Customer Marketing Manager

Job Summary

:

The Customer Marketing Manager (hereafter “the role”) will be responsible for the development, socialization, and execution of actionable insights and strategies to profitably grow CooperVision Canada (hereafter “CVI”) revenue with key accounts in partnership with the Corporate Accounts team and broader commercial organization. The role will partner to help develop account-specific plans and programs that engage specific Customers.

Go to Market Planning and Execution

• Drive, in partnership with the Corporate Accounts team and Sales counterparts, the annual account planning process to align CVI and account strategies and ensure cross functional alignment on customer strategies and plans for new and existing products, including customer brands.
• Partner with customers and Marketing to create meaningful customer marketing plans leveraging all available merchandising vehicles within the account.
• Create demand generating, patient-facing customer programs during key drive periods.
• Align with Corporate Accounts team to develop an annual customer marketing program calendar and budget; to provide input to brand, professional affairs & other budgets, as appropriate.
• Develop and execute, in partnership with Brand teams, channel and customer-specific launch plans for new product & services innovation or brand extensions.
• Lead ongoing dialogue of customer investments and customer performance to identify risk/upside potential across brands.
• Input customer elements of quarterly commercial plans in partnership with Sales, Marketing and other cross-functional stakeholders.
• Recommend and track success metrics of account marketing programs, promotions and activities, and to recommend appropriate actions to optimize operating expense effectiveness and ROI.
• Align internal processes with other Brand Managers to ensure consistent information flow, development and output across customers and channels.

Cross-Functional Leadership

• Act as a strategic bridge between the Head of Marketing and the National Corporate Accounts Director, ensuring alignment of brand initiatives with key account strategies, customer insights, and revenue priorities.
• Build a collaborative partnership with CVI’s Canada sales organization that enables alignment on customer strategies and programs to achieve CVI’s commercial objectives, while minimizing friction.
• Partner with Field Sales Management to ensure proper call coverage, messaging and implementation of retail selling strategies
• Collaborate with CVI global customer marketing teams to ensure an aligned approach with global retail customers and enable the sharing of key learnings, success stories and best practices.
• Partner with CVI's Corporate Accounts, Brand, Professional Affairs, and Sales teams for the ongoing creation and execution of customer and sales team content and communications; to deliver improved customer and stakeholder experiences with CVI marketing initiatives, and to deliver measurable business wins.
• Partner with the Corporate Accounts team to oversee execution of pilot/test & learn programs for new and/or expanded business opportunities.
• Coordinate cross-functional teams to drive achievement of customer marketing plans with stakeholders including Sales, Sales support, Marketing administration, Supply chain, Finance, and Customer service.

Customer Support

• Develop and maintain strong relationships with CVI’s customers and leverage these partnerships to achieve mutually beneficial business outcomes based on a rich understanding of customers’ priorities.
• Participate in customer planning exercises and business reviews, both internally and with customers with the Corporate Accounts team.
• Co-lead development marketing presentations for industry events, top-to-top and new product customer presentations

Category and Customer Expertise

• Build a deep knowledge of industry, category and channel dynamics, customer growth strategies and competitor programs to provide insights that informs development of CVI retail customer marketing strategies and programs, and influence brand and professional affairs plans.
• Build and maintain profiles of key customers, making use of primary and secondary data, to inform channel and customer strategies.

Travel Requirements:

• Travel, predominantly domestic, approximately 20% travel

Knowledge, Skills and Abilities:

• Strong project management and organization skills.

• Hands-on go-getter, willing to roll up his/her sleeves and personally act to drive success.
• Demonstrated leadership skills; ability to manage and partner with diverse, remote, and cross-functional teams inside & outside of CVI.
• Superior influencing and relationship-building skills, both with customers and internal stakeholders, which allow achievement of strategic and business goals.
• Effective negotiating skills.
• Excellent written, oral and presentation skills. Prior experience developing and presenting trade presentations and accounts planning tools and templates.
• Excellent applied qualitative and quantitative analytic skills.
• Experience in writing briefs, managing advertising, promotions, product packaging, and other marketing vendors, including selection of same.
• Experience with CRM, marketing automation and sales enablement platforms such as SFDC, SFMC and Showpad.
• Proficiency with office software including Microsoft Office (PowerPoint, Excel, Outlook).

Work Environment:

• Office-based with some travel to other CVI locations, customer sites and industry events.
• Sedentary to light physical effort necessary to perform the job.
• There will be extended periods of sitting and using a computer.

Experience:

• Minimum of five years in Marketing/Sales Management/Customer Marketing. CPG or retail customer marketing/marketing highly considered

• Experience in the vision care category or a similar B2B2C environment
• Bilingual English/French a plus

Education:

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

This posting is to fill a vacant position.

For Canadian locations that require disclosure of compensation, the starting base pay for this role is between $79,478 and $105,971 per year and may include cost of living adjustments. The actual base pay includes many factors and is determined by skills, experience, qualifications, and work location. In addition to base salary, eligible employees may have opportunities for other types of compensation and to participate in variable incentive programs which are designed to reward individual and company-wide achievements. We are committed to offering competitive compensation and adhere to all relevant pay transparency legislation.

We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender, gender identity or expression, or veteran status. We are proud to be an equal opportunity workplace.

#LI-AK1