Zonal Channel Manager

Job Overview

The Regional Channel Marketing Manager will drive regional expansion, B2C revenue growth, brand equity,

and partner loyalty for LifeCell Diagnostics. The core mandate of this role is to aggressively expand LifeCell's

network of Franchisee Collection Centers (CCs), build and launch localized preventive health checkup packages,

design robust Channel Partner Engagement & Rewards & Recognition (R&R) programs, ensure operational

compliance across touchpoints, execute rigorous local competition mapping, and achieve sustainable organic

revenue growth from end-consumer (B2C) touchpoints.

A strong background in Brand Marketing and Trade Marketing is preferred to effectively unify central brand

positioning with local retail activation and trade channel growth. Additionally, leveraging existing local

connections with corporates, hospitals, and doctor networks will serve as an added advantage to accelerate

channel trust, institutional tie-ups, and regional brand dominance.

2. Key Responsibilities

A. Franchisee Collection Center (FCC) Network Expansion

• Identify potential high-footfall locations and manage the end-to-end onboarding of new Franchisee Collection

Centers across urban and semi-urban catchments.

• Collaborate with regional sales teams to establish partner commercial terms, franchisee enablement kits, and

trade engagement drives.

• Provide marketing and promotional launching support for newly onboarded collection centers to accelerate

early footfall and ROI.

B. Channel Partner Engagement, Rewards & Recognition (R&R)

• Conceptualize, implement, and manage structured Channel Partner Loyalty & Engagement programs (monthly,

quarterly, and annual tiers) to drive franchisee retention and mindshare.

• Design performance-linked Rewards & Recognition (R&R) frameworks, trade schemes, slab-based incentives,

and contest rollouts to motivate collection center owners and staff.

• Organize regional Partner Meet events and milestone celebration ceremonies to foster long-term partner

relationships.

• Track partner sentiment, program participation rates, and ROI on R&R spends, continuously refining incentives

to drive repeat business and test volume growth.

C. Brand Management & Trade Marketing Integration

• Translate national brand strategies into effective regional trade marketing plans that improve brand visual

salience across franchisee collection points.

• Develop localized trade push strategies, point-of-sale marketing materials (POSM), and in-store merchandising

toolkits for collection centers.

• Align brand identity with trade partner communication to ensure consistent, premium brand visibility across all

regional touchpoints.

D. Preventive Package Development & Localized Offerings

• Design, package, and position consumer-centric preventive health packages tailored to regional demographics,

disease burdens, and price sensitivities.

• Execute seasonal health campaigns, wellness screening drives, and targeted B2C consumer promotions.

E. B2C Organic Growth & Catchment Activation

• Drive walk-in test volumes and direct home-collection bookings through hyper-local Below-The-Line (BTL)

marketing activities (e.g., RWA camps, pharmacy tie-ups, local print/flyer drives).

• Implement footfall enhancement campaigns, loyalty initiatives, and localized digital/hyper-local promotional

tactics.

F. Compliance Monitoring & Brand Standards Enforcement

• Establish and conduct periodic compliance audits across all franchisee collection centers to ensure uniform

brand visual identity, hygiene standards, and customer experience.

• Ensure regional adherence to diagnostic marketing regulations, pricing guidelines, and standardized patient

communication protocols.

• Manage issue resolution related to partner marketing non-compliance or brand misrepresentation.

G. Competition Mapping & Regional Market Intelligence

• Conduct continuous competition mapping to track regional diagnostic competitors' franchisee payout

structures, pricing models, test menu additions, and promotional campaigns.

• Deliver actionable market intelligence reports to senior leadership to proactively adjust regional pricing

strategies and promotional schemes.

• Analyze competitor footprint and identify underserved white spaces for rapid LifeCell channel expansion.

H. Ecosystem & Local Network Leverage (Additional Advantage)

• Leverage existing relationships with local medical practitioners, small nursing homes, and standalone hospitals

to drive referral confidence and collection center credibility.

• Build local corporate wellness partnerships for employee preventive health checkups hosted at nearest

franchisee centers.

3. Key Performance Indicators (KPIs)

• Net Franchisee Addition: Number of active Franchisee Collection Centers (FCCs) onboarded and operationalized

per quarter.

• Channel Partner Engagement & R&R Participation Rate: % of active franchisees enrolled in and achieving goals

under R&R and trade scheme programs.

• Preventive Revenue Share: Growth in revenue contribution from preventive health checkup packages (B2C).

• Organic Walk-in & Home Collection Growth: % growth in direct B2C patient volumes across regional

touchpoints.

• Brand & Process Compliance Score: Audit scores across collection centers for brand guidelines, hygiene, POSM

deployment, and patient experience.

• Competitor Intelligence Delivery: Timely delivery of regional pricing analysis and market dynamic reports.

4. Profile & Qualifications

• Education: Graduate in Life Sciences, Biotechnology, Pharmacy (B.Pharm), or Business Administration. Master's

/ MBA in Marketing or Healthcare Management preferred.

• Experience: 4 to 8 years of proven experience in field marketing, channel marketing, trade marketing, or

channel partner engagement within Diagnostics, Pathology Labs, OTC/Pharma, FMCG, or Healthcare Retail.

• Domain Preference (Preferred): Prior hands-on experience in Brand Marketing and Trade Marketing execution

is strongly preferred.

• Technical Expertise: Proven expertise in franchisee acquisition, designing partner loyalty/R&R programs, local

BTL marketing campaigns, POSM deployment, consumer health packaging, and retail compliance monitoring.

• Competencies: Strong commercial acumen, trade negotiation skills, partner relationship management, local

market mapping capability, and team leadership.

• Local Network (Advantage): Prior connections with local doctors, hospital administrators, corporate HRs, or

regional healthcare channels will be considered a significant advantage.

• Travel: Willingness to travel extensively (40-50%) across the assigned state/region.

Contact : [phone removed] - Chitra A