Pharmaceuticals & Biotechnology
15 Jul
Marketing Lead
Role Description – Food Supplement Marketing LeadLocation: Almaty, Kazakhstan
Direct Reports: None______________The role:• Develops the strategy of Food Supplement and Beauty Business Division.• Develops set up for Portfolio, organization: S&M and Sales FTE, operations of business unit within the company.• Develops registration strategy and speed-to-market tactics.• Develops distribution chain model Food Supplement and Beauty launch and development.
______________Key Responsibilities1. Category Strategy & Portfolio Management• Develop and execute long-term Food Supplement and Beauty Business strategies and annual marketing plans aligned with business objectives of the OTC Business Unit.• Define brands’ positioning, key messaging, and growth priorities within the Food Supplement and Beauty portfolio.• Forecast sales, pricing, and A&P investments to achieve brand contribution targets.• Manage brands’ P&L, ensuring profitability and optimal allocation of resources.• Analyze market dynamics, consumer trends, and competitive landscape to identify new opportunities.
2. Marketing Planning & Execution• Lead development of integrated marketing campaigns (ATL, BTL, Digital, Trade, and Medical channels).• Oversee preparation, adaptation, and approval of creative and promotional materials in compliance with regulations.• Ensure communication and message synergy among various channels as for consumers so for HCP and/or clients.• Coordinate work with external agencies to deliver high-quality, effective, and timely campaigns.• Monitor media KPIs (reach, SoV, TRP, CPP, CPT, SEM) and adjust activities to improve efficiency.• Monitor campaign performance and propose corrective actions to optimize ROI• Ensure flawless implementation of promotional cycles, product launches, and medical events.
3. Market Analysis & Performance Monitoring• Analyze market trends, competitors, and consumer behavior to identify growth opportunities. Initiate and implement relevant research when required.• Track and report brand performance indicators, including market share, sales, distribution, price indexes, prescriptions and media KPIs.• Prepare regular analytical reports and presentations for management.• Monitor brand profitability and contribution, recommending actions to optimize results.• Support continuous improvement through data-driven decision-making.
4. Forecasting & Performance Analysis• Prepare and control monthly and annual forecasts for assigned brands (sell-in, ex-factory, SIT).• Ensure accuracy of demand planning and avoid out-of-stock or overstock situations.• Monitor market share, brand contribution, distribution, and profitability performance.• Analyze ROI for all marketing activities and recommend adjustments for continuous improvement.• Prepare regular analytical reports and presentations for management.
5. Cross-Functional Collaboration & Project Leadership• Collaborate closely with Sales, Trade Marketing, KAM, Medical Affairs, Regulatory Affairs, Portfolio, Production, Finance, BI, Demand Planning and Supply Chain teams.• Ensure alignment between field activities and brand strategy.• Lead cross-functional projects & improvement initiatives at business unit and company level.• Facilitate knowledge sharing and alignment of priorities across departments.• Organize and participate in field visits and meetings to collect market insights.
6. Investment & Budget Management• Ensure effective planning, allocation, and control of A&P investments.• Plan and control calendarization and execution of marketing investments across all channels.• Monitor budget utilization and adherence to corporate financial procedures.• Optimize investment efficiency across channels (media, digital, POSM, events).• Ensure transparent reporting and documentation of marketing expenses.• Identify and implement cost-saving and efficiency improvement opportunities.• Evaluate vendor performance and ensure compliance with procurement policies.
7. Innovation & Product Lifecycle Management• Identify innovation opportunities and develop business cases for new products or line extensions within assigned categories and beyond.• Prepare business cases, follow-up portfolio development process and lead product launch planning.• Manage the launch process for new SKUs, ensuring effective planning and coordination.• Lead packaging or instruction updates in cooperation with Regulatory Affairs and Supply Chain.• Optimize brand portfolio through SKU management and pricing adjustments.• Monitor product lifecycle performance and implement corrective actions as needed.
8. Leadership & Capability Development• Provide coaching, mentoring, and support to Brand Managers and Junior Brand Managers.• Foster a culture of innovation, accountability, and cross-functional collaboration.• Actively lead knowledge sharing and internal training sessions on marketing excellence.• Contribute to talent development and continuous capability improvement within the marketing team.• Initiate and lead cross-functional teams for better engagement, company processes optimization
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Qualifications• University degree in Marketing, Economics, Pharmacy, or Business Administration.• Minimum 4 years of experience in brand management or marketing, including at least 2 years as Brand Manager in FMCG or FS/CHC pharmaceutical industry.• Proven experience in strategic marketing, media management, and P&L responsibility.• Strong understanding of market research, consumer behavior, and brand analytics.• Proven experience in pipeline development and launch of new brands/categories• Proven Experience in leading teams project management and\or new procedures creation• Proficiency in MS Office (Excel, PowerPoint, Word, Outlook) and BI tools; SAP experience is an advantage.• English language level: Upper-Intermediate or higher; fluency in Russian, knowledge of Kazakh preferred.• Excellent communication, analytical, and leadership skills.• Strategic mindset, innovation focus, and ability to work cross-functionally.• High accountability, adaptability, and resilience under pressure.