Description:

Company: Cadila Pharmaceuticals Ltd.

Location: Corporate Campus, Bhat, Ahmedabad

Grade/Level: Deputy General Manager (DGM)

Reporting To: Head 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 Cadilas 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.