Gerente Sr, Marketing de Produtos Cirúrgicos

JOB PURPOSE

Own the strategy, launch excellence, and lifecycle marketing for medical devices that make up the Alcon Vision Suite in Brazil, ensuring strong positioning, sustained market penetration, and long‑term growth. Lead market insights, competitive benchmarking, identify growth opportunities and drive adoption among surgeons and healthcare institutions. Provide clear strategic direction, commercial activation, and digital enablement - integrating CRM and marketing automation to elevate customer engagement and operational efficiency. Serve as the key liaison between sales, medical affairs, Professional Education, KOLs, and cross‑functional stakeholders to accelerate product adoption and brand leadership in surgical ophthalmology. KEY RESPONSIBILITIES 1) Market Strategy & Launch Excellence (Brazil)

• Build and execute Brazil‑specific brand and go‑to‑market plans for the Alcon Vision Suite, aligned to local market needs, regulatory requirements, and customer workflows.
• Lead product launches end‑to‑end (positioning, messaging, pricing rationale, segmentation/targeting, customer education, and post‑launch optimization).
• Maintain a robust competitive landscape view (clinical claims, economics, installed base, channel dynamics) and translate into actionable differentiation and counter‑strategies.
• Drive lifecycle management and portfolio optimization (line extensions, claims, evidence, refreshes) to sustain share and margin. Manage product mix driving forecast accuracy to ensure supply availability.

2) Digital Marketing & Connectivity

• Design and execute digital marketing programs tailored to Brazil: Salesforce CRM journeys, lead generation, virtual events, and analytics dashboards.
• Champion connectivity across the Alcon Vision Suite - ensuring value messaging around integrated, image‑guided workflows and data continuity from diagnostics to the Operating Room.
• Track Sales funnel KPIs and optimize through data‑driven analysis.

3) Brand Positioning & Promotion

• Own brand positioning and clinical/economic value propositions for the full suite, including diagnostic platforms, digital surgical markers, microscopes, and 3D digital visualization systems.
• Develop compelling sales enablement (presentations, objection handling, competitive comparisons/benchmarks, case studies, calculators, and demo scripts).
• Orchestrate evidence‑based storytelling with claims compliant to Brazilian regulations and company policies.

4) KOL, Society & Stakeholder Engagement

• Build and sustain KOL advocacy networks with leading cataract and refractive surgeons; co‑create reference sites and peer‑to‑peer education.
• Partner with Professional Education to organize and support trainings for surgeons, residents, and OR staff (wet labs, pre‑op to intra‑op workflow, image‑guided alignment).
• Engage with hospital administrators and decision makers to align clinical, operational, and economic outcomes.

5) Product Expertise & Field Partnership

• Serve as a product and workflow expert across diagnostics, digital markers, connectivity, and microscopy (analog and 3D digital).
• Support field teams with strategic account plans, targeting, tender preparation, and high‑impact demos; ensure optimal demo fleet management.
• Provide structured troubleshooting guidance and gather Voice of Customer to inform roadmap, claims, and training needs.

6) Market Intelligence, Reporting & Compliance

• Establish a cadence for market insights (size/share, trends, pricing corridors, tender dynamics) and business reviews with Sales.
• Track and report KPIs: adoption/installed base growth, share gains, NPS/CSAT, funnel metrics, training coverage, and CRM hygiene.
• Ensure full compliance with ANVISA requirements, local promotional codes, LGPD data privacy, and company policies.

REQUIREMENTS:

• 5+ years in medical device marketing; ophthalmic surgery highly preferred (cataract/refractive workflow experience is a plus).
• Proven success leading product launches and country‑level commercial execution in Brazil.
• Hands‑on experience with digital marketing and CRM/automation (e.g., Salesforce) to drive engagement and lead conversion.
• Strong track record producing competitive benchmarks and actionable commercial playbooks.
• Product/Workflow Expertise: Diagnostics, digital surgical markers, suite connectivity, analog microscopes, and 3D digital visualization; ability to translate technical features into clinical and economic value.
• Marketing Excellence: Structured planning, segmentation/targeting, messaging, executive‑level presentations, content creation, event/webinar orchestration, and ROI measurement.
• Competitive Intelligence: market research, pricing/margin analysis, tender dynamics, and counter‑strategy development.
• Collaboration & Influence: Work cross‑functionally with Sales, Medical Affairs, Professional Education, Finance, RA/QA, IT/Digital, Customer Service, Supply and Logistics; engage credibly with KOLs, key customers and hospital stakeholders.
• Strong Analytical skills: experience with data-driven marketing, dashboarding, and decision‑making from funnel and market KPIs; proficiency with Excel/BI tools.
• Bachelor's degree in marketing, Business Administration, Engineering, Life Sciences, or related field; MBA preferred.
• Fluency in Portuguese and English (required).
• Additional language skills (e.g. Spanish) are a plus.
• Travel: Willingness to travel within Brazil for customer meetings, trainings, congresses, and field support.

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