Clinical Application & Brand Manager (Premium segment) Full Time NEW

Role Overview

We are seeking an experienced and strategic Brand Manager to lead the growth of our Premium Intraocular Lens (IOL) portfolio. This role will be responsible for driving brand positioning, surgeon adoption-clinical & podiums, and demand generation for high-value AT IOL products. Lead patient-centric marketing initiatives (digital & offline)

The ideal candidate will combine scientific understanding, marketing expertise, and strong stakeholder management skills to build a sustainable premium brand in a competitive ophthalmology market.

The position will also be responsible for providing application support at field for HSO AT IOL portfolio (Vivinex Gemetric, Vivinex Toric multiSert & Vivinex Impress and upcoming AT IOL portfolio to existing & new surgeons/support staff.

Working closely with top key opinion leaders and developing them in delivering the right product messaging on podiums

Working with top advocates and young surgeons (FOLs) and building future Advocates for organization

Position will develop strong account relationships and support sales strategies, partnering with HMIN sales team to help implement ‘Go Broad’ & ‘Go Deep’ strategies with respect to existing & new surgeons/support staff on proper patient selection and use of HSO ATIOLs.

Position will support the sales team during the early part of the sales cycle and after the sales closing with product demonstrations, activation and customer follow-up.

Position will be responsible for developing and implementing Pre-Peri and Post Op protocols for AT-IOLs, aligned with Global Professional Education.

Along with the selling process. The focus will be on product technical knowledge including diagnostic knowledge for ATIOLs patient selection and correct intra-operative usage.

This position requires a professional with established credibility to work directly with KOLs, ATIOL users as well as selected high priority projects in India market.

This role will also be a key contributor in the pre-launch, launch and execution process for HSO AT IOLs, Product Orientation to key customers, collaborating with HMIN Sales organization and Global Marketing.

This position will be responsible for building the clinical competence of HMIN Sales team by adapting global training material on ATIOLs with a major focus on how to get best outcomes in using HSO ATIOLs.

Position will contribute to effective counter-messaging against competition through the revision of scientific papers, competitive intelligence during field visits and congress attendance, the CAS will have to liaise with Sales & marketing teams.

This position requires approximately 80% of time traveling for AT IOL promotion and clinical support.

Ultimately, this position provides HSO sales and marketing organization with unique expertise to work with targeted HSO customers in all aspects related to ATIOL penetration success.

Duties and Responsibilities

• Develops the long-term vision for the brand that stands for, its personality, and its positioning in the market. This includes identifying target audiences and crafting a unique value proposition.
• This role will play a key role in introducing new products, deciding pricing, messaging, and promotional strategies to ensure successful launches in India.
• Product training to customers and business partners (direct sales, distributors)
• Design campaigns to promote products or services. work with advertising agencies, designers, and digital teams to launch campaigns that align with brand goals.
• Supporting educational partnerships with key-opinion leaders and training centers
• Setting up documentation for pre or post customer training, such as quick guides, presentations, tutorials, etc.
• Provide customer feedback to the Marketing, and HMIN leadership team.
• Transfer knowledge via best practice sharing, O.R demonstrations, on-the-job training, meetings, conferences, workshops, distance and on-demand training.
• Support customers in training their technical/non-technical staff on Premium IOLs counselling tips and making them comfortable with products F&B
• Be technical product expert, and support marketing during live-surgeries, conferences, etc.
• Analyze AT market trends, customer preference & behavior, competitor strategies to make informed decisions. This helps refine branding and uncover new opportunities.
• Track brand performance using metrics like sales, market share, and brand awareness, then adjust strategies accordingly.
• Conduct field visits to help Sales team development and consolidate their knowledge to drive penetration of HSO ATIOLs, focus on upgrading/expanding existing competitive technology user and drive conversion from competitive to HSO ATIOLs.
• Provide feedback on competitive tactics and activities.
• Efficient, timely and accurate reporting to the Director Marketing and Sales Leadership.
• Attending Regional/Zonal sales review meetings, Tracking the execution of AT IOLs strategy & Marketing campaigns and conducting technical refresher sessions for sales team.

Requirements

Experience

• A strong background in Brand Management, experience in handling Refractive/ATIOLs, Diagnostic instruments and Refractive equipment.
• Committed and actively takes initiative.
• Ability to work both in a team environment and independently.
• Customer friendly and problem solving oriented, presentable, and responsible.

Skills/Accreditations

• KOL development
• Building advocacy
• Pro-active, outgoing personality with excellent communication skills
• Excellent manners/ intercultural experience
• Strategic thinking
• Creativity and storytelling
• Data analysis
• Communication and leadership
• Project management
• Business Fluent English

Academic Qualifications

• Marketing professionals having ophthalmic clinical background (Optometrist preferably)

Travel requirements

• 70% Travel