Keimed Private Limited
Website:
keimed.com
Job details:
Company Description Keimed Private Limited is India’s premier and largest distributor of medicines, serving over 70,000 pharmacies across the country since 2000. With an extensive pan-India presence, the organization plays a critical role in ensuring reliable access to pharmaceutical products. Keimed operates as a federation of leading regional distributors, unified by a shared commitment to transforming healthcare accessibility. The company focuses on building efficient supply chains, strong partner relationships, and robust operational systems that support the evolving needs of India’s healthcare ecosystem.
Category Manager – OTC & Trade Marketing
Job Title Category Manager – OTC & Trade Marketing
Department Commercial Excellence
Location Hyderabad, India (Corporate / HO-based)
Reports To Commercial Head
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.
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
▪ Strong 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
I
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: Number of branches added for direct supplies for each target OTC company
Branch SKU Coverage: % of identified relevant SKUs listed and in stock at each branch, per target company
OTC Campaign Delivery: Number of sales team and customer engagement campaigns executed, and incremental OTC sell-through achieved
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