VP, Marketing & Professional Affairs - Americas Commercial

CooperVision, a division of CooperCompanies (NASDAQ:COO), is one of the world’s leading manufacturers of soft contact lenses. The Company produces a full array of daily disposable, two-week and monthly contact lenses, all featuring advanced materials and optics. CooperVision has a strong heritage of solving the toughest vision challenges such as astigmatism, presbyopia and childhood myopia; and offers the most complete collection of spherical, toric and multifocal products available. Through a combination of innovative products and focused practitioner support, the company brings a refreshing perspective to the marketplace, creating real advantages for customers and wearers. For more information, visit www.coopervision.com.

Job Summary

The Vice President of Marketing and Professional Affairs directly oversees the organization’s US Demand Generation activities, including Product Management, Customer marketing, Marketing communications, Consumer and Customer Insights/market research, Professional services, and academic affairs.  Establishes regional marketing plan to attain sales and profitability goals. Additionally, serves as America’s Center of Excellence for the above disciplines in Canada and Latin America. Drives the vision and mission of the above functions and develops a best-in-class Marketing/Professional Affairs organization. Evaluates the effectiveness of marketing programs and initiatives, making changes as needed.  Stays abreast of changes in marketing environment and strategies, to inform long-range strategic plan and annual marketing planning process.

The role will plan, direct and manage Brand Marketing, Customer Marketing and Professional Services strategy and execution to profitably grow the Americas region. 

• Responsible for the pricing, promotion, positioning, and portfolio placement of the brand and communication execution to the professional/consumer

• Responsible for the financial performance of the brand including sales analysis, trial productivity and placement of expenses

• In partnership with the Corporate Accounts Sales team, guide the team to deliver relevant insights, account plans and programs aligned to company and account commercial imperatives

• Develop, execute and measure holistic marketing communications, events and demand generation programs for the portfolio of branded and private label products and services 

Drive the development, alignment, and execution of the digital strategy as a core element of achieving business goals and commercial objectives, in alignment with marketing strategies across product brands, the master brand, and key initiatives

Leads Brand and Customer Marketing strategy development and management across the following areas:

• Propose and gain agreement in overall regional marketing strategy. Take the lead in developing a fully comprehensive business strategy rooted in the delivery of CooperVision’s commercial objectives
  • Strategic, Financial and Functional
• Conceive and orchestrate launches, promotions and demand-creating initiatives.
• Ensure effective communication to American markets and customers regarding our brand image, product offering and pricing policy.
• Develop new routes to market and geographical markets.
• Ensure marketing plans are proactive and can be adapted to react to circumstances. Oversee the development and execution of a Sales & Marketing plan with clearly defined objectives and routing performance update (POA)
• Devise and execute regional and promotion and customer communication programs.
• Ensure the best positioning of the CooperVision brands in accordance with global guidelines.
• Recommend pricing strategies and tactics, to optimize revenue.
• Develop annual revenue budgets for all managed products, and annual advertising and promotional budgets for promoted products, updating via the demand forecast process.
• Develop and execute market plans for a family of promoted products as defined by customer segments.
• Participate in unplanned re-forecasting as necessary.
• Communicate to sales force all issues that affect sales of managed brands.
• Develop, agree and implement business plans with focus on sales and marketing, business development, planning and forecasting.

• Define key market and customer segments and partner with corporate and strategic accounts to build high level account strategies that create an emphasis for key accounts marketing partnerships.

   

Market Data Analysis & Market Research

• Gather and interpret market, customer and competitor insights.
• Evaluate competitive trends, market dynamics, sales trends, and sales forecasting for specified product lines.
• Analyze market trends and co