Description

As the Brand Manager for 1Day Spherical Portfolio, you will be responsible for the commercial success of your portfolio through developing the positioning, communication strategy and integrated campaigns for 1Day of Contact lenses. You will be collaborating with cross functional teams including global marketing, regional marketing team, sales, professional affairs, logistic to deliver innovative and impactful solutions that improve business outcomes. You will deeply understand our experience and identify areas for expansion to own the development and execution of a strategic roadmap tied to the commercial development of JP market. The ideal candidate is a great coach, leader, collaborator and customer-centric culture carrier to boost developing brand value proposition to our customers and contact lens wearers.
 

Responsibilities

Financial

• Achieves CVI revenue and profitability targets for 1Day Portfolio of products.

• Plans and manage annual revenue and spend budget in support of 1Day portfolio of products.

Business Planning

• Participates and contributes to the CVI Long Range Strategic Plan (LRSP) in conjunction with the Head of Portfolio

• Develops marketing strategies and annual brand plans for 1Day Portfolio brands and services aligned to Business Plan

• Responsible for the product lifecycle (Launch and Discontinuation) of CVI brands through New Product Launch Process

• Develops, collaborates, and aligns cross-functionally go-to-market approach for new products and plan of action business cycles (quarter/ half year)

• Supports demand forecast efforts with strong understanding of impact and ROI of marketing activities, 

• Actively participates in the monthly demand forecast alignment via S&OP process collaborating with Sales, Finance Commercial Operations 

Category & Customer Understanding

• Builds a deep knowledge of industry, category and channel dynamics, customer strategies and competitor programs to provide insights that informs development of marketing strategies and programs.

• Evaluates and analyze market trends and competitor initiatives to ensure competitive positioning, makes necessary recommendations for management, and develops appropriate response. 

• Identifies, develops, and executes category growth strategies driving customer growth.

• Understands the Eye Care Professional product adoption journey and develops materials and programs to facilitate the adoption of Cooper Vision products as lens of choice.

• Supports customer facing teams (Sales/ KA) with development of insights, portfolio communication and programs to create customer business growth.

 Brand Management (B2B/ B2C)

• Evaluates, develops, and evolves the brand value proposition vs competition and growth opportunities.

• Draws ECP/ patient journey maps, drives multi-touchpoints strategy to engage ECPs/ patients from awareness to clinic experience to loyalty.

• Develops the B2B and B2C communication strategy and integrated marketing programs to deliver against the ECP/ Patient insights and journeys.

• Adopts 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

  B2B:

• Develops the sales aids, sales communication tools, selling in programs for each Plan of action cycle.

• Develops POSM materials, practice tools, ECP to Patient Communication to support the Patient Engagement in clinical practice.

• Develops, executes, and measures retail promotional campaigns including, event amplification, education, etc.

  B2B2C:

• Develops consumer facing Integrated Marketing Communications, Digital, PR toolkits in support of brand initiatives (from brief, agency management, material creation, compliance, deployment and KPI measurement)

• Creates digital media brief, drives the media execution, and manages the Media Agency to deliver against pre-set KPIs.

• Measures and reports the results of the campaign both JP and APAC region.

Execution and Analysis 

• Manage budget, timelines, internal and external communication, compliance guidelines and approvals, cross functional partners to execute with excellence.

• Develops and leads project teams to implement new or changing products, services, and marketing programs. 

• Manages relevant elements of JP marketing asset approvals process (AdPromo) to ensure that market-facing collateral is compliant with medical device regulations and JP standards. 

• Defines KPIs and works with Commercial Operations to track success brand performance and recommends actions to optimize operating expense effectiveness and ROI.

Cross functional Teamwork

• Builds a collaborative partnership and serves as key interface with the commercial organization (Sales /Key Accounts) to ensure that brand marketing strategies are communicated and executed and that all necessary steps are taken to ensure effective execution.
• Works with the Regional Marketing Team as required on strategic product initiatives. 

• Collaborates with Marketing Communications, Digital Marketing and Category & Customer Marketing Manager, to assist in the review of marketing assets, ensuring materials are up to date and meet branding guidelines and communication strategy.

• Works closely with the Professional Affairs team in the application of both internal and external professional communication programs and marketing activities which enhance and solidify CVI's relations with the optometry community.
• Performs other duties related to marketing and/or product management and value add services as required. 

Qualifications

Knowledge, Skills, and Abilities:

• Good interpersonal relationship and presentation skills
• 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
• 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 & experience with programs driving category growth (from insight generation to retail execution) 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 10 years of relevant experience in Marketing 

• Experience to coordinate and facilitates conferences, events and training would be good.

• Exposure to a U.S multi-national company would be an advantage 

Education:

Bachelor's Degree, MBA preferred. 

---