Senior Manager, Customer & Channel Demand Enablement EMEA – Vision

This role leads how marketing strategy translates into effective customer and channel activation across EMEA.

You will shape and scale trade and channel marketing frameworks, omnichannel experience principles, activation standards and capability programmes that help markets deliver consistent, effective customer engagement across optometry, clinics, retail, e-commerce and distributor channels.

This is a high-impact, highly visible role at the centre of marketing transformation, influencing how EMEA accelerates marketing excellence, omnichannel experience design, capability development and activation effectiveness across markets.

What You Will Lead and Deliver

Trade & Channel Marketing Excellence

You will define and scale regional frameworks that translate strategy into clear activation approaches across key customer and channel touchpoints.

As part of this, you will:

• Develop trade and channel marketing frameworks, playbooks and best-practice guidance.

• Define activation principles and standards that improve consistency and effectiveness across markets.

• Support markets in adapting regional approaches to local customer and channel needs.

• Identify and scale successful activation approaches and market best practices.

• Lead the evolution of key activation experiences, including the New Fit experience and regional kitting strategy.

Omnichannel Experience Design

You will help shape how customers experience our brands and solutions across channels, ensuring consistent and connected experiences.

You will:

• Define omnichannel experience principles and activation requirements across customer touchpoints.

• Develop customer and channel experience standards that support consistency across markets.

• Establish marketing requirements for content, engagement and activation experiences.

• Partner cross-functionally to ensure experience principles are reflected in regional initiatives.

• Drive continuous improvement through insight, learning and best-practice sharing.

Market Enablement & Marketing Capability

You will equip markets to activate regional priorities through frameworks, tools, capability development and community leadership.

You will:

• Lead the Marketing Capability agenda across EMEA, embedding and evolving the regional Marketing Capability Framework.

• Define capability priorities across the marketing organisation, including strategy, planning, trade and channel marketing, media, content, customer experience and marketing effectiveness.

• Partner with Learning & Development to design and deliver capability-building programmes.

• Champion the Marketing Community across EMEA, strengthening capability, culture and collaboration across markets.

• Drive adoption of frameworks, tools and best practices through governance, engagement and coaching.

Marketing Planning & Business Process Coordination

You will help drive alignment between strategy, planning and execution across the marketing organisation.

You will:

• Support coordination of key planning processes including Business Plan (BP), annual planning and long-range planning cycles.

• Develop planning frameworks, tools and guidance that improve consistency and quality across markets.

• Facilitate alignment between regional priorities, market plans and functional strategies.

• Coordinate planning milestones, reviews and governance activities.

• Support marketing leadership with planning insights, progress updates and recommendations.

Cross-Functional Integration

You will act as a connector across strategy, activation and market enablement, ensuring alignment and clarity across teams.

You will:

• Partner with Brand, Consumer Engagement, Professional Engagement, Commercial Excellence, Digital and Analytics teams.

• Connect strategy, capability, activation and planning to improve organisational effectiveness.

• Drive alignment across functions and identify opportunities to simplify ways of working.

• Support joined-up delivery of regional priorities across EMEA.

Agency Leadership & Operational Excellence

You will help ensure activation excellence through effective management of agency and partner ecosystems.

You will also:

• Lead agency and partner relationships supporting customer and channel marketing programmes.

• Oversee BME budget coordination for the IMC team, partnering with Finance and Marketing Operations to track spend and optimise investment.

• Drive accountability, performance management and continuous improvement across external partners.

How Success Will Be Measured

• Strong adoption of regional marketing frameworks and standards.

• Improved trade and channel activation consistency across markets.

• Increased marketing capability and organisational effectiveness.

• Greater adoption of the EMEA Marketing Capability Framework.

• Enhanced omnichannel customer experiences across key touchpoints.

• Strong alignment between regional strategy, planning and market activation.

• Increased sharing and scalability of best practices across EMEA.

What You Bring

You bring strong experience in channel marketing, trade marketing, integrated marketing communications or related commercial functions, with a proven ability to translate strategy into scalable programmes and activation approaches across multiple markets.

You are commercially minded, highly structured and outcome-focused. You simplify complexity, align stakeholders and develop practical solutions that deliver impact.

You are a confident influencer who drives progress in matrixed environments without relying on formal authority.

You have strong experience working across functions, markets and stakeholder groups, balancing strategic thinking with operational discipline and executional excellence.

Leadership Profile

You operate at the intersection of strategy, capability and activation, bringing clarity, pace and discipline to complex environments while maintaining a relentless focus on scalable impact. Adapted from the original leadership profile.

You demonstrate the following leadership behaviours:

• Competes to win on what matters most.

• Executes with discipline and accountability.

• Leads through influence, not authority.

• Connects external insight to internal action.

• Develops people and builds capability.

• Builds an inclusive, high-performing culture.

• Leads with integrity and strong judgement.

• Simplifies complexity and creates clarity.

• Drives continuous improvement and learning.

• Promotes open, direct and constructive dialogue.