Marketing Director, China

4 months ago

Shanghai, China CooperCompanies Full time

CooperVision China has a strong competitive position within the Chinese vision care market with revenue derived from both online and offline channels. The candidate will develop, direct and implement marketing and corporate strategies, lead the long-range strategic planning, with the aim to improve the CVC’s competitive position to be the leader in the clear lens market within the next 5 years. The role is responsible for all aspects of marketing including, optimizing the product portfolio, providing market and product forecasts, new product launches, pricing and positioning. In charge of day-to-day activities of marketing team from retail channel optimization, large customer strategy building, new product launch readiness, advertising & promotion, market and competitors’ analysis to budget management.

This position oversees a team of enthusiastic marketing professionals which comprised of Brand Marketing, Professional Affairs, Customer Marketing, and EC/Digital Marketing. 

This role work closely with the China Leadership Team to build a stronger business and enhance the team & culture, and closely with regional and global marketing leaders.

Develop and drive the marketing strategy that is consistent with the global organization’s overall mission, vision, values, and short & long-term corporate objectives. Work closely with GM and Finance to develop and execute effective annual business plan focused on driving sustainable growth and profitability. Deliver results through cross functional collaboration with key business partners including field sales organization and other stakeholders. Achieve business plan objectives of sales, net income, gross profit, inventory, and price on an annual basis. Manage expenses within budget. Increase company’s leadership position in the market. Develop and align the Long-Range Strategic Plan (LRSP). Directs critical processes related to business planning, marketing plans, portfolio management, pricing, positioning, market research, new product launches, business performance tracking, and multi-channel marketing. Responsible for leading commercial planning, sales forecast meetings and marketing section of sales conferences. Ensure frequent and efficient communication with the sales team regarding company strategies, product launches and other key initiatives. Responsible for communications, precision marketing, digital, social and CRM strategy, and content development across all consumer/patient and professional touchpoints. Monitor, analyze, and evaluate market trends, consumer behavior, and competitor activity to identify market opportunities; adjust marketing strategy and plans to meet changing markets and competitive conditions.  Deliver an integrated, end-to-end experience that is consumer/patient and customer-centric and drives category growth and a sustainable competitive advantage. Be the “Ambassador of the Brand” – Acts as an ambassador of the CVI brand internally as well as in the customer community and marketplace. Develop an effective relationship with Regional and Global Marketing Team to provide inputs with the strategic knowledge of country market environment and customer needs as well as contribute to the team to develop and implement regional and global marketing plans. Engage the Regional and Global Marketing Team by ensuring that these teams possess a crystal-clear understanding and needs of the CVC business and China market. Partner closely with Sales and Commercial Operations teams to gather input on customer needs and ensure strong alignment on marketing and commercial plans. Responsible for directing the professional affairs team and setting up annual plans to provide value-added and customer focused professional training to ECPs as well internal staff.  Expected to demonstrate leadership and build strategic partnerships with agencies and local, regional cross functional teams to drive strategy, precision and data analytics and innovation for superior execution. This person will also be responsible for staying ahead of industry trends and for bringing innovative ways of working, new tools and marketing plans to drive new thinking across the marketing organization. Other responsibilities include fostering high-performance environment, ongoing talent development and building marketing competency in China marketing team by driving training and development programs Actively participate as a key member of the CVC leadership team Perform other related duties as assigned by management.

Knowledge, Skills and Abilities:

A demonstrated track record of marketing leadership including consumer and professional marketing, social and digital marketing, brand building, data analytics, insight generation and agency management is required. High level of analytical skills to be able to derive useful insights from raw data and information, availing strategies and approaches that enable acquisition, retention, and enhancement in sales volume. Demonstrated ability to influence cross-functional and senior management to impact decision-making is required. Outstanding and clear communication skills; ability to think analytically to understand complex or ambiguous problems or issues and articulate solutions/conclusions clearly and concisely Strong project management/drive with setting/delivering specific, measurable objectives Agile and able to change behavior across range of situations, strong change management capabilities Strategic business partnership: cross-functional leadership, understanding of organizational dynamics, influencing skills, and innovation. Proactive, positive & innovative mind. Good inter-personal relationship. Business and financial acumen. Fluent English communication (Writing & Oral) ability.

Work Environment:

Ability to work with and relate to international management and business practices.  Travel: Frequent within China with occasional trips to Asia/Global (HQ) Frequent conference calls with various groups in different time zones with APAC & Global

Experience:

Minimum of 10 years of relevant experience in marketing with budget responsibility in international companies in consumer healthcare, medical devices or CPG/FMCG is required. Experience in trade marketing and/or sales is a plus. A strong leader and with inspiring presence possessing a track record of developing people and achieving challenging objectives.

Education:

Degree in business/marketing MBA preferred. 

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