Manager - Consumer Marketing - US Based Pharma & Healthcare MNC

Contract Type
₹ 3,000,000 - 3,500,000
Academic title
This position is archived.
This position is archived.
Job description

Core Job Responsibilities

  • Spearhead multiple projects in partnership with regional and global stakeholders to implement localized consumer marketing strategies and tactics
  • Work in partnership with APAC to define the product launch roadmap and drive the launch of new products and service offerings
  • Lead the development of consumer positioning and targeting strategies and creative processes including concept testing and messaging across owned, earned, paid and shared channels
  • Lead the insights-based decisions with a strong focus on reporting of marketing KPIs to deploy metrics and control measures that allow for a data-driven marketing approach
  • Participate in the development and implementation of consumer onboarding and education programs
  • Develop annual financial and A&P forecasts for budgeting and planning purposes. Build, deploy and proactively manage relevant parts of the marketing budget aligned to sources of growth across the consumer lifecycle
  • Identify and own key consumer influencer relationships and build programs that will help drive brand awareness and SOV on key social media platforms
  • Work collaboratively with PR/PA, partnership and Commercial to develop best in class PR and advocacy plans and identify a pipeline of case studies
  • Own key peak bodies (patient organizations) relationships, and work in partnership to jointly define and drive improved engagement and outcomes for people living with diabetes in India
  • Partner with the Area and Global teams to identify, develop, and own appropriate agency and vendor partnerships
  • Spot opportunities for the brand to enrich the patient to HCP relationship in meaningful ways

Key functional responsibilities

1. Performance Marketing

  • Develop and drive end to end marketing campaigns for top eCommerce & digital platforms (On-platform, social, digital)
  • Managing budgets and campaigns across all digital channels to drive strong return on investment and efficient CAC
  • Ensuring successful planning, execution, optimization for key traffic KPIs via paid, organic & own media channels
  • Working closely with the management to share funnel conversion improvement ideas, feedback & present results.
  • Managing the e-commerce brand store (Amazon, web shop), annual calendar days with e-commerce platforms (ARTs)
  • Monitor and optimize channels and campaigns to achieve business objectives
  • Supporting performance marketing activity across channels such as Paid Search and working closely with any partner agencies to implement, optimize and report on performance.
  • Develop media plan and ensure execution to achieve the consumer acquisition, ROI goals of performance marketing

2. Marketing Campaign & Content development

  • Manage omnichannel marketing set-up and execution with partner including development of implementation plans, training concept/set-up, technical changes, and reporting.
  • Work with the respective cross-channel marketing team (HCP, CRM), Partnership and Pharmacy, collaborate to create email campaigns, improve automation efficiency and operationalize strategy
  • Owning Omnichannel strategy, tactics, and delivery for communication plan.
  • Develop & deploy new brand campaigns in country; ensure MLR approvals & adherence to brand guidelines
  • Create collaterals for e-commerce (brand store, on-platform campaigns) and for paid (social-digital) media in line with brand campaign & adherence to brand guidelines
  • Create communication assets / toolkits for all channels in line with brand campaign (e-commerce, paid social-digital, pharmacy, partnership)
  • Conceptualize & create relevant content to drive awareness & conversion across channels (infographics, influencer content, patient stories etc)
  • Transforming the business need into campaign and operational support throughout the lifecycle of the brand campaign
  • Responsible for compliance with policies including complaint handling, data privacy and security (Preferences & consent)
  • Create and maintain documentation for outreach and lead routing processes, and communicate changes and best practices
  • Creates value for the customer and clearly defines and communicates the opportunity or issue that needs to be analyzed, applying solid understanding of performance marketing tools and methodologies
  • Creates tailored materials to influence all the touch points along the journeys leading to an outstanding consumer experience and generate commitment for the products and Brand.

3. Performance benchmarking & KPI tracking

  • Monthly / Quarterly / annual Activation JBP plan with platforms & review progress periodically
  • Track, analyze, and report on key performance metrics and identify areas of opportunity to improve KPIs across areas of responsibility
  • Work with platform to ensure channel hygiene - unauthorized distributors / availability etc
  • Providing reports and analysis to demonstrate effective ROI to key stakeholders
  • Own all performance targets and budgets across marketing objectives such as new user acquisition
  • Analyze results and make data-driven recommendations for optimization for future marketing campaigns
  • Coordinate with cross-functional teams (product, content, data, CRM) to define metrics, measure performance, and develop actionable insights
  • Support markets with localized tactics and ensure activities fits to strategies.
  • Coordinate with the partner regarding campaign management, service management and KPI mgmt. ex: service level and conversion rates
  • Work with ComEx team to define, measure & track MIS to continuously improve marketing communication.

Minimum Education

MBA with 5-6 year of relevant experience. Experience in consumer marketing with digital first brand and omnichannel marketing experience in healthcare/Healthtech industry a plus.

Minimum Experience/Training Required - MBA from a reputed institution with at least 5-6 years of related experience in marketing or product management - Good project management skills and a passion for solving problems creatively and proactively - Marketing and technical experience managing automated omnichannel programs would be an asset

  • Experience in consumer marketing, OTC/OTX will be considered a plus
  • Proven communication skills and ability to drive cross-functional collaboration across Commercial, Marketing, Analytics, IT, Regulatory and other Key Functions - Strong presentation & communication skills, strategic planning, critical thinking and analysis of market conditions.
  • A willingness to travel and work in an international team.
  • Strong relationship management skills. Ability to build relationships and work in project team, trust and influence with internal clients and other key stakeholders.
  • Ability to deliver clear and concise messages, management reports and presentations.
  • Excellent organizational skills. Strong project management skills. Keen awareness and adherence to timelines.
  • Creates continuous improvement and learning cycles by implementing several waves of “Test & Learns” (fail fast, learn more quickly)
  • Goal-orientated, project-orientated and achievement-orientated
  • Lucrative Compensation & Incentive Structure
  • Opportunity to work with a top global brand
Other notes
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This position is archived.
This position is archived.