Brand Portfolio Manager

The Brand Portfolio Manager (hereafter “the role”) plays a pivotal role in overseeing and optimizing CooperVision's brand portfolio. The role is responsible for developing and executing strategies that enhance the value, market position, and growth potential of each brand within the portfolio. By leveraging market insights, consumer research, and internal resources, the Brand Portfolio Manager ensures that the brand portfolio aligns with CooperVision's overall business goals and resonates with target audiences.

Brand Strategy Development

• Have holistic view on the market dynamic, be able to set up market data tracking matrix and provide regular update to reflect market dynamic. Work with data agency and market director to provide projection on market growth, and identify brand mid-long term growth opportunity
• Support marketing director to develop annual plan with clear growth drivers including but not limit to geographic/channel expansion, innovation, identify consumer behavior change purpose and powerful communication. 
• Work with APAC team and market directors to define brand priorities, positioning, differentiation, USP and brand personality. Ensure these strategies are in line with Cooper Vision's strategy and vision.

Portfolio Management

• Work with marketing director to conduct portfolio strategy including position, price, future innovation opportunity with a combined consideration including industry trends, market dynamic, competitor performance, and consumer needs. Make recommendations regarding brand portfolio rationalization, such as brand extensions, divestitures, or repositioning. Ensure that the brand portfolio is optimized for maximum profitability and market impact. 
• Work with customer marketing team to develop channel growth plan which is fully following brand growth strategy. 
• Provide monthly by brand fcst projection with consideration of market trend, and internal performance. 
• Evaluate the performance of top priority product line on a regular basis. Develop tracking methodology to analyze performance including revenue, share, customer satisfaction, and consumer acceptance. Closely work with customer marketing(both off-line and EC) to understand market reaction and challenges, and lead the team for continuous optimization plan to deliver the business target. 
• Closely work with RAQA to understand license expirary and renew status. Lead discussion on mitigation plan due to any license gap issue. 

Marketing and Communication

• Conduct consumer in - depth research, including brief, research methodology identification, questionnaire development, result understanding to dig out communication opportunities in a sharp way. 
• Lead agency to develop integrated campaign plan that is aligned with brand growth strategy, including but not limit to campaign theme, communication asset development, social, and public relations initiatives. Lead customer marketing(both off-line and EC) and PA to amplify the campaign and landing on channels with consistent message delivery. 
• Develop brand communication guidelines and ensure consistent brand messaging across all marketing materials, both online and offline.
• Coordinate cross - functional teams, including marketing, sales, PA and AP marketing, to ensure seamless execution of brand strategies across all touchpoints.
• Develop brand communication and equity tracking methodology. 
• Work with APAC team to identify strong product communication story, including proposition, USP, differentiation, supported by strong RTB. 
• Work closely with QARA to identify strong claim which is strong, competitive, and allowed by regulations. 

Product and Brand Innovation

• Collaborate with AP marketing to identify opportunities for product innovation within each brand. Ensure that new product launches/re-launches are in line with the brand's identity and meet the needs of local market and consumers.
• Monitor emerging trends and technologies in the industry and recommend how they can be applied to enhance the brand experience and drive competitive advantage.
• Propose holistic business case including innovation proposition, price strategy, channel strategy, and launch strategy. Lead the launch process according to CVI innovation process. 

Budget and Resource Allocation

• Develop and manage brand communication/research budget,  ensuring that resources are allocated effectively to achieve brand objectives. Monitor spending and make adjustments as needed to stay within budget constraints.

Leadership and Team Management

• Provide leadership and guidance to the brand portfolio team
• Foster Cooper culture 
• APAC corporate communication contact window

• Be proactive to drive business growth. 
• Strong understanding of brand strategy, consumer behavior, and market dynamics.
• Creative thinking and innovative approach to brand development.
• Excellent communication and presentation skills.
• Superior influencing and relationship-building skills, both with customers and internal stakeholders, which allow achievement of strategic and business goals. 
• Excellent Analytical and problem-solving abilities.
• Solid leadership and team management experience.
• Ability to multitask and prioritize tasks effectively
• Passion for brands and consumer products.
• Proficiency in marketing tools and software.
• Hands-on go-getter, willing to roll up sleeves and personally act to drive success

• Office-based with some travel to the fields, customer sites and industry events.
• There will be extended periods of sitting and using a computer.

• Minimum of 10 years of experience in brand management, marketing, or a related field. Experience in managing a brand portfolio is a significant advantage.
• Proven track record of developing and implementing successful brand strategies that have led to increased brand awareness, market share, and revenue growth.

• Bachelor’s degree in marketing, business administration, or a related field is required. A Master’s degree in marketing or an MBA is highly preferred.