Brand Manager - OTC Innovation

Job description

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 This is a unique opportunity to: • 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 Careers See your impact at alcon.com/careers 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.