At CooperVision, a division of CooperCompanies, we’re driven by a unifying purpose to help people to experience life’s beautiful moments. We are connected through our shared values - dedicated, innovative, friendly, partners, and do the right thing. As a leading global manufacturer of contact lenses, we are committed to helping improve the way people see each day. Through our diverse lens portfolio, we tackle the toughest vision challenges – including astigmatism, presbyopia, and childhood myopia. We offer the most complete collection of spherical, toric, and multifocal products available, enabling us to fit 99% of all contact wearers. Learn more at www.coopervision.com.
Job Summary:
The Brand Marketing Manager (“The Role”) is responsible to lead the development and execution of brand strategies that drive growth, differentiation, and loyalty. This role assumes full ownership of brand planning, integrated marketing campaigns, competitive positioning and business performance. This role serves as the key liaison between cross-functional teams and agency partners, using insights and analytics to guide decision-making and ensure brand excellence across all touchpoints.
Brand Management:
- Own the brand’s positioning, value proposition and portfolio strategy, including brand P&L.
- Lead the development of annual brand plans, including strategic positioning, messaging frameworks and go-to-market strategies.
- Interpret clinical and competitive insights to guide product messaging and brand growth.
- Lead product launch go-to-market strategy, forecast alignment and launch KPIs.
- Define strategy for sales enablement tools, training and rep engagement, prioritizing market needs.
- Lead coordination for medical/legal review process to ensure compliance of all messaging.
- Partner with customer marketing to support retail initiatives and customer-specific programs and promotions.
- Partner with professional affairs for key opinion leader relationships and medical/clinical education initiatives
- Lead budget management and marketing spend efficiency.
- Lead collaboration across R&D, professional affairs, medical affairs, legal, supply chain, finance and sales leadership.
- Work with Global Marketing team as required on strategic product initiatives.
Competitive and Market Intelligence:
- Lead competitive tracking across product, pricing, positioning and marketing activity.
- Translate marketplace dynamics and consumer trends into actionable opportunities and risks for the brand.
- Conduct in-depth SWOT and white space analyses to inform brand strategy and innovation pipeline.
Analytics and Performance Tracking:
- Monitor brand health metrics and business KPIs.
- Interpret data and analytics to make strategic decisions, including pricing and rebate strategy.
- Own KPIs and ensure brand performance meets objectives.
- Create and deliver regular business reviews with key insights and strategic recommendations.
Forecasting and Demand Planning:
- Own brand level forecasting and volume planning in partnership with finance, sales and supply chain.
- Review and approve forecasts, aligning with brand strategy and P&L goals.
- Use insights and data to guide brand positioning and future planning.
- Evaluate multiple business scenarios for launches, promotions or portfolio changes.
- Own annual fiscal sales budgets and monthly demand forecasts for all managed products.
Marketing Communications:
- Manage the execution of brand messaging across owned, earned and paid channels.
- Direct creative agency partners to deliver impactful, insight-led content and campaigns.
- Champion the brand voice and identity, ensuring consistent expression across all experiences and channels.
Other:
- Serve as the brand lead on cross-functional teams including product development, insights, customer marketing, digital and e-commerce.
- Drive alignment between brand strategy and execution, ensuring cohesive messaging across all channels.
- Manage budgets, timelines and resource allocation to support marketing initiatives.
