Responsibilities

• Develop and lead the overall brand strategy, positioning, messaging, and value proposition for a portfolio of four national brands
• Ensure brand consistency across all marketing channels and customer experiences
• Lead ongoing brand architecture and portfolio strategy as the business evolves and we launch new products
• Effectively use market research, competitive analysis, and customer insights to inform strategic decisions
• Lead the planning and execution of integrated brand campaigns across eye care professional and consumer channels leveraging digital, social, PR, events, partnerships, content, “samples”, rebates, and traditional media.
• Partner with sales teams to create cohesive and impactful go-to-market strategies and lead the Plan-of-Action (“POA”) process & plan that delivers strategic and executional excellence in the field.
• Oversee annual brand planning and campaign calendars
• Establish KPI’s to measure brand health, awareness, consideration, preference, and customer sentiment
• Analyze brand performance and optimize investment based on measurable business outcomes
• Manage marketing budget and prioritize initiatives to drive revenue and maximize ROI

Requirements

• Bachelor’s degree required; MBA preferred.
• Minimum of 10 years progressive brand marketing experience required; demonstrated success building and scaling brands in competitive markets
• 5+ years managing and developing high-performing teams
• 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 strong plus.
• Strong strategic leadership including ability to develop insight-driven plans that make a difference in the marketplace
• Strong marketing ability, leveraging insights, creativity and story-telling to elevate the brand and change market behavior while delivering strong ROI
• Strong analytical skills, using performance metrics to inform both strategy and execution
• Financial acumen with an ability to lead a P&L

Preferred

• Experience in the vision care category or a similar B2B2C environment would be a plus.
• CPG marketing/customer marketing would be a strong plus.