Marketing Director

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