Marketing Lead

Role Description – Food Supplement Marketing Lead

Location: Almaty, Kazakhstan

Direct Reports: None
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The role:
• Develops the strategy of Food Supplement and Beauty Business Division.
• Develops set up for Portfolio, organization: S&M and Sales FTE, operations of business unit within the company.
• Develops registration strategy and speed-to-market tactics.
• Develops distribution chain model Food Supplement and Beauty launch and development.

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Key Responsibilities
1. Category Strategy & Portfolio Management
• Develop and execute long-term Food Supplement and Beauty Business strategies and annual marketing plans aligned with business objectives of the OTC Business Unit.
• Define brands’ positioning, key messaging, and growth priorities within the Food Supplement and Beauty portfolio.
• Forecast sales, pricing, and A&P investments to achieve brand contribution targets.
• Manage brands’ P&L, ensuring profitability and optimal allocation of resources.
• Analyze market dynamics, consumer trends, and competitive landscape to identify new opportunities.

2. Marketing Planning & Execution
• Lead development of integrated marketing campaigns (ATL, BTL, Digital, Trade, and Medical channels).
• Oversee preparation, adaptation, and approval of creative and promotional materials in compliance with regulations.
• Ensure communication and message synergy among various channels as for consumers so for HCP and/or clients.
• Coordinate work with external agencies to deliver high-quality, effective, and timely campaigns.
• Monitor media KPIs (reach, SoV, TRP, CPP, CPT, SEM) and adjust activities to improve efficiency.
• Monitor campaign performance and propose corrective actions to optimize ROI
• Ensure flawless implementation of promotional cycles, product launches, and medical events.

3. Market Analysis & Performance Monitoring
• Analyze market trends, competitors, and consumer behavior to identify growth opportunities. Initiate and implement relevant research when required.
• Track and report brand performance indicators, including market share, sales, distribution, price indexes, prescriptions and media KPIs.
• Prepare regular analytical reports and presentations for management.
• Monitor brand profitability and contribution, recommending actions to optimize results.
• Support continuous improvement through data-driven decision-making.

4. Forecasting & Performance Analysis
• Prepare and control monthly and annual forecasts for assigned brands (sell-in, ex-factory, SIT).
• Ensure accuracy of demand planning and avoid out-of-stock or overstock situations.
• Monitor market share, brand contribution, distribution, and profitability performance.
• Analyze ROI for all marketing activities and recommend adjustments for continuous improvement.
• Prepare regular analytical reports and presentations for management.

5. Cross-Functional Collaboration & Project Leadership
• Collaborate closely with Sales, Trade Marketing, KAM, Medical Affairs, Regulatory Affairs, Portfolio, Production, Finance, BI, Demand Planning and Supply Chain teams.
• Ensure alignment between field activities and brand strategy.
• Lead cross-functional projects & improvement initiatives at business unit and company level.
• Facilitate knowledge sharing and alignment of priorities across departments.
• Organize and participate in field visits and meetings to collect market insights.

6. Investment & Budget Management
• Ensure effective planning, allocation, and control of A&P investments.
• Plan and control calendarization and execution of marketing investments across all channels.
• Monitor budget utilization and adherence to corporate financial procedures.
• Optimize investment efficiency across channels (media, digital, POSM, events).
• Ensure transparent reporting and documentation of marketing expenses.
• Identify and implement cost-saving and efficiency improvement opportunities.
• Evaluate vendor performance and ensure compliance with procurement policies.

7. Innovation & Product Lifecycle Management
• Identify innovation opportunities and develop business cases for new products or line extensions within assigned categories and beyond.
• Prepare business cases, follow-up portfolio development process and lead product launch planning.
• Manage the launch process for new SKUs, ensuring effective planning and coordination.
• Lead packaging or instruction updates in cooperation with Regulatory Affairs and Supply Chain.
• Optimize brand portfolio through SKU management and pricing adjustments.
• Monitor product lifecycle performance and implement corrective actions as needed.

8. Leadership & Capability Development
• Provide coaching, mentoring, and support to Brand Managers and Junior Brand Managers.
• Foster a culture of innovation, accountability, and cross-functional collaboration.
• Actively lead knowledge sharing and internal training sessions on marketing excellence.
• Contribute to talent development and continuous capability improvement within the marketing team.
• Initiate and lead cross-functional teams for better engagement, company processes optimization

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Qualifications
• University degree in Marketing, Economics, Pharmacy, or Business Administration.
• Minimum 4 years of experience in brand management or marketing, including at least 2 years as Brand Manager in FMCG or FS/CHC pharmaceutical industry.
• Proven experience in strategic marketing, media management, and P&L responsibility.
• Strong understanding of market research, consumer behavior, and brand analytics.
• Proven experience in pipeline development and launch of new brands/categories
• Proven Experience in leading teams project management and\or new procedures creation
• Proficiency in MS Office (Excel, PowerPoint, Word, Outlook) and BI tools; SAP experience is an advantage.
• English language level: Upper-Intermediate or higher; fluency in Russian, knowledge of Kazakh preferred.
• Excellent communication, analytical, and leadership skills.
• Strategic mindset, innovation focus, and ability to work cross-functionally.
• High accountability, adaptability, and resilience under pressure.