Senior Director, Brand Marketing

Job Summary

The role will be responsible for refining our brand positioning and differentiation, driving integrated marketing campaigns, building brand awareness and affinity and ensuring consistent brand experience across customer touchpoints. The role entails a high level of partnering with sales, customer marketing, professional affairs and other commercial stakeholders such as legal, regulatory, and finance to ensure aligned and comprehensive programs that contribute to CVI Americas commercial outcomes.

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 KPIs 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
• Build, mentor, and inspire a high-performing team of brand marketers
• Foster a culture of innovation, accountability, collaboration, and continuous improvement
• Recruit and develop top marketing talent
• Collaborate closely with global marketing, sales, and other functions to build an impactful US brand plan

Qualifications

• Experience: 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
• Bachelor’s degree required; MBA preferred

Knowledge, Skills and Abilities

• 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

Work Environment

• Office-based with some travel to other CVI locations, customer sites and industry events (approximately 15%)
• Fast-paced and professional office environment