Associate Director, Consumer Marketing - OTC (Eye Care)

Role Summary

The Associate Director, Consumer Marketing serves as the patient, brand, and product subject matter expert for Over-The-Counter (OTC) consumer business, driving overall brand performance through strategic, data-driven marketing across varied channels. Lead cross-functional collaboration and external agency management, implementing eCommerce strategies to bolster online reach, and consumer engagement.

Responsibilities

• Lead brand strategy evolution, including value proposition, positioning, segmentation, and omni-channel strategy, with integration of eCommerce.
• Direct development and execution of creative consumer marketing tactics and omnichannel campaigns—including TV, digital, social, website, CRM, and eCommerce platforms.
• Collaborate extensively with external agencies and a broad range of internal stakeholders to ensure consistency, compliance, and excellence in brand messaging and marketing execution.
• Drive brand annual planning, representing direct-to-consumer (DTC) needs foremost, while ensuring digital commerce initiatives are incorporated as supportive growth channels.
• Oversee measurement, analytics, and optimization of marketing performance. Utilize KPIs for continuous campaign improvement and innovation.
• Support business development opportunities, leverage digital and eCommerce data insights, and provide ad hoc competitive analyses as needed.
• Advise senior leadership on market challenges and opportunities, offering creative thought leadership for consumer marketing and eCommerce initiatives.

Qualifications

• Required: Bachelor’s Degree required.
• Required: Proven marketing experience with increased proficiency in all marketing skills.
• Preferred: Previous cross franchise/cross channel marketing experience preferred.

Education

• BA/BS required; MBA preferred.