OTC Category & Pharmacy GTM Lead

Haleon; Dubai; On-site; AED 120,000 - 200,000; Full time

Job summary

A global healthcare company seeks a seasoned Category Marketing professional to develop and implement successful GTM strategies for pharmacies in Dubai. The ideal candidate has 8-10 years of experience in senior roles with FMCG or Pharmacy brands, exhibits strong commercial and analytical skills, and is proficient in Power BI. This position offers a chance to drive significant brand growth and customer engagement.

Qualifications

• 8-10 years’ experience in senior level Category Planning or Shopper Marketing roles.
• 5-10 years’ experience with high profile FMCG or Pharmacy brands.
• Strong customer planning and pharmacy development skills.

Responsibilities

• Create GTM strategy for pharmacy to enhance brand growth.
• Develop KPIs for brand performance across categories.
• Work with Sales and Marketing to bring projects to life.

Skills

FMCG experience

Commercial skills

Project management

Data analysis skills

Strong interpersonal skills

Tools

Power BI

Nielsen

IRI

Kantar

Job description

About the role

Key responsibilities

• Create and embed the GTM strategy for their pharmacy, this includes the best promotions, execution types and pricing plans to deliver value and volume growth.
• The strategy will also include deciding and delivering for MEA BU, the most relevant KPIs for confirming brand growth across the category and pharmacys.
• Defining the focus SKUs for the NRM team to drive from a Ti, Pricing or cost optimization perspective.
• Acting as the SPOC within the Category Marketing director’s MFTs to ensure full alignment between Marketing and ComEx around actions, focus areas and key projects.
• Delivering and tracking the top 10 innovations across their categories.
• Owning the localization of global shopper toolkits to ensure that we have the right material as part of the GTM plans for each pharmacy and category.
• Scope out and develop future Pharmacy & Category activation plans for new product development platforms including toolkits.
• Review future pipeline from a Commercial, Customer, Category perspective assessing where and how to play e.g. segments of growth, size, and or profit.
• Work closely with Marketing, R&D & Sales teams to commercialise and prioritise where to play.
• Co‑develop with Marketing the 5P activation standards and pharmacy plans for new product launches.
• Working closely with LOC Sales and ComEx to bring projects to life through customer JBP’s. Create selling stories, support selling and development of launch and activation plans.
• Develop 5P activation standards in line with brand strategy and insights.
• Develop & track distribution, price and promo plan with Marketing & Finance to fulfil project briefs and ensure commercial delivery in marketplace. This should be in alignment with ABP budgets.
• Track and report progress of pharmacy and development of each project against the 5P standards.
• Review and make recommendations across pharmacys to align pack, price & promo architecture where required with BU NRM.
• Develop selling story and tailoring with LOC team.
• Develop pharmacy strategy for certain platforms and implement it through LOC Sales team.
• For NPD set distribution, price and promo standards in conjunction with BU Marketing functions.
• Ensure compliance and utilization of category trackers to enhance tracking visibility.
• Ensure outstanding cross‑functional alignment and awareness of the pipeline and market plans, maximizing efficiency and growth.
• Work closely with indirect reports to support the development of priorities.

Qualifications and skills

Essential

• No Relocation provided.
• 8-10 years’ experience in a senior level Category Planning, Shopper Marketing or MS&P role. Other relevant positions would include Revenue Manager, Category Manager or possibly KAM.
• Minimum 5-10 years’ experience of working with high profile FMCG / FMCH / Pharmacy brands in MEA & Turkey.
• Demonstration of strong customer planning, selling and pharmacy development for brands utilising 5P levers to develop change.
• Strong commercial skills in developing Price & Pack Architecture.
• Strong cross functional project management across multiple stakeholder groups.
• Demonstration of strong indirect working relationships to deliver outcomes & lead change.
• Successful and proven NPD development & launch experience.
• Excellent interpersonal and communication skills.
• Excellent influencing skills especially through indirect reports.
• Deep Nielsen, IRI, Kantar data analysis skills and use of Power BI.

Preferred

• Digital / E‑Commerce knowledge is a plus.
• Detailed and extensive experience with rolling out commercial training and commercial toolkits.

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