Consumer Activation Manager - Vaccines

Job Description

Role Purpose

Lead the consumer activation agenda for the Dengue vaccine portfolio by creating awareness, driving demand generation, improving vaccine adoption, and building sustainable immunization ecosystems across India.

The role will be responsible for translating clinical and medical value propositions into impactful consumer engagement programs, leveraging digital, community, institutional, and partnership channels to accelerate vaccine uptake and support successful launch and scale-up of the vaccine portfolio.

Key Responsibilities

1. Consumer Strategy & Demand Generation

• Develop and execute the national consumer activation strategy for the vaccine portfolio.
• Identify key consumer segments, barriers to vaccination, and adoption triggers.
• Build awareness-to-conversion journeys for target populations.
• Design initiatives that improve vaccine intent, access, and uptake.
• Drive measurable growth in vaccine demand through integrated activation campaigns.

2. Patient & Caregiver Engagement

• Develop education programs targeting patients, caregivers, parents, and at-risk populations.
• Build scientifically accurate yet consumer-friendly communication platforms.
• Create content ecosystems across digital, social, community, and on-ground channels.
• Improve consumer understanding of disease burden, prevention, and vaccination benefits.

3. Ecosystem Activation

• Build partnerships with:
  • Hospitals
  • Corporate wellness programs
  • Schools and educational institutions
  • Residential Associations
  • NGOs and public-health organizations
  • Digital health platforms
• Create vaccination drives and community-based activation initiatives.
• Strengthen vaccine adoption within priority ecosystems.

4. Launch Excellence

• Serve as the consumer activation lead for new vaccine launches.
• Partner with Marketing, Medical Affairs, Market Access, Public Affairs, and Commercial teams.
• Ensure activation plans are aligned with launch milestones and adoption objectives.
• Develop launch dashboards, KPIs, and activation scorecards.
• Establish consumer feedback mechanism and improvisation plan.

5. Agency & Budget Management

• Manage activation budgets and ensure effective allocation of resources.
• Lead agency ecosystem across activation partners.
• Deliver measurable ROI from consumer activation investments.

Key Stakeholders

Internal

• Vaccines Head-Sales & Marketing
• Head Consumer and Pharma Marketing
• Brand Managers
• Medical Affairs
• Sales Leadership
• Digital & Analytics Teams

External

• Hospitals
• Healthcare institutions
• Corporate wellness partners
• NGOs / Rotaries
• Schools / Colleges and Residential Associations

Success Measures

• Vaccine awareness levels
• Consumer intent-to-vaccinate metrics
• Vaccination adoption and conversion rates
• Reach and engagement across activation channels
• Number of ecosystem partnerships established
• Campaign ROI
• Contribution to vaccine launch and growth targets
• Coverage of prioritized consumer segments

Qualifications

• 8 -10 years of experience in Consumer Marketing, Consumer Engagement, Demand Generation, Vaccine Marketing, Consumer Healthcare, FMCG, Healthcare, or Digital Activation.
• Strong experience in launching and scaling high-impact consumer activation.
• Experience working with multiple channels including digital, field activation, partnerships, and community outreach.
• Exposure to vaccines, preventive healthcare, consumer health brands preferred.

Education

• MBA from a reputed institution.

Additional Information

Benfits Offered                                                 At Dr. Reddy’s we actively help to catalyse your career growth and professional development through personalised learning programs.
The benefits you will enjoy at Dr. Reddy’s are on par with the best industry standards. They include, among other things and other essential equipment, joining & relocation support, family support (Maternity & Paternity benefits), learning and development opportunities, medical coverage for yourself and your family, life coverage for yourself.

Our Work Culture
Ask any employee at Dr. Reddy’s why they come to work every day and they’ll say, because Good Health Can’t Wait. This is our credo as well as the guiding principle behind all our actions. We see healthcare solutions not only as scientific formulations, but as a means to help patients lead healthier lives, and we’re always attuned to the new and the next to empower people to stay fit. And to do this, we foster a culture of empathy and dynamism. People are at the core of our journey over the last few decades. They have been supported by an enabling environment that buoys individual ability while fostering teamwork and shared success. We believe that when people with diverse skills are bound together by a common purpose and value system, they can make magic.
For more details, please visit our career website at https://careers.drreddys.com/#!/