Brand Manager - OTC Innovation

Brand Manager-OTC Innovation-Fort Worth, TX

We are seeking a high-impact Brand Manager to lead shopper marketing, professional engagement, and event/experiential strategies for a new OTC eye care innovation-delivering excellence at the point of decision and bringing the brand to life through immersive, culturally relevant experiences.

This role owns the execution of retail activation, shopper conversion, professional touchpoints (health care professionals and trade), and experiential / event platforms to drive trial, adoption, and sustained in-market success, while co‑leading broader consumer marketing initiatives in partnership with the Sr. Brand Manager.

The ideal candidate combines strong brand management fundamentals with deep expertise in shopper marketing and professional engagement, complemented by modern capabilities in social, influencer/UGC. This individual thrives in fast‑paced environments, leads with urgency, and is passionate about translating strategy into impactful in‑market execution.

KEY RESPONSIBILITIES
Shopper Marketing, Experiential & Professional Engagement (Primary Focus)

Lead end‑to‑end shopper marketing execution in close partnership with Sales and Trade Marketing, aligning activation to retailer priorities while driving visibility, cultural relevance, and conversion across key retail partners

Co‑develop and execute retail‑first activation plans spanning in‑store merchandising, retail media, POS, digital shelf optimization

Own the strategy and execution of event and experiential marketing, including high‑impact consumer activations that drive awareness, trial, and earned amplification

Create distinctive, premium brand experiences that translate product benefits into emotionally compelling, appearance‑driven moments

Ensure experiential initiatives are designed for content capture and amplification across social, influencer, PR, and retail media ecosystems

Own professional touchpoint strategy and engagement, education, and influence programs that build credibility and recommendation

Launch Strategy & Commercialization

Drive launch readiness across cross‑functional teams (Sales, Supply, Regulatory, Agencies), with a focus on retail and field execution excellence

Brand & Consumer Marketing

Support and co‑lead integrated omni‑channel marketing plans across digital, retail, and consumer touchpoints in partnership with the Sr. Brand Manager

Contribute to the development of brand positioning, messaging, and campaign strategy, ensuring alignment with shopper insights and retail realities

Partner with agencies to support delivery of best‑in‑class creative and media strategies

Social, Influencer & UGC Marketing

Co‑lead development of social‑first campaigns, including influencer partnerships and UGC content ecosystems

Identify and activate creator partnerships (micro and macro influencers) to drive reach, engagement, and conversion

Performance Management & Analytics

Own and track brand KPIs, including sales, share, trial, and media effectiveness

Leverage data and insights to continuously optimize marketing performance and ROI

Deliver regular business updates, identifying opportunities and proactively addressing gaps

Cross‑Functional Leadership

Lead and influence cross‑functional teams across Sales, Insights, Finance, Supply, Medical/Legal/Regulatory, and external agencies

Serve as a key partner to Sales and retail teams to ensure best‑in‑class execution at shelf and online

Ensure alignment and executional excellence across all shopper and professional initiatives, while contributing to broader brand efforts

Business Case Development

Partner with Insights team to identify unmet consumer needs, emerging category behaviors, and strategic adjacencies where Alcon can build new OTC products

Develop and pressure‑test business cases that quantify consumer opportunity, portfolio fit, incrementality, commercial viability, and path to scale

Evaluate innovation opportunities through the lens of incremental sales and share acceleration, ensuring new launches expand the current OTC portfolio rather than cannibalize existing brands

WHAT YOU'LL BRING TO ALCON

Bachelor's Degree or Equivalent years of directly related experience (or high school +13 yrs. Assoc.+9 yrs.; M.S.+2 yrs.; PhD+0 yrs.)

The ability to fluently read, write, understand, and communicate in English

5 Years of Relevant Experience

PREFERRED SKILLS & EXPERIENCE

Brand marketing experience in OTC, CPG, or related industries

Proven experience leading or supporting new product launches or major brand innovations

Experience in beauty, personal care, wellness, or other socially‑driven categories strongly preferred

Demonstrated success in shopper/retailer and professional marketing

Experience leading event marketing or experiential activations strongly preferred

Capabilities

Strong analytical skills with the ability to translate insights into actionable growth strategies

Proven ability to set, track, and deliver against KPIs tied to sales and share performance

Excellence in agency management and creative judgment

Strong strategic thinking combined with hands‑on execution capability

Effective cross‑functional collaboration in a matrixed environment

Leadership Traits

Demonstrates strong leadership presence and influence

Highly results‑oriented with a bias for action and accountability

Thrives in fast‑paced, ambiguous environments, particularly during launch phases

Passionate about driving in‑market performance and delivering tangible business impact

What Success Looks Like

Successful launch with strong early trial and retailer adoption

Delivery of sales and share targets, with measurable acceleration vs. baseline

High‑quality, on‑time execution across all commercialization milestones

Why This Role

Co‑build and scale a new innovation from the ground up

Operate at the intersection of healthcare credibility and modern consumer marketing

Shape the future of OTC eye care brand building through emerging capabilities

HOW YOU CAN THRIVE AT ALCON

See your career like never before with focused growth and development opportunities

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, flexible time off for exempt associates, PTO for hourly associates, and much more!

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 contact information.

#J-18808-Ljbffr