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Brand Communication Manager

Department: BTL Marketing

Reports To: Head of BTL

Focus Area: Health Channel

Product: Pocari Sweat

Role Description

The Brand Communication Manager is responsible for building and maintaining Otsuka’s brand presence across health and wellness channels. This role serves as the frontline brand guardian to consumers and stakeholders, bridging the gap between corporate strategy and on-ground activation. The manager will lead a team focused on various activities to drive brand awareness, credibility and loyalty.

Key Responsibilities

1. Health Channel Focus

• Build and maintain strong relationships with health & wellness-related partners
• Develop channel-specific strategies to increase brand credibility and product recognition among healthcare professionals and health-conscious consumers.
• Identify new opportunities within the healthcare ecosystem for brand integration and education.

2. Corporate & Activation Team Support

• Support corporate initiatives by partnering with the activation team to plan and execute Below The Line (BTL) activities, events, and consumer engagement programs .
• Collaborate with the activation team to ensure seamless execution of marketing campaigns across multiple channels (such as medical, youth, sport, corporate, etc) .
• Provide guidance and resources to the activation team to optimize field marketing efforts, including product presentations, and demonstrations .
• Oversee the development and distribution of marketing materials and promotional items for various channels .

3. Activations & Event Management

• Organize and manage health seminars, presentations, and educational workshops for any related with brand strategy
• Lead medical marketing events, including CMEs (Continuing Medical Education) and medical conferences, to educate HCPs on product benefits.
• Represent the brand at health & wellness activities and community engagements.
• Coordinate with internal stakeholders and external vendors to ensure successful event execution.

4. KOL (Key Opinion Leader) Management

• Identify, build, and maintain relationships with top-tier KOLs, influencers, and any related with brand strategy
• Develop KOL engagement strategies to enhance brand credibility, loyalty, and advocacy.
• Manage KOL programs, including briefing, content collaboration, and performance tracking.
• Analyze KOL feedback and market insights to inform brand strategy and product positioning.

5. Trade check Development & Management

• Conduct regular outlet trade checks to monitor product prescriptions, availability, and competitor activities.
• Develop standardized trade check protocols and reporting templates for the team.
• Analyze trade check data to identify market trends, opportunities, and threats near healthcare facilities and retail points.
• Provide actionable reports to the Brand Manager/Director on field observations, competitor movements, and channel performance.

6. Strategic Planning & Reporting

• Complete the PDAC Cycle (Plan, Do, Action, Check) for all brand communication activities, ensuring continuous improvement.
• Monitor and evaluate campaign performance, providing regular reports (weekly, quarterly, annually) to management.
• Contribute to the development of marketing strategies and brand plans in collaboration with cross-functional teams.

Experience

• Minimum 5 years of Manager experience in brand communication, marketing, or medical representation, preferably in the pharmaceutical, FMCG, or healthcare industry.
• Proven experience in field marketing, consumer activation, or HCP engagement.
• Demonstrated success in KOL management and event organization
• Strong Experience in marketing planning & Strategy

Skills & Competencies

• Strong ability to build rapport with KOLs, HCPs, corporate partners, and community stakeholders.
• Excellent presentation, negotiation, and interpersonal skills.
• Ability to analyze market data, KOL feedback, and trade check findings to generate actionable insights.
• Strong organizational skills with the ability to manage multiple events and campaigns simultaneously.
• Self-starter with a "can-do" attitude, capable of working with minimal supervision.
• Proficiency in MS Office (Excel, PowerPoint, Word) and social media platforms
• Fluent in English (all 4 skills)