Patient Activation Manager

At Alcon, we're passionate about enhancing sight and helping people see brilliantly. With more than 25,000 associates, we innovate fearlessly, champion progress, and act swiftly to impact global eye health. We foster an inclusive culture, recognizing your contributions and offering opportunities to grow your career like never before. Together, we make a difference in the lives of our patients and customers. Are you ready to join us?

This role is part of Alcon's Marketing function, a team that helps provide access to products across all channels, including through traditional Marketing strategies, event planning, and professional education.

The Patient Activation Manager, PAM, is responsible for driving co-marketing Direct-to-Patient , (DTP), campaigns and referral network activities with selected Strategic Accounts across priority European markets.

The role translates agreed brand, market and Strategic Account opportunities into practical, measurable programms that increase patient awareness, optimize referral pathways and strengthen patients’ intent to seek a consultation.

Depending on the market and available local capabilities, the PAM will either lead activation programmes directly or provide structured leadership, consultation and quality oversight to Business Transformation Managers or other local resources responsible for execution.

The key focus will be on our premium IOL segment for cataract and RLE, but the scope may include other self-pay treatment options such as WaveLight Plus LASIK, Valeda PBM and Voyager DSLT. The focus is subject to agreed market and brand priorities defined by the Strategic Account organization.

In this role, a typical day will include:

1. Co-Marketing Activation Planning, Delivery & Market Enablement

• Lead and enable the end-to-end planning and delivery of customer co-marketing activation and referral programmes across assigned European markets, from pitch and customer alignment through launch, optimization, reporting and close-out.

• Adapt the delivery approach to market needs and capabilities, leading programmes directly in selected markets and providing structured leadership, consultation and quality oversight where execution is owned by Business Transformation Managers or other local resources.

• Translate agreed brand and customer opportunities into activation roadmaps covering scope, timelines, budget, deliverables, decision points, launch readiness and cross-functional dependencies.

• Co-build the customer activation proposition and pitch with the Strategic Account Manager, tailoring the support model to the customer’s needs, digital maturity and growth opportunity.

• Lead or guide the development of activation briefs, objectives, KPIs, measurement approaches, media plans, creative requirements and ways of working, in alignment with internal stakeholders, customers and relevant agencies.

• Manage the use of allocated co-marketing budgets across directly led programmes, with the Strategic Account Manager approving spending decisions.

• Support customer activation readiness, including landing pages and conversion journeys, booking tools, measurement and tracking, and access to required advertising platforms.

• Plan, evaluate and optimize paid-media activity with customers and agencies, using performance data and agreed KPIs to recommend corrective actions.

• Coordinate International Marketing, local Marketing, Sales and Strategic Accounts, Legal & Compliance, customers and agencies to enable timely execution.

• Provide input to local Marketing on creative assets, including channel fit, media plans, conversion journeys and customer co-branding.

• Identify clinic-level readiness requirements and communicate them to the Strategic Account Manager and customer owner. Commercial stakeholders remain accountable for securing clinic readiness.

• Develop or guide the development of clinic briefing materials and support the briefing of Sales and field teams.

• Provide clear direction and actionable recommendations to locally led programmes while preserving local ownership for execution.

• Facilitate peer learning by sharing reusable practices, campaign examples, benchmarks and lessons across markets.

• Maintain clear programme documentation, decision logs, budget visibility, status reporting, risks, learnings and next-step recommendations.

• Escalate recurring capability, quality, capacity or governance risks, as well as unresolved review disagreements, to the relevant leadership.

2. Measurement, Learning & Continuous Improvement

• Determine fit-for-purpose KPIs and measurement plans before launch based on the recommended KPI measurement framework provided centrally.

• Monitor performance and ensure timely reporting, interpretation and optimization recommendations for directly managed programmes.

• Consolidate learnings from directly managed and locally led programmes to improve International Marketing Group playbooks and templates, customer readiness criteria and agency ways of working.

• Provide transparent updates on activation progress, results, utilization, risks and recommendations to relevant stakeholders.

Travel

Approximately 30–50%

Location

UK, but subject to another location with an Alcon office in Spain, Italy, Benelux or the Nordics

WHAT YOU’LL BRING TO ALCON:

Education

• Bachelor’s degree in Marketing, Business, Communications or a related field required. A postgraduate degree, such as an MBA or MSc in Marketing, is preferred.

• Platform certifications in paid media and analytics are an advantage, such as:

• Meta Certified Media Buying Professional

• Google Ads Search, Video or Measurement certification

• Google Analytics 4 certification

Experience

• Minimum 8 years of marketing experience, including at least four to five years of direct responsibility for planning and managing multichannel paid-media campaigns across platforms such as Meta, Google Search, YouTube, digital out-of-home and over-the-top (OTT) media.

• Experience in consumer or patient marketing, customer marketing or clinic marketing is preferred.

• Customer-facing experience and the ability to translate activation expertise into a credible value proposition for strategic customers.

• Experience working with media, creative and digital agencies and coordinating complex cross-functional delivery.

• Ability to critically evaluate and challenge media plans and agency recommendations, and to interpret campaign performance data.

• Working knowledge of landing-page optimization, UTM naming conventions and conversion tracking set-up, including Meta Pixel, Google Tag and Google Analytics 4.

• Experience with relevant tools, including Meta Business Suite and Ads Manager, Google Analytics, Looker Studio, Google Business Profile, content management systems, Excel or Google Sheets, AI tools and presentation software.

• Demonstrated coaching and influencing experience without relying on formal reporting authority.

• Ability to move effectively between hands-on execution, analytical problem-solving, customer engagement, stakeholder management and senior stakeholder communication.

• International, regional or multi-market experience preferred. Experience working across European markets is advantageous.

• Healthcare, medical device, pharmaceutical or consumer healthcare experience preferred.

• Professional English-language proficiency required. Knowledge of Spanish and/or Italian is an advantage.

Core Capabilities

• Paid-media planning, evaluation and optimization

• DTP and customer activation programme management

• Customer journey, landing-page and conversion-rate optimization literacy

• Measurement design, tracking and performance interpretation

• Customer and agency leadership

• Coaching, influencing and quality review without formal authority

• Cross-market prioritization and disciplined scope management

• Clear written and verbal communication

HOW YOU CAN THRIVE AT ALCON:

● Manage your own workload and schedule while hitting your set targets

● Collaborate with teammates to share best practices and learnings as work evolves

● See your career like never before with focused growth and development opportunities

Alcon Careers

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About Us

At Alcon, we are committed to helping people see better. We believe patients should have access to quality eye care regardless of their economic circumstances; however, barriers to good eye health exist for patients in both developed and emerging markets. Alcon develops and manufactures innovative devices to serve the full life cycle of eye care needs. Its surgical group is one of the largest makers of equipment used for cataract removal and laser vision correction. Its consumer products include the well-known Opti-Free line of contact lens solutions and related products. Alcon, which was founded in 1945, sells its products in 180 countries worldwide.