The Brand Manager will be responsible for creating and executing the market strategy for myopia control contact lenses.

This emerging treatment area requires innovative market creation efforts and effective communication with both healthcare professionals and patients.

The role involves driving awareness and adoption of the product through strategic initiatives and cross-functional collaboration. The successful candidate will possess strong marketing expertise, consumer communication skills, and the ability to work with stakeholders both in Japan and internationally to maximize business outcomes.

Main Accountabilities

Market Creation and Strategy Execution

• Market Research and Analysis: Conduct market research to identify opportunities and trends for myopia control contact lenses.
• Strategy Development: Formulate and execute market entry strategies, pricing models, and promotional plans.
• New Market Development: Drive efforts to acquire new customers and expand market share.

Healthcare Professional Communication

• Educational Program Development: Design and implement educational programs and workshops to inform healthcare professionals about the benefits and use of the product.
• Academic Support: Strengthen relationships with ophthalmologists and other eye care specialists, providing academic support as needed.

Patient Communication

• Information and Awareness Campaigns: Clearly communicate the importance and methods of myopia control to patients and their families.
• Digital Content Creation: Develop and manage digital content across websites, social media, and email campaigns to engage patients.
• Community Engagement: Organize patient forums and events to directly engage with patients and collect feedback.

Product Portfolio Management

• Market Launch Planning: Plan and execute new product launches.
• Customer Feedback Collection and Analysis: Gather and analyze customer feedback to inform product improvements and service enhancements.
• Sales and Market Share Analysis: Monitor product performance and adjust strategies accordingly.

Integrated Marketing Communications (IMC)

• Develops and aligns the brief for Marketing Communications, Digital and PR toolkits for select brand initiatives with Setting goals and objectives and measurable business KPIs for each campaign and promotional program.
• Analyze and synthesize the target audiences (both ECP and Consumer) needs, preferences and behaviors to develop appropriate messaging and program throughout the conversion journey
• Develop integrated communication strategy including digital and implementation plan for Brands
• Adopt Regional Campaigns or alternatively develop JP specific the Big Idea, core messaging, claims and materials both for ECP and consumer to impact change towards desired behaviors throughout the consumer journey. Work with regional team on alignment of positioning ad direction as well as development of new claims
• Specifically responsible for development and implementation of advertising, In Store communication material (POP), Selling aids, and digital assets for specific brands by working with internal colleagues and other agency partners within the Regional Marketing Plan
• Develops and leads digital marketing advertising/promotion/contents/CRM for customer and consumer.
• Adjust communication strategy for customers and Consumer and plans to meet changing markets and competitive conditions.
• Manage budget, timelines, internal and external communication, compliance guidelines and approvals, cross functional partners to execute with excellence.
• Measure and report the results of the campaign both internally and externally.

Leadership

• Evaluate and control effective marketing spend, track and measure the effectiveness of marketing spends.
• Develops an effective relationship with Regional and Global Marketing Team to provide inputs with the strategic knowledge of country market environment and customer needs as well as contribute to the team to develop and implement regional and global marketing plans.
• Participates in the annual development of regional objectives as set out in the long-range strategic plan.
• Drive cross-functional collaboration on assigned projects to deliver great work (interacting with and influencing team members from Marketing, Sales Operations, Sales Support, Sales Management, Finance, external agencies, etc.)
• Document and clearly communicate status of project work and prioritize / assign tasks as needed.
• Perform other duties related to marketing and/or product management as required.

Knowledge, Skills And Abilities:

• Good interpersonal relationship and presentation skills. Organized and dynamic.
• Strategic thinking / critical thinking and conceptual thinking.
• Analytical and Forecasting skills.
• Ability to collect, sort and create useable insights from data and adapt to fast-paced corporate environment.
• Precise verbal and written communication skills.
• Accountable with acute attention to detail.
• Ability to handle multiple priorities often with tight deadlines, cross-functional management and project management skills.
• Conducts self in a professional manner with coworkers, management, customers, and others.
• Lead generation & branding experience is preferred.
• Management experience of digital ad agencies and web developers.
• Consumer marketing, CRM management and Health care/ medical device industry experience preferred.
• Passion for the own career development.
• Career flexibility within the marketing team.
• Required proficiency in the use of Outlook, Excel, Word and PowerPoint, BI tool (e.g., Tableau) preferred.

Experience:

• Minimum of 7 years of relevant experience in Marketing
• Experience to coordinate and facilitates conferences, events and training would be good.
• Experience managing digital ad agencies and web developers would be good.
• Exposure to a U.S multi-national company would be an advantage