Country Manager, UK

Critical Needs. Immediate Action.

SERB is a fast-growing global specialty pharma company designed to address rare and urgent conditions by delivering life-saving medicines when time and complexity leave no room for failure.

We operate end-to-end across 100+ countries, ensuring 70+ essential medicines for rare diseases, emergency care, and medical countermeasures reach patients and clinicians with urgency – wherever and whenever they are needed.Shaped over the past 25 years by an entrepreneurial, disruptive spirit, SERB combines the focus and agility of a biotech with the scale, reach, and reliability of a global pharmaceutical company — always grounded in medical purpose, not corporate convention.

Our 600+ employees are driven by three core values:  

• Patients first, always
  Patients are not a concept — they are why we act, especially when time matters most.
  
• Impact focused
  We are agile, entrepreneurial, and disciplined - working smart and learning continuously to deliver results that matter, with the consistency, quality, and trust that critical care demands.
  
• Team powered 
  We go the extra mile - together - because our shared commitment drives extraordinary outcomes.

Guided by a clear ambition and a relentless focus on patients, SERB continues to expand through selective, innovative acquisitions, launching new treatments and entering new geographies.  Across every step — from integration to delivery — our people act with passion, ownership, and determination to ensure life-saving medicines become available to patients who need them, worldwide.

Broad Overview

The Country Manager, UK, will achieve the UK sales budget and business objectives by implementing strategies and tactics with specialist customers in line with the category commercial plans and in compliance with local laws and regulations. This role will manage both the day-to-day activities of the Key Account Managers (KAM), the National Account Manager (Oncology & Endocrinology) and oversee the marketing strategy development and execution for the UK portfolio.

This combined role ensures a strategic and operational focus on both commercial and marketing activities, with a strong emphasis on oversight and leadership in marketing initiatives and execution of the sales strategy.

As Country Manager, UK your responsibilities will include:

• Operational Management: Ensure operational management of the KAMs in delivering the Group’s UK objectives across primary and secondary customers. This includes setting clear objectives, providing guidance and support, and monitoring performance and taking decisive and corrective actions.
• Customer Engagement: Maintain key accounts and develop partnerships with CCGs, Medicines Optimisation Teams, NHS Trusts, Health Boards, HCPs, and payors. This involves regular contact through one-to-one meetings, group meetings, speaker meetings, and symposia.
• Formulary Listings: Achieve formulary and preferred product listings and protocol changes within targeted key accounts and NHS payors. This includes securing favourable contractual agreements, reimbursement, permission to prescribe, and subsequent implementation and business pull-through.
• Market Access Projects: Drive the development of commercially positive formulary, guideline, and protocol inclusions for promoted brands. Deliver other business-critical market access projects such as service redesign and shared care guidelines.
• Compliance: Ensure adherence and compliance with all relevant MHRA ABHI and ABPI guidelines.
• Travel: Extensive travel within the regions (50-60% of the working week) to meet business needs, including overnight stays.
• Tender Management: Ensure tenders for the Group’s portfolio are completed and submitted at CCG, Hospital, and Regional levels. Evaluate tenders being renewed ( including contract renewals) for any adverse financial impact and propose mitigating actions.
• Territory Planning & Analysis: Ensure efficient territory coverage for each KAM/NAM, utilizing updated sales and customer data to achieve or exceed sales targets. Identify prescribers, influencers, and payors relative to the individual products in the UK portfolio.
• Assess and develop pricing requests for increased supply and revenue while protecting gross margins in line with budget and 5-year plan (any contract price reductions will require approval by the UK Country Manager)
• Understand the priorities and needs for each account
• Identify prescribers, influencers and payors relative to the individual products in the UK portfolio
• Understand and articulate the decision-making process to allow HCPs to access the Group’s portfolio in the UK.
• Identify and follow up on collaborative commercial partnership opportunities with the NHS.
• Ensure efficient territory coverage for each KAM utilising continually updated sales and customer data to achieve or exceed sales targets
• Business Planning & Reporting: Guide the strategic intent for the maintenance of the neurology, critical care, and diagnostic portfolio in the UK. Provide up-to-date market intelligence via the CRM system and ensure monthly reporting of sales performance. Support forecasting and budgetary exercises as requested.
• Ensure that dashboards linking Activity to Performance are consistently used in the interactions towards the KAMs
• Organize medical/pharmaceutical events (,regional seminars, speaker sessions) within agreed budgets
• Ensure monthly reporting of sales performance as per required templates & timelines.
• Support the UK Country Manager in forecasting and budgetary exercises as and when requested
• Ensure that spend is within an agreed budget/ budgeted activity.
• Implementation of Regional and local Plans
• Develop the UK Oncology, Endocrinology, Neurology, Critical Care and Diagnostic Products Business Plan with medium- and long-term objectives at a regional level in line with corporate business objectives to drive future business opportunities for the product portfolio to deliver the Business Plan
• Develop and submit an annual business plan (oncology, endocrinology, neurology, emergency and critical care and diagnostic products) and account management strategy to deliver on the sales targets and within budget
• Along with the Market Access and Marketing function help develop and implement KOL engagement strategy for each of the promoted product in the portfolio
• Flexibility and accountability to amend local plans based on local market dynamics and competitor/access conditions
• Event Management: Organize medical/pharmaceutical events (e.g., regional seminars, speaker sessions) within agreed budgets.
• Strategy Development: Under the guidance of the UK Country Manager, develop and implement marketing strategies, including annual operating and business plans to drive maximum revenue.
• Launch Planning: Develop launch plans for all new products in the UK.
• Stakeholder Relationships: Develop and strengthen relationships with key external stakeholders (e.g., KOLs, pharmacists, payors and partners) to better understand their needs and market opportunities.
• Digital Marketing: Lead the development of digital marketing strategies and execution of multi-channel campaigns, ensuring consistency in promoting the brand and the customer journey.
• Team Leadership: Mentor and support the development of direct reports, ensuring effective communication of objectives and strategies.
• Market Knowledge: Maintain an awareness of the UK market, competitor activities, and relevant industry changes, implementing appropriate actions where necessary.
• Financial Management: Manage P&L for assigned brands, track and record expenditure against established budgets, and ensure marketing spend is within agreed budgets.
• Administration
• Prepare and submit all monthly expenses on time
• Track implementation of business plan and achievement of objectives using company systems and own processes. Use these methods to identify gaps in performance and plan remedial actions
• Ensure adequate coverage and frequency of calls on decision-makers and prescribers within region/territory, in line with Company Guidance.
• Record full details of all interactions and discussions with stakeholders on the CRM tool
• Monthly update of the CM database on calls/activities
• Monthly update of the S&OP forecast file for promoted products
• Compliance: Ensure all external customer/patient materials and communications are compliant with the ABHI and ABPI Code of Practice in conjunction with Medical colleagues.
• Maintain an understanding of the Group’s working practices, and SOPs
• Ensure SOP’s for Customer Engagement and Advocacy are followed in line with Medical Strategy and compliance with MHRA, ABHI and ABPI guidelines
• Carry out other reasonable tasks as required by the Line Manager.
• Ensuring that all interactions and engagements are carried out in accordance with Company values.
• Internal: Executive, Commercial Team, Finance, Product Development, QA, Supply Chain, Global Marketing, and Medical.
• External: HCPs, KOLs, Payors, agencies, customers, commercial partners, ABPI.

The above duties and responsibilities are not an exhaustive list, and you may be required to undertake any other reasonable duties compatible with your experience and competencies. This description may be varied from time to time to reflect changing business requirements.

To be successful in this role, you should demonstrate:

• Educated to Degree level in Business, Pharmacy, Pharma related fields
• ABPI accreditation
• Excellent working knowledge of all Microsoft Office applications- Excel, Outlook, PowerPoint. Teams, Skype
• At least ten-plus years’ relevant pharmaceutical experience in primary & secondary care with the last five years in a leadership role in a medium to large PharmaCo
• Excellent written & spoken English. Commercially astute, Well-organized, good team player, problem -solving approach.
• Must hold a Clean Driving license
• Interpersonal skills and Networking skills: Strategic Networking- builds and maintains friendly trustworthy and open internal and external relationships. Actively nurtures both formal and informal contacts to facilitate the progress of work by proactively sharing information, best practices, areas of expertise. Identifies current or past contacts that can provide work-related information or assistance. Identifies and creates opportunities to initiate new partnerships that will facilitate the achievement of strategic goals.
• Business Acumen:
• Knows how the business works, is knowledgeable in current and future trends, the competition affecting their business, and applicable strategies and tactics.
• Core Leadership Qualities
  • Integrity
    • Acts with honesty and strong moral principles.
    • Builds trust by being consistent and transparent.
  • Communication Skills
    • Clearly conveys ideas, expectations, and feedback.
    • Practices active listening and fosters open dialogue.
  • Decisiveness
    • Makes timely and well-informed decisions.
    • Balances data with intuition when necessary.
  • Accountability
    • Takes responsibility for actions and outcomes.
    • Holds themselves and their team accountable.
  • Empowerment of Others
    • Delegates effectively and trusts team members.
    • Encourages growth, autonomy, and skill development.
  • Resilience
    • Stays composed under pressure.
    • Learns from setbacks and leads with optimism.
  • Inspirational Motivation
    • Energizes and motivates people to perform at their best.
    • Celebrates wins and recognizes individual contributions.
  • Drive for results
    • Self-motivator with strong organizational and people management skills combined with a problem-solving approach.
    • Ability to set goals and inspire others to pursue them.
  • Action orientated
    • Pursues everything with energy, drive and a need to finish.
    • Can be counted on to exceed goals successfully and steadfastly pushes self and others for results.
    • Able to deliver the highest standards of customer service by putting the customer and patient at the heart of everything you do. Takes responsibility for ensuring own work/life balance.
• Desirable: Completion of relevant training modules for access to secondary care, including operating theatres.
• Desirable: Neurology, Critical care/ cardiothoracic & orthopaedic speciality experience
• Desirable: Experience/involvement in a successful recent product launch in secondary care. Knowledge of local market access/payor experience is beneficial

Company Benefits:

• 25 annual leave days plus bank holidays and 3 annual company closure days (to be taken between Christmas and New year)
• Competitive Pension Scheme 
• Private Medical Insurance
• Discretionary Bonus Plan
• Paid Maternity and Paternity Leave
• Academic Study Assistance
• Eyecare vouchers
• Employee Assistance Programme

Serb Pharmaceuticals is an equal opportunity employer. We offer competitive compensation & benefit packages, challenging opportunities and a culture of working together in a supportive way built on our strong foundation of values.