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Lia Ogbazion

Working to provide equipment and treatment for cancer patients and clinicians worldwide, BSc in Retail Management alum and Elekta's Sales and Price Analyst Lia Ogbazion analyzes sales and price data to provide insights and decision support for executive and sales management. She enjoys working in an environment striving to bring hope to people dealing with cancer, and their quality offering that helps both patients and clinicians

Describe your role and what it is that you do overall and on a day-to-day basis.

I work at Elekta as a Sales and Price Analyst within the Global Sales Operations & Excellence team. Elekta is a Swedish company that provides equipment and treatment for cancer patients and clinicians worldwide. On a day-to-day basis I analyze sales and price data to provide insights and decision support for executive and sales management. I provide analytical support and training across price performance, funnel data, product profitability and pricing for ~120 markets and produce sales forecasting as well as price performance reporting and analysis.


What interested you about working at Elekta?

The opportunity to drive positive change inspired me greatly, especially since I started at Elekta during the beginning of Covid-19. I was very impressed by Elekta’s purpose – striving to bring hope to people dealing with cancer, and their quality offering that helps both patients and clinicians. A big plus was the global reach and the chance to have cross-cultural interactions.


What excites you most about your work? What are the challenges of working in healthcare sales?

The most exciting thing other than Elekta’s real impact on patients, is that I get to work with senior executives in different functions. A challenge of working in healthcare sales compared to B2C retail sales is that the lead time is much longer. A lot can change from negotiation and order booking until the delivery and installation. In addition, working in global healthcare sales means that you must consider the differing country regulations, dealings with distributors etc.


Where do you think your field is going in the next 5-10 years?

Cancer treatment will be even more vital in the next 5-10 years as the number of cancer cases are increasing yearly. That, in addition to the current shortage of linacs (radiation therapy), will continue to cause a gap in the access to treatment. This gap is something that Elekta is working strongly on closing. Even now, companies are investing more in software. I believe that SaaS will be prevalent and a requirement in the upcoming years for businesses to stay relevant.


What was so appealing about the SSE Retail Management Program when you were considering where to study?

I was initially planning on going to law school, but my older brother Nahom, who was studying Business & Economics at SSE at the time, mentioned the Retail Management Program. After doing some research, the hands-on experience that I would get from The Applied Retail Track and being a part of three different retail clubs sounded intriguing. I also looked forward to taking the marketing research course (and I was not disappointed!)


How did your time/education at SSE help guide you to the career journey you have embarked on?

In my third and final year as a retail management student I was a part of the Svensk Handel retail club. We tackled a lot of things in our seminars and workshops with the retail clubs which has made me more confident when I am faced with a challenging task. Through that retail club I managed to get a job as a retail analyst at HUI Research which is what I did before joining Elekta. Both as a part-time worker and now as an analyst at Elekta, I have had to manage large databases. At SSE we received basic knowledge in the programs R, SPSS, and SQL, which has helped me understand Qlik Sense and other programs with ease.


Following your time studying, do you have any words of wisdom or advice you would like to share with our current students?

Don’t get too caught up in the SSE bubble that focuses on prepping for case studies and interviews in management consulting roles. Feel free to explore other paths and be open to different opportunities. I never expected to work in the medtech/healthcare industry, but I am very pleased with where I ended up!

Also take advantage of the wide range of courses and attend guest lectures to feel inspired! Now that I work in a cross-functional environment I can apply a lot of the knowledge that I learned from my wide range of courses.


What are three words that sum up your time at SSE?

Challenging, rewarding, and to my surprise, inviting.