Job Description

Duties & Responsibilities:

The position’s responsibilities include, but are not limited to:

• Product and brand management support (upstream marketing)

  • Drive innovation pipeline through early stages to ensure insight-based customer-centric products together with global marketing team:

    • Analyze market dynamics and trends in opportunity areas

    • Identify competitive products with targets, messaging, and pricing

    • Conduct primary/secondary market research to identify and quantify opportunities and challenges within existing and new markets

    • Capture and prioritize voice of the customer

    • Draft TPP/ product brief, and work with engineering to vet and explore new product ideas

  • Ensure new product launch readiness:

    • Define the brand strategy and roadmap

    • Develop use cases, product concept proposals, and product requirements documentation

    • Analyze product line trends in volume, sales price, margin and recommend strategies to optimize profitability

    • Work with operations on new product costs, build forecast, and production to support global implementation strategies

    • Support technical writing and documentation team on manuals and learning materials

  • Deliver new product launch:

    • Drive new product launches and product extensions

    • Manage product lifecycle planning

  • Explore external opportunities for product partnership, product acquisition initiatives

• Downstream marketing coordination

  • Market definition

    • Conduct primary/secondary market research to identify and quantify market size, growth opportunity, competitive alternatives, market factors

    • Identify key segments along with specific users and choosers within each segment

  • Positioning and messaging

    • Define competitive or standard of care alternatives, key positioning attributes, and advantages / disadvantages vs. alternatives

    • Define benefits/outcomes-based messaging for each segment for measurements, products

    • Develop marketing campaign themes to drive an integrated marketing message

  • Collaborate with Regulatory Affair / QAQC to obtain approvals (PDMA)

  • Downstream marketing plan & execution

    • Evaluate and define requirements for collateral that powerfully communicates the value proposition, including brochures, spec sheets, white papers, reprints, videos

    • Drive execution of the marketing plan by working daily with Marketing Communications

    • Report on the results of the marketing plan, recommend alternations in plan to optimize results

• Channel support

  • Ensure marketing message is being communicated by channel partners in a consistent manner and in alignment with legal and regulatory guidelines

  • Introduce channel marketing/promotions to address market challenges, exploit untapped opportunities

  • Drive aspects of training required for channel management personnel

  • Support channel partner meetings with data, presentation material, and attendance as needed

  • Assess and identify new channels of distribution or new models that enable new channels

• Market Development Support

  • Identify barriers to product use and develop optimal process for initial and ongoing clinical support and integration into care pathways, including in-service/installation, policy/procedure development

  • Identify and segment users, build reference list, develop strong advocates

  • Identify key opinion leaders and influential organizations to establish strong relationships to drive advocacy

  • Identify long-term market development strategies to overcome barriers and take advantage of opportunities including clinical research, guidelines/recommendations/standards, influential organizations, product development, business development opportunities

Minimum & Preferred Qualifications and Experience:

Minimum Qualifications:

• 5-7 years working in product / brand marketing, including knowledge of new product launch stage gate process and brand development

• Experience with regulated healthcare products (PMDA) required, ideally medical products in consumer markets

• Strong communication and presentation skills

• Experience in regulated healthcare product and selling into HCPs, and other channels vis product mechanism of action, clinical data and evidence

• Advanced ability with the Microsoft Office suite of applications (Word, Excel, PowerPoint, etc)

Preferred Qualifications:

• Prior experience working within medical devices or life sciences company
• Consumer Packaged Goods experience
• Retail/shopper marketing experience
• Strategic knowledge of ecommerce & digital marketing activation
• Previous experience in strategic planning