Zonal Channel Manager

Lifecell; Patna, Bengaluru, Mumbai; On-site; INR 1,500,000 - 2,100,000; Full time

Job summary

LifeCell Diagnostics is seeking a Regional Channel Marketing Manager to lead franchisee network expansion, local market programs, and B2C growth. You will translate national brand strategies into regional trade plans, manage R&R schemes, and strengthen ties with doctors, hospitals, and corporates.

The role requires 4–8 years in field/channel marketing in healthcare, strong negotiation skills, and 40–50% travel. Oncology/diagnostics exposure is a plus.

Qualifications

• Graduate in Life Sciences, Pharmacy or MBA in Marketing/Healthcare Management.
• 4–8 years in field marketing, channel marketing, or trade marketing in Diagnostics/Healthcare.
• Strong local network with doctors, hospitals, corporate HRs preferred.
• Willingness to travel 40–50% across the state/region.

Responsibilities

• Expand FCC network across urban and semi-urban catchments.
• Design and manage channel loyalty and R&R programs.
• Develop regional brand and trade marketing plans and POSM.
• Monitor compliance with brand standards and pricing guidelines.
• Drive B2C campaigns and local partnerships to boost footfalls.

Skills

Franchisee acquisition

Channel partner engagement

Trade marketing

Brand management

R&R program design

Education

Bachelor's/Master's in Life Sciences/Pharmacy

MBA in Marketing or Healthcare Management

Job description

Job Overview

The Regional Channel Marketing Manager will drive regional expansion, B2C revenue growth, brand equity,

and partner loyalty for LifeCell Diagnostics. The core mandate of this role is to aggressively expand LifeCell's

network of Franchisee Collection Centers (CCs), build and launch localized preventive health checkup packages,

design robust Channel Partner Engagement & Rewards & Recognition (R&R) programs, ensure operational

compliance across touchpoints, execute rigorous local competition mapping, and achieve sustainable organic

revenue growth from end-consumer (B2C) touchpoints.

A strong background in Brand Marketing and Trade Marketing is preferred to effectively unify central brand

positioning with local retail activation and trade channel growth. Additionally, leveraging existing local

connections with corporates, hospitals, and doctor networks will serve as an added advantage to accelerate

channel trust, institutional tie-ups, and regional brand dominance.

2. Key Responsibilities

A. Franchisee Collection Center (FCC) Network Expansion

• Identify potential high-footfall locations and manage the end-to-end onboarding of new Franchisee Collection Centers across urban and semi-urban catchments.
• Collaborate with regional sales teams to establish partner commercial terms, franchisee enablement kits, and trade engagement drives.
• Provide marketing and promotional launching support for newly onboarded collection centers to accelerate early footfall and ROI.

B. Channel Partner Engagement, Rewards & Recognition (R&R)

• Conceptualize, implement, and manage structured Channel Partner Loyalty & Engagement programs (monthly, quarterly, and annual tiers) to drive franchisee retention and mindshare.
• Design performance-linked Rewards & Recognition (R&R) frameworks, trade schemes, slab-based incentives, and contest rollouts to motivate collection center owners and staff.
• Organize regional Partner Meet events and milestone celebration ceremonies to foster long-term partner relationships.
• Track partner sentiment, program participation rates, and ROI on R&R spends, continuously refining incentives to drive repeat business and test volume growth.

C. Brand Management & Trade Marketing Integration

• Translate national brand strategies into effective regional trade marketing plans that improve brand visual salience across franchisee collection points.
• Develop localized trade push strategies, point-of-sale marketing materials (POSM), and in-store merchandising toolkits for collection centers.
• Align brand identity with trade partner communication to ensure consistent, premium brand visibility across all regional touchpoints.

D. Preventive Package Development & Localized Offerings

• Design, package, and position consumer-centric preventive health packages tailored to regional demographics, disease burdens, and price sensitivities.
• Execute seasonal health campaigns, wellness screening drives, and targeted B2C consumer promotions.

E. B2C Organic Growth & Catchment Activation

• Drive walk-in test volumes and direct home-collection bookings through hyper-local Below-The-Line (BTL) marketing activities (e.g., RWA camps, pharmacy tie-ups, local print/flyer drives).
• Implement footfall enhancement campaigns, loyalty initiatives, and localized digital/hyper-local promotional tactics.

F. Compliance Monitoring & Brand Standards Enforcement

• Establish and conduct periodic compliance audits across all franchisee collection centers to ensure uniform brand visual identity, hygiene standards, and customer experience.
• Ensure regional adherence to diagnostic marketing regulations, pricing guidelines, and standardized patient communication protocols.
• Manage issue resolution related to partner marketing non-compliance or brand misrepresentation.

G. Competition Mapping & Regional Market Intelligence

• Conduct continuous competition mapping to track regional diagnostic competitors' franchisee payout structures, pricing models, test menu additions, and promotional campaigns.
• Deliver actionable market intelligence reports to senior leadership to proactively adjust regional pricing strategies and promotional schemes.
• Analyze competitor footprint and identify underserved white spaces for rapid LifeCell channel expansion.

H. Ecosystem & Local Network Leverage (Additional Advantage)

• Leverage existing relationships with local medical practitioners, small nursing homes, and standalone hospitals to drive referral confidence and collection center credibility.
• Build local corporate wellness partnerships for employee preventive health checkups hosted at nearest franchisee centers.

3. Key Performance Indicators (KPIs)

• Net Franchisee Addition: Number of active Franchisee Collection Centers (FCCs) onboarded and operationalized per quarter.
• Channel Partner Engagement & R&R Participation Rate: % of active franchisees enrolled in and achieving goals under R&R and trade scheme programs.
• Preventive Revenue Share: Growth in revenue contribution from preventive health checkup packages (B2C).
• Organic Walk-in & Home Collection Growth: % growth in direct B2C patient volumes across regional touchpoints.
• Brand & Process Compliance Score: Audit scores across collection centers for brand guidelines, hygiene, POSM deployment, and patient experience.
• Competitor Intelligence Delivery: Timely delivery of regional pricing analysis and market dynamic reports.

4. Profile & Qualifications

• Education: Graduate in Life Sciences, Biotechnology, Pharmacy (B.Pharm), or Business Administration. Master's / MBA in Marketing or Healthcare Management preferred.
• Experience: 4 to 8 years of proven experience in field marketing, channel marketing, trade marketing, or channel partner engagement within Diagnostics, Pathology Labs, OTC/Pharma, FMCG, or Healthcare Retail.
• Domain Preference (Preferred): Prior hands-on experience in Brand Marketing and Trade Marketing execution is strongly preferred.
• Technical Expertise: Proven expertise in franchisee acquisition, designing partner loyalty/R&R programs, local BTL marketing campaigns, POSM deployment, consumer health packaging, and retail compliance monitoring.
• Competencies: Strong commercial acumen, trade negotiation skills, partner relationship management, local market mapping capability, and team leadership.
• Local Network (Advantage): Prior connections with local doctors, hospital administrators, corporate HRs, or regional healthcare channels will be considered a significant advantage.
• Travel: Willingness to travel extensively (40-50%) across the assigned state/region.

Contact : 7348898804 - Chitra A