Retail Media Strategy & Activation Manager
At Alcon, we are driven by the meaningful work we do to help people see brilliantly. We innovate boldly, champion progress, and act with speed as the global leader in eye care. Here, you’ll be recognized for your commitment and contributions and see your career like never before. Together, we go above and beyond to make an impact in the lives of our patients and customers.
We foster an inclusive culture and are looking for diverse, talented people to join Alcon. As a Retail Media Strategy & Activation Manager supporting US Vision Care Marketing-OTC team, you will be trusted to serve as a key cross-functional partner within Alcon OTC's Connected Commerce organization, helping connect retail media investments to broader brand objectives. Reporting to the Sr. Manager, Connected Commerce, this role will work closely with Sales, Sales Strategy, Brand Marketing, agency partners, and retail media account executives to develop and execute media plans that support brand priorities and retailer growth strategies.
The Manager will help ensure retail media programs are aligned with business goals, identify opportunities to improve performance, and provide recommendations based on campaign results, shopper insights, and retailer-specific dynamics. This role requires a blend of commercial acumen, relationship management, analytical thinking, and strong working knowledge of retail media strategy. This is onsite at our Fort Worth, TX location.
In this role, a typical day will include:
- Partner with Brand Marketing, Sales, Sales Strategy, and agency teams to develop retail media plans that support commercial priorities and retailer growth objectives.
- Translate Joint Business Planning priorities, promotional calendars, product launches, and retailer initiatives into actionable media recommendations.
- Serve as a key liaison between internal stakeholders and agency partners to ensure retail media investments are aligned with business objectives and executed effectively.
- Collaborate with retail media account partners to identify opportunities for growth, innovation, and improved performance.
- Lead the development of a robust retail media experimentation framework that establishes best practices for testing, measurement, learning, and continuous optimization.
- Monitor campaign performance and business results, synthesizing insights into clear recommendations for Sales, Brand, and Connected Commerce leadership.
- Partners with Connected Commerce, Content, and Brand teams to ensure product content, digital shelf assets, and commerce experiences are optimized to maximize retail media performance and conversion.
- Prioritize opportunities presented by retail media groups and agency partners through a disciplined assessment framework, recommending investments based on strategic alignment, expected performance, scalability, measurement rigor, and business impact.
- Evaluate media effectiveness against key business KPIs, including sales growth, market share, return on ad spend, traffic, conversion, share of search, new-to-brand, and incrementality metrics.
- Lead performance reviews with agency partners and internal stakeholders, driving optimization plans and accountability against objectives.
- Provide a retail media point of view and strategic recommendations during brand planning, customer planning, and retailer-specific business reviews.
- Support investment decision-making through analysis of historical performance, retailer opportunities, competitive activity, and shopper behavior.
- Partner with Analytics teams to develop measurement approaches and learning agendas that improve understanding of media impact on business outcomes.
- Establish and document retail media best practices, playbooks, testing methodologies, and learning agendas to improve organizational capability and drive scalable growth.
- Foster strong relationships across Marketing, Sales, Sales Strategy, Finance, agencies, and retailer partners to ensure alignment and effective collaboration.
- Stay informed on emerging retail media capabilities, AI-enabled advertising solutions, retailer offerings, and industry trends, bringing recommendations to the organization.
What Success Looks Like
- Brand teams rely on the role for a clear retail media point of view, actionable insights, and scalable best practices that elevate omnichannel marketing effectiveness.
- Sales teams view the role as a trusted advisor who helps connect media investments to customer and business objectives.
- Agency partners operate with clarity, accountability, and strong alignment to commercial priorities.
- Retail media programs are effectively aligned to Joint Business Plans and retailer growth strategies.
- Performance insights lead to implementable business recommendations and measurable improvements in investment effectiveness.
- Strong collaboration exists across Connected Commerce, Sales, Brand Marketing, and external partners.
WHAT YOU’LL BRING TO ALCON:
- Bachelor’s Degree or Equivalent years of directly related experience (or high school +13 yrs. Assoc.+9 yrs.; M.S.+2 yrs.; PhD+0 yrs.)
- The ability to fluently read, write, understand, and communicate in English
- 5 Years of Relevant Experience
PREFERRED SKILLS & EXPERIENCE:
- Experience across media planning & activation, esp. retail media, shopper marketing, CPG or OTC brand management, or related disciplines.
- Experience working directly with sales organizations, customer teams, or commercial planning functions.
- Proven ability to manage and influence cross-functional relationships across multiple stakeholders.
- Experience collaborating with media planning and buying agencies to develop and optimize campaigns.
- Strong understanding of retailer ecosystems, customer planning processes, and omnichannel commerce strategies.
- Demonstrated capability in retail media strategy, performance marketing, and measurement, with the proficiency to translate insights into actionable business recommendations.
- Ability to connect media performance metrics to broader business outcomes and commercial objectives.
- Strong communication and presentation skills, with experience delivering recommendations to senior stakeholders.
- Experience navigating matrixed organizations and managing competing priorities.
HOW YOU CAN THRIVE AT ALCON:
- See your career like never before with focused growth and development opportunities
- Join Alcon’s mission to provide outstanding, innovative products and solutions to improve sight, improve lives, and grow your career!
- Alcon provides robust benefits package including health, life, retirement, flexible time off for exempt associates, PTO for hourly associates, and much more!
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ALCON IS AN EQUAL OPPORTUNITY EMPLOYER AND PARTICIPATES IN E-VERIFY
Alcon takes pride in maintaining an inclusive environment that values different perspectives and our policies are non-discriminatory in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, national origin, age, sexual orientation, 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.
