Director, Direct-to-Patient Marketing – Contact Lenses (US)

Alcon•Fort Worth, TX

10h

About The Position

This role is part of Alcon's Marketing function, a team that helps provide access to products across all channels, including through traditional Marketing strategies, event planning, and professional education. The Director, Vision Care Product/Brand Marketing - Downstream (Management Path), is primarily responsible for guiding marketing strategies to boost sales and market share for vision care products. You will build effective relationships with eye care professionals, evaluate brand performance, and lead promotional activities. Your role involves developing strategic plans and managing teams to achieve marketing objectives. We seek a Marketing Director (DTP Communication) to lead patient-focused marketing for our US Contact Lenses business. Reporting to the Senior Director of Contact Lenses Marketing, this role will shape and drive an integrated strategy that strengthens the brand’s consumer presence and accelerates patient acquisition while aligning with professional (eye care professional) marketing efforts. The Director will work cross-functionally with Brand Marketing, Customer Marketing, Digital Products, Insights and Analytics and global franchise teams to ensure all direct-to-patient initiatives are cohesive, impactful, and patient-centric.

Requirements

Bachelor’s Degree or Equivalent years of directly related experience (or high school +18 yrs; Assoc.+14 yrs; M.S.+7 yrs; PhD+6 yrs)
The ability to fluently read, write, understand and communicate in English
10 Years of Relevant Experience
Proven expertise in multi-channel digital marketing (social, search, CRM, content marketing, etc.) and data-driven decision-making.
Experience using analytics and customer insights to drive personalization and optimize marketing campaigns at scale
Demonstrated success in leading teams and cross-functional collaboration.
Ability to work effectively with diverse stakeholders (e.g. brand teams, sales, medical, regulatory, legal) and to manage external agencies/vendors to deliver integrated campaigns.
Excellent communication and project management skills, with a track record of driving initiatives from concept to execution in a matrixed environment.
Patient-first mindset with a strong understanding of the patient journey and needs.
Knowledge of healthcare marketing regulations and experience gaining medical, legal, and regulatory approvals for consumer-facing content in a compliant manner.
An innovative yet ethically responsible approach to engaging consumers in a highly regulated market.

Nice To Haves

familiarity with AI tools for content creation and marketing automation is a strong plus.

Responsibilities

Define and shape the direct-to-patient (DTP) strategy for the contact lens business as an additive complement to ongoing investments in professional (eye care professional) marketing.
Establish and build the required skills and capabilities (e.g. content strategy and omnichannel orchestration, marketing technology and data/identity enablement, test-and-learn optimization, and measurement/attribution).
Lead integrated digital, social, and media campaigns (e.g. influencer marketing, search/SEO, social media, CRM, PR) to expand the brand’s reach and drive patient awareness, engagement, acquisition and retention in the contact lens category.
Ensure consistent messaging across all consumer touchpoints to encourage patients to seek our products through eye care professionals.
Leverage patient data, analytics, and AI-driven content development tools to personalize outreach and optimize campaigns for higher conversion and ROI.
Continuously analyze performance metrics and market trends to inform marketing decisions and iterate on DTP strategies.
Work closely with other marketing leaders (Brand, Customer, Digital) and partner with Sales, Medical Affairs, Regulatory, Legal, and global franchise teams to align all patient-facing initiatives.
Unify direct-to-patient efforts across the organization for synergy, efficiency, and consistency in execution.
Champion a patient-first approach in all DTP activities, keeping the needs and journey of contact lens wearers at the forefront.
Collaborate on initiatives that enhance the end-to-end patient experience – from initial trial through purchase and repeat use – to improve satisfaction and reduce drop-off.
Ensure all consumer communications and programs adhere to healthcare regulatory requirements (e.g. FDA, HIPAA) and internal medical, legal, and regulatory standards.