CooperVision, part of Cooper Companies $3B, is one of the world's leading manufacturers of soft contact lenses, and more than 9,000 employees. CooperVision has consistently outperformed the market and has demonstrated increasing market share over the years. The Company produces a full array of monthly, two-week and daily disposable contact lenses, all featuring advanced materials and optics.
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 affected by Myopia and nearly 80% of teenagers in APAC in 2018 Cooper vision put a strategic focus on development of the new Myopia Management Category. In addition to specialty eye care product portfolio, 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. Since the launch of MiSight1day, spectacle lenses manufacturers such as Essilor and Hoya have entered the Myopia Management category creating more momentum in the segment. That said today less that 10% of children are in myopia control treatment
Responsibilities
The APAC Myopia Management Marketing Lead will be responsible for development and implementation of the holistic APAC MiSight marketing plan with focus on category development and growth acceleration for the MiSight1 day as a treatment of choice within the emerging category.
Key responsibilities:
- Acceleration opportunities identification, sizing and accessibility though deep understanding of KOL. ECP needs and parent drivers and barriers
- Development and execution of the APAC Myopia Management Strategy and Marketing Plan encompassing both Eye Care practitioners (B2B) and Parents (B2C) across APAC markets
- Identification and regional scale up of Best Practices
- Translation of global strategies into regional initiatives and local market execution
- Growth KPI development and measure
1. GEOGRAPHIC SCOPE AND DIMENSIONS
The APAC Myopia Management Marketing Lead will be directly responsible for strategy and marketing plan implementation in Taiwan, South Korea, Australia, Hong Kong, SEA, Japan.
2. MAIN ACCOUNTABILITIES
Growth Strategy for Myopia Management in APAC:
- 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 meet commercial objectives
- Bridge global strategy to regional initiatives and local market execution. Hold all parties accountable to aligned deliverables
- Represent the Asia Pacific to global commercial management on the regional needs, requirements, and priorities in both short- and long-term plans.
- Strategically collaborate within company as well as industry partners to shape and grow the Myopia Management category beyond disposable contact lenses
APAC 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.
- Effectively engage country managers, local leadership teams, myopia team and cross functional stakeholders to plan, implement and measure the effectiveness of marketing and commercial programs
- Quickly identify winning models regionally and globally and scale up across relevant markets
- 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 globally 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
- Ring-fence resources and programs that deliver towards the overall APAC goal.
- Evaluate and control effective marketing spend, track and measure the effectiveness of marketing spends.
Qualifications
Work Environment:
- Ability to work with, and relate to, Asian, European and American management and business practices.
- Regular business travel required, within Asia Pacific and to the US headquarters. Estimate 30-40% travel.
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,
- At least 5 years in a management capacity: with P&L ownership responsibilities and managing people (direct or indirect/dotted lines).
- 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
Education:
- Degree in business/marketing, MBA preferred.
- Certifications in areas around effective leadership, coaching, storytelling, personal branding are preferred.
