For Omega Pharma, OTC is the most important category with the largest commercial potential. Why? Because the OTC sector is benefiting from the changing healthcare needs, and Omega Pharma knows how to connect with consumers. Whether it’s obesity, eczema or dry eyes, shoppers look for “clinically proven” products and scientific claims when buying OTC products. “There are plenty of OTC companies out there, but we do things differently,” says Hunfeld. “Differently means listening to retailers, analyzing the market and sales data, and using facts to tailor offerings to the demand. We are the first OTC company to start thinking backwards. We are creating the unique mix of a sophisticated FMCG approach to branding, category management and sales, with the entrepreneurial can-do DNA of Omega Pharma.”
Category Manager OTC
The Category Manager will lead Omega Pharma to a number one position in the Dutch OTC market. OTC focuses on categories such as pain relief, cold & flu and gastrointestinal. For example, Omega Pharma has recently obtained a leading position in the latter by introducing Zantac. Hunfeld: “The secret to our the success? Zantac appeals directly to the consumer’s needs. Chuck in a strong marketing campaign, and Bob’s your uncle. The challenge for the Category Manager is to replicate this success for all OTC categories.” The Category Manager will review the current portfolio for each OTC category, stay on top of relevant trends and launch innovative products to respond to those trends. It’s a strategic position: the Category Manager has a long-term vision for the OTC sector.
Innovation and creativity
With access to the (international) portfolio of Omega Pharma and Perrigo, the crux is to use consumer-, shopper and customer insights to choose the right product, concept or brand for the current market. With a strong business case, the Category Manager can initiate new product development in a multifunctional collaboration with Marketeers, Account Managers and R&D. The next step is to define the right market entry strategy and implement it. Even for FMCG standards, Omega Pharma’s time to market is extremely short. The Category Manager knows what’s out there and works in close cooperation with Marketing, Consumer Insights, Shopper Activation and Sales.
The ideal candidate is more than just a commercial professional: the Category Manager is creative, analytical and has a keen eye for trends and market developments. Based on analytics, the Category Manager will develop a long-term strategic vision for OTC and Omega Pharma and steer category growth in cooperation with all disciplines across the organization.