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
Requirements
Function: Manufacturing
Experience Level: Entry Level