Job Description
Senior. Product Manager, Stents
Function: Marketing — the marketing organization is the central hub of business driving activity. Marketing takes the lead on all aspects of the marketing mix – product, price, place, people and promotion. Marketing analyzes customer behavior to understand their needs, and motivations, broadly defines and communicates the brand purpose and passionately delivers total solutions for our customers.
Family: Product or Solutions Marketing — Product Marketing applies the full range of marketing disciplines to drive integrated commercial marketing plans that result in customer acquisition, loyalty, sales growth and improved profitability.
• Leverages customer and regional / geographical market knowledge and strong cross- functional collaboration to develop positioning, messaging, content, promotional tactics/programs to drive demand and meet annual business plans. Identifies and remains current on market trends.
• Delivers regional forecasting to inform rigorous demand planning, in cooperation with delivery teams such as manufacturing, RFP/contracting, software development and/or operations.
• Drives pricing and promotional tactics and strategies to achieve business objectives and optimize product profitability in collaboration with Product Management & Development.
• Understands methods available to execute primary research (VOC) that are necessary to decision making. Identifies market opportunities through VOC/secondary research and takes action by implementing and managing solutions.
• Demonstrates knowledge of marketing disciplines and concepts necessary for building business & omni-channel marketing plans and identifies the appropriate channels to market.
• Demonstrates strong financial acumen and P&L management.
• Demonstrates strong working knowledge of products and is a strong advocate of the brand.
• Assesses the landscape and leverages segmentation to focus sales and marketing efforts on the best audiences and opportunities.
• Create meaningful customer segmentation for responsible product categories to boost account targeting and messaging strategies
• Create differentiated and meaningful product positioning and messaging, evolving both as needed over the lifecycle of the product
• Lead the creation of product core creative and marketing collateral with marketing communications, including brochures, animations, illustrations, sell sheets, adverts, etc.
• Craft strategic communication plan (internal/external) and optimize with partners to create significant noise and momentum with the launch
• Drive strategy and execution at national tradeshows
• Drive conference strategy for EluNIR focused on promotion and competitive intelligence gathering
• Lead competitive & clinical positioning, economic selling, and objection handling for responsible product category.
• Capture competitive intel and create key talking points for the field
• Drive effective messaging and corresponding tools for economic customers
• Partner with R&D and other partners to showcase product performance and features vs. competition
• Manage objections in the field through tool development and customer visits, and support area and regional sales meetings to drive execution of product priorities
Qualifications
• Bachelors degree in related field, or equivalent work experience, preferred.
• 8+ years experience in related field, preferred.
What is expected of you and others at this level
• Applies advanced knowledge and understanding of concepts, principles, and technical capabilities to manage a wide variety of projects
• Participates in the development of policies and procedures to achieve specific goals
• Recommends new practices, processes, metrics, or models
• Works on or may lead complex projects of large scope
• Projects may have significant and long-term impact
• Provides solutions which may set precedent
• Independently determines method for completion of new projects
• Receives guidance on overall project objectives
• Acts as a mentor to less experienced colleagues
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