VP of Strategic Marketing, North America

The Vice President, Strategic Marketing for north America is the executive leader responsible for the complete marketing strategy and market development agenda for HOYA Vision Care. This role owns the end-to-end marketing ecosystem including product and category strategy, technical marketing and training, brand and go-to-market strategy, professional affairs and KOL engagement, Managed Vision Care market access and payer strategy, customer segmentation, demand generation, and commercial marketing alignment with sales channels.

Key Responsibilities

Enterprise Marketing Leadership

Define the U.S. marketing vision and strategic roadmap aligned with corporate growth and profitability objectives. Translate HOYA's innovation pipeline into clear market positioning and adoption strategies. Establish a unified commercial marketing model connecting product strategy, professional marketing, and market access. Serve as the voice of the U.S. customer to global marketing and R&D teams.

Product & Technical Marketing Leadership

Oversee the full product lifecycle and category management strategy including product portfolio strategy, technical marketing messaging, product launch commercialization, category growth strategy, pricing architecture, and professional education and training programs.

Managed Vision Care Strategy

Own HOYA's U.S. payer and vision plan access strategy including contract negotiations, pricing architecture, vision plan partnerships, and programs supporting ECP adoption within vision care networks.

Market Development & Channel Strategy

Develop strategies to expand adoption across independent ECP practices, retail optical chains, optical laboratories, and vision care networks. Lead customer segmentation strategy, demand generation programs, and practice growth initiatives.

Brand & Customer Experience

Lead HOYA's integrated professional and consumer brand strategy including digital marketing, omnichannel engagement, practice marketing support tools, and professional marketing campaigns.

Professional Affairs & Industry Leadership

Develop HOYA's presence across professional and academic channels including KOL development, clinical education initiatives, industry partnerships, and scientific communications.

Organizational Leadership

Build and lead a high-performing marketing organization including senior marketing executives. Establish governance, accountability, and strong cross-functional alignment with sales, operations, and global teams.

Performance & Growth Accountability

Drive measurable business outcomes including marketing ROI, product adoption metrics, premium mix improvement, market share growth, and revenue and margin expansion.

Leadership Scope

Direct reports include the Senior Director of Independent ECP Channel and Marketing Communication, Senior Director of Retail and Wholesale Marketing and the Director, North America Product Category Management.

Ideal Candidate Profile

Transformational marketing executive with deep experience in vision care, medical technology in the ophthalmic industries. Strong expertise in commercializing premium technology portfolios, leading enterprise marketing strategy, and translating innovation into market adoption.

Critical Experiences

• Strategy: Implement company purpose and values and define medium- to long-term strategies that drive market positioning and profitability. Provide strategic leadership to implement transformational changes with broad business impact.
• Commercial Management: Build, scale, and manage a commercial team to achieve sustainable long-term growth.
• Organizational & Operational Management: Manage complexity and ambiguity within a highly competitive local organization with full or partial P&L responsibility. Possess deep subject matter expertise across core functional areas. Lead multi-functional local teams with varied backgrounds and experiences.
• Stakeholder Management: Build and maintain strong networks and relationships with key internal and external stakeholders, including customers and local KOLs. Negotiate and secure agreements on strategic matters critical for long-term success.
• People Leadership: Inspire trust, foster collaboration, and attract and develop talent. Lead a local organization in a dynamic environment while promoting diversity and inclusion.

Competencies

• Commercial Mindset - Understands trends in the markets led and adapts strategies accordingly.
• Strategic Mindset - Anticipates future trends in the markets led and positions the organization for success.
• Persuades - Influences internal stakeholders, customers and trade representatives through compelling communication and negotiation.
• Drives Results - Delivers on commitments with urgency and accountability.
• Builds Networks - Creates strong relationships to leverage resources and opportunities.
• Balances Stakeholders - Aligns diverse interests for sustainable outcomes.
• Cultivates Innovation - Encourages creativity and breakthrough thinking within the team and the broader organization.
• Instills Trust - Acts with integrity and transparency.
• Values Differences - Champions diversity and inclusion in all aspects of leadership.

Qualifications

• 15+ years in commercial management with local P&L responsibility in a large or mid-size organization
• Executive-level optical experience with independent ECPs and Marketing
• Graduate degree or equivalent combination of education and experience required
• Must be able to travel up to 50% of the time

Experience & Education

20+ years of marketing leadership experience. Strong experience in optical, managed care, medical devices, or healthcare technology industries preferred. Proven success leading large marketing organizations and cross-functional teams. MBA or advanced business degree preferred.