Job Description

This role is responsible for maximizing the strength and breadth of the portfolio of products and services to reach financial objectives for the region while building brand equity and customer partnerships. This is a highly collaborative role and requires advanced skills in team development and leadership, stakeholder management, cross functional execution. Integral to the role is deep understanding of channel, customer and consumer insights, identifying opportunities for portfolio growth, and the development of strategic and annual plan.





The Director of Portfolio Brand Marketing role is responsible for the development, socialization and execution of comprehensive marketing strategy for the entire Cooper Vision portfolio in APAC region.

Knowledge, Skills and Abilities:

Demonstrated influencing skills; ability to build effective relations and manage diverse, remote and cross-functional teams inside & outside of CVI required. Demonstrated proficiency in successfully, and simultaneously, managing the execution of multiple cross-functional product marketing projects required. Strong knowledge of organizational dynamics; proven history of managing within complex business environments required. Strong financial understanding - full P&L management required. Strong analytical skills required. Excellent written, oral and presentation skills required. Proficiency with office software including Microsoft Office (with a high level of Excel skills) and Outlook required.

Work Environment:

Office-based with some travel to other CVI locations, customer sites and industry events. Sedentary to light physical effort necessary to perform the job. There will be extended periods of sitting and using a computer. Professional office environment Fast-paced environment

Experience:

Minimum of 15 years progressive product and/or brand marketing experience required. 7+ years of management experience Prior brand or product marketing leadership experience in B2B2C required. Experience in the vision care category or a similar B2B2C environment would be a plus. CPG marketing/customer marketing would be a plus. Experience with complex product portfolios (breadth and depth of SKUs), managing the full product lifecycle from launch to rationalization required. Experience engaging and influencing key customers, via presenting brand strategy and product roadmap required.

Education:

Bachelor's degree required; MBA/MS preferred.

Strategic and Annual Planning

Lead a team to develop the annual and long-range portfolio plan for the XX region in line with company's overall business objectives. This includes understanding industry trends, market opportunities, business case development, and go to market strategy for new product launches, current portfolio, and product rationalizations. Drive improved decision making through actionable insights inclusive of: + Analyze market insight, sales trends and statistics and make recommendations as appropriate.
+ Conducts ongoing evaluations of competitive threats and opportunities and makes necessary recommendations to the business. Including international and local players
+ Utilize both pan-regional and local insights to ensure resonance with local market.
+ Responsible for performance reporting, management, and analysis of internal and syndicated market data
Develop regional strategy with acute sense and understanding of diverse market dynamics, industry maturity, channel structure, customer, and consumer across the XX region. Provide thought leadership of how portfolio will enable category growth programs for markets and customers.

Portfolio Maximization

Conceive, construct, implement, review and refine the company's marketing strategy. Maximize portfolio deployment plan across markets with consideration of market maturity and readiness. Continuously monitor portfolio performance KPIs and optimize regional plan activation to reach the financial objectives. Responsible for the portfolio 4Ps implementation and continuous optimization + Product portfolio strategy execution: go to market, rationalization, expansion.
+ Pricing strategy optimization, commercial incentives, profitability improvements
+ Channel Strategy
+ Promotional plan inclusive of customer and consumer demand-generation initiatives,
Develop marketing strategies that are culturally relevant and respecting diverse cultural environments in the region.

Portfolio Execution

Serve as the key brand interface with GMs, Market Leadership teams, and marketing/PA community to ensure marketing strategies and initiatives are well communicated and executed and that all necessary support is available to ensure optimum execution. Develop regional campaigns, toolkits and programs to support region wide activations, programs and selling materials. Lead the development, alignment and communication of quarterly Plan of Action in partnership with sales, marketing and other cross-functional stakeholders. Develop and own the unit and revenue forecast for the portfolio (monthly, annual, long range). Drive cross functional and leadership alignment via the S&OP process. Develop and execute a holistic fit set/trial management strategy.

Global Partnership

Proactively partner with Global stakeholders to ensure regional needs and requirements are taken into consideration within global plans.


Build powerful teams with global & regional brand counterparts: Inform life cycle management considerations to ensure a relevant and competitive commercial offer. Provide input on strategic development of global-led brand claims and marcom asset development to ensure regional insights and requirements are met.

Leadership and Team Management

Lead and mentor a team of Sr Brand Leaders and other professionals fostering collaborative and high performing culture. Effectively partner to co-create programs and plans in culturally diverse environment. Cross-functional collaboration: work closely with other departments (Sales, Finance, Commercial Operations, Legal, Regulatory, Supply Chain etc.) and vast number of stakeholders to ensure alignment and support for portfolio plan and execution. * Stakeholder Communication: Act as a key point of contact for internal and external stakeholders providing regular updates and progress on portfolio strategy and execution.