Marketing Communications Manager

We are searching for an experienced Marketing Communications Manager. 
This position will be responsible for building, reinforcing, and safeguarding the Cooper Vision Brand reputation with both external and internal audiences. Internally you will be working with Management to develop and oversee internal communications strategies, ensuring internal employer brand building and overall effective dissemination of information within APAC and ANZ business.

The Marketing Communications Manager (hereafter “the role”) will be responsible for activating brand strategy by leading the development and execution of holistic marketing communications (marcom) programs for a portfolio of CooperVision and customer brand products and services in ANZ, to our target audiences of Eyecare Practitioners (ECPs) and their patients.

This hands-on communicator role will deliver on its remit via effective coordination of internal CVANZ resources and external agencies to deploy selling and educational collateral, patient-facing materials, public relations activities, industry events, and tradeshows, online, offline & social media, and other marketing communication activities that support execution of the ANZ marketing & commercial strategies across ECP and retail channels. The role entails a high level of partnering with brand, customer marketing, professional affairs, and other commercial stakeholders, both regional and global, to ensure aligned and comprehensive programs that contribute to CVANZ’s targeted commercial outcomes.

Primary focus

Inputs and understands brand and product strategies and translates them into impactful marcom campaigns aligned to Global brand guidelines. Plans, executes, and measures brand, digital, and PR communication activities. Contributes to planning, execution, and follow-up of industry event participation for the brand area of focus. Plan, develop, and implement internal communication strategies and platforms.

Financial

Achieve CVI revenue and profitability targets.  In conjunction with the Brand and Customer Marketing, plan and monitor marketing investment within the allocated overall Advertising and Promotion budget. 

External Brand

Setting the Cooper Vision Master Brand and Corporate reputation communication strategy in line with global guidance. Developing, socialising, and aligning external marketing communication campaigns to establish and enhance the Cooper Vision Brand and key ESG / Sustainability activities among industry, customers, and the public. Leading all PR activities for ANZ: from agency appointment, communication strategy, campaign and content development, calendar management, compliance, and measurement.  Partnering effectively with Global, Regional, and Local marketing teams to socialize, plan, and deploy PR brand activities. Cultivating and maintaining relationships with media outlets. Manages press inquiries and coordinates interviews. Supporting the ANZ executive exposure within industry and public forums. Leading the development, alignment, and execution of an annual Marketing Calendar Contributing to planning, execution, and follow-up of industry events ensuring brand standards are incorporated in design and materials, and supporting the PR amplification plans, and the communication outcomes.

Internal Comms

In close collaboration with senior management and HR craft and disseminate internal messages aligned with corporate values, goals, and objectives. Facilitating change management communication during organisational changes, making sure employees are well-informed and supportive of the transition. Managing internal ANZ communication platforms. Planning, developing, and implementing internal communication strategies that foster employee engagement, consistent messaging, and updates in organizational goals and objectives. Continuously assessing/improving the impact of internal communications.

Customer

Building a deep knowledge of the industry, category, CooperVision product/services, and competitors to create, craft, and execute CVANZ’s marketing communications strategy that is relevant to our customer profiles.  Leading and incorporating tradeshow and event participation into brand activity plan to optimise lead generation and customer touchpoints, ensuring consistency with brand strategy and guidelines. Maintaining the customer (practice and ECP) direct marketing directory. Defines and executes CRM/email strategy for engaging customers and wearers.

Strategy and Planning

Developing Marcom strategy in consultation with a broader team that contributes and is aligned to the annual Commercial plan. Developing media strategy, in consultation with the broader marketing team, and managing all contact with online and offline media vendors. Defining brand digital plan encompassing content for paid, earned, shared, and owned (PESO) media elements, and usage plans across platforms for email & CRM, online, social media, and mobile applications.  Developing brand marcom plans with optimal communications mix of B2B tools to ECPs, B2C tools to vision-correcting consumers, and B2B2C tools that enable ECPs to endorse the CVANZ portfolio more effectively to their patients. 

Execution and Analysis

Ensures all marketing collaterals comply with Master Brand global standards. Ensures the marketing community is trained on the standards and requirements. Developing content, both adopting/adapting global materials and as required creating in-market, for use in campaigns that activate brand strategies for new product launches and throughout the product life cycle, for CVANZ branded & customer brand portfolios.  Managing all elements of CVANZ marketing asset AGILE approvals process to ensure that market-facing collateral is compliant with medical device regulations and CVANZ standards, including content posted on websites.  Executing and enhancing plan across relevant digital media-CVANZ websites, blogs, and social media platforms as part of a consistent omnichannel approach, creating compelling, measurable calls-to-action. Enhancing digital investment by driving search engine optimisation (SEO) across all employed marketing platforms and content.  Analyses, reports, and acts on key performance metrics that demonstrate the contribution of communication initiatives including events, digital, and PR.

Agency Management

Partnering with peers and the Head of Marketing to ensure a seamless, consistent approach internally and with agencies. Managing pitch process, agency selection, contract development, and performance measurement for key agency partners (optimize agency dollars, scorecard process, RFPs, etc. Managing agency briefings, adherence to timing and content requirements, and alignment of collateral with brand guidelines and strategy, for initiatives that are delegated to external agencies. Writing strong briefs that articulate brand strategy and objectives, enabling effective execution of marcom initiatives. Creates strong standards.

Teamwork

Collaborating with CVI regional and global marketing communication teams to ensure an aligned approach with global brands and enable the sharing of key learnings, success stories, and best practices. Building strong relationships with brand, customer marketing, professional services teams, and other commercial stakeholders, to ensure requisite input and alignment on the development and execution of all marcom initiatives.  Monitoring and sharing relevant customer and competitor messaging in the area of brand focus.

People Development 

Developing 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.  Participating in CVI Employee Performance Management and development process. Participating and in some cases leading additional initiatives and projects as required.

Travel:  

Occasional 5% domestic travel may be required to be spent in the office or out of the office with customers. Maybe requested to travel and attend business functions in Australia to meet job requirements. 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 and outside of CVANZ. Demonstrated influencing and collaboration skills; ability to build effective relations and manage diverse, remote, and cross-functional teams inside and outside of CVANZ required. Evidence of track record of self-starting, creatively thinking, bringing new ideas and approaches to the team, and looking for ways to improve on current practices required. Demonstrated proficiency in successfully, and simultaneously, managing the execution of multiple cross-functional marcom projects required.  Motivation to proactively develop CVANZ product knowledge required.  Experience in the vision care category or a similar B2B2C environment would be highly regarded. Excellent written, oral, and presentation skills are required; this role will produce content therefore copywriting experience is essential. Experience in managing and measuring agencies; creative, digital, and PR required. Experience with digital content management systems, and experience with CRM and marketing automation platforms, such as SFDC & MailChimp, desired. Proficiency with office software including Microsoft Office and Outlook. Capable of performing a light physical effort to fulfill job requirements.

Work Environment:

Standard office environment/setting Sedentary to light physical effort necessary as required Prolonged sitting in front of a computer Virtual team collaboration between country and regional colleagues Prepared to work extended hours on occasion

Experience:

Minimum of five years’ experience in a Marketing and Communications role. Consumer Packaged Goods experience would be a plus. Experience working with "big box" retailers for a B2B2C product portfolio preferred.

Education:

A Business or Arts Degree in communications, public relations, marketing, or related discipline.

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