Retail Media Strategy & Activation Manager

Alcon Research•Fort Worth, TX

2d•Onsite

About The Position

As a Retail Media Strategy & Activation Manager supporting US Vision Care Marketing-OTC team, you will be trusted to serve as a key cross-functional partner within Alcon OTC's Connected Commerce organization, helping connect retail media investments to broader brand objectives. Reporting to the Sr. Manager, Connected Commerce, this role will work closely with Sales, Sales Strategy, Brand Marketing, agency partners, and retail media account executives to develop and execute media plans that support brand priorities and retailer growth strategies. The Manager will help ensure retail media programs are aligned with business goals, identify opportunities to improve performance, and provide recommendations based on campaign results, shopper insights, and retailer-specific dynamics. This role requires a blend of commercial acumen, relationship management, analytical thinking, and strong working knowledge of retail media strategy. This is onsite at our Fort Worth, TX location.

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

Experience across media planning & activation, esp. retail media, shopper marketing, CPG or OTC brand management, or related disciplines.
Experience working directly with sales organizations, customer teams, or commercial planning functions.
Proven ability to manage and influence cross-functional relationships across multiple stakeholders.
Experience collaborating with media planning and buying agencies to develop and optimize campaigns.
Strong understanding of retailer ecosystems, customer planning processes, and omnichannel commerce strategies.
Demonstrated capability in retail media strategy, performance marketing, and measurement, with the proficiency to translate insights into actionable business recommendations.
Ability to connect media performance metrics to broader business outcomes and commercial objectives.
Strong communication and presentation skills, with experience delivering recommendations to senior stakeholders.
Experience navigating matrixed organizations and managing competing priorities.

Responsibilities

Partner with Brand Marketing, Sales, Sales Strategy, and agency teams to develop retail media plans that support commercial priorities and retailer growth objectives.
Translate Joint Business Planning priorities, promotional calendars, product launches, and retailer initiatives into actionable media recommendations.
Serve as a key liaison between internal stakeholders and agency partners to ensure retail media investments are aligned with business objectives and executed effectively.
Collaborate with retail media account partners to identify opportunities for growth, innovation, and improved performance.
Lead the development of a robust retail media experimentation framework that establishes best practices for testing, measurement, learning, and continuous optimization.
Monitor campaign performance and business results, synthesizing insights into clear recommendations for Sales, Brand, and Connected Commerce leadership.
Partners with Connected Commerce, Content, and Brand teams to ensure product content, digital shelf assets, and commerce experiences are optimized to maximize retail media performance and conversion.
Prioritize opportunities presented by retail media groups and agency partners through a disciplined assessment framework, recommending investments based on strategic alignment, expected performance, scalability, measurement rigor, and business impact.
Evaluate media effectiveness against key business KPIs, including sales growth, market share, return on ad spend, traffic, conversion, share of search, new-to-brand, and incrementality metrics.
Lead performance reviews with agency partners and internal stakeholders, driving optimization plans and accountability against objectives.
Provide a retail media point of view and strategic recommendations during brand planning, customer planning, and retailer-specific business reviews.
Support investment decision-making through analysis of historical performance, retailer opportunities, competitive activity, and shopper behavior.
Partner with Analytics teams to develop measurement approaches and learning agendas that improve understanding of media impact on business outcomes.
Establish and document retail media best practices, playbooks, testing methodologies, and learning agendas to improve organizational capability and drive scalable growth.
Foster strong relationships across Marketing, Sales, Sales Strategy, Finance, agencies, and retailer partners to ensure alignment and effective collaboration.
Stay informed on emerging retail media capabilities, AI-enabled advertising solutions, retailer offerings, and industry trends, bringing recommendations to the organization.