Product Manager

• Orthopedic Company

  Job Description – Product Line Manager

  Position reports to Director of Marketing

  1. Provide vision and strategy for product line, including new and existing products. Identify market needs, evaluate potential new product and line extension opportunities, and create and present business cases where necessary.

   

  1. Serve as Product Expert
     1. Provide field support during sales meetings, demos, surgeries, and product in-services/ training (as needed).
     2. Represent product line to cross-functional areas of the company.
     3. Point of contact for field regarding product-specific questions/ issues.
     4. Create and maintain sales training content and lead new rep sales training for respective product lines (including didactic and lab training).
     5. Represent product line at major educational meetings and tradeshows, such as AAOS.
     6. Work with Marketing Coordinator to plan and execute surgeon VIP visits, cadaver based training labs, or other company-surgeon interactions where necessary.

   

  1. Participate as Team Member for New Product Development Projects
     1. Attend all development team meetings, and serve as voice of the customer throughout project.
     2. Regularly meet with surgeon design team to collect feedback.
     3. Communicate timeline progress / obstacles to management.
     4. Provide periodic project status updates with field, sales management, and designing surgeons.
     5. Responsible for ensuring final product meets market requirements.
     6. Responsible for developing product naming/ branding strategy.
     7. Develop alpha/beta/full market launch plans, including pricing strategy, instrument set and implant launch forecasts, communication/ promotion strategy, etc.
     8. Responsible for set deployment coordination and tracking during alpha and beta launch phases.
     9. Create feedback forms, and gather and maintain surgeon feedback during alpha and beta launch phases.
     10.  Create and maintain field support materials for new products – sales sheets, competitive analysis, surgical techniques, O.R. guides, etc.
     11. Determine timing and strategy for transitioning launches from alpha to beta and full market release phases.
     12. Provide project leadership (as needed).

   

  1. Lead Sales & Operations Planning for Product Line
     1. Meet monthly (phone or in person) with Regional Sales Managers to review product line sales performance in region, including instrument set usage and inventory turns.
     2. Responsible for providing inputs for 18 month rolling forecast (monthly).
     3. Participate in monthly Demand Review Team meeting as part of Integrated Business Planning process.

   

  1. Manage Product Line Instrument Set Inventory
     1. Prepare and communicate availability report to the field – monthly.
     2. Manage product line instrument set Loaner Program.

   

  1. Product Line Maintenance
     1. “Own” product line
     2. Attend regular meetings with quality to review product incident reports; assist in communicating with sales force regarding product returns, swap outs, etc.
     3. Manage and prioritize requests for custom instrumentation; coordinate between engineers, sales reps, and surgeons during custom instrument development process.

   

  1. Sales Support Materials
     1. Work with Marketing Coordinator to develop promotional strategy for each product.
     2. Maintain competitive and market data; prepare and maintain competitive analyses.
     3. Create and maintain content for surgical techniques, brochures, sales sheets, etc.
     4. Work with Customer Service Manager to maintain customer service forms.
     5. Work with Marketing Coordinator to maintain booth graphics and web content for product lines

   

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