Consumer Product Lead-消费端产品经理

Job description

At Roche you can show up as yourself, embraced for the unique qualities you bring. Our culture encourages personal expression, open dialogue, and genuine connections, where you are valued, accepted and respected for who you are, allowing you to thrive both personally and professionally. This is how we aim to prevent, stop and cure diseases and ensure everyone has access to healthcare today and for generations to come. Join Roche, where every voice matters. The Position核心工作职责 (Key Responsibilities) 1. 全域渠道与生态平台策略 (Omni-Channel & Platform Strategy) 全域布局与生态攻坚：负责传统零售电商（Tmall/JD/PDD ）、内容电商（小红书、抖音等）、即时零售（O2O：美团/京东到家）、线下连锁药店及自营私域（WeStore/DTC）的全域渠道策略与资源配置。 平台策略与店铺治理：主导核心电商平台的战役节奏（大促/日常）；管理客户品牌授权、推进非授权店铺（Non-authorized Store）的正规化转化与乱价治理。 2. 患者旅程与全病程慢病管理 (Patient Journey & Disease Management) 全病程洞察与需求创造：从“前期筛查 ➔ 确诊 ➔ 持续监测 ➔ 长期疾病管理”的全旅程出发，深入解读目标患者画像与痛点。 DTC 闭环与人群资产沉淀：结合 SugarBright/WeStore 等数字化工具，构建“线上+线下”、“院内+院外”的闭环慢病服务体系，提升患者依从性、复购率与品牌忠诚度（CDP 人群资产积累）。 3. 商业策略与 Real Demand 驱动 (3P & Real Demand Strategy) 产品与组合策略 (Product)：制定 BGM（传统血糖）、CGM（持续葡萄糖监测）、居家抗凝（INRange）及慢病周边（如采血针/组合面板）的产品定位、Repositioning 及差异化产品线分配和branding 。 价格与价值链策略 (Pricing)：制定全渠道统一的价值链模型与前台指导价（Guidance），防范线上线下交叉打价与乱价。 促销与动销策略 (Promotion & Trade Offer)：拒绝向经销商粗放压货，主导面向终端 Consumer Offtake 的组合促销与 Trade Offer，实现从“渠道积压”向“真实需求”的转型。 4. 长短期经营规划与 S&OP 预测 (MTO, BP, T0 & APR) 长期战略 (MTO)：负责消费端 3 年 MTO（Mid-Term Outlook）增长路线图编制、市场组合取舍与新战术举措（Key Initiatives）设计。 短期经营 (BP / T0 / APR / S&OP)：精准完成年度 BP、T0 基线调整及月度/季度 APR 经营复盘；与 Sales 及BG&I、 S&OP、财务 团队紧密配合，实现基于真实 OT（Offtake）的月度销售预估与准确预测。 5. 商业风控与销售执行监督 (Commercial Governance & Execution Supervision) 资金与资源闸门：建立返利精算、预组/后组 FOC（免费品/试剂）审核及 A&P 投流 ROI 前置评估机制，实行前置审批。 渠道合规与执行监督：监督“院线（Hospital）与消费端（CS）经销商隔离”政策；建立连锁药店第三方店员（HA/SP）过程KPIs。 Who we areA healthier future drives us to innovate. Together, more than 100’000 employees across the globe are dedicated to advance science, ensuring everyone has access to healthcare today and for generations to come. Our efforts result in more than 26 million people treated with our medicines and over 30 billion tests conducted using our Diagnostics products. We empower each other to explore new possibilities, foster creativity, and keep our ambitions high, so we can deliver life-changing healthcare solutions that make a global impact. Let’s build a healthier future, together. Roche is an Equal Opportunity Employer.