Brand Manager, Vision Care at Alcon in Macquarie Park, Australia

Job description

• Reporting to the Group Brand Manager, the Brand Manager, Vision Care will be responsible for the Contact Lens Care portfolio and the TOTAL brand, while supporting customer marketing initiatives for EssilorLuxottica and Independent customers. The role will plan, execute and evaluate affiliate marketing strategy and initiatives to successfully promote the relevant portfolios and build strong external relationships with customers and key opinion leaders within the optometric industry.

Responsibilities

• Brand & Portfolio Management
• Lead the development, execution and evaluation of annual marketing plans for the Contact Lens Care portfolio and TOTAL brand, ensuring alignment with IMG strategic priorities. This involves the preparation of a range of analytical information and informative documents and ensuring appropriate internal and external consultations have taken place within the Company.
• Deliver agreed sales & market share goals through effective portfolio management and execution excellence.
• Identify growth opportunities through customer, market and competitive insights, translating findings into impactful commercial and marketing initiatives.
• Drive ongoing portfolio performance monitoring, including analysis of sales, market trends, consumer behaviour, customer feedback and competitive activity to recommend corrective actions and opportunities for growth.
• Conduct customer surveys and market research to obtain market information about the organisation, department, contact lens/ contact lens care products and services. Identification of market trends in industry to facilitate the development of promotional and point of sale material comparing the product with key competitors
• Marketing Insight, Activation & Content Development
• Lead the localisation and deployment of IMG campaigns within scope, as well as creating the local materials ensuring relevance and effectiveness within the ANZ market.
• Develop and execute integrated marketing campaigns across professional, customer and consumer touchpoints.
• Manage the creation, approval and deployment of promotional materials, point-of-sale assets, educational resources and sales tools in accordance with regulatory, legal and compliance requirements and cascading/ training to sales team.
• Plan and run digital, media and communication strategies through agency and conduct campaign optimisation.
• Customer Marketing & Commercial Excellence
• Partner closely with EssilorLuxottica, Independent and other key customers to develop and implement customer-specific marketing initiatives that drive category growth, brand recommendation and commercial performance.
• Support customer business planning processes through the development of tailored activation programs, promotional campaigns and value-added marketing solutions.
• Build strong relationships with key customers, industry stakeholders and Key Opinion Leaders (KOLs) to strengthen brand advocacy and market influence.
• Collaborate with Sales and Customer Excellence teams to ensure seamless execution of customer activation plans and promotional programs.
• Develop and assist in promotions at various trade shows, professional speaking events and customer training programs. Participation in local and national conferences in order to gain insight from customer, competitive insight and execution of marketing requirements.
• Collaborate with Field Sales, Key Account, Customer Service, ComEx/ ComOpps, Regulatory Affairs, Medical Affairs, Supply Chain, Finance and external agency partners to drive business outcomes.
• Financial & Operational Management
• Manage assigned marketing budget and sample budget, ensuring efficient allocation of resources and adherence to financial targets and governance processes.
• Monitor marketing investment performance and recommend optimisations to maximise return on investment.
• Responsible for forecasting and inventory planning for relevant portfolio
• Strategic Planning
• 3 year strategic, 12 month brand plans and 12 month tactical plans completed by set deadlines
• Plans regularly reviewed and updated to meet changes in market trends
• Involvement of all relevant internal stakeholders in the formulation of the plans
• Tactical Execution
• Engagement and buy-in of the Sales team and key internal stakeholders in the brand plans
• Early identification, tracking, monitoring and communication of project-related issues, scope changes, variances and contingencies that may arise during the implementation
• Project measures – on time on budget, key milestones identified, analysis performed and ROI completed
• Financial Management
• Be within 5% of forecast accuracy for budgets and A&P spend
• Meeting ad-hoc regional requests
• Team Franchise Leadership
• Presentations at Sales Conference
• Direct observation / key feedback that demonstrates strong proactive relationships
• Regular involvement in day to day field activities

Requirements

• Bachelor’s degree in Marketing, Commerce or Science
• • >3 years' experience in marketing management positions within consumer health / pharmaceutical / med device regulated environment
• • Experience in both direct to consumer & healthcare professional marketing.
• • Prior experience in product launches.
• Proficient in English
• Specific Professional Competencies:
• Collaboration and ability to be proactive
• Business Acumen
• Dealing with Ambiguity
• Logical thinking, attention to detail and ability to work autonomously
• Creativity
• Presentation Skills
• Strong analytical, strategic and problem solving skills
• • Strong technical/clinical understanding of the eye and ideally the ophthalmic Vision Care business.
• Drive for Results
• Process Management
• Communication & Stakeholder influencing
• Ability to navigating between strategic top level thinking and execution in both a commercial and financial sense

Skills

Required

• Business Acumen
• Dealing with Ambiguity
• Creativity
• Presentation Skills

Preferred

• Drive for Results
• Process Management
• Communication & Stakeholder influencing

Benefits

• Opportunity to work with a leading global medical device company.
• Collaborate with a diverse and talented team in a supportive work environment.
• Competitive compensation package and comprehensive benefits.
• Continuous learning and development opportunities.