Coopervision

what they wanted:
A global manufacturer and distributor of contact lenses, they were looking for senior marketing management support in their European brand team during a major integration with another company, taking ownership of the Daily Disposables portfolio across Europe.

what we did:
Managed the total portfolio and brands within, providing strategic direction and tactical support to the different European markets. Liaising also with the Global brand team, based in the US, and other worldwide regions to ensure consistency in both the brands and messaging. This was achieved working in-house on a part-time, interim basis until the new team was recruited and fully embedded.

Key deliverables included:

• created positioning of all the brands to establish a pan-European portfolio approach
• new range of high quality promotional materials to support the premium brand, including in store demonstrators and a consumer Welcome Pack, adapted and translated for each European market developed and launched a major new Europe wide category positioning campaign to push awareness and drive sales and share, including;
• bespoke campaign identity – Ready for Today
• library of campaign materials including images, banners and posters
• supported by original insight studies coordinated and conducted across 9 countries with both consumers and customers
• launched via 4 major events in different countries in one week featuring key industry thought leaders

what they said:
“Shelley really took the reins and led major changes in the daily disposable category, establishing a strong baseline for future growth. Having no prior experience of this industry, her speedy ability to understand the products, customers and key issues was impressive and she contributed right from the start. She is professional, thorough and decisive – she gets things done, works well with others and delivers results.”
Myles Hustler, European Brand Director, CooperVision