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.

Responsibilities

• 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.
• 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.
• 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.