KEIMED | Commercial Excellence

Category Manager OTC & Trade Marketing

Job Title

Category Manager OTC & Trade Marketing

Department

Location

Commercial Excellence

Hyderabad, India (Corporate / HO-based)

Commercial Head

Reports To

Team Interface

Market Activation Managers (MAMs), Sales Team, Branch & Purchase Teams,

Principal Companies (POCs), OTC Companies

Experience

~5 years, Pharma or FMCG industry (OTC / Consumer Health)

ROLE PURPOSE The Category Manager OTC & Trade Marketing is the primary commercial interface between Keimed HO and its principal companies (POCs) at the corporate level, and carries two mandates.

First, Trade Marketing: translating signed Terms of Trade (ToT) into on-ground execution owning campaign delivery, target tracking, and incentive realization for each principal.

Second, Category Management: owning OTC as a product category and building it to grow at 2x the growth of the overall business by securing direct supplies from companies at every branch, building the right SKU basket at each branch, and driving focus selling through the Market Activation Manager (MAM) network and sales team.

KEY RESPONSIBILITIES

TRADE MARKETING (COMPANY JBPS / ToTs)

Lead the signed JBPs and TOTs and translate agreed priorities into clear initiatives, targets, campaigns along with timelines.

Track performance against JBPs / ToTs through preset reports / dashboards to cover the required KPIs and timely circulation to relevant stakeholeders

Conduct periodic reviews with MAMs / sales team and accordingly ensure set targets are achieved.

Coordinate with principal companies to secure incentive payouts as planned in the JBP / ToT, based on target achievement.

Act as the liaison for new product launches coordinating launch material, timelines, and go-to-market readiness with companies and MAMs.





OTC CATEGORY MANAGEMENT

Own OTC as a product category accountable for category sales, relevant SKU addition & availability, building the right assortment, sales growth, and margin across all branches.

Achieve the category targets and ensure OTC growth is 2x of the overall sales growth.

Coordinate with target OTC companies to establish and maintain direct supplies at all Keimed branch locations.

Drive and secure assignments from companies to build their OTC brands, and own delivery of these assignments end to end.

Guide the sales team through MAMs to focus-sell OTC brands, with clear brand priorities and branch-level targets.

Design and run sales team engagement campaigns (contests, focus-brand drives, recognition programmes) to build OTC sell-through.

Design and run customer engagement campaigns for retailers and chemists schemes, visibility, and display programmes in partnership with companies.

Category Manager OTC & Trade Marketing

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KEIMED | Commercial Excellence

KEY INTERFACES

Internal

Market Activation Managers (MAMs) primary execution partners for field delivery

Sales Team end-point of campaign and promotional execution

Commercial Head direct reporting line, target setting, and escalation

Branch Managers & Purchase Team direct supply set-up, SKU listing, and stock availability at branches

External

Principal Company POCs (Points of Contact) ToT ownership, campaign planning, incentive coordination





OTC Company POCs (Sales / Brand / Trade Marketing teams) direct supplies, brand-building assignments, and joint campaigns

REQUIREMENTS

Experience & Background

~5 years of relevant experience in Pharma or FMCG industry, with exposure to trade/channel marketing, key account coordination, or field sales support. Exposure to OTC / consumer health category management or brand building is strongly preferred.

Skills & Competencies

Solid interpersonal and negotiation skills able to manage company relationships and secure commitments

(material, incentives, launch support).

Comfortable conducting structured reviews with field teams (MAMs) and driving accountability for execution.

Category management

Ability to design and run engagement campaigns for sales teams and trade customers.

Strong analytical ability with hands-on data analytics and interpretation skills.

Proactive, target-driven approach.

Working proficiency in Excel/PowerPoint or equivalent tools for dashboards and reports.

KEY PERFORMANCE INDICATORS

KPI

Definition

Target vs Achievement (ToT)

% Achievement tracked against aligned targets

Incentive Realization

% incentive achieved vs available pool

Campaign Execution Compliance

Timely execution of campaigns including NPIs

OTC Category Growth

OTC category growth vs overall business growth target: at least 2x, tracked monthly

Direct Supply Coverage

Branch SKU Coverage

OTC Campaign Delivery

Number of branches added for direct supplies for each target OTC company

% of identified relevant SKUs listed and in stock at each branch, per target company

Number of sales team and customer engagement campaigns executed, and incremental

OTC sell-through achieved

Category Manager OTC & Trade Marketing

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📌 Category Manager - OTC & Trade Marketing (Hyderabad)
🏢 Keimed
📍 Hyderabad