Location: Corporate Campus, Bhat, Ahmedabad
Grade/Level: Deputy General Manager (DGM)
Reporting To: Vice President – Marketing / Business Head
Therapeutic/Product Focus: Over-the-Counter (OTC) Drugs, Consumer Health, Wellness Supplements, and Herbal/Ayurvedic Formulations.
Job Purpose
The DGM - Marketing Strategy (OTC) will be the chief growth architect for Cadila's Consumer Health and Wellness business. Unlike traditional prescription marketing, this role requires a powerhouse consumer marketer who can bridge the gap between pharmaceutical science and Fast-Moving Consumer Healthcare (FMCH) strategy.
The incumbent will lead brand visibility, direct-to-consumer (DTC) campaigns, modern trade partnerships, e-commerce channel expansion, and strategic pricing frameworks. The ultimate objective is to transform legacy wellness formulations into top-of-mind consumer brands, ensuring massive market penetration across India.
Key Responsibilities
1. Brand Scaling & Consumer Go-To-Market (GTM) Strategy
- Growth Frameworks: Design and execute the 1-to-3-year strategic growth blueprint for the OTC portfolio to capture high market share in the rapidly growing Indian consumer healthcare space.
- DTC Campaign Architecture: Conceptualize and pilot high-impact Direct-to-Consumer (DTC) multi-channel advertising campaigns (TV, Print, OOH, and Digital) to establish high top-of-mind recall.
· E-Commerce & Digital Domination: Spearhead marketing initiatives for major e-pharmacy and quick-commerce channels (NetMeds, Tata 1mg, Amazon, Blinkit, Zepto), utilizing performance marketing tools to drive conversions.
2. Portfolio Expansion & Market Penetration
- Product Innovation Pipeline: Partner with R&D (specifically the Herbal/Nutrient wings) and Regulatory teams to turn clinical molecules into accessible, mainstream over-the-counter formats (gummies, chewables, ready-mix powders, topical oils).
- Consumer Insights: Lead extensive secondary and primary market research to map evolving lifestyle bottlenecks (e.g., gut health, stress, hair fall, pain management) and position Cadila products as daily-use solutions.
- Packaging Strategy: Oversee consumer-centric packaging redesigns to optimize shelf appeal in both physical modern trade shelves and digital thumbnails.
3. Commercial Operations & Omni-Channel Channel Strategy
- Trade Marketing & Activation: Collaborate with the Sales Head (Modern Trade & General Trade) to curate high-visibility in-store placements, point-of-sale displays (POSMs), and chemist-activation programs.
- P&L & A&P Ownership: Own the marketing budget allocation. Strategically deploy promotional spends across ATL (Above-the-Line) and BTL (Below-the-Line) channels, maintaining strict optimization of Customer Acquisition Cost (CAC) and Lifetime Value (LTV) metrics.
- S&OP Governance: Coordinate with state-of-the-art manufacturing hubs (like the automated Dahej or Dholka facilities) to prevent supply gaps during peak seasonal campaign surges.
Key Product Portfolio Focus
The incumbent will drive marketing strategy for Cadila's high-potential OTC, consumer wellness, and natural healthcare portfolio, which features popular products such as:
- Cadila ORS: A highly trusted, household Oral Rehydration Salt formulation used across age groups for rapid fluid replenishment.
- Folistrong Range: An Ayurvedic/Herbal hair care framework including Folistrong Ayurvedic Hair Oil and Scalp Cleansing Shampoos targeting wellness-centric consumers.
- Fleximuv Range: Natural pain relief solutions, spearheaded by Fleximuv Ointment and herbal capsules, providing quick anti-inflammatory responses for joint/muscle discomfort.
- Cadilose / Trulax Plus: Advanced gut health, digestive wellness, and gentle laxative solutions.
- Nutrient & Wellness Portfolios: Daily immunity boosters, health supplements, and skin health solutions (like Cadipsor or Cahaya Complexion Enhancing formulations) transitioning into consumer-accessible formats.
Candidate Profile (Mandatory Qualifications)
Education:
- Undergraduate: B.Pharm / B.Tech (Biotech) / B.Sc / B.Com is welcome.
- Postgraduate:MBA / PGDM from IIM (Indian Institutes of Management) or ISB (Indian School of Business) is STRICTLY MANDATORY.
Experience:
- Duration:8 to 10 years of post-MBA experience in Marketing Strategy and Brand Management.
- Industry Domain: A proven track record within the Consumer Health, Pharma OTC, or FMCH/FMCG space. Experience launching or re-positioning products from prescription-only (Rx) to over-the-counter (OTC) is a significant advantage.
- Current Designation: Operating at a Senior Brand Manager, AGM, or DGM level in a premier consumer-facing firm.
Functional & Behavioral Competencies:
- Flawless understanding of consumer behavior, brand equity, and multi-channel trade ecosystems (GT, MT, and E-comm).
- Strong financial acumen (pricing models, margin configuration for distributors, channel ROI).
- Stellar communication skills with an innate ability to present high-budget consumer marketing strategies to the executive board and promoter family.
- Entrepreneurial mindset with a bias for action and high-velocity execution.
