Ostegem and managed to achieve a value of PKR 100 million in the span of two years.
- Managed to achieve Ostegem as a market leader in its category.
- Successfully launched Ostegem line extension: Ostegem 30s Blister
- Developing and recommending objective and promotional strategies, innovative promotional literature, and other promotional tools to ensure that the agreed promotional plan is translated into a fully integrated and accepted campaign.
- Sales Management-Create and supported Field force; adequate product and market information and all kind of promotional mix with action plan to be used in sales promotion and implementation.
- Develop and execute advertising and promotional budget for the assigned business products with close monitoring of to ensure that expenses are optimally utilized and remain within agreed limits.
- Visits to KOL to develop and maintain relationships.
- Conducted Foreign speaker program across Pakistan on highlighting the role of Vitamin K2 with Prof. Luca Tiano (Keynote Speaker)
Management Trainee-Marketing
Searle Pharmaceuticals
04.2015 - 03.2016
- Successfully launched Ostegem
- Develop and implement marketing and sales strategies based on Product Profile
- Coordinate with field force daily and ensure smooth Vendor Management Systems
- Develop Product Literature & Promotional Tools for distribution amongst the sales force.
- Internal & External situation analysis (market & competition etc)
- Provide support to SELANZSR & Colril brand team.
Operations Officer
Central Depository Company of Pakistan Limited
07.2014 - 03.2015
- Managed & reconciled multiple client portfolios on daily basis.
- Coordinate with clients for the execution of settlement.
- Handling of Redemption
- Processing of Transfer of Units & Investments of customers
Business Partner
The Fourth Dimension
10.2013 - 01.2015
- Successfully handled its business operations, Marketing, Finances & Supplies
- Sound Equalizer LED Shirts from China
- Brand Activation through social media- face book page
- On Campus Brand Activation
Internee-Marketing
JS Investment Limited
08.2013 - 09.2013
- Assist Investor Relation Department
- Simplified fund conversion process
- Assist Marketing Manager in report marking process.
- Developed different strategies for customer ease & convenience.
Education
Executive Marketing Diploma - General Medicines
ESCP Business School-UK
London09-2024
Master of Business Administration (MBA) - Marketing
Institute of Business Management (IoBM)
Pakistan06-2015
Bachelor of Commerce -
University of Karachi (KU)
Pakistan12.2011
Pre-Engineering -
Gov. National College
Pakistan01.2008
Matriculation - Science
Progressive Public School
Pakistan01.2006
IELTS - 7.0 Bands
Skills
- Proficient in MS Word and PowerPoint
- Effective communication skills
- Flexibility & Adaptability, sense of urgency, ability to work under pressure
- Ability to effectively prioritize multiple projects, meet deadlines, and to co-ordinate and co-operate with a diverse workforce
- Coaching and mentoring- Team motivation
- Brand-building strategies
Accomplishments
- Secured Global Silver Award on the successful launch of Augmentin Completo - 2023
- Achieved METAP Marketing All Star award for year 2021.
- Achieved Best Marketing Campaign award of the year 2021.
- Achieved Abbott Excellence Award for Execution in GP Summit 2021
- Won the title of Star Performer Award 2018-Sanofi
- Won the title of Marketing Maestro in MMEX for Q4,2018-Sanofi
- Successfully managed to achieve a landmark of PKR 4 billion on Brufen Family in 2021
- Successfully managed to achieve a landmark of PKR 3 billion on Flagyl Family in 2019
- Successfully managed to achieve a landmark of PKR 1 billion on Clexane Family in 2019
- Successfully managed to achieve a landmark of 1 billion on Flagyl Infusion in 2018
- Contributed in Sanofi Bright Idea Award competition on successfully winning the tender of Flagyl IV 3 million Vials
Timeline
Marketing Manager
GSK
10.2023 - 01.2025
Group Brand Manager
Abbott Laboratories Limited
07.2020 - 10.2023
Senior Brand Manager
Sanofi Aventis
03.2020 - 06.2020
Brand Manager
Sanofi Aventis
01.2018 - 03.2020
Assistant Product Manager
Searle Pharmaceuticals
04.2016 - 01.2018
Management Trainee-Marketing
Searle Pharmaceuticals
04.2015 - 03.2016
Operations Officer
Central Depository Company of Pakistan Limited
07.2014 - 03.2015
Business Partner
The Fourth Dimension
10.2013 - 01.2015
Internee-Marketing
JS Investment Limited
08.2013 - 09.2013
Executive Marketing Diploma - General Medicines
ESCP Business School-UK
Master of Business Administration (MBA) - Marketing
Institute of Business Management (IoBM)
Bachelor of Commerce -
University of Karachi (KU)
Pre-Engineering -
Gov. National College
Matriculation - Science
Progressive Public School
IELTS - 7.0 Bands
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