Cadila - Deputy General Manager - Marketing Strategies - OTC - IIM/ISB

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 :

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.