Associate Director, Consumer Activation

Job Description

THE OPPORTUNITY
As Associate Director – Consumer Activation in Vaccines BU, you will report to BUD Vaccines and will be responsible for driving innovative consumer activation among consumers and patients to create HPV Disease Awareness.
You will work very closely with the BU team on identifying needs from time to time through primary, secondary market research as well as digital & data-driven insights. You will lead the way through need mining processes towards planning, designing & shaping the strategic experiential interventions, both for Immediate & Long-Term:
Key priorities
- Overall strategy & Innovation Agenda for the brand
- Always On – Social Media, Search, Print
- Pan India – Celebrity Influencer led campaigns
- Leverage influencer led content at scale
- Nivi Chatbot – Our single source of addressing and building advocacy via a curated platform
- E Pharmacy Tie Up for Marketing campaigns and In Home Vaccinations
- Continued Advocacy via Scale Medical Bodies – FOGSI, RCOG (Personal Development)
Vaccines Business is one of the key priority areas globally with significant investment been done in new product research, market expansion and consumer awareness & activation. India is one of the Top priority markets globally and this a newly created position to support our aspiration to become No1 vaccine company in India in 2025.
WHAT WILL YOU DO:
Collaborate with the cross functional teams to Lead, Plan, Design, and Shape strategic & innovative experiments towards On-ground Consumer Activation Programs for the organization, within the limitation of applicable organizational compliance policies and operating procedures.
• Strategy & innovation: Define overall brand strategy and innovation agenda; recommend
behaviorally informed activation approaches and measure project health to guide scaling, pivoting or termination.
• Always-on digital & content: Own “Always On” presence across social, search and print; scale
influencer- and celebrity-led campaigns and leverage influencer content at scale.

• Platforms & partnerships: Champion Nivi Chatbot as the curated advocacy/engagement
platform; build e-pharmacy tie-ups for marketing, bookings and in-home vaccinations; develop
partnership roadmaps with private platforms.
• Medical advocacy: Drive sustained collaboration with medical bodies (e.g., FOGSI, RCOG) for
clinician engagement and public outreach.
• Lead a team of of marketeers; coordinate cross-functional stakeholders and external agencies to design, implement and scale activations.
WHAT YOU MUST HAVE:
Proven track record in Healthcare Sector.
Working experience in FMCG, OTC is an additional advantage.
Proven track record of designing and delivering Consumer Activation and Awareness Programs.
Proven ability to plan and seamlessly execute large scale on-ground consumer engagement
programs.
Business acumen and analytical skills to draw insights from available internal & external data;
and to connect relevant insights from data to effect “need mining”.
Be a team player and have a ‘service-mindset’ to work seamlessly and effectively with multiple
internal and external stakeholders.
• Demonstrate good leadership capability and logical thinking.
• Demonstrated ability to communicate and present effectively to a variety of audiences.
• Have good working knowledge of basic PV and compliance requirements in the industry.

Required Skills:

Adaptability, Adaptability, Brand Strategy, Business Acumen, Compliance Policies, Content Creation, Cross-Functional Teamwork, Customer Engagement, Data Analysis, Data Insights, Digital Marketing, Direct Marketing, Email Marketing, Innovation, Marketing, Marketing Automation, Marketing Communications Planning, Marketing Management, Market Research, Product Research, Regulatory Compliance, Search Engine Marketing (SEM), Social Media Operations, Stakeholder Engagement, Strategic Innovation {+ 2 more}

Preferred Skills:

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Current Contingent Workers apply HERE

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Merck & Co., Inc., Rahway, NJ, USA, also known as Merck Sharp & Dohme LLC, Rahway, NJ, USA, does not accept unsolicited assistance from search firms for employment opportunities. All CVs / resumes submitted by search firms to any employee at our company without a valid written search agreement in place for this position will be deemed the sole property of our company.  No fee will be paid in the event a candidate is hired by our company as a result of an agency referral where no pre-existing agreement is in place. Where agency agreements are in place, introductions are position specific. Please, no phone calls or emails. 

Employee Status:

Regular

Relocation:

No relocation

VISA Sponsorship:

No

Travel Requirements:

75%

Flexible Work Arrangements:

Not Applicable

Shift:

Not Indicated

Valid Driving License:

Yes

Hazardous Material(s):

NA

Job Posting End Date:

08/19/2026

*A job posting is effective until 11:59:59PM on the day BEFORE the listed job posting end date. Please ensure you apply to a job posting no later than the day BEFORE the job posting end date.