Business Effectiveness Director - UK Commercial

Job description

Business Effectiveness Director – UK Commercial Location: GSK HQ UK (Hybrid 2-3 days at HQ) Reporting to: Head of Business Strategy and Operations Business Introduction GSK remains committed to achieving bold commercial ambitions for the future. By 2031, we aim to deliver £40 billion in annual sales, leveraging our existing strong performance momentum to significantly increase our positive impact on the health of billions of patients globally. Our Ahead Together strategy is centred on early intervention to prevent and alter the course of disease, thereby protecting people and supporting healthcare systems. Our diverse portfolio consists of vaccines, specialty medicines, and general medicines. Through continuous innovation and a dedicated focus on scientific and technical excellence, we strive to develop and launch new, groundbreaking treatments that address critical health challenges. Role Purpose The Business Effectiveness Director for GSK UK Commercial owns the UK commercial effectiveness and excellence agenda, translating UK business strategy into field-force strategies, performance frameworks, incentive plans, customer engagement models and technology-enabled ways of working. The role provides strategic leadership across sales force effectiveness, incentive compensation, CRM (including Veeva), commercial tools, performance management and data-driven decision-making for the UK customer-facing organisation including commercial, Medical and HVA. Key Responsibilities: Sales Force Effectiveness & Commercial Strategy (UK) Lead the UK Sales Force Effectiveness (SFE) strategy, ensuring the commercial organisation is structured and deployed to maximise impact with UK customers and healthcare stakeholders. Partner with UK senior Commercial leaders to translate business strategy, brand priorities and customer needs into effective field-force models and execution plans. Own UK sales-force sizing, segmentation and targeting, territory alignment and deployment, ensuring resources are focused on the highest-value and future-focused UK opportunities. Evaluate field-force productivity to improve call effectiveness, customer coverage, targeting and resource allocation across UK territories. Maintain frameworks to measure UK sales-force performance and productivity and provide strategic recommendations to senior leadership based on quantitative analysis, market insights and commercial performance. Establish clear, evidence-based governance around SFE decisions, aligned to UK business priorities. Deliver Excellence in Strategic account management in collaboration with the Business Units and establish infrastructure for continuous improvement and Account management level performance. Medical Customer Facing Effectiveness: Partner with Medical Leadership to define and deliver customer-facing effectiveness strategies that optimise engagement, resource deployment and business impact. Act as the business owner for medical customer-facing platforms and capabilities, including Veeva SAM, Medical Insights and future digital engagement solutions, ensuring governance, adoption and continuous improvement. Lead the translation of Medical engagement data into actionable insights to support strategic decision-making and evidence-based customer engagement. Collaborate with Regional and Global teams to shape and influence future Medical effectiveness capabilities, ensuring UK business requirements are represented. Drive excellence in Veeva, AIM+ and leveraging medical insights and AI-enabled ways of working, ensuring high-quality insight generation and actionable decision-making. Working with the MSL leads, establish robust frameworks and KPIs, in alignment with region, to measure scientific engagement quality, medical insight impact, evidence generation effectiveness and contribution to patient outcomes. Champion an enterprise approach across Medical, Commercial and Access, creating a shared understanding of patient pathways, customer needs and healthcare system barriers to maximise patient and business impact. Any elevation of digital capability, if appropriate, to be leveraged across the functions. Health Value & Access Customer Facing Effectiveness Partner with HVA leadership to develop and implement customer engagement and effectiveness strategies across Market Access field teams. Lead optimisation of targeting, customer planning, deployment and performance management approaches for HVA teams. Ensure customer-facing systems, data and reporting capabilities support HVA objectives whilst maintaining compliance with customer consent and engagement governance requirements. Customer Facing Excellence Across All Functions Own and develop an integrated customer-facing effectiveness strategy across Commercial, Medical and HVA, ensuring consistent processes, tools, governance and performance standards. Act as the strategic lead for customer engagement excellence, embedding best practice and driving adoption of future ways of working across all customer-facing teams. Partner with business leaders to design future organisational capabilities and operating models that maximise customer impact and execution excellence. UK Sales Incentive Compensation Own the strategy, design and governance of UK sales-force incentive compensation programmes. Partner with UK BUH’s, Finance, HR, Sales and Compensation & Benefits to project manage annual incentive plans (targets, measures, thresholds, accelerators and payout curves) aligned to UK objectives and market dynamics. Ensure plans are differentiated by role, customer segment and UK market context, and regularly review effectiveness, including behavioural impact, financial outcomes, fairness and unintended consequences. Lead the annual UK incentive planning cycle, supervising calculations, validation, reporting and issue resolution, and ensuring timely, clear communication to the field. Ensure programmes comply with GSK policies, governance requirements and applicable regulations in the UK operating environment. Working closely with Region/Global counterparts to ensure efficiency in design, planning, implementation and optimisation of SFE including platform and process synergies. CRM, Veeva and Commercial Technology Act as senior business owner for Veeva CRM and other commercial technology platforms used by the UK field organisation, transforming Veeva from a transactional reporting system into a critical business enablement platform that supports decisions and execution, in close collaboration with the Digital and Tech Function. Enhance data inputs and outputs from Veeva to support insight-led strategies, campaign design and execution across UK brands and segments. Rapid adoption of Veeva AI in all aspects to drive UK commercial impact. Define and prioritise CRM requirements with UK Sales, Marketing, Medical, Digital & Tech and Insights team, leading continuous improvement of processes, workflows, dashboards, reporting and user experience. Drive high CRM data quality, adoption and governance, and use CRM data to improve targeting, call planning, customer engagement, activity management and performance visibility. Identify and introduce commercial tools, automation and digital capabilities that enhance UK field-force productivity, and lead business readiness, change management and adoption for major CRM or technology changes. Ensure UK technology investments are backed by clear business cases, measurable outcomes and appropriate governance. Commercial Planning & Governance (UK) Lead or contribute to UK annual and longer-term commercial planning, ensuring SFE strategy, incentives, CRM capabilities and resources are aligned to UK business plans. Establish robust governance for SFE, incentives, CRM and commercial effectiveness initiatives. Prepare recommendations and decision papers for UK senior leadership forums. Maintain documentation, controls and auditability for critical commercial processes. Leadership, Team & Cross-Functional Inf