Human Resource Management

Process

On
Senior Product Manager
By

Sherif Awad
Vision

Empower the fight for health and wellbeing as a Human right

Mission

Save and improve millions of lives in Africa and frontier markets by offering accessible, high
quality branded medicines that meet specific local market needs through innovative research &
product development, a passionate diverse top team and state of the art scale facilities.

Objectives of company
 Be the best in class performance in Egypt in line with the 2021 vision.
 Focus on Customer Satisfaction with improvement NLT10%.
 Developing through a top team and having the best development programs.
 Operational effectiveness.
 Be best in class in Business Development.
 Invest significantly in new products development and creating new markets.

Position required

POSITION TITLE: Senior Product Manager

DEPARTMENT: Medical Promotion
GRADE: G12

REPORTING STRUCTURE:
 Product Manager
 Business Unit
 Assistant Product
REPORTS TO: General DIRECT REPORTS:
Manager
Manager
 Marketing Specialist
CROSS WORKING RELATIONS
 Key customers and
opinion leaders
 Universities
 Market Research agencies
 All  Events management
INTERNAL: EXTERNAL:
Departments companies
 Event Management and
Marketing gimmicks
suppliers
 Production houses

Job description and responsibilities

 Design and Execute the agreed on products’ marketing plans that achieves realistic targets and
objectives also Manages all aspects related to assigned products ( strategy, market analysis ,
planning , budgeting) through creative and innovative marketing tools to grow with the current
products or launch the new products within the therapy area whilst working towards the Business
Unit strategic objectives.
 Supervise and develop the assigned marketers within the Business Unit.
 Analyze sales figures as well as marketing metrics to discover business opportunities through close
monitoring and analyzing of sales volumes, market share trends and competition activities and
assessing competitors activities to early counteract threats
 Identify business opportunities through IMS desk researches and market research with all
necessary analysis and brining up outcomes to be implemented.
 Develop and review the annual marketing plans and semester gap analysis with the Business Unit
assigned marketers
 Communicate and propose the monthly bonus scheme for the Business Unit products.
 Communicate and propose the quarterly action plan of all Business Unit products based on each
quarter priorities.
 Review and approve the marketing materials.
 Ensure efficient implementation and joint activities of “Customer Relation Management-CRM” plan
across the Business Unit.
 Monitor and control the marketing budget and expenditures on quarter, semester, and annual basis.

 Monitor and evaluate metrics with the assigned marketers to measure the efficiency of the

Marketing plans.
 Manage the participation in scientific conferences (participation budget, booth activities,
symposium, and the related speaker for it).
 Recommend and manage Business Unit new launches in alignment with the assigned marketer.
 Qualifications & knowledge
 Bachelor Degree in Pharmaceutical Sciences, Medicine and Veterinary
Medicine
 Experience in similar position (5 years)
 Excellent command of English language
Skills
Soft skills/Core
 Analytical Thinking

Soft skills/Elective
 Planning & Organizing

Technical Skills/Core
 Advanced Web E-marketing
 Consumer Relationship Management

Technical Skills/Elective
 Advanced Email Marketing
 Advanced Excel

Attitude
 Problem solving
 Patience
 Compliance
 Attention to details
 Independence

JOB BEHAVIORAL COMPETENCIES:

CORE COMPETENCIES
 Results orientation and
Accountability
 Teamwork with effective
communication
 Continuous improvement
and Quality orientation
FUNCTIONAL COMPETENCIES
 Problem solving
 Analyzing
 Creativity and Innovation
MANAGERIAL COMPETENCIES
 People Management &
Delegation
 Financial Acumen
 Quality Decision Making
 CAREER PROGRESSION

NEXT POSITION: Group Product Manager

Business Unit Manager

Group
Product
Manager
STRUCTURE
REPRESENTATION: Senior Product
Manager

Objectives of Senior Product Manager

Company Weight
Performance Standards Duties
KPIs %
1.Achieve the international markets plans in line
with the 2021 vision

Prepare all the needed activities according to the

Respond to all international markets
10 insights from each country. Supply the medical reps
requests within 72 hrs
with the needed training if requested.

2.Be the fastest groowing company & successfully

achieve profit plans of the four units in line with
the 2021 vision of being the first or second in
Egypt

• Achieve 100% of the set target points of assigned

products.
• KOLs single visits and Double visits with Medical Reps
Achieve 100% of the set target points for to ensure delivering the pre-agreed message to all
22
assigned products 2017 customers.
• Preparing cycle meeting presentation to the Medical
reps according to their needs and preparing them to
overcome all the doctors' objections."
 Achieve 100% of the set target points for
Alpha business unit 2017
"Market share (according to IMS at the end
of June. 2017).
• The growth, market share and evolution
index of the Zanoglide: market share of
Zanoglide 40%(units)& market share of
Zanoglide 35 %(Value) by the end of SEM
II 2017 .
• Increase the evolution index of the Rx of
Zanoglide100% by the end of SEM1I 2017.
3.Best business devoplment in the region
Calculate ROI My products by 20% during
2017.
4.Best portfolio
Recommending 1 product / Month
complete data for registration.
Implement newly launched product
according to SOP of EVA Pharma.
5.Operational effectiveness
New products sheet
Avoid samples expiry date (should be a
year or more).
6.Quailty & customer satisfaction
Cooperation between the business unit during activities,
3
CRM and launching new products.
"• Collecting Primary data (Competitors Feedback) and
secondary data (IMS).
• Monthly follow up of sales.
• Double visits with medical reps to ensure delivering
6
the pre-agreed message to all customers.
• To assure that our physicians customers prescribe our
products and trust Eva Pharma's quality and satisfied
with it."
"• Be aware that the budget used for the line activities
will not exceed 90% of the pre-settled budget.
2 • Not more than 10% deviation in the CRM plan.
• Close monitor the expenditures of the a.m. business;
CRM & the gimmicks purchased."
Suggesting a new molecule that has high market
opportunity with brief market sizing, such that this
5
molecule is either FDA approved in the same year or in
phase III in the same disease area of my field.
"• Marketing plan to be discussed & approved at least 1
month before the goods’ release.
• to propose a projected % market share (units / value)
10 after 3 months from the date of launch with regards to
product’s profitability and how strategic the product is
& an estimated % market share of Rx, units & value after
the 1st year of launch."
• Responding properly to any requests from Dr Miriam
3
• Prepare monthly new products sheet
Follow up with the samples expiration date and put in
1
consideration the near dates in samples distribution
 Build rapport and deepen relation with
KOLs by field visits to a pre-agreed list of
15 KOLs during 2017 (30 visits /semester).
Monitor strategy and plan implementation
through double visits with medical reps, as
to finish 9 visits /semester by the end of
2017.
Improve business relation, reach out and
engage the current and potential customers
10
and increase customer exposure through
multichannel strategy by using e-mail
7.Having the top team
Coaching (Dr Mina Monuir) to achieve NLT
90% of his KPIs in S1I 2017 (Dr Mina
Monuir)
VIII. Self development
Career development plan for subordinates
and follow up the execution by end of S1I
2017.
Coaching Marketing co-ordinator& Social
media Co-ordinator to achieve NLT 90% of
his KPIs in S1I 2017
Self improvement 4 %( specific for each
marketer) and personal health objectives
1%.
8.Extra objectives initiatives
Taking initiatives for making things that
has postive impact on the work quality.
100
Visits to KOLs to make good rapport with them and take
4 important outputs with pre-set objective before each
visit.
"• Double visits with Dia-Nerve line medical reps to I.M.,
Endo. & G.p. doctors as well as pharmacies to ensure
delivering the pre-agreed message, sticking the strategy
4
to collect feedback & fulfill required tasks.
• The double visit must be of not less than 4 visits / day
(pm. or am.)and to be inside and outside Cairo."
• By establishing a group mail of many of interested
doctors including advanced researches guidelines and
pappers as well as scientific topics.
• An e-mail to be sent each quarter to these customers
through a mail champ with a group of at least 500
doctors such that the e-mail to be opened by 50% from
the recipients.
Following up his double visits and KOL visits
achievement, monthly follow up of sales, market share
and PPG in which he can reach his marketing objectives
5 in the IMS and sales objectives. Following up all his
materials, events and all marketing technicalities in
which he can be in a continous improvement regarding
managing all his duties
2
3 2 meetings /Semster for Marketing coordinators
1 meeting /month for Marketing team to discuss Case
5 study in each meeting .Reading at least one
book/Semster
to execute 2 extra initiatives & or 6 extra objectives
5
during S2 2017
 Rotation structure –Vertical & Horizontal hierarchy:

Senior product
manager in another
field G12 Senior HR Manager G12

Franchize Manager
G12

Senior Line sales

Manager G12

Senior Training
Senior Product Manager
Manager G12

Senior Product
manager
international
Senior Medical
business G12
senior audit Manager G10
manager

Some positions may need some extra external courses

 Interview Questionnaire Form

 Candidate Name:  Date of Interview:

 Interview Start & End  Notes taken by:
Times:

 Position Title: Senior Product Manager

WARM-UP QUESTIONS
 Introduce yourself.
 Give me a general view of your current (or most recent) responsibilities.
 What made you apply for this position?
 Briefly, would you summarize your work history and education for us?

WORK HISTORY
 What special aspects of your work experience have prepared you for this job?
 Can you describe for me one or two of your most important accomplishments?
 How much supervision have you typically received in your previous job?
 Describe for me one or two of the biggest disappointments in your work history?
 What are you leaving your present job? Or why did you leave your last job?

JOB PERFORMANC & TECHNICAL EXPERIENCE RELATED QUESTIONS

 Everyone has strengths & weakness as workers. What are your strong points for this job?
 What would you say are the areas needing improvement?
 How did you supervisor on your most recent job evaluate your job performance? What
were some of the good points and bad points of that rating?
 When you have been told, or discovered for yourself, a problem in your job performance,
what have you typically done? Can you give us an example?
 Do you prefer working alone or in groups?
 What kind of people do you find most difficult to work with and why?
 Starting with your last job, tell us about any of your achievements that were recognized
by your supervisors
 What are some things you would like to avoid in a job? Why?
 What would you say is the most important thing you are looking for in a job?
 What were some of the things about your last job that you found most difficult to do?
 What courses in school have been of most help in doing your job?
 How do you prioritize among competing features?
 How do you say no to people?
 What is your favorite product and why? How would you improve it?
 Tell me about how use data to make decisions.
 How would you describe our product to someone?
 How do you know if a product is well designed?
 What is one of the best ideas you have ever had?
 What is the worst idea you have ever had?
 What aspects of Product Management do you find the least interesting?
 What are some of the challenges working with development teams to launch a new
product?
 How would you explain Product Management to a 5 year old?
 What is your current role on your team: who else do you work with and in what
capacity?
 Provide a number of products that you think are particularly well-designed.
 Suggest how you would improve the targeted company's product/site
 Talk about how you overcame product failures/challenges/poor feedback
 What metrics do you think are important to track for our products?
 What would you measure to tell if a new feature was successful or not?
 Give an example of a well executed product. How would you improve it?
 What are the roles and responsibilities of a product manager?

CAREER-GOALS
 What is your long-term employment or career objectives?
 What kind of job do you see yourself holding five years from now?
 What do you feel you need to develop in terms of skill and knowledge in order to be
ready for that opportunity?
 Why might you be successful in such a job?
 How does this job fit in with your overall career goals?

SELF-ASSESSMENT
 What kind of things do you feel most confident in doing?
 Can you describe for me a difficult obstacle you have had to overcome? How did you
handle it? How do you feel this experience affected your personality or ability?
 How would you describe yourself as a person?
 What do you consider to be your greatest achievements to date? Why?

CREATIVITY
 In your work experience, what have you done that you considered truly creative?
 Can you think of a problem you have encountered when the old solutions didn’t work
and when you came up with new solutions?
 Of your creative accomplishments big or small, at work or at home, what gave you the
most satisfaction?
 What kind of problems have people recently called on you to solve? Tell us how you
solved them.

LEADERSHIP
 In your present job, what approach do you take to get people together to establish a
common approach to a problem?
 What approach do you take in getting your people to accept your ideas or department
goals?
 How do you get people who do not want to work together to establish a common
approach to a problem?
WRITTEN COMMUNICATION SKILLS
 Would you rather write a report or give a verbal report? Why?
 What kind of writing have you done? For a group? For an individual?
 What is the extent of your participation in major reports that have to be written?

FLEXIBILITY
 What do you think about the continuous changes in company operating policies and
procedures?

STRESS TOLERANCE
 Do you feel pressure in your job? Tell us about it.
 What has been the highest pressure situation you have been under in recent years? How
did you cope with it?

STABILITY AND MATURITY

 Describe your most significant success and failure in the last two years.
 What do you like to do best?
 What do you like to do least?

INTERST IN SELF DEVELOPMENT

 What has been the most important person or event in your own self-development?
 Have you taken a management development course?
PROBLEM SOLVING
 Tell me about a problem that you faced while accomplishing your project/task and how
you solved it?
 What were the most critical / strategic aspects of this problem? How did it affect your
organization/ function, department or team?
 What was the process you used to determine the root cause of the problem?
 What type of analysis where you required to do?
 How did you reach the final solution? What was the impact of the solution on the current
problem?
 What is your approach in evaluating different solutions for different problems?

ANALYZING

 Tell me about a time when you had to identify a pattern/trend from a pool of data and
information to support decision making process.
 Can you give me an example of a time when you had to analyze detailed information to
extract the essential points and root causes of a certain issue?
 What are the sources and/or channels for research you resort to? Tell me about a time
when your research and/or analysis efforts helped management decision on a particular
aspect.
 Give me an example of a situation that challenged your data gathering and research
abilities. What did you do? What was the outcome?

ATTENTION TO DETAILS
 Can you describe a situation where you avoided an upcoming problem through
maintaining good organization of work activities
 How do you keep track of necessary details?
 How do you plan your work details or projects based on the quality and efficiency of
your final deliverable?
 Give me an example where you put a new detailed process in place to organize and keep
track of information to improve the quality of work output

COMPLIANCE
 What are the challenges you face for complying to the company’s rules and regulations?
 Give me an example in which you made an exception of an applied policy/regulation
 What was your justification and rationale for making this exception?
 What were the risks associated with applying – or not applying – this exception?
 How did this situation affect the team/department or organization?
 CONTINOUS IMPROVEMENTAND QUALITY ORIENTATION
 What have you done in the past to ensure continuous improvement of systems and
processes of quality?
 Can you describe a situation where you acted as a role model in providing a product of
high quality standards?
 What did you do to transfer this behavior to other team members?
 Tell me about an experience where you discovered a quality problem with a product.
Describe what you did to fix the problem and highlight any processes or procedures you
developed to prevent a reoccurrence.
 Describe to me the quality standards that you have to abide to in your job. Tell me a
situation where you found some challenges to follow those standards/rules.

RESULT ORIENTATION AND ACCOUNTABILITY

 Can you describe the objectives of your current position? How do you link them to your
company's objectives?
 Have you ever felt the need to change a certain process or work system in order to better
achieve your goals? How did you do it?
 Can you give an example of a time when you did not achieve the result/target your
position requires? Why did this happen? What did you do about it?
 Tell me about a time when you got confronted with a situation where you had obstacles
preventing you from achieving a certain goal or priority of your department? How did
you solve it? What was your role?

TEAMWORK WITH EFFECTIVE COMMUNICATION

 Give me an example of a recent project/ task you and your team have been assigned to,
what was your role? How did this project end?
 Tell me about a project in which you had to deal with different types of people (from
different departments/backgrounds…etc.)
 Tell me about a situation where you conveyed a certain message to someone from a
different background/ culture/ level in a meeting or through written communication.
 What was your message/report content? What were the components?
 Had there been any challenges or misinterpretations from the other party? How did you
solve the situation?
 Can you tell me about a time where you communicated a complex message in a
simplified manner?
 How did you ensure the understanding of your audience?
 CANDIDATE INTERVIEW EVALUATION FORM
Interviewer: Click here to enter text. Date of Interview: Click here to enter text.

Candidate Name: Click here to enter text. Position: Click here to enter text.

Scale: 5 – Exceptional 4 – Above Average 3 – Average 2 – Satisfactory 1 – Unsatisfactory

Tests Results
Test Type Scale Comment
English Proficiency
Computer Ability
Reasoning
Other technical exams
Rating
5 4 3 2 1
Educational Background – Does the candidate have the appropriate educational qualifications or
training for this position? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Prior Work Experience – Has the candidate acquired similar skills or qualifications through past
work experiences? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Technical Qualifications/Experience – Does the candidate have the technical skills necessary for this
position? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Verbal Communication – How were the candidate’s communication skills during the interview?
Comments: Click here to enter text.
☐ ☐ ☐ ☐ ☐

Candidate Interest – How much interest did the candidate show in the position and the organization?
Comments: Click here to enter text.
☐ ☐ ☐ ☐ ☐

Knowledge of Organization – Did the candidate research the organization prior to the interview?
Comments: Click here to enter text.
☐ ☐ ☐ ☐ ☐
Teambuilding with effective communication – Did the candidate demonstrate, through their
answers, good teambuilding/interpersonal skills? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Initiative – Did the candidate demonstrate, through their answers, a high degree of initiative?
Comments: Click here to enter text.
☐ ☐ ☐ ☐ ☐

Time Management – Did the candidate demonstrate, through their answers, good time management
skills? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Customer Service – Did the candidate demonstrate, through their answers, a high level of customer
service skills/abilities? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Patience & Perseverance – Did the candidate demonstrate, through their answers, a high level of
patience and perseverance? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Compliance – Did the candidate demonstrate, through their answers, a high level compliance?
Comments: Click here to enter text. ☐ ☐ ☐ ☐ ☐

Attention to details– Did the candidate demonstrate, through their answers, a high level of attention to
details? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Result orientation and accountability – Did the candidate demonstrate, through their answers, a high
level result orientation and accountability? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Continuous improvement and quality orientation– Did the candidate demonstrate, through their
answers, a tendency to continuous improvement ? ☐ ☐ ☐ ☐ ☐
Comments: Click here to enter text.

Overall Impression and Recommendation – Summary of your perceptions of the

candidate’s strengths/weaknesses. Final comments and recommendations for proceeding
Advance with Do not
with the candidate. Advance
reservations advance
Comments: Click here to enter text.

☐ ☐ ☐
 Training Needs Form

For the period: January 2018 to December 2018

Division:
Department:
Employee Name:
Job Title:

Training Needs Quarter

Decision making Q1

Leadership Q1

Digital marketing Q2

Strategic thinking Q2

Business writing Q3

Financial control Q3

Risk assessment Q4

Employee Department Manager HR Manager Approval

Signature Approval
Name: Name: Name:
Signature: Signature: Signature:
Date: Date: Date: