Senior Brand Manager - Myopia Taiwan

Job Description

CooperVision has a strong heritage of solving the toughest vision challenges such as astigmatism and presbyopia; and offers the most complete collection of spherical, toric and multifocal products available.. Through a combination of innovative products and focused practitioner (B2B) support, the company brings a refreshing perspective to the marketplace, creating real advantages for customers and wearers.

With a rich history of product innovation and customer service, CooperVision has always had an eye to the future. With 50% of global population and nearly 80% of teenagers in APAC affected by Myopia, Cooper vision has a strategic focus on development of the growing Myopia Management category. In addition to specialty eye care product portfolio such as OrthoK lenses, Cooper Vision launched MiSight® 1 day which is the first disposable contact lens in the market specifically designed for myopia control and FDA approved to slow progression of myopia in children.

Job Summary

The Senior Brand Manager Myopia Taiwan will be responsible for development and implementation of the holistic Myopia marketing plan with focus on category development and growth acceleration for the MiSight®1 day as a treatment of choice within the myopia management category as well as launch strategy for Paragon CRT, an OrthoK product. Key responsibilities entail:

• Acceleration opportunities identification, sizing and accessibility though deep understanding of KOL. ECP needs and parent drivers and barriers
• Development and execution of the Myopia Management Strategy and Marketing Plan encompassing both Eye Care practitioners (B2B) and Parents (B2C)
• Development of the patient journey for myopia leading to a comprehensive omni-channel marketing strategy to drive effective messaging and behavioural changes at both customer and consumer level
• Successful deployment of campaigns to drive awareness, consideration and adoption of Myopia control and MiSight amongst parents and consumers
• Supporting the Myopia team in ECP engagement activities such as adboards, KOL identification and management, peer-to-peer events etc
• Selection and management of 3rd party partners such as PR/media/creative agencies for effective campaign development and execution
• Develop and oversee the launch strategy for OrthoK product
• Ensure we work towards providing a best-in-class customer experience - from professional andknowledgeable sales, customer service, professional education, and product supply.
  
  
  

Responsibilities

• GEOGRAPHIC SCOPE AND DIMENSIONS The Myopia Marketing Manager will be directly responsible for strategy and marketing plan implementation in Taiwan.
• MAIN ACCOUNTABILITIES Growth Strategy for Myopia Management:
• Develop and execute acceleration growth strategy for MiSight® 1Day by thorough evaluation of channel development, practitioner’s needs and barriers, competitive actions, and parent behaviors.
• Be able effectively identify growth levers, accessibility and resources needed to meet strategic objectives
• Define and align KPIs to measure progress vs strategic initiatives. Continuously evolve the commercial approach to meet commercial objectives
• Bridge regional strategy to market initiatives and execution. Hold all parties accountable to aligned deliverable
• Strategically collaborate within company as well as industry partners to shape and grow the Myopia Management category beyond disposable contact lenses
• Develop a key account strategy and plan to build effective long-term joint business plans to develop Myopia category and MiSight/OK share within key accounts
  
  
  

Marketing Plan Development & Execution

• Develop and execute commercial programs to accelerate the adoption of MiSight within high potential accounts
• Develop 360 regional marketing programs that would drive adoption of MiSight by both Eye Care Practitioners and parents
• Develop and implement Communication Strategy to both ECP and Parents
• Responsible for agency relationship, deliverable quality and overall ROI on marketing and commercial investment
• Successfully implement new product launches with product positioning, pricing, country priorities and logistical details – in particular lead the Paragon CRT launch in Taiwan
• Effectively engage local leadership teams, myopia team and cross functional stakeholders to plan, implement and measure the effectiveness of marketing and commercial programs
• Drive Innovation in commercial or marketing execution to accelerate growth
  
  
  

Stakeholder Management

• Managing and navigating the matrix organization, across all levels of management and peers.
• Have superior communication and relationship-building skills to get buy-in, support and approvals necessary to carry out the marketing strategy and commercial plans, with the ability to flex their communication styles as required.
• Ability to influence both regionally and locally
• Effective in building internal and external partnership (e.g. KOLs, Associations, NGOs, Government Bodies) to shape the category
  
  
  

Leadership

• Leading change across the organization to establish marketing as business leaders, with a laser-focused understanding of their plans and impact on the market
• Evaluate and control effective marketing spend, track and measure the effectiveness of marketing spends.
  
  
  

Qualifications

Key Skills

Experience creating excitement and passion for strategic marketing approaches both cross-functionally and among executive teams

• Demonstrated ability successfully leading first-of-its-kind initiatives from strategic development through execution & analysis
• Proven success translating rich consumer insights into actionable, effective & compelling marketing and commercial programs
• Project management skills to manage multiple high-profile and high-budget projects
• Exposure to working in a matrix environment.
• Led product launches that include building the business case with P&L, managing regulatory, forecasting, supply chain, customer segmentation and targeting, sales training, marketing material, marketing campaigns and events.
• Effective team player, either playing the role of a leader or a team member, focused on team output and team success rather than individual personal achievements and credit.
• A highly organized “doer” who will take initiative and execute and thrives on developing structure around something new.
  
  
  

Professional Qualifications

Over 10 years of relevant marketing experience with proven success in brand and category management and strategic marketing

• At least 5 years in a management capacity: managing people (direct or indirect/dotted lines) and P&L responsibility a plus
• Experience in pharma, med-devices preferred with some background in both B2B and B2B2C marketing an added advantage
• Experience in patient journey mapping, digital and omni-channel marketing a plus
• Experience in sales and commercial management in-market a plus
• A strong business thinker who thrives in scaling businesses efficiently and effectively, taking real ownership and accountability over their work and results.
• Customer centric: one who puts the customer at the core of their strategy and invests in creating great experiences that reinforce the bigger mission of the business.
• Well experienced in effectively managing agencies and/or 3rd party vendors.
• Ability to manage day-to-day responsibilities, while living the strategic plans.
• Experience in a multi-cultural organization (preferably with publicly listed MNC).
• Experienced in leading marketing growth (portfolio and solution) segments.
• An empathetic leader that enjoys coaching and supporting their team’s development.
• Excellent English communication skills
  
  
  

Work Environment

Combination of field-based, customer and KOL interaction and extensive travel (estimate 40%)

Education

Degree in business/marketing, MBA preferred.