AGM-Expert Marketing-Personal Care
Job Description
Role : AGM - Baby Care
Designation : AGM
Function : CPC - Expert Channel Marketing
Department : CPC - Marketing (Sebamed)
Reporting to : DGM (Expert Marketing)
Role Objective:
The AGM – Expert Channel will own and drive the healthcare professional (HCP) engagement strategy for Sebamed's Baby Care portfolio in India. This is a specialized medico-marketing role rather than a general brand management position. The primary objective is to establish Sebamed's scientific credibility and expand its recommendation share among pediatricians, dermatologists, neonatologists, and gynecologists. The role bridges brand strategy, medical affairs, and field excellence to translate clinical differentiation into measurable advocacy and commercial sales growth.
KEY RESPONSIBILITIES
HCP Engagement Strategy & KOL Management:
Develop and execute a tiered HCP engagement strategy across targeted specialties (pediatricians, dermatologists, neonatologists, and gynecologists) for the Baby and Personal Care ranges.
Define and track the HCP funnel (awareness $\rightarrow$ recommendation $\rightarrow$ active advocacy) using distinct KPIs such as recommendation rates, share of voice, and prescription audit trends.
Build and sustain a structured Key Opinion Leader (KOL) network across Tier 1, 2, and 3 markets with tailored touchpoints.
Own the end-to-end advisory board program, including setting the agenda, managing frequency, and implementing clinical insights.
Scientific Communication & Content Development:
Create all HCP-facing communication materials, including visual aids, leave-behinds, clinical summaries, FAQs, and product monographs.
Partner directly with Scientific Affairs and Regulatory teams to ensure all claims are evidence-backed, compliant, and competitively differentiated.
Translate complex scientific dossiers into sharp, credible narratives and messaging for each key SKU.
Identify and leverage opportunities for publication support, poster presentations, or white papers within relevant medical forums.
CME & Scientific Events:
Plan, design, and execute Continuing Medical Education (CME) programs, symposiums, webinars, and satellite sessions.
Ensure event designs focus on genuine clinical education and brand positioning rather than basic logo visibility.
Evaluate event ROI by tracking post-CME recommendation intent metrics and subsequent HCP engagement.
Field Force Enablement:
Formulate the field detailing strategy, clear call objectives, and Feature-Advantage-Benefit (FAB) frameworks for medical representatives.
Collaborate with the L&D team to construct comprehensive training modules covering product science, competitive positioning, and objection handling.
Conduct routine field rides to directly assess execution quality and gather frontline market insights.
HCP Coverage & Performance Monitoring
Maintain and update the HCP master list, detailing coverage targets, specialty profiling, tiering, and engagement frequencies.
Monitor prescription and recommendation performance utilizing retail and prescription audit data like IQVIA, SMSRC, or equivalents.
Conduct quarterly reviews evaluating HCP funnel health, including new activations, lapsed relationships, and conversion rates.
Consumer-HCP Interface & Brand Integrity
Align consumer brand messaging to reinforce the clinical narrative built at the HCP level.
Identify and target critical "moments of truth" in the clinic/pharmacy corridor where HCP recommendations directly prompt consumer trials.
Collaborate with consumer marketing to weave expert endorsement stories into consumer-facing media assets.
Maintain absolute visual and messaging alignment across HCP tools and consumer touchpoints to secure Sebamed's premium clinical positioning.
Consumer Brand Scientific Support
Own claim substantiation for all consumer-facing channels (ATL, digital, packaging) and manage a SKU-level clinical evidence claims library.
Establish a streamlined scientific review SOP requiring expert channel sign-off before any consumer claim goes live.
Produce HCP endorsement videos for digital platforms and design interactive demonstration kits for retail/pharmacist touchpoints.
Budget & Agency Management
Manage the allocation of the expert channel marketing budget across KOL engagement, CMEs, field tools, and scientific content.
Oversee external agency and vendor relationships handling medical communications, event management, and field support assets.
Track initiative ROI with a firm focus on metrics reflecting actual recommendation behavior rather than surface-level reach.
STAKEHOLDER INTERACTION
Type of Interaction: Internal
Interaction with: Consumer Marketing Team, Scientific Affairs, Regulatory Team, L&D Team, Medical Representative Field Force, and Executive Leadership.
Nature of Interaction: Cross-functional collaboration to ensure consumer campaigns match clinical evidence ; partnering on regulatory compliance and claim substantiation ; co-developing training modules and detailing strategies for the field force ; and synthesizing commercial insights for leadership reviews.
Type of Interaction: External
Interaction with: Healthcare Professionals (Pediatricians, Dermatologists, Neonatologists, Gynecologists), Key Opinion Leaders (KOLs), Medical Societies/Forums, and Creative/Medical Communication Agencies.
Nature of Interaction: Engaging and cultivating professional relationships to build brand advocacy ; running advisory boards and collecting clinical feedback ; executing medical education programs (CMEs) ; and driving external vendors to deliver high-quality scientific content and event management support.
JOB REQUIREMENTS
Professional Experience and Relevant Skills
Experience: * 7–9 years of dedicated experience in medico-marketing or expert channel marketing roles.
Proven background within FMCG healthcare, OTC, pharmaceuticals, or specialized dermatology/baby care business segments.
Technical Expertise:
Strong scientific literacy with an established ability to interpret clinical literature and build robust evidence dossiers.
Hands-on proficiency with medical/prescription market audit tools such as IQVIA, SMSRC, or equivalent data platforms.
Demonstrated track record running successful KOL management programs, CME execution, and field force enablement frameworks.
Skills:
Excellent communication skills with a proven capability to simplify dense scientific concepts for field reps while anchoring commercial strategies for leadership.
Robust commercial acumen, budget management capabilities, and a metrics-driven approach to tracking initiative ROI.
Academic Qualifications & Certifications
Educational Qualification: * Graduation in Life Sciences, Pharmacy, or Medicine is required.
An MBA in Marketing is highly preferred.