Job Description
Job Summary:
This role should lead team to create Myopia market and CV branding with the other brand by cross functional results. The Brand (Potential high skilled candidate to be a Marketing Manager & Director for several years) Manager for Myopia Management is responsible for the development and execution of marketing initiatives for the Brilliant Futures Myopia Management Program with MiSight within country with 1.7B potential patients from age This person should be responsible for the "all brand Life Cycle management" with more than $307m(FY22 Estimated) business in Japan as #2 biggest market in the world working closely with brand team. This role should be responsible for the entire strategy from Misight to Presbyopia patients more than 40 year-CL life including LRSP role. (Misight- Sph. TORIC and MF: Total lifetime value)

This role must be responsible for all 3 big roles by team creation and management;

• R&D including KOL management and government affairs
• Branding / LCM strategies
• Education/ Training & Medical Science Liaison (MSL)
• R&D, Branding (LCM)

S/he must be responsible for working closely with KOL, Associations to build up "Myopia Management as new treatment which should be the 1st approved as Myopia management product approved by PMDA. These responsibilities include KOL creation, Association connection, PMDA negotiation and challenge to create "Guideline for Myopia management".

• S/he will be responsible for support with strategic planning, promotional activity, product messaging and branding for all current and future assets. This position has a significant impact on sales revenue and category creation with the Brilliant Futures Myopia Management Program and MiSight 1 Day Lenses for country. The Brand (Marketing) Manager is responsible for helping to drive the key elements of the Global & APAC MiSight strategy via Targeting, Accreditation, Activation and Consumer Engagement. Reporting into the local Marketing Manager / MiSight Lead, he/she will also lead the efforts to align the Brilliant Futures with MiSight Myopia Management Program to build a reliably and rapidly scalable MiSight business.
• Medical Science Liaison (MSL or PS)

This role also include responsibility for part of Medical Science Liaison (MSL)

The MSL is responsible for providing fair balanced, objective, scientific information, and education to health care professionals (HCPs), key opinion leaders (KOLs), managed care key decision makers (KDMs), and to internal business partners in relation to myopia management. The MSL is responsible for identifying, building, and managing relationships with KOLs, HCPs, managed care KDMs, and other external stakeholders. In turn the MSL should assist in the recruitment, engagement, and retention of Eye Care Professionals (ECP's) and doctors with the Brilliant Futures Myopia Management Program. The MSL supports both the CooperVision mission, vision, core values, and customer service philosophy. The MSL supports the myopia management commercial team strategies as it relates to investigational and commercial products and disease states within the myopia management portfolio adhering to the CooperVision country Compliance Program, including following all regulatory and division/company policy requirements.

Implementation

This role should work closely with professional service (PS) team and Commercial ( Sales) team to maximize scientific and commercial strategies to create new innovative market.

Responsibilities
Essential Functions & Accountabilities:

• Strategic Marketing
• Aids in developing and executing marketing strategies and plans, for Brilliant Futures and MiSight, in compliance with both regional and global organization's overall mission, vision, values and long-term objectives.
• Main purpose is to plan, tailor & coordinate direct marketing activities to meet needs of country. This includes building brand strength through new initiatives, resource deployment and monitoring key metrics to achieve local revenue targets.
• To have exposure on B2B2C knowledge
• Constantly evaluate marketing strategy and plans to meet changing needs, market and competitive conditions. Be able to define, present/share and always represent a high-value and impactful marketing assets linked to business outcomes.
• Builds relationships with strategic customers to maximise business interests.
• Combine revenue analysis and commercial strategy with product marketing management and processes. Serves as key interface with regional organization to ensure that managed Brilliant Futures and MiSight marketing strategies are well communicated and executed and that all necessary support is available to ensure effective execution with the local market.
• Develops effective relationships with regional marketing team to provide strategic inputs and influence on the market environment and customer needs as well as contributes to the development and implementation of regional and global marketing plans.
• Product/Portfolio Management
• Monitor, analyze and evaluate competitive trends and market dynamics to ensure competitive positioning and develops appropriate response.
• Monitor, analyze and evaluate market trends and competitor initiatives and makes necessary recommendations.
• Leads new campaign and program development teams as needed.
• Develops and implements sales promotions and marketing campaigns to support Brilliant Futures and MiSight.
• Directs the development and application of both internal and external professional communication programs and marketing activities to enhance and solidify CooperVision's relations with its customers.
• Works with Regional Marketing Team as required on strategic initiatives.
• Participates in the annual development of regional objectives as set out in the long-range strategic plan.
• Cross functional Teamwork
• Works closely with the Marketing, Professional Services and Myopia Management Specialists to align and integrate the Myopia Management Strategy in country.
• Work in close partnership with the relevant stakeholders on assigned accounts to ensure an outstanding seamless and connected experience for the customer.
• Builds, maintains, and leads strong relationships with other members of the commercial team to gain their support in executing customer objectives.
• Works with Regional Marketing Team as required on strategic product initiatives.
• Share information and learnings and support team members in upskilling, coaching and onboarding as required
• Participate actively in all sales meetings and conferences.
• Contribute and encourage an inclusive culture
• Promote a productive culture by valuing others' unique contributions and provides constructive feedback

Qualifications
Qualifications, Knowledge, Skills and Abilities:

• Excellent communication skills (oral and written)
• Excellent English language proficiency, spoken and written
• Excellent problem-solving skills
• Strong in analytics / well trained, experienced Marketing and consultation skills
• Excellent customer orientation
• Knowledge of marketing concepts, theories, principles and the ability to apply them to the eye care industry
• Computer literacy required. Must be proficient with Microsoft Office
• Proven success translating consumer insights into actionable, effective & compelling marketing, with the ability to take market analysis data/reports, market research to provide insights pre- and post-marketing strategy and initiatives
• Project management skills to manage multiple projects, from planning to timely execution, managing resources and budget for set project milestones, deliverables and results.
• Exposure to working in a matrix environment.
• Have worked with complex product portfolios, breadth and depth of SKUs.
• Have led product launches, customer segmentation and targeting, sales training, marketing material, marketing campaigns and events.
• Be a highly effective team player, either playing the role of a leader or a team member, focused on team output and team success rather than individual personal achievements and credit.
• Handling interpersonal conflicts

Experience:
Minimum of 8 years related experience in marketing, preferably in the optical, health care or industry. Related technical background preferred.

Education:
Bachelor's degree in marketing or related field, MBA degree is plus.