Brand Manager - OTC Innovation

Alcon•Fort Worth, TX

6d•Onsite

About The Position

We are seeking a high-impact Brand Manager to lead shopper marketing, professional engagement, and event/experiential strategies for a new OTC eye care innovation—delivering excellence at the point of decision and bringing the brand to life through immersive, culturally relevant experiences. This role owns the execution of retail activation, shopper conversion, professional touchpoints (health care professionals and trade), and experiential / event platforms to drive trial, adoption, and sustained in-market success, while co-leading broader consumer marketing initiatives in partnership with the Sr. Brand Manager. The ideal candidate combines strong brand management fundamentals with deep expertise in shopper marketing and professional engagement, complemented by modern capabilities in social, influencer/UGC. This individual thrives in fast-paced environments, leads with urgency, and is passionate about translating strategy into impactful in-market execution.

Requirements

Bachelor’s Degree or Equivalent years of directly related experience (or high school +13 yrs. Assoc.+9 yrs.; M.S.+2 yrs.; PhD+0 yrs.)
The ability to fluently read, write, understand, and communicate in English
5 Years of Relevant Experience

Nice To Haves

Brand marketing experience in OTC, CPG, or related industries
Proven experience leading or supporting new product launches or major brand innovations
Experience in beauty, personal care, wellness, or other socially-driven categories strongly preferred
Demonstrated success in shopper/retailer and professional marketing
Experience leading event marketing or experiential activations strongly preferred
Strong analytical skills with the ability to translate insights into actionable growth strategies
Proven ability to set, track, and deliver against KPIs tied to sales and share performance
Excellence in agency management and creative judgment
Strong strategic thinking combined with hands-on execution capability
Effective cross-functional collaboration in a matrixed environment
Demonstrates strong leadership presence and influence
Highly results-oriented with a bias for action and accountability
Thrives in fast-paced, ambiguous environments, particularly during launch phases
Passionate about driving in-market performance and delivering tangible business impact

Responsibilities

Lead end-to-end shopper marketing execution in close partnership with Sales and Trade Marketing, aligning activation to retailer priorities while driving visibility, cultural relevance, and conversion across key retail partners
Co-develop and execute retail-first activation plans spanning in-store merchandising, retail media, POS, digital shelf optimization
Own the strategy and execution of event and experiential marketing, including high-impact consumer activations that drive awareness, trial, and earned amplification
Create distinctive, premium brand experiences that translate product benefits into emotionally compelling, appearance-driven moments
Ensure experiential initiatives are designed for content capture and amplification across social, influencer, PR, and retail media ecosystems
Own professional touchpoint strategy and engagement, education, and influence programs that build credibility and recommendation
Drive launch readiness across cross-functional teams (Sales, Supply, Regulatory, Agencies), with a focus on retail and field execution excellence
Support and co-lead integrated omni-channel marketing plans across digital, retail, and consumer touchpoints in partnership with the Sr. Brand Manager
Contribute to the development of brand positioning, messaging, and campaign strategy, ensuring alignment with shopper insights and retail realities
Partner with agencies to support delivery of best-in-class creative and media strategies
Co-lead development of social-first campaigns, including influencer partnerships and UGC content ecosystems
Identify and activate creator partnerships (micro and macro influencers) to drive reach, engagement, and conversion
Own and track brand KPIs, including sales, share, trial, and media effectiveness
Leverage data and insights to continuously optimize marketing performance and ROI
Deliver regular business updates, identifying opportunities and proactively addressing gaps
Lead and influence cross-functional teams across Sales, Insights, Finance, Supply, Medical/Legal/Regulatory, and external agencies
Serve as a key partner to Sales and retail teams to ensure best-in-class execution at shelf and online
Ensure alignment and executional excellence across all shopper and professional initiatives, while contributing to broader brand efforts
Partner with Insights team to identify unmet consumer needs, emerging category behaviors, and strategic adjacencies where Alcon can build new OTC products
Develop and pressure-test business cases that quantify consumer opportunity, portfolio fit, incrementality, commercial viability, and path to scale
Evaluate innovation opportunities through the lens of incremental sales and share acceleration, ensuring new launches expand the current OTC portfolio rather than cannibalize existing brands