CooperVision Regional Customer Marketing Senior Manager in Singapore

Job Summary

The APAC Customer Marketing Senior Manager (CMSM) is a pioneer in the region. This position is a strategic necessity at customer-focused organizations to help brands gain a competitive edge, to be a partner/supplier of choice to the customer. The CMSM must delight and engage customers, to build strong relationships with customers through engaging marketing campaigns. The mission is to build a community of long-term brand advocates. This position directly benefits sales and brand marketing teams by increasing customer advocacy, identifying cross-sell and upsell opportunities, new business growth channels, increasing loyalty and retention. Spread the best practices and proven methods to drive revenue.

The CMSM are human bridges who’re personable, outgoing marketers, must be effective communicators who act as a liaison between customers and the rest of the organization. Must be able to work independently and know the importance of collaborating with other functions to create an incredible customer experience and reach business goals. This requires creative marketing and communication skills to engage and motivate customer advocates.

The CMSM main stakeholders are the region’s key accounts, sales/sales ops and brand marketing teams to develop an understanding and expertise on regional key account customers’ business requirements in order to develop customer programs that specifically meet their needs. The role will be responsible for establishing these best practices, working closely as well with country marketing and customer marketing teams, with region and local key accounts teams. The CMSM has a part in the region’s marketing leadership team to drive growth and deliver the business targets.

Primary Focus:

  1. Understanding potential wearers and contact lens consumer behavior and how that can be used to maximize our customers and our business.

  2. Development of channel and customer strategies that impact the front end as the wearer shopping and purchase experience to grow CVI’s sales, share and preference as supplier/partner of choice with key strategic key accounts, as well as their sell-through to consumers.

  3. Leverage on customer brand portfolio (private labels) short and long term and added value services to grow the category of key strategic key accounts in region.

  4. Lead cross-functional coordination to facilitate the execution of customer strategies.

  5. Work directly withregional strategic key accounts (more than one country presence) to develop programs and initiatives to drive growth of our customers and our products.

  6. Work with KAMs and Sales groups withlocal strategic key accounts to develop programs and initiatives to drive growth of our customers and our products.

  7. Lead a team of 2 (two) including a Customer Marketing Projects Manager and a Graphics Developer to facilitate and support the commercial group in the region and key accounts.

  8. Transfer learning from global customer marketing group work to regional and local customer marketing.

  9. Analysis of customer marketing program effectiveness to inform operating expense investment and program modifications decisions.

Essential Functions:

  1. To build a deep knowledge of industry, category and channel dynamics, customer growth strategies and competitor programs in order to provide insights that inform development of CVI customer marketing strategies and programs, and influence brand and professional services plans.

  2. Understand and develop expertise on regional and local key strategic account customers business requirements and develop programs that meet the specific needs of their business.

  3. To build strong relationships with global and local CVI customer marketing leaders, commercial ops leaders and sales leaders in order to ensure sharing.

  4. Key strategic accounts business planning and review.

  5. Become the expert in potential wearers and contact lens consumer behavior and how that can be used to maximize our customers, and our, business.

  6. Institute value added programs developed in conjunction with, and for, regional key strategic accounts.

  7. Become the expert in front of house store behavior and influencers. Develop and implement programs that drive front of house staff behavior to grow the CL segment and CVI’s share.

  8. Provide insights to help develop programs to drive increased contact lens penetration in key markets.

  9. Work directly with the global and regional key account teams and customer marketing teams but transfer learning to regional and local key strategic accounts and help local KAM and sales teams implement learnings and programs.

  10. Work with regional and local KAM teams and sales teams to develop budgets & forecasts by customer.

  11. To partner with CVI’s brand marketing, professional services, digital & marketing communication, KAMs and sales leadership teams for the ongoing creation and execution of customer programs, sales tools and KA campaigns; to deliver improved customer and stakeholder experiences with CVI marketing initiatives and to drive measurable business wins.

  12. Coordination of account plans and marketing programs that convert the above strategies into executable, measurable initiatives.

  13. To measure and track effectives of annual customer marketing program cycle calendar and budget; to provide input to brand, professional services and marketing communication budgets, for ROI and KPIs.

Main Areas of Difficulty

  1. Work in a complex functional matrix, in the APAC region and global organization.

  2. Provide leadership through influencing and professional knowledge rather than by structural authority.

  3. Possess excellent communication and listening skills, cultural understanding in an international environment.

  4. Possess cultural sensitivity to influence, get buy-in and build rapport with stakeholders across diverse markets, management style of individuals and be able to persuade action towards common goals.

  5. Maintain awareness of different market dynamics and adapting plans, processes and policies to best-fit local requirements.

  6. Maintain and develop strategic awareness – outlook must be longer than operational planning horizons to be able to contribute to company strategy, product and business development.

  7. Work in an industry that has multiple levels of influencers leading to a final purchase decision: From an eye-care practitioner to the optical retailer to the contact lens wearer. A successful campaign covers the marketing mix and tools that hit the right messaging and benefits to these groups of influencers.

  8. Work in a fast-paced environment that could have demands on attention from colleagues in global, regional, local markets, on-going projects and ad-hoc requests in tight timelines for responses and deliverables.

Knowledge, Skills and Abilities:

  • Demonstrated leadership skills; ability to manage diverse, remote and cross-functional teams inside & outside of CVI required.

  • Experience in working in APAC markets, ideally with time spent in / language skills of more than one market.

  • Strong knowledge of organizational dynamics; proven history of managing within complex business environments required.

  • Excellent written, oral and presentation skills required.

  • Excellent applied qualitative and quantitative analytic skills required.

  • Experience in managing advertising, promotion and fulfillment vendors required, including selection of same required.

  • Experience with CRM and marketing automation platforms such as SFDC.

  • Proficiency with office software including Microsoft Office and Outlook required.

Work Environment:

  • Office based (some remote working).

  • Prolonged sitting in front of a computer.

  • Occasional conference calls with various groups in different time zones.

  • Occasional travel (including overseas throughout APAC and to the United States).

Education & Experience:

  • Bachelor’s degree required, MBA/MS preferred.

  • Minimum of 10 years Marketing, including eight years of Customer Marketing, or related business management experience required.

  • Experience working with multinational retailers and/or other classes of commercial trade or practitioner affiliated groups for a B2B2C product portfolio required.

  • Experience in the vision care category or a similar B2B2C environment would be a plus.

Job: *Marketing

Organization: *Regional Marketing

Title: Regional Customer Marketing Senior Manager

Location: Singapore

Requisition ID: SIN0202