Sr. Brand Manager - ATIOL Penetration Growth & Strategy
Alcon, Fort Worth, TX, United States
At Alcon, we’re passionate about enhancing sight and helping people see brilliantly. With more than 25,000 associates, we innovate fearlessly, champion progress, and act swiftly to impact global eye health. We foster an inclusive culture, recognizing your contributions and offering opportunities to grow your career like never before. Together, we make a difference in the lives of our patients and customers. Are you ready to join us?
This role is part of Alcon's Marketing function, a team that helps provide access to products across all channels, including through traditional Marketing strategies, event planning, and professional education.
Sr. Manager, Surgical Product/Brand Marketing - Downstream (Professional Path) The Sr. Manager, Surgical Product/Brand Marketing - Downstream (Professional Path) is primarily responsible for leading marketing strategies to drive demand and sales for specific products. You will assess brand performance, oversee marketing material development, and guide the sales team to meet marketing goals.
Lead marketing direction for products, coordinating market plans and launch programs to create demand and maximize sales
Formulate and review corporate short and long-range plans, goals, and objectives for a specific product or product line
Develop, coordinate, and implement marketing plans and strategies for the Surgical franchise in the designated portfolio
Establish marketing strategies, including advertising promotions, pricing strategy, distribution channel management, and tactical plan development and execution
Evaluate brand performance, provide briefs, and oversee the development of marketing materials
Recommend product development and enhancements based on brand performance and feedback from customers
Conduct competitive product analysis and market research on consumer behavior and the professional audience
Develop production and marketing strategies and tactics to ensure effective product placement relative to market opportunity
Collaborate with internal and external stakeholders to achieve objectives
Drive execution programs aligned with brand strategies
Ensure that promotional materials and selling tools conform to quality standards
Partner with the Director of Marketing on new product launch activities and coordinate international brand management
Contribute to territory planning by setting product objectives based on specific new product presentation or training needs
Execute channel product positioning and competitive selling strategies
Manage budget and expenses, planning, and forecasting
Provide support on specific projects undertaken by the Marketing Team
Partner with internal stakeholders on government Request For Proposals (RFP)
Develop and organize events, ensuring the planned level of distribution and systematic implementation of new products
Serve as a technical adviser, demonstrating products and troubleshooting product issues
1. Patient Marketing & Education Lead strategy and tactical initiatives to enhance patient awareness, education, and engagement / decision-making throughout the cataract surgery journey.
Key Responsibilities
Lead strategic planning of direct to patient initiatives and channel optimization
Develop creative, manage execution, and optimize digital direct-to-patient (DTP) campaigns in partnership with creative and media agencies
Drive ATIOL market penetration growth through branded and unbranded patient campaigns
Oversee creation and distribution of all patient-facing web pages, brochures, guides, and educational materials
Ensure consistent, compliant messaging across digital, print, and in‑practice materials
Ensure consistent compliant messaging adaptation from HCP messaging to patient messaging for an aligned market approach
Partner with insights team to develop patient‑centric claims
2. Practice Engagement & Staff Enablement Lead strategy and tactical initiatives to enhance the practice-level experience with Alcon AT‑IOLs through tools, training, and workflow‑optimized content.
Key Responsibilities
Lead Accelerator programming for practice specific programming opportunities
Manage practice collateral, including patient‑facing materials, consult tools, and office displays
Drive administrator and technician association engagement with aligned training content and resources
Oversee creation and management of in‑practice visual assets such as posters, placemats, tear sheets, IOL models, and eye models to improve education and conversion
Support external patient education platforms to improve comprehension of lens options and the surgical process
Ensure consistent compliant messaging adaptation from HCP messaging to in‑office staff for an aligned market approach
3. Optometry (OD) Education & Engagement Lead strategy and tactical initiatives to educate and engage co‑managing optometrists around Alcon's cataract IOL options as OD's are critical educators in the cataract process.
Key Responsibilities
Maintain and optimize the
OD Cataract Education Deck
used in field training and presentations
Support
OD Congresses
with educational content, booth messaging, and onsite programming
Develop
OD/MD collaborative programming
to strengthen channel approach
Create and refine
IOL product overview content ,
patient selection guidance , and
pre/postop care communication tools
to facilitate productive OD-to-patient discussions
Ensure consistent compliant messaging adaptation from HCP messaging to Optometry channels for an aligned market approach
What you can bring to Alcon
Bachelor's Degree or Equivalent years of directly related experience (or high school+15 yrs; Assoc.+14 yrs; M.S.+7 yrs; PhD+6 yrs)
The ability to fluently read, write, understand and communicate in English
7 Years of Proven Experience
How to Thrive at Alcon
Benefit from working in a highly respectable and diverse environment
Join Alcon's mission to provide outstanding, innovative products and solutions to improve sight, improve lives, and grow your career
Alcon provides robust benefits package including health, life, retirement, flexi
Flexible time off, and much more!
ATTENTION: Current Alcon Employee/Contingent Worker If you are currently an active employee/contingent worker at Alcon, please click the appropriate link below to apply on the Internal Career site.
Find Jobs for Employees
Find Jobs for Contingent Worker
Alcon is an Equal Opportunity Employer and participates in e-verify. Alcon takes pride in maintaining an inclusive environment that values different perspectives and our policies are non-discriminatory in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, national origin, age, sexual orientation, marital or veteran status, disability, or any other legally protected status. Alcon is also committed to working with and providing reasonable accommodation to individuals with disabilities. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, or in order to perform the essential functions of a position, please send an email to
alcon.recruitment@alcon.com
and let us know the nature of your request and your contact information.
#J-18808-Ljbffr
This role is part of Alcon's Marketing function, a team that helps provide access to products across all channels, including through traditional Marketing strategies, event planning, and professional education.
Sr. Manager, Surgical Product/Brand Marketing - Downstream (Professional Path) The Sr. Manager, Surgical Product/Brand Marketing - Downstream (Professional Path) is primarily responsible for leading marketing strategies to drive demand and sales for specific products. You will assess brand performance, oversee marketing material development, and guide the sales team to meet marketing goals.
Lead marketing direction for products, coordinating market plans and launch programs to create demand and maximize sales
Formulate and review corporate short and long-range plans, goals, and objectives for a specific product or product line
Develop, coordinate, and implement marketing plans and strategies for the Surgical franchise in the designated portfolio
Establish marketing strategies, including advertising promotions, pricing strategy, distribution channel management, and tactical plan development and execution
Evaluate brand performance, provide briefs, and oversee the development of marketing materials
Recommend product development and enhancements based on brand performance and feedback from customers
Conduct competitive product analysis and market research on consumer behavior and the professional audience
Develop production and marketing strategies and tactics to ensure effective product placement relative to market opportunity
Collaborate with internal and external stakeholders to achieve objectives
Drive execution programs aligned with brand strategies
Ensure that promotional materials and selling tools conform to quality standards
Partner with the Director of Marketing on new product launch activities and coordinate international brand management
Contribute to territory planning by setting product objectives based on specific new product presentation or training needs
Execute channel product positioning and competitive selling strategies
Manage budget and expenses, planning, and forecasting
Provide support on specific projects undertaken by the Marketing Team
Partner with internal stakeholders on government Request For Proposals (RFP)
Develop and organize events, ensuring the planned level of distribution and systematic implementation of new products
Serve as a technical adviser, demonstrating products and troubleshooting product issues
1. Patient Marketing & Education Lead strategy and tactical initiatives to enhance patient awareness, education, and engagement / decision-making throughout the cataract surgery journey.
Key Responsibilities
Lead strategic planning of direct to patient initiatives and channel optimization
Develop creative, manage execution, and optimize digital direct-to-patient (DTP) campaigns in partnership with creative and media agencies
Drive ATIOL market penetration growth through branded and unbranded patient campaigns
Oversee creation and distribution of all patient-facing web pages, brochures, guides, and educational materials
Ensure consistent, compliant messaging across digital, print, and in‑practice materials
Ensure consistent compliant messaging adaptation from HCP messaging to patient messaging for an aligned market approach
Partner with insights team to develop patient‑centric claims
2. Practice Engagement & Staff Enablement Lead strategy and tactical initiatives to enhance the practice-level experience with Alcon AT‑IOLs through tools, training, and workflow‑optimized content.
Key Responsibilities
Lead Accelerator programming for practice specific programming opportunities
Manage practice collateral, including patient‑facing materials, consult tools, and office displays
Drive administrator and technician association engagement with aligned training content and resources
Oversee creation and management of in‑practice visual assets such as posters, placemats, tear sheets, IOL models, and eye models to improve education and conversion
Support external patient education platforms to improve comprehension of lens options and the surgical process
Ensure consistent compliant messaging adaptation from HCP messaging to in‑office staff for an aligned market approach
3. Optometry (OD) Education & Engagement Lead strategy and tactical initiatives to educate and engage co‑managing optometrists around Alcon's cataract IOL options as OD's are critical educators in the cataract process.
Key Responsibilities
Maintain and optimize the
OD Cataract Education Deck
used in field training and presentations
Support
OD Congresses
with educational content, booth messaging, and onsite programming
Develop
OD/MD collaborative programming
to strengthen channel approach
Create and refine
IOL product overview content ,
patient selection guidance , and
pre/postop care communication tools
to facilitate productive OD-to-patient discussions
Ensure consistent compliant messaging adaptation from HCP messaging to Optometry channels for an aligned market approach
What you can bring to Alcon
Bachelor's Degree or Equivalent years of directly related experience (or high school+15 yrs; Assoc.+14 yrs; M.S.+7 yrs; PhD+6 yrs)
The ability to fluently read, write, understand and communicate in English
7 Years of Proven Experience
How to Thrive at Alcon
Benefit from working in a highly respectable and diverse environment
Join Alcon's mission to provide outstanding, innovative products and solutions to improve sight, improve lives, and grow your career
Alcon provides robust benefits package including health, life, retirement, flexi
Flexible time off, and much more!
ATTENTION: Current Alcon Employee/Contingent Worker If you are currently an active employee/contingent worker at Alcon, please click the appropriate link below to apply on the Internal Career site.
Find Jobs for Employees
Find Jobs for Contingent Worker
Alcon is an Equal Opportunity Employer and participates in e-verify. Alcon takes pride in maintaining an inclusive environment that values different perspectives and our policies are non-discriminatory in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, national origin, age, sexual orientation, marital or veteran status, disability, or any other legally protected status. Alcon is also committed to working with and providing reasonable accommodation to individuals with disabilities. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, or in order to perform the essential functions of a position, please send an email to
alcon.recruitment@alcon.com
and let us know the nature of your request and your contact information.
#J-18808-Ljbffr