Job Title: Senior Manager – Channel and Retail Marketing (West India) Location: Mumbai Department: Marketing Reporting To: Head of Marketing Company: Dr Lal PathLabs Brands: Multiple brands functioning in West India under Dr Lal PathLabs JOB SUMMARY: The Senior Manager – Channel and Retail Marketing will be responsible for developing and executing marketing strategies that enhance brand visibility, drive demand generation, and support business growth through franchise partners, healthcare partners, retail channels, and direct consumer engagement. This role will focus on channel marketing initiatives, BTL activations, and strategic partnerships to strengthen the firm’s market presence in the health diagnostics sector. KEY RESPONSIBILITIES: Channel Marketing:  Develop and implement channel marketing strategies to support sales and distribution through franchisees, clinics, ans other partners.  Collaborate with sales teams to create targeted marketing campaigns that enhance partner engagement and boost lead conversion.  Design and execute trade promotions, incentive programs, and cobranding initiatives with channel partners.  Conduct market research to identify new channel and geography opportunities and optimize existing partnerships.  Ensure correct partner related information on all mediums - google, website, apps and others BTL Marketing & Activation:  Plan and execute BTL marketing campaigns, including health camps, in-clinic promotions, kiosks, exhibitions, and on-ground activation programs.  Oversee localized marketing efforts, ensuring alignment with brand messaging while catering to regional customer needs.  Develop and manage patient outreach initiatives to drive awareness and trust.  Work with vendors and agencies to execute BTL activities efficiently and measure ROI. Marketing Strategy & Execution:  Design and implement integrated marketing campaigns that complement digital and ATL (Above-the-Line) efforts.  Ensure consistent brand positioning across all customer touchpoints.  Analyze customer behavior, market trends, and competitor activities to refine marketing strategies.  Collaborate with internal teams (product, sales, and digital marketing) to ensure a seamless marketing execution. Performance Tracking & Budget Management:  Monitor and measure the effectiveness of BTL and channel marketing initiatives, adjusting strategies based on performance insights.  Manage marketing budgets, ensuring optimal allocation of resources for maximum impact.  Prepare regular reports and presentations on campaign performance, channel’s performance, market insights, and recommendations for leadership. KEY REQUIREMENTS: Education & Experience:  Bachelor's degree in Marketing, Business Administration, or a related field (MBA preferred).  11-12 years of experience in channel marketing, BTL marketing, or trade marketing, preferably in healthcare, diagnostics, or FMCG sectors.  Proven track record in partner marketing, healthcare outreach programs, and BTL campaign execution. Skills & Competencies:  Strong understanding of channel sales dynamics and BTL activation strategies.  Excellent stakeholder management and collaboration skills.  Ability to analyze data, generate insights, and adapt marketing strategies accordingly.  Strong project management skills with the ability to handle multiple campaigns simultaneously.  Proficiency in using marketing automation tools, CRM systems, and analytics platforms. Why Join Us?  Be a key player in shaping marketing strategies for a leading health diagnostics brand.  Work in a fast-growing industry and the fastest growing brands of the industry in West India.  Collaborate with passionate professionals driving healthcare innovation. Show more Show less