Product Marketing Specialist (Consumer & OTC business)

At Roche you can show up as yourself, embraced for the unique qualities you bring. Our culture encourages personal expression, open dialogue, and genuine connections,  where you are valued, accepted and respected for who you are, allowing you to thrive both personally and professionally. This is how we aim to prevent, stop and cure diseases and ensure everyone has access to healthcare today and for generations to come. Join Roche, where every voice matters.

The Marketing Specialist (Consumer & OTC business) will lead brand and category growth through consumer-centric strategies, strong commercial execution, and impactful Go-to-Market plans. The role is responsible for driving consumer acquisition, retention, and loyalty, while strengthening product positioning and delivering sustainable business results across retail, pharmacy, and digital channels. The position works closely with regional and local cross-functional teams to win with shoppers, customers, and consumers.

Your Responsibilities

• Lead end-to-end brand and product lifecycle management for the Consumer & OTC portfolio, including launches, renovations, pricing strategy, value proposition development, and portfolio optimization.
• Own and execute integrated Go-to-Market strategies across retail, pharmacy, and e-commerce channels to drive category growth and market share.
• Translate consumer and shopper insights into winning brand strategies, campaigns, and activations that drive acquisition, repeat purchase, and brand loyalty.
• Drive category management initiatives, including assortment strategy, shelf positioning, pricing architecture, and promotional planning to maximize category and brand performance.
• Develop and execute consumer acquisition and retention programs, including loyalty initiatives, digital engagement, and omnichannel campaigns.
• Lead trade marketing execution, including in-store visibility, promotional mechanics, bundles, and point-of-sale materials to increase conversion and shopper impact.
• Monitor market trends, competitor activity, and consumer behavior to identify growth opportunities and optimize brand positioning.
• Track and analyze key performance indicators such as sell-out, market share, penetration, repeat purchase, and return on marketing investment, and drive action plans accordingly.
• Collaborate with cross-functional teams (Sales, Trade Marketing, Supply Chain, Finance, Regulatory, and Digital) to ensure flawless execution and strong business outcomes.
• Ensure all activities comply with local regulations, company policies, and quality standards while maintaining a superior consumer experience.
• Strategic mapping and engagement of KOLs and HCPs through direct, face-to-face interactions to accelerate product adoption.
• Coordinate and execute launch-related educational meetings and workshops, including the development of supporting tools and materials.
• Spend more than 50% of working time in the field, maintaining a strong customer-facing presence to drive direct engagement with customers.

A healthier future drives us to innovate. Together, more than 100’000 employees across the globe are dedicated to advance science, ensuring everyone has access to healthcare today and for generations to come. Our efforts result in more than 26 million people treated with our medicines and over 30 billion tests conducted using our Diagnostics products. We empower each other to explore new possibilities, foster creativity, and keep our ambitions high, so we can deliver life-changing healthcare solutions that make a global impact.