Senior Manager, Global Master Brand Strategy & Communications

CooperVision, a division of CooperCompanies (NASDAQ:COO), is one of the world’s leading manufacturers of soft contact lenses. The Company produces a full array of daily disposable, two-week and monthly contact lenses, all featuring advanced materials and optics. CooperVision has a strong heritage of solving the toughest vision challenges such as astigmatism, presbyopia and childhood myopia; and offers the most complete collection of spherical, toric and multifocal products available. Through a combination of innovative products and focused practitioner support, the company brings a refreshing perspective to the marketplace, creating real advantages for customers and wearers. For more information, visit www.coopervision.com

Job Summary:

The Senior Manager of Global Master Brand Strategy & communications will play a crucial role in shaping CooperVision master brand strategy and ensuring it remains dynamic and responsive to the evolving category and changing customer and consumer demands.

This role will also be critical in helping to define and maintain the brand architecture. This includes contributing to developing the master brand positioning, identity, and messaging to align with the overall brand and business strategies.

This role will work closely with the senior director to finalize and launch the organization's new product brand and master brand architecture internally and externally. It will also collaborate closely with cross-functional stakeholders, including global and regional brand marketing and marcom, Lifecycle Management, and other functions, to help ensure a cohesive and effective expression of the brand across all touchpoints and channels internally and externally.

In addition, this senior manager will help establish brand guidelines that align with the brand architecture position, vision, mission, and values and drive brand cohesion and differentiation by enabling extensive application of the brand architecture throughout the organization. This involves creating decision-making frameworks for brand architectural changes and life-stage categorization. This helps inform naming conventions, implement brand integration plans, and help devise a Masterbrand strategic roadmap to align brand architecture with a broader innovation roadmap and Masterbrand PVMV.

The position requires an experienced marketing professional who is strategic, creative, highly collaborative, and detail-oriented. The ideal candidate has had prior experience developing, managing, and driving the strategy for successful brands. The candidate will be experienced in assessing the brand's health, recommending areas of opportunity, and communicating progress to cross-functional stakeholders. Continuously recommending opportunities for the organization to enhance the master brand awareness, equity, and influence in the category and markets where we do business.

Affirmative Action/Equal Opportunity Employer. Minority/Female/Disability/Veteran

For U.S. locations that require disclosure of compensation, the starting base pay for this role is between $150,060 and $214,371 per year and may include cost of living adjustments. The actual base pay includes many factors and is subject to change and modification in the future. This position may also be eligible for other types of compensation and benefits.

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Education & Professional Background:

• Education: Bachelor’s or master’s degree in marketing, Business, or a related field.
• 7+ years preferred experience in marketing with a strong emphasis on brand management or brand architecture.
• Has demonstrated knowledge and experience with brand strategy planning and execution.
• Data-driven: Can translate quantitative data into qualitative insights and effective strategies and translate customer insights into actionable brand marketing strategies.
• Highly creative with demonstrated experience driving the development and execution of effective brand campaigns.
• Can balance logical strategic thinking with adaptive, fast-paced thinking in an evolving category and ever-changing marketing landscape.
• Excellent communication and interpersonal skills, with the ability to collaborate effectively across all levels and functions within a global organization.
• Can collaborate with diverse teams to articulate and transform brand strategies into cohesive, global execution.
• Can manage projects within a given time period and budget.
• Agency management: Experience identifying the right agency for projects and managing the agency through to project completion.
• Excellent writing, speaking, presenting skills.
• Ability to thrive in high-pressure, fast-paced environments.

Core Responsibilities

Master Brand Strategy Responsibilities

• Develop and articulate a master brand strategy that aligns with the PVMV and the organization’s objectives.
• Socialize the master brand’s unique value proposition, positioning, and differentiation internally.
• Help develop strategies to effectively communicate the master brand’s positioning to external target audiences.
• Help create clear brand identity standards and guidelines that convey the brand’s position and story to internal and external stakeholders.
• Collaborate with the market research team and insights team to monitor market trends, customer behaviors, and opportunities for differentiation that enable the brand to stay relevant in a dynamic market.

Brand Architecture Responsibilities

• Define and develop brand architecture that clearly articulates the relationship between sub-brands and the corporate brand.
• Key contributor to creating brand architecture guidelines that outline lifestyle segments, naming conventions for sub-brands (not product names), and guidelines for consolidating, retiring, or integrating existing or new sub-brands. Ensure these guidelines align with the overall brand strategy.
• Partner with the senior director to help educate brand/portfolio management, LCM, KA/GKA, commercial leadership teams, and other important stakeholders about brand architecture and guidelines to ensure consistent understanding and implementation throughout the organization.

Master Brand Activation Responsibilities

• Collaborate with external agencies and partners to execute brand-related projects.
• Collaborate with internal stakeholders to provide strategic guidance on expressing the brand creatively and cohesively in all visual and content assets, including company sites, product packaging, social media, and the company website.

Master Brand Governance Responsibilities

• Contribute to the creation and internal socialization of comprehensive brand guidelines, including brand narrative, visual identity, verbal identity, and tone of voice.
• Partner with an agency to develop assets such as templates, logos, email signatures, typography, and imagery that align with brand guidelines.
• Provide continuous training and resources to internal teams to help them understand the brand guidelines and implement them effectively in their day-to-day work.
• Develop and maintain mechanisms that ensure continuous brand compliance throughout the organization.
• Collaborate cross-functionally to ensure new products, services, or brands align with the overall brand strategy and architecture.
• Develop initiatives, programs, and communications that continuously champion and reinforce the brand’s purpose internally and externally.

Master Brand Measurement Responsibilities

• Establish clear and measurable objectives for brand health, aligning them with the broader business goals.
• Define key performance indicators (KPIs) and other metrics to measure the effectiveness of the brand strategy, assess brand health, and optimize brand strategy as needed.

Skills

• Excellent interpersonal skills, building relationships and collaborating effectively with cross-functional and multidisciplinary teams.
• Excellent communication and presentation skills, with the ability to convey ideas and information to a diverse group of stakeholders
• Strong business acumen. The ideal candidate would have specific knowledge of the industry and the competitive landscape.
• Proficiency in applying market research, data analysis, and consumer insights to drive informed decisions.
• Strong project management skills, capable of managing multiple projects simultaneously.
• Strong ability to stay updated on the evolving marketing landscape, industry trends, and best practices in branding and marketing.
• Robust strategic thinking and problem-solving abilities, with a good eye for detail.

Work Environment:

• This role is Hybrid and would be required to go in to a CooperVision (CVI) office site 2-3 days a week. To accommodate this, ideal candidate will need to be in a commutable distance from one of the following two locations:
  • San Ramon, CA [Preferred]
  • Rochester, NY