Marketing Manager- Generic and Retail Pharma

1. Role Purpose

The Marketing Manager will be responsible for designing and executing the overall

marketing and product management strategy for companys trade generics business.

The role focuses on strengthening operations in Maharashtra and Gujarat, while

developing scalable playbooks to support pan-India expansion. This role requires a

hands-on marketer experienced in building brands, designing GTM strategies, and

enabling sales teams in a retail-driven, competitive generics environment.

2. Reporting Structure

• The role incumbent will report to the Sales & Marketing Head
• Works closely with: Business leadership, State Sales Managers, Sales Team,

Supply Chain, Regulatory, and external agencies.

3. Key Responsibilities

A. Branding & Marketing Strategy

• Develop the overall Marketing & Product Management strategy for the trade

generics business from the ground up.

• Create brand positioning, visual identity, and differentiation through competitor

benchmarking.
• Build and manage the marketing budget, ensuring maximum ROI through

tracking, analysing, and optimizing campaign performance.

• Ensure regulatory compliance across all marketing activities in accordance

with pharmaceutical norms.

• Conduct regular market visits to understand customer, chemist, and distributor

insights.

B. Promotional Materials & Programs

• Design, develop, and manage marketing collaterals for the sales team to drive

product awareness and chemist engagement.

• Lead trade activation programs, including trade fairs, demos, awareness drives,

and retailer engagement initiatives.

• Manage the execution and performance of promotional campaigns supporting

market penetration, brand visibility, and sales acceleration.

• Develop presentations, training material, and communication modules for the

field force.

• Build and maintain a digital repository of collaterals for seamless sales team

access.

C. Support for Sales Team during Pilot & Scale-Up

• Collaborate closely with the sales team for initial market penetration and

ongoing territory expansion.

• Gather field feedback to refine strategies, enhance product visibility, and tailor

communication for the generics retail channel.

• Actively contribute to the creation of standardized playbooks, SOPs, and rollout

frameworks derived from pilot learnings.

• Support future pan-India scale-up by building replicable marketing models.D. Digital & Analytics (Enhanced Requirements)
• Support development of WhatsApp marketing, basic digital campaigns, and

online content for internal and external users.

• Use digital tools (CRM/SFA, dashboards, Excel/BI tools) to improve campaign

monitoring and reporting.

• Analyse market trends, competitor activity, and retail pricing to drive data-based

decisions.

4. Required Experience & Qualifications

• Bachelor's degree; MBA preferred.
• Minimum 5+ years of marketing experience in Trade Generics / Generic

Pharma (Retail Model)—experience in setting up new pharma divisions

preferred.

• Strong familiarity with:
• Retail generics channel (chemists, stockists, distributors)
• High-volume SKU environments
• Competitive pricing strategies
• Field activation programs

5. Key Competencies

• Strong commercial and market understanding of Indian generics trade.
• Excellent planning, execution, and vendor management skills.
• Ability to work in a fast-paced, entrepreneurial environment.
• Strong communication and collaboration skills for cross-functional teamwork.
• Analytical mindset, Proficiency in MS Office; CRM/SFA tools familiarity.
• High ownership, self-driven personality with ability to work independently.