Director, Digital & Omnichannel

Company: Alcon MX
Location: Fort Worth
Posted on: February 22, 2021

Job Description:

The Director, Digital & Omni Channel will manage and lead digital acceleration in US Vision Care, and is accountable for developing strategy, plans and capabilities to step change Alcon's Digital marketing results to drive sales and market share. Primary focus areas will be; 1) enhancing digital marketing strategies and investments (e.g. digital, social, and SEO); 2) driving sharper digital targeting - meeting consumers where they are and closer to the point of purchase; 3) enhancing Alcon's customer relationship management (CRM) capabilities, and; 4) driving digital competencies across USVC. The Director, Digital & Omni Channel will also have responsibility evaluating and evolving the US Vision Care Omni-channel customer experience and multi-channel approach to marketing, selling, and serving Vision Care customers in a way that creates an integrated, seamless and cohesive customer experience no matter how or where a customer reaches out. Critical business partners include Brand Managers, Customer Marketing, global Omni-channel, IT, Operations and and external agency partners involved in Alcon's digital marketing efforts. Relocation assistance may be available Direct Responsibilities:

• ---Partners with Brand Leaders to define the strategy and executional plans to enable and orchestrate enhanced digital marketing plans for key brands
• Drives and supports digital infrastructure and process development, providing support for breakthrough GTM models.
• Maps the Omni-Channel Customer journey and customer segmentation to improve targeting and to engage customers closer to point of purchase
• Drives efforts related to optimization of consumer and customer journeys, and testing digital marketing solutions focusing on improving digital KPIs.
• Sets specific, measurable, actionable and time related system deployment goals with clear success measures - defining KPI's. Tracks deployment status vs. KPI's and benefits realization tracking.
• Builds a framework to deploy agile Marketing through advanced data analytics to create agile commercial programs to acquire and retain customers and consumers that maximizes return on investment--
• Helps to build new organizational capability including talent recruitment and development, and best practice sharing activities.
• Seeks out and interprets key trends in digital marketing, in order to drive necessary focus and innovation for business growth.
• Develops relationships with key external thought leaders, customers and suppliers to develop context and expertise for Alcon.
• Help train the organization and elevate the overall DIGITAL IQ of the USVC team. Key Performance Indicators:
  • Clear and aligned digital strategy and action plans with buy-in from brand managers, including allocation of resources to execute.
  • Effectiveness of digital marketing and related promotional programs, tracked and revised vs. benchmark KPI's, including market share and penetration growth and significant improvement on ROI.
  • Systems, technology, and process optimization.
  • Capabilities and talent development plan and implementation, including best practices sharing model.
  • Bachelor's Degree or equivalent years of directly related experience (or high school +18 yrs; Assoc.+14 yrs; M.S.+7 yrs; PhD+6 yrs)
  • The ability to fluently read, write, understand and communicate in English
  • 10 years of relevant experience
  • 6 years of demonstrated leadership Preferred Requirements:
    • MBA preferred; Bachelor's in Marketing and/or Business
    • Extensive, proven experience in Marketing
    • Prior experience leading and directing digital marketing team efforts and overall digital transformation
    • Proven experience in leading marketing / marketing analytics
    • Solid experience working with digital marketing tools including Search Engine, Marketing Platforms, Web Analytics, Google Analytics,
    • Ability to build effective internal and external relationships and influencing change
    • Strong business, data analysis and interpersonal skills
    • Proven experience in developing insights leading to understanding of customer and consumer behaviour
    • Ability to report on KPIs, marketing performance, user behaviour, marketing tests, etc. and make effective recommendations
    • Capable of delivering results in a fast-paced environment
    • High degree of technical knowledge and aptitude Alcon is an Equal Opportunity Employer and participates in E-Verify. Alcon takes pride in maintaining a diverse environment and our policies are not to 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 or veteran status, disability, or any other legally protected status. Alcon is also committed to working with and providing reasonable accommodation to individuals with disabilities. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, or in order to perform the essential functions of a position, please send an email to alcon.recruitment@alcon.com and let us know the nature of your request and your contact information. Posted 3 Days Ago Full time R-2020-2333 About Us At Alcon, we are committed to helping people see better. We believe patients should have access to quality eye care regardless of their economic circumstances; however, barriers to good eye health exist for patients in both developed and emerging markets.--Alcon develops and manufactures innovative devices to serve the full life cycle of eye care needs. Its surgical group is one of the largest makers of equipment used for cataract removal and laser vision correction. Its consumer products include the well-known Opti-Free line of contact lens solutions and related products. Alcon, which was founded in 1945, sells its products in 180 countries worldwide.

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