Edwin Cheah Email & Phone Number

Driving commercial performance, digitalization, improvement in profitability & reduction in operational costs, establishing the strongest partnership with local & regional partners in optimizing value and maximize the potential of established products at Roche for South Korea, Vietnam, Philippines and Malaysia.Responsibilities • Focused in therapeutic areas of Renal, Rheumatology, Immunology and Oncology.• Business Model Transformation:i.Digital transformation. Led Malaysia’s business transformation to fully digital by 2024. Business model transformation includes: Framework transformation from traditional pharmaceutical F2F to digital engagement. Developing the right ratios of digital vs F2F touch points, deep diving into granular and precise data analysis, resulting in data-driven decision making.ii.Optimize resource allocation; execution of input metrics to maximize output metrics, resulting in positive business impact, growth and enhance cost-efficiencies.• Accountabilities: Alliance management (performance, selection, contract & negotiations), Financial performance; Commercial Planning and Execution (sales, marketing, strategy; digital transformation); Access (government engagement; tender & reimbursement; OOP patient access programs).iv.Experience: Self-pay and reimbursed channels (Private and Government tender)Business Impact:i.2022/23 Performance: Range from +7% to +30% MAT growth vs PY (depending on country).ii.Organization impact: Leading business model shift of the established portfolio in assigned countries towards a more streamlined approach, leveraging on multi-country synergies and digital engagement. iii.2022/23 MS vs competitor: maintained market leadership vs competitorsiv.Profitability: Leading the improvement in profitability by reduced operational costs in assigned countries Awards:2022/23 – The Sir EH Acting as One Team for Product Portfolio Prioritization2022/23 - The WW Award for Think Long Term for the Outsourcing Strategy

Malaysia

New launch, Multichannel & Omnichannel marketing, Digital Marketing, Strategic Direction and Execution.- Division: SGLT2i – T2 Diabetes and Chronic Kidney Disease- Launch new indications to Specialists and General Practitioners which includes, business's planning andcoordinated effort to debut a new product to the market and make that product generally available for purchase.- Create launch strategies, impact to market including Route to Market, 100% reach to targeted specialists. Formulate brand plans for the products in your therapeutic area. Create clear roadmaps to increase market share and achieve profitability targets- Analyze market conditions and research data on competitors, new drug developments, sales figures, customer feedback, and more in order to make informed decisions- Monitor customer engagements through digital platforms and monitor digital strategy effectivenessFocused Therapeutic Areas: Nephrologist, Cardiologist, Endocrinologists, Internal Medicine, General Practitioner and Pharmacist for Control of Diabetes and Renal Protection.

• Devise, implement and execute marketing plans in collaboration with the internal and external stakeholders for Malaysia, Singapore, and Brunei.• Driving the effective execution of Malaysia, Singapore and Brunei’s marketing strategies that are in alignment with global strategy. • 360-degree product lifecycle management for cardiovascular range. Monitors product performance and external environment using appropriate tools and taking corrective action if required to meet business objectives.• Pricing and forecasting include stock inventory management. Deploying resources to meet financial / operating objectives. Manage the A&P budget, develop forecasts and assess marketing mix of assigned products to evaluate cost-effectiveness.• Analyzing and interpreting IMS data to identify competitor analysis, product positioning and opportunities. Conduct and gather market insight in order to provide input to international marketing plan. Runs market research programs & market insights for responsible brand and monitors /anticipates market development• Spear heading the introduction of new products in the market – Upcoming new product launch in Singapore.• Manage Digital marketing transformation and Traditional marketing; in the development and execute the production of marketing and product training materials. Lead the development of promotional activities in line with internal SOPs and Code of Conduct guidelines.• Cultivating and leveraging customer relationships at the multiple levels within key opinion leaders (KOL) to help inform product launch plans and understand current market environment and competition.• Customer segments include Cardiologists, Endocrinologists, Nephrologists, Internal Meds, Family Physicians, General Practitioners and Pharmacists.

Malaysia

Management of brand strategies, digital marketing and all marketing activities for Renal - Chronic Kidney Disease management and Biosurgery - Knee Osteoarthritis Management Digital Marketing:-Define and execute digital engagement, virtual engagement and built archetype & persona.-Manage transformation into digital marketing with value driven contents, interactive virtual detailing, AI-powered assistants mobile applications, disease education’s website, triggered emails, adobe emailers, webinars and virtual engagements.Marketing:-Build and execute strategic brand plans, budgeting, forecasting and control of A&P-Product life cycle management (MOH channel strategy, Private channel strategy and anti-generic defense strategies)- Manage and organizing virtual and closed-door scientific meetings -Internal and external stakeholder engagement and management.-Monitored market trends and competitor performance and analyzed gaps to update promotional strategies and maximize sales.-Customer segments include Nephrologists, Endocrinologists, Internal Meds, and Family Physicians.

Malaysia

Malaysia

Kuala Lumpur, Malaysia

Develop, expand and build area assigned where area of coverage included Health Care Professional for GPs and PharmacistsKey Account Management. Lias and build/sustain business partnership with chain pharmacies. KPI to include revenue growth, increase prescriber and patient management.