Job Summary
The Associate Product Manager for OTC is responsible for the local execution and performance of the APH OTC brand/s, working in close collaboration with partnered principal/s (Global/Regional Brand Team) and internal cross‑functional stakeholders.
The role ensures that the brand strategy is effectively localized, commercially optimized, and executed across OTC channels, pharmacies, modern trade, and key store partnerships. This includes hands‑on responsibility for brand execution, trade programs, and retail partnerships that drive awareness, trial, and sustained growth.
Brand & Marketing Execution (Local)
- Execute approved local brand plans, campaigns, and initiatives in line with partnered principal direction
- Manage ATL, BTL, digital, and in‑store executions to ensure strong consumer visibility and impact
- Oversee development and rollout of brand materials (POSM, display assets, sales tools, digital content)
- Ensure all materials comply with OTC regulatory, medical, and legal standards
Trade, Store & Channel Partnerships
- Drive strong local trade and store partnerships to support brand visibility, promotions, and distribution both for brick & mortar store and e-store
- Collaborate with Sales and Trade Marketing to:
- Develop channel‑specific programs (pharmacy, modern trade, e‑commerce)
- Execute in‑store activations, displays, promotions, and merchandising plans
- Support negotiations and execution of joint store initiatives aligned with brand objectives
- Monitor and improve in‑store execution quality and promotional effectiveness
Internal Cross Functional team
- Ensure alignment and cascade of brand direction among key identified internal cross-functional team
- Must participate in monthly company monthly and annual sales planning and forecasting including performance metrics tracking
- Help drive alignment between brand objectives and commercial execution (KAM)
Market, Consumer & Performance Analysis
- Track and analyze sales performance, market share, competitiveness, and campaign ROI
- Monitor competitor activity within the OTC category
- Leverage insights to recommend optimizations to brand, trade, and store programs
- Prepare performance reports for internal stakeholders and partnered principal
Budget, Compliance & Administration
- Responsible for managing A&P aligned with APH and partnered principal timeframe
- Support marketing budget planning, monitoring, and spend optimization
- Manage vendors, agencies, purchase requests, and timelines
- Ensure timely submission and approval of materials through internal compliance processes
Global–Local Brand Alignment (Liaison)
- Act as the primary local marketing contact for partnered principal for the brand
- Implement the global/regional brand strategy and annual brand plan at the local market level
- Translate global brand platforms into locally relevant marketing, trade, and communication plans
- Ensure strict brand consistency, messaging alignment, and equity protection across all channels
- Provide timely market feedback, performance updates and submission of monthly report KPI, and local insights to partnered principal
Qualifications & Experience
- Bachelor's degree in Marketing, Business, Pharmacy, or related field
- 2–4 years of experience in Brand Management, OTC, FMCG, consumer healthcare, or dermo‑cosmetics
- Experience working with regional/global brand teams is an advantage
- Exposure to pharmacy, modern trade, or retailer partnerships
- Familiarity with OTC regulatory environments preferred
Skills & Competencies
- Strong executional and project management skills
- Able to manage global brand alignment with local market realities
- Commercial and trade‑focused mindset
- Strong stakeholder and partner management skills
- Analytical, detail‑oriented, and results‑driven
- Effective communicator across functions and cultures
