Job Purpose
The purpose of this role is successfully activate all digital initiatives in support of Alcon’s Surgical priorities within a country. The role will influence Global/International teams to ensure market requirements are delivered, and then work cross-functionally in a market to extract commercial value from each initiative. Successful delivery will ultimately transform the business to increase sales, lower costs to serve, and/or increase customer satisfaction.
Role will report directly to the Marketing Head. Role will have a dotted line into the International Head of Business Transformation and serve as an active participant in a growing network of Business Transformation leads within the International Marketing Group (IMG) and other markets. This will ensure best practices are shared and Alcon is continuing to raise to bar on what is possible to achieve with digital.
Major Accountabilities :
Deliver and deploy critical transformational initiatives by leading complex cross-functional teams to ensure all country requirements are met and deployed on time and in full in line with country’s annual plan:
- Collaborate with brand managers/ global/international teams to define deployment plans and promotional campaign requirements for critical initiatives.
- Actively monitor market competition to ensure requirements meeting business needs while helping Alcon to stay ahead of competition
- Collaborate with relevant cross-functions to provide knowledge of enterprise IT systems (i.e. SAP, SFDC, Foresight) and bridge with appropriate Global/International stakeholders to ensure country instances are fit for purpose with global digital products
- Define the opportunity behind each digital initiative and align country organization to realize the opportunity
- Create plan and align cross-functional resources to ensure best-in-class execution for optimal customer satisfaction as well as maximum business impact measured through ROI
- Adapt/translate provided training materials for new tools and tactics and ensure all required parties are trained adequately and can demonstrate proficiency
- Track performance against Commercial KPIs and help shape action plans for markets to drive improved performance
Ensure delivery of true omnichannel activations through digital subject matter expertise and close partnership with country marketing organization:
- Leverage existing technologies and platforms to deliver a seamless customer experience in line with commercial objectives
- Technologies include but are not limited to: Drupal (CMS), Salesforce Sales Cloud and Marketing Cloud, Sprinklr, & ON24
- Infuse a data-driven culture to ensure organization’s data capabilities are fully realized to measure what matters and drive follow-up actions
- Serve as single point of contact with the International Business Transformation team to ensure all best practices are leveraged in market
Drive a data analytics-based decision-making approach with the team and setup right KPIs and a strong rhythm for monitoring and reviewing the program effectiveness.
- Analyze trends, patterns, and insights by conducting data analysis to inform strategic decision-making.
- Use tools like Tableau to present findings and communicate insights effectively.
- Identify and define Key Performance Indicators (KPIs) to measure the impact of marketing initiatives.
- Collaborate with brand managers to track and forecast market trends to support marketing strategies across the product portfolio.
- Measure the performance of online and offline campaigns and report on marketing KPIs such as leads, conversion rates, website traffic, and social media engagement.
- Monitor budget distribution and performance of paid ad campaigns.
Key Performance Indicators
- On time and in full deployment of key initiatives in market and achievement of commercial/operational KPIs
- Delivery of expected business impact from agreed programs (sales & market share)
- Customer satisfaction scores (i.e. external customers & internal associated)
- Bring insights and influence decisions needed for strong business planning and delivery for the year.
Job Requirement
Education: Minimum: Bachelor’s Degree; Desirable: MBA
Languages: Fluency in English & local market language required
Experience & Competencies:
- 8-10 years of digital marketing experience in large companies
- 3-5 years of demonstrated leadership
- Experience launching and growing multiple consumer- and customer-facing, enterprise-level digital products
- Comprehensive understanding of the digital ecosystem and how different channels/technologies work together to solve customer and business challenges
- Intimate knowledge of agile development processes and deep experience guiding teams through it who may not be as familiar
- Fluency in customer segmentation and data analysis to establish specific KPIs and robust measurement plans to evaluate success
- In-depth understanding of SEM campaign strategies and SEO practices.
- Strong analytical skills and proficiency in MS Excel and Salesforce.com and data visualization (Tableau, Tableau CRM) tools highly desirable.
- Excellent communication and presentation skills
- High degree of technical knowledge and aptitude
- Focus on details without losing sight of the bigger picture
- Ability to influence and build strong relationship across the organization, locally and globally
- Resourceful, entrepreneurial spirit with a drive for results.
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Alcon is an Equal Opportunity Employer and takes pride in maintaining a diverse environment. We do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, national origin, age, sexual orientation, gender identity, marital status, disability, or any other reason.
