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Customer Marketing Manager

3 months ago

Frenchs Forest, Australia CooperCompanies Full time

The Customer Marketing Manager will be responsible for the development, socialisation and execution of strategies to profitably grow CooperVision ANZ revenue with key customers in partnership with the Key Account sales group and broader commercial organisation. The role will partner to develop account-specific plans and programs that engage Key Account Customers.

Primary focus:
• Creation of channel and customer strategies that positively impact customers as well as the wearer’s shopping/purchase experience to grow CVANZ’s sales, share and preference as a vendor, and their sell-through to wearers.
• Coordination of customer business plans & marketing programs that convert the above strategies into executable, measurable initiatives.
• Assessment of customer program effectiveness to inform operating expense investment and program modification decisions.
• Be a brand ambassador for CVANZ private label and house brands and support these brands with marketing programs and measuring success of initiatives.

Financial

Achieve revenue targets.  In conjunction with the Key Account Manager (KAM), plan and monitor marketing rebates and marketing key account investment within the allocated KAM budget. 

Customer

Builds a deep knowledge of industry, category and channel dynamics, customer growth strategies and competitor programs to provide insights that informs development of CVANZ customer marketing strategies and programs, and influence product marketing, marcom and professional affairs plans. Develops and maintains strong relationships with CVANZ’s customers to achieve mutually beneficial business outcomes based on a rich understanding of customers’ priorities. Builds and maintains key customer profiles making use of primary and secondary data, to inform channel and customer strategies. Maintains the key account plan data base.

Strategy and Planning

Drives, in partnership with the KAM, the channel annual account planning process to align CVANZ and account strategies and ensure cross functional alignment on customer strategies and plans for new and existing products.  Partners with customers and Marketing to create a meaningful customer business plan leveraging all available merchandising vehicles within the account.  Develops and aligns the annual customer business program calendar and budget; to provide input to brand, professional affairs & marcom budgets, as appropriate. Responsible for the initiation and facilitation of relevant products through the EQMS (NPLCO) System. Responsible for the pricing and communication of private label products and contributes as a member of the annual pricing review committee. Manages relevant elements of CVANZ marketing asset approvals process EQMS (AGILE) to ensure that market-facing collateral is compliant with medical device regulations and CVANZ standards.  Co-leads development and facilitates the priorities and marketing materials for customer conferences and trade events.

Execution and Analysis

Coordinates cross-functional teams to drive achievement of customer account plans with stakeholders including sales, sales support, marketing administration, supply chain, finance and customer service. Participates and contributes in customer account business reviews, both internally and with customers. Develops and tracks success metrics of account marketing programs, promotions and activities, and recommends actions to optimise operating expense effectiveness and ROI. To lead ongoing dialogue of customer investments and customer performance to identify risk/upside potential across brands. Ensures all customer contacts are in accordance with CVI guidelines using approved literature and programs. Prepares high quality presentations, proposals, plans, contact reports as necessary. Lead the execution of preparation of materials and site planning for attendance at account meetings. 

Teamwork

Collaborates with CVI global customer marketing teams to ensure an aligned approach with global customers and enables the sharing of key learnings, success stories and best practices. Partners with CVANZ’s marketing, Commercial Operations, Professional Services and Sales for the ongoing creation and execution of customer plans; to deliver improved customer and stakeholder experiences with CVANZ marketing initiatives, and to deliver measurable business wins. Builds a collaborative partnership with CVANZ’s sales organisation (key accounts and field sales) that enables alignment on customer strategies and programs to achieve CVANZ’s commercial objectives, while minimising channel friction.  Shares customer insights through relevant meetings and platforms.

People Development 

Develops an understanding of CooperVision’s (CVI’s) culture, products and sales policies. Upskills and utilises CVI software programs to enhance sales and provide information as required.  Participate in CVI Employee Performance Management and development process. Participate and in some cases lead additional initiatives and projects as required.

Knowledge, Skills and Abilities

Strong project management and organisation skills Hands-on go-getter, willing to roll up sleeves and personally act to drive success. Demonstrated leadership skills; ability to manage. influence diverse, remote and cross-functional teams inside & outside of CVANZ. Superior influencing and relationship-building skills, both with customers and internal stakeholders, which allow achievement of strategic and business goals.  Excellent written, oral and presentation skills. Prior experience developing and presenting trade presentations and account planning tools and templates. Excellent applied qualitative and quantitative analytic skills. Experience in managing advertising, promotion and other marketing vendors. Experience with CRM, marketing automation and sales enablement platforms such as SFDC and Showpad. Experience with business intelligence and analytics tools such as Tableau. Proficiency with office software including Microsoft Office and Outlook. Capable to perform light physical effort to fulfil job requirements

Work Environment

Office-based with some travel to other CVANZ locations, customer sites and industry events. Sedentary to light physical effort necessary as required.  There will be extended periods of sitting and using a computer. Travel, predominantly domestic, approximately 5-10%

Experience & Education

Minimum of three years in Marketing/Customer Marketing. Consumer Packaged Goods customer marketing/marketing would be a plus. Experience working with ‘big box’ retailers for a B2B2C product portfolio preferred Bachelor's degree in marketing or related field