Head of Sales Force Effectiveness

About Astra Zeneca

AstraZeneca is a global, science-led, patient-focused biopharmaceutical company that focuses on the discovery, development, and commercialisation of prescription medicines for some of the world’s most serious diseases. But we’re more than one of the world’s leading pharmaceutical companies.

Head of Sales Force Effectiveness

Location: Riyadh

Role purpose The SFE Head leads the Saudi affiliate’s field excellence agenda to maximize patient and business impact. The role owns field force design, targeting, deployment, performance management, capability build, and omnichannel coordination—ensuring the right teams engage the right customers with the right content and cadence. The role provides leadership to the SFE team and partners closely with Business Units, Market Access, Medical, Finance and IBEX to translate brand strategies into executable, measurable field plans.

• Strategy and design: Define and optimize field team sizing, structure, territory design and alignment, and call planning in line with portfolio evolution, launches, and medium‑term plans. Build GTM scenarios, including hybrid and account‑based models, to future‑proof coverage.
• Targeting and segmentation: Embed data‑driven segmentation, targeting and dynamic panel management across brands and TAs. Ensure targeting reflects access, potential, patient journeys and omnichannel propensity.
• Performance management: Establish and govern SFE KPIs (coverage, frequency, reach, TCFA, quality of interactions, capability adoption, coaching rates). Build dashboards and performance rhythms with clear accountability and actioning.
• Omnichannel coordination: Operationalize coordinated HCP engagement across face‑to‑face, virtual, and digital channels, aligning triggers, content, and cadence with brand objectives and channel analytics.
• Resource optimization: Lead continuous diagnostics to redeploy resources toward growth opportunities and address white‑space or low‑yield effort. Partner with Finance on resourcing trade‑offs and P&L levers.
• Field capability and coaching: Define the SFE capability framework; partner with Learning & Capability and first‑line managers to embed call excellence, account planning, data literacy, and omnichannel skills. Track adoption and impact.
• Analytics and insights: Translate SFE analytics into clear recommendations for brand leaders and SLT. Triangulate CRM, field activity, channel analytics, and external data to identify drivers and risks.
• Launch support: Provide pre‑launch field resourcing guidance, territory creation, targeting lists, incentive frameworks, and early performance diagnostics in partnership with Business Excellence and brand teams.
• Incentives and recognition: Co‑own IC design principles and guardrails with CO/Finance; ensure fairness, transparency, and compliance in target‑setting and payout governance.
• Ways of working and governance: Standardize field performance cadences (monthly pulse; quarter reviews), define KPI definitions and data quality standards, and ensure audit readiness across SFE processes.
• Leadership: Coach and develop the SFE team. Build a high‑performance culture grounded in evidence‑based decisions and continuous improvement.
• Success measures
• Improved SFE KPI trends (coverage, frequency, reach, quality) and correlation with sales and uptake.
• Optimized resourcing (field mix, structure, territories) evidenced by productivity and cost‑to‑serve improvements.
• Adoption of omnichannel engagement models and measurable impact on engagement quality.
• On‑time, accurate dashboards and decision‑ready recommendations adopted by SLT and brand teams.
• Capability uplift demonstrated by coaching metrics and field competency assessments.
• Audit‑ready governance of KPI definitions, targeting changes, and IC processes.

Only Applications in KSA will be considered.

• Significant biopharma experience with a strong track record in SFE/Commercial Excellence leadership in Saudi.
• Hands‑on expertise in field design, targeting/segmentation, CRM utilization, performance analytics, and omnichannel coordination.
• Demonstrated impact on performance improvement and resource…