Brand Manager - OTC Innovation

Brand Manager-OTC Innovation-Fort Worth, TX

We are seeking a high-impact Brand Manager to lead shopper marketing, professional engagement, and event/experiential strategies for a new OTC eye care innovation-delivering excellence at the point of decision and bringing the brand to life through immersive, culturally relevant experiences.

This role owns the execution of retail activation, shopper conversion, professional touchpoints (health care professionals and trade), and experiential / event platforms to drive trial, adoption, and sustained in-market success, while co‑leading broader consumer marketing initiatives in partnership with the Sr. Brand Manager.

The ideal candidate combines strong brand management fundamentals with deep expertise in shopper marketing and professional engagement, complemented by modern capabilities in social, influencer/UGC. This individual thrives in fast‑paced environments, leads with urgency, and is passionate about translating strategy into impactful in‑market execution.

• Lead end‑to‑end shopper marketing execution in close partnership with Sales and Trade Marketing, aligning activation to retailer priorities while driving visibility, cultural relevance, and conversion across key retail partners
• Co‑develop and execute retail‑first activation plans spanning in‑store merchandising, retail media, POS, digital shelf optimization
• Own the strategy and execution of event and experiential marketing, including high‑impact consumer activations that drive awareness, trial, and earned amplification
• Create distinctive, premium brand experiences that translate product benefits into emotionally compelling, appearance‑driven moments
• Ensure experiential initiatives are designed for content capture and amplification across social, influencer, PR, and retail media ecosystems
• Own professional touchpoint strategy and engagement, education, and influence programs that build credibility and recommendation

• Drive launch readiness across cross‑functional teams (Sales, Supply, Regulatory, Agencies), with a focus on retail and field execution excellence

• Support and co‑lead integrated omni‑channel marketing plans across digital, retail, and consumer touchpoints in partnership with the Sr. Brand Manager
• Contribute to the development of brand positioning, messaging, and campaign strategy, ensuring alignment with shopper insights and retail realities
• Partner with agencies to support delivery of best‑in‑class creative and media strategies

• Co‑lead development of social‑first campaigns, including influencer partnerships and UGC content ecosystems
• Identify and activate creator partnerships (micro and macro influencers) to drive reach, engagement, and conversion

• Own and track brand KPIs, including sales, share, trial, and media effectiveness
• Leverage data and insights to continuously optimize marketing performance and ROI
• Deliver regular business updates, identifying opportunities and proactively addressing gaps

• Lead and influence cross‑functional teams across Sales, Insights, Finance, Supply, Medical/Legal/Regulatory, and external agencies
• Serve as a key partner to Sales and retail teams to ensure best‑in‑class execution at shelf and online
• Ensure alignment and executional excellence across all shopper and professional initiatives, while contributing to broader brand efforts

• Partner with Insights team to identify unmet consumer needs, emerging category behaviors, and strategic adjacencies where Alcon can build new OTC products
• Develop and pressure‑test business cases that quantify consumer opportunity, portfolio fit, incrementality, commercial viability, and path to scale
• Evaluate innovation opportunities through the lens of incremental sales and share acceleration, ensuring new launches expand the current OTC portfolio rather than cannibalize existing brands

• Bachelor's Degree or Equivalent years of directly related…