Category Manager

The Category Head shall be responsible for driving demand generation for Glenmark’s select set of dermatologically recommended skin care and hair care brands, shifting focus toward consumerization and direct-to-consumer marketing while preserving their dermatological credibility. This role will oversee end-to-end marketing strategy, brand building, digital content development, social media marketing, and performance marketing. Reporting to Division Head – Emerging Channels Business, this role will lead a team of two direct reports—a Digital Content Manager and a Performance Marketing Manager—to execute impactful campaigns and achieve growth in a digital-first environment.

Brand Building

• Develop and implement a consumerization strategy for the portfolio
• Develop & implement a unified brand strategy to boost awareness, equity and loyalty
• Brand Positioning: Amplify the consumer-facing identity of the brands, leveraging their dermatological heritage to resonate with target audiences
• Ensure consistent brand voice, messaging and visual identify across all channels

Innovation

• Identify emerging trends in skin care/hair care to keep the portfolio competitive and relevant.
• Leverage consumer insights, market trends and competition insights to build concepts for new product development & to manage life cycle of existing products.
• Collaborate with product development team to ensure timely launches of new products.
• Ensure Packaging harmonization across all product lines, maintaining alignment with brand identity, sustainability goals and market positioning.
• Collaborate with product development, packaging & supply chain teams to oversee packaging design, materials and messaging consistency
• Ensure packaging reflects brand aesthetics and resonates with target audiences in digital & retail settings.

Digital Content Development:

• Supervise the Digital Content Manager in creating engaging, on-brand content for digital media & E-Commerce platforms.
• Oversee content strategy and calendars, ensuring timely delivery of high-quality assets.
• Work closely with creative marketing agencies to produce compelling content that resonates with our audience.

Social Media Marketing:

• Lead social media strategy across platforms (e.g., Instagram, YouTube, Brand Website) to drive engagement, followers, and conversions.
• Guide the Digital Content Manager in developing platform-specific content, leveraging trends, influencers, and user-generated content.
• Conceptualize & Execute compelling on-line & off-line campaigns to scale-up social media followership
• Monitor social media analytics to optimize campaigns and track KPIs (e.g., reach, engagement).

Performance Marketing (Content & Commerce Platforms):

• Direct the Performance Marketing Manager in planning and executing paid digital campaigns to drive traffic, leads, and sales.
• All E-Commerce Platforms: Amazon, Flipkart, Zepto, Blinkit…etc.
• All Content Platform: (Google, Meta, In-shorts, Connected TV…etc)
• Oversee campaign performance, budget allocation, and ROI optimization.
• Use data-driven insights to refine targeting, creative, and channel strategies.

Brand Activation

• Develop & Manager brand activation strategies for Modern Trade Chains (e.g. Reliance, Health & Glow, Lulu’s….etc) and Pharmacy Chains (e.g. Apollo, Wellness & Noble Plus…etc).
• Collaborate with modern trade sales team to create in-store displays, promotions and product launches that align with brand identity.
• Plan and execute brand events (e.g. pop-ups, product launches, beauty events) to engage customers and drive brand affinity.

Team Leadership:

• Manage, mentor, and develop two direct reports: the Digital Content Manager and Performance Marketing Manager.
• Foster a collaborative, innovative team culture to achieve marketing goals.
• Set clear objectives, provide feedback, and ensure alignment with brand vision.

Cross-Functional Collaboration

• Partner with the Prescription Marketing team to align messaging, ensuring seamless integration of professional endorsements into consumer campaigns
• Partner with E-Commerce, Modern Trade & General Trade Sales teams to drive brand growth.

Analytics & Reporting:

• Define & Track and report on marketing KPIs (e.g., CAC, LTV, ROAS, brand equity scores) to measure success and optimize marketing spend.
• Stay informed on industry trends, competitor activities, and emerging digital marketing tools.

• Qualification- MBA in Marketing is mandatory preferably from Tier 1 MBA schools.

7-10 years of experience in Brand Management (Innovation and/or Activation) ideally in beauty, skincare or consumer goods.