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Job ID 225030BR Position Title Head of Trade Marketing, Vision Care Internet Channel EMEA Division ALCON Business Unit COMMERCIAL EMEA AL Country Switzerland Work Location Geneva Company/Legal Entity Alcon Management SA Functional Area Marketing Job Type Full Time Employment Type Regular Job Description (This role is flex. location: Switzerland, Germany, Denmark)
The Head Trade Marketing online Channel VC will be accountable for development and execution of the online Trade Marketing Strategy and initiatives across EMEA and contributes to / supports the implementation of the VC EMEA online channel strategy. - This role will require high creativity in supporting to build out this new model, flexibility in changing along the way and collaboration in bringing it to life across the market / clusters with stakeholders. - This role will require a high level of commercial acumen to understand the impact of actions on the downstream fitting base. - This role requires a high level of skill in integrated e-commerce strategy and online Marketing initiatives.
• Develop a cohesive online channel Marketing Strategy for the EMEA region aligned with portfolio strategy and overall Alcon go-to-market objectives • Embed online channel Marketing Strategy into the broader EMEA VC community, including defining & operationalizing all collaboration points, region vs. country, and within country • Manage the marketing budget (A&P) for the online Channel of the EMEA region • Lead a direct team of country / cluster Trade Marketing Managers • Develop and manage the EMEA brand store concept in order to heighten the branding of Alcon products on websites to improve the conversion to Alcon products and to reward the online customers who sign regional contracts with Alcon • Leads the trade marketers to develop online campaigns in contract with the local online customers • Participate in customers meetings with online KAMs and create working relationship directly with the marketing department of the local customers. • Seek to raise the bar of digital marketing competency, and instil best practices across the team and on the websites / brand stores. Stay abreast of trends in digital marketing and embed them appropriately. • Seek to maximize traffic to inContact, VC e-commerce platform, through contractually agreed links on customer websites. Seek for win -win solutions of doing so, with inContact and the customer base. • Work in coordination with the local retail marketing teams to optimize SEO (search engine optimization) /SEM (search engine marketing) vs online advertising. Monitor Google analytics and track search for online accounts in order to drive relevant marketing strategies • Develop and maintain collaborative, close working relationships with agencies to help manage e-commerce campaigns and initiatives. • Contribute to the EMEA integrated e-commerce strategy and operations aiming to drive con-tact lens penetration and Alcon market share win through accelerated engagement of custom-ers and consumers; • Partner with local retail Marketing organizations to ensure alignment to key e-commerce strategies and ensure country plans are efficient and effective to drive delivery against the strategy • Significantly contribute to the online Channel team processes and meetings. Minimum requirements University degree, in Marketing. MBA is desirable
Fluent in English and in the local market language
6+ years of extensive experience working exclusively in digital marketing leading companies (FMCG e-commerce, healthcare, media), ideally experience in both in B2B & B2C environment
Experience in developing/ running B2C digital campaigns integrating supplier and retailer actions