Title:  Director of Marketing

TRANSITIONS OPTICAL Director of North America Marketing

Position Overview

The Director, North America Marketing, is responsible for the strategic development, implementation and integration of all marketing programs and plans for the U.S. and Canada, as aligned with global marketing. This shall be accomplished through the management and integration of key channels and the appropriate marketing functions to drive growth.  Key channels include lens manufacturers, labs, buying groups, retailers, online retail and managed vision care; and marketing functions include business to consumer (B2C) & professional/business to business (B2B) marketing & communications, professional development, trade & professional relations, public relations, education, events, digital &social media, influencer and training functions.

The position reports to the VP, Global Marketing, with functional reporting to the General Manager, Americas of Transitions Optical.  As a key member of the North America Leadership Team (NALT) and the Global Marketing Team (GMT), the incumbent has responsibility for and represents the North America region and creates cross-functional alignment for regional marketing strategies. 


Key Responsibilities of the Role


Drive accelerated profitable business growth by:

•             driving brand-building plans and brand equity growth in North America

•             increasing consumer conversion to Transitions® Light Intelligent Lenses™

•             increasing eyecare professional (ECP) advocacy; and recommendation incidence and frequency

•             building penetration and activation across the value chain


1. Identify the growth drivers of the marketplace and value chain, from the lens manufacturers, laboratories, retail chains and online retailers; to eye care professionals and consumers, and construct synergistic support programs that drive business growth and grow brand equity throughout the network, to drive both push (professional recommendation) and pull (consumer demand).

2. Lead marketing mix and investment strategy for the region to drive brand equity metrics across consumers and ECPs, maximize marketing ROI and optimize effectiveness. This includes leading all consumer and channel communications for North America.

3.  Lead consumer plan development and activation through consumer service plan.  

4. Lead B2B and channel activation by managing a high-performing team of 12 to achieve annual business goals, individual KPIs and development goals.

5. Identify and manage the regional marketing agency/supplier roster such that they meet/exceed regional needs and consistently provide timely, strategically accurate, and on-budget work.

6. Develop strong relationships with regional key lens manufacturer, specialty (sunwear, shields, contact lenses), lab, buying group, retail, online retail, and managed care partners leading to superior trade/channel marketing programs that drive distribution, merchandising support and retail activation.

7. Lead (and/or work with GMT to execute) regional consumer/ECP research and qualification of insights, concepts and marketing communications.

8. Identify and recommend organizational structure and processes to ensure the right brand and marketing support; sales/marketing integration, and best practices for the business.

9. Execute global Transitions® brand strategy in the region in all marketing, co-branding and retail efforts. Serve as a center of expertise and review for all North America channels and organizations on accurately executing and complying with brand equity, identity and communications guidelines.

10. Continually assess regional market growth opportunities and recommend strategies & investment to execute: technology trends, emerging channels, consumer segments, product partnerships and long-term opportunities.

11. Lead the region’s professional relations including press releases, trade education, ECP marketing, professional communications, Key Opinion Leader /influencer programs (Diversity Advisory Board, Pro Forum, Change Agents, and Student Ambassadors) and commercial strategy support.

12. Lead the region’s education and events strategic planning including virtual education, channel education, Transitions Academy general session & breakouts, Transitions “The Pulse”, Transitions “The Studio”, Vision Expo tradeshows and regional customer events.

13. Lead consumer and ECP customer service function for the region, tracking key issues and facilitating with R&D and other departments for issue resolution.  Provide proactive ongoing communication to support customer service in effective and timely responses to inquiries.

14. Lead the North America business intelligence and competitive response; Align with sales leadership, GMT and R&D on trade and consumer facing competitive response activations.

Global Interaction: Be a critical member of the GMT to:

1. Work closely with the GMT to represent the region on the development of global consumer & ECP marketing communications; Work with GMT-managed global agencies and regionally-managed local agencies for regional adaptation and development of campaign materials and consumer content, as appropriate.

2. Represent the region and work closely with GMT on development of new products and product launches to ensure optimal regional execution.

3. Work with GMT and EssilorLuxottica on the strategic planning, development, review and execution of Transitions Academy, a global event with up to 1,100 attendees across customer channels.  

4. Work with GMT and EssilorLuxottica on the strategic planning, development, review and execution of Transitions “The Pulse” and other global virtual events.

5. Represent the region on the creation and evolution of global brand guidelines, co-branding framework/needs, brand equity development, brand architecture and global segmentation (consumer & ECP).

6. Work with GMT and the Law Dept. to protect and trademark Transitions Optical intellectual property, including proprietary brand trademarks, marketing trademarks, product registration and claims approval.

7. Work with GMT, Finance and the Law Dept. on securing regional OPEX, facilitating spend approvals and contract reviews & approvals.


Key Performance Indicators/Measures:

•             Regional sales, volume, product mix and penetration

•             Consumer conversion and distribution penetration

•             Brand metrics:

O Awareness, trial, repurchase, loyalty

O Equity attribute growth

O ECP advocacy

O ECP incidence & frequency of recommendation

O Channel customer volume and penetration

•             Effective personnel & organizational management and development


Key Requirements (Education and Experience)

• Bachelor’s Degree in Business, Marketing or related discipline; MBA is highly desired

• Ability to lead and influence the organization

• Ability to interact with senior executive management internally and with major external partners

• Proven marketing background of at least 10 years, with a minimum of 5 years in a management position

• Broad background with brand-building, consumer and/or professional marketing, multi-media communications and advertising, strategic planning and business/product cycle, PR, and market research experience

• Strong financial and budget management skills required

• Experience is particularly desired in brand management; preferably within (but not limited to) consumer product goods, pharmaceuticals, consumer-facing optical, or consumer technology

• Must possess excellent interpersonal skills and must be capable of functioning in a flexible and fluid environment and be willing to participate in a variety of roles to achieve the sales/marketing goals of the Transitions Optical organization

• Ability to travel up to 25% of the time, including occasional weekends


Transversal Responsibilities

• All employees have a responsibility to contribute to the Group’s sustainability and in doing so ensure that we can continue to fulfil our mission.

• All business decisions and actions must serve and be in line with the Group’s sustainability goals and mission

• An employee must abide by the legal compliance policy in the performing of his/her duties