Sr Brand Manager - Base IOL & Delivery Devices

Alcon Research•Fort Worth, TX

9d•Onsite

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 Sr. Manager, Surgical Product/Brand Marketing - Downstream (Professional Path) is primarily responsible for leading marketing strategies to drive demand and sales for specific products. You will assess brand performance, oversee marketing material development, and guide the sales team to meet marketing goals. As a Senior Brand Manager, you will trusted to manage Alcon’s IOL portfolio. One will also be required to partnership with US Sales, US Training, US S&OP, Agency Partners, and Alcon’s Surgical Customers to understand the competitive landscape in order to drive market share gains and segment penetration through effective messaging and commercial program offerings in Fort Worth, Texas!

Requirements

Bachelor’s Degree or Equivalent years of directly related experience (or high school+15 yrs; Assoc.+14 yrs; M.S.+7 yrs; PhD+6 yrs)
The ability to fluently read, write, understand and communicate in English
7 Years of Proven Experience

Responsibilities

Lead marketing direction for products, coordinating market plans and launch programs to create demand and maximize sales
Formulate and review corporate short and long-range plans, goals, and objectives for a specific product or product line
Develop, coordinate, and implement marketing plans and strategies for the Surgical franchise in the designated portfolio
Establish marketing strategies, including advertising promotions, pricing strategy, distribution channel management, and tactical plan development and execution
Evaluate brand performance, provide briefs, and oversee the development of marketing materials
Recommend product development and enhancements based on brand performance and feedback from customers
Conduct competitive product analysis and market research on consumer behavior and the professional audience
Develop production and marketing strategies and tactics to ensure effective product placement relative to market opportunity
Collaborate with internal and external stakeholders to achieve objectives
Drive execution programs aligned with brand strategies
Ensure that promotional materials and selling tools conform to quality standards
Partner with the Director of Marketing on new product launch activities and coordinate international brand management
Contribute to territory planning by setting product objectives based on specific new product presentation or training needs
Execute channel product positioning and competitive selling strategies
Manage budget and expenses, planning, and forecasting
Provide support on specific projects undertaken by the Marketing Team
Partner with internal stakeholders on government Request For Proposals (RFP)
Develop and organize events, ensuring the planned level of distribution and systematic implementation of new products
Serve as a technical adviser, demonstrating products and troubleshooting product issues
Develop and implement annual Marketing Plans across the portfolio
Technical SME for US Marketing Organization
Collaborate with sales leadership to segment and target customer base
Responsible for identifying trends and implementing action plans to address market needs
Build promotional messaging including sales materials, professional campaign, conference presence and digital assets
Work with Business Development team to develop KOL (Key Opinion Leader) plan and podium presence
Leverage internal and external data to strengthen portfolio value proposition
Collaborate with medical affairs team to ensure claim development for lifecycle management
Presentations to Marketing Leadership, C-Suite and Sales Organization (400+)
Work closely with cross-functional CORE team to deliver brand essentials to the market
Develop business models to use comprehensive portfolio to drive business across larger Alcon
Lead A&P marketing budget while ensuring planned return on investment
Responsible for forecasting in partnership with S&OP to ensure appropriate supply levels
Work with Legal and Regulatory to ensure compliant messaging and promotion
Champion portfolio objectives and strategic alignment across organizational functions
Annual development and management of marketing programs and business plans to achieve revenue, profit, and market share goals