Customer Marketing Manager

• Company: CooperVision

The Cooper Companies, Inc. (Cooper) is a global medical device company publicly traded on the New York Stock Exchange (NYSE: COO). Cooper is dedicated to being “A Quality of Life Company”, operating through two business units, CooperVision (CVI) and CooperSurgical (CSI). CVI brings a refreshing perspective on vision care with a commitment to developing a wide range of high-quality products for contact lens wearers and providing focused practitioner support. CSI is committed to advancing the health of families with its diversified portfolio of products and services focusing on women's health, fertility and diagnostics. Headquarters in Pleasanton, California, Cooper has more than 11,000 employees with products sold in over 100 countries. 

CooperVision Taiwan, with main office in Taipei, consolidates into the Asia-Pacific region.  With a track record of delivering strong share growth and profitability, and a market leader position in the soft contact lens category for the Taiwan market. 

This role will develop, direct and implement the marketing strategy for all aspects of the CooperVision TW business and product portfolio. This includes our core brands, Clariti, MyDay and other SiHy products, as well as our professional service that support CooperVision portfolio/training offering to our customers.

The progressive result of the marketing strategy will be to help promote the CooperVision range of contact lenses in Taiwan with a goal of increased preference for the Company’s products versus those of competitors and in doing so, facilitate the achievement of our commercial plans, meeting the financial and commercial goals and contributing to the overall success of CooperVision Taiwan.

The Customer Marketing Manager (i.e., Trade Marketing Manager) will serve as CooperVision Taiwan's Core CMM representative, partnering with the regional team to develop Go-to-Market strategies for the wider organization. This individual will play a key role in building influential relationships with existing and potential customers, helping to maximize both sales performance and the brand equity of CooperVision's products

As the CMM, TW is a valued member of CooperVision TW commercial team, this role is also be expected to lead, motivate, and influence members of local commercial team while exhibiting strong leadership within a matrix organization.

Responsibilities

Essential Functions & Accountabilities:

1. Customer Strategy & Planning

• Partner with KAM/NSM to develop and execute comprehensive commercial strategies and key business drivers in line with the company’s growth objectives for contact lens products. 
• Ensure appropriate marketing support and resources are in place to meet customer business needs, with a particular focus on driving the growth of the SiHy daily segment.
• Provide clear, accountable leadership that drives collaboration, structured decision-making, and forward-looking commercial planning.
• Demonstrate adaptability and reflective thinking, incorporating feedback constructively and responding to changing business dynamics with sound judgment.

1. Channel Marketing & GTM strategy 

• Develop and manage product positioning, messaging frameworks, and go-to-market plans, ensuring alignment with the channel strategy and supporting NPD launches across assigned segments.
• Manage and optimize channel portfolio architecture, including brand and SKU mix, and leverage competitive market landscape and insights for strategic decision-making on channel planning and commercial prioritization etc. 
• Oversee integrated channel marketing programs, covering online and offline content, promotions, and CRM activities to drive customer engagement, trial adoption, acquisition, retention, and loyalty.

1. Professional Endorsement

• Collaborate with the PA Manager to execute internal and external professional communication initiatives, ensuring alignment with commercial priorities and reinforcing CooperVision’s presence within the optometry community.

• Establish and maintain structured engagement with key professional stakeholders and their supporting agencies/functions.

• Strengthen brand preference and clinical credibility of CooperVision products by ensuring consistent communication of product value propositions.
• Drive endorsement and advocacy from Eye Care Professionals (ECPs) to increase brand visibility and product adoption.

• Support CooperVision’s participation in selected key industry and professional events, ensuring brand representation.

1. Customer Understanding & Category Insights Adoption

• Build and maintain a comprehensive understanding of the market including competitive activities, customer behavior, and channel dynamics.

• Leverage consumer and market research to interpret wearing habits and purchase behaviors, and identify business opportunities by optimizing the consumer journey.

• Support the development and execution of CIPs, marketing co-op programs, and POSM initiatives that strengthen ECP recommendation and enhance in-store brand presence.

• Champion customer insights across the Taiwan organization to inform and refine marketing strategies.

1. Budget & Performance

• Manage marketing budgets, including A&P, OCOGs, and trial lenses, ensuring expenditures align with strategic priorities and deliver measurable ROI.

• Monitor campaign performance and KPIs, tracking effectiveness and making data-driven adjustments to ensure commercial performance.

• Allocate investments for high-potential customer and consumer initiatives, using a structured testing approach to identify scalable growth opportunities.

1. Cross-functional Collaboration

• Collaborate with Field Sales and Key Account teams to ensure seamless execution of customer programs and strategic initiatives.

• Partner with RAQA, Legal, Supply Chain, and Finance to align objectives and enable seamless cross-functional execution.

• Support channel development and breakthrough initiatives, ensuring overall commercial success through coordinated planning and execution.

• Lead and influence cross-functional stakeholders, fostering alignment and shared ownership of the company’s strategic objectives.

Travel: 

Sometimes travel to the regional for training (1-2 times a year, 3-4 days per each time) 

Qualifications

Qualifications

Knowledge, Skills and Abilities:

• Demonstrated ability to plan strategically and influence entire commercial teams to achieve business objectives.
• Proven commercial strategist with strong execution skills and the ability to develop and implement effective business strategies.
• Proven experience managing marketing budgets to deliver KPIs and drive channel share growth.
• Performance and results oriented, with a track record of setting clear objectives, aligning stakeholders, and delivering measurable outcomes.
• Strong business acumen with the ability to manage all aspects of channel strategy and execution.
• Ability to quickly analyze customer and market data, translating insights into actionable commercial strategies.
• Decisive and action-oriented, capable of leading projects and supporting strategic decision-making in ambiguous or rapidly changing environments.
• Proven negotiation and influence skills to align stakeholders and drive business outcomes.

• Ability to engage customers effectively and motivate team members to achieve commercial goals.

  Demonstrated ability to inspire and engage cross-functional teams to enhance organizational performance.

• Exceptional at influencing stakeholders at all levels to secure alignment and commitment.
• Self-motivated, proactive, and able to take initiative to drive projects independently.
• Flexible and adaptable, capable of navigating changing business priorities and environments.
• Excellent communication and presentation skills in both English and Chinese

Work Environment:

• 80% Normal office environment
• 20% Encourage to be in the field for market visit or customer meet-up (1-2 days per month)

Experience:

• Minimum of 5-10 years of relevant experience in trade marketing and preferably 2-4 years of sales/account related experience with budget responsibility in international companies.
• Experience in developing budgets and business plans.
• Previous experience in trade marketing management.

Education:

• Bachelor’s Degree in commercial-related field, Master’s Degree or MBA preferred.