The Regional Marketing Manager of Downstream Marketing is responsible for developing and executing marketing strategies, commercialization programs and tactics supporting the portfolio. Successfully developing and cultivating relationships throughout the organization, this role is responsible for downstream marketing with support for upstream activities and regional field execution ensuring the business achieves its ambitious goals. Activities include brand development by building and executing the annual marketing plan and product launch plans ensuring ongoing market success through high quality promotional efforts tailored to the regional needs. The role requires a blend of strategic thinking, analytical skills and an ability to lead without authority.
Responsibilities:
Develop and implement comprehensive downstream marketing strategies and tactics aligned to business objectives and commercial targets, based on market research and competitor analysis.
Provide clear, strategic and prioritized direction and support to the field sales organization through written/verbal communications such as marketing plans, presentations at training meetings and informal interactions.
In close collaboration with Upstream product management, lead product launches, owning the regional launch strategies, contribute to generating marketing materials, and the execution of commercialization programs including Salesforce readiness (e.G. training on product, messaging and competition) to deliver successful market entry.
Effectively collaborate with cross-functional teams, including sales, professional affairs, market development and regulatory affairs, to develop and implement market expansion strategies to establish Performance Guided Surgery as a new category.
Develop advocacy and customer engagement programs for regional deployment at industry congresses, customer experience events, and fellowship programs.
Establish credibility, serving as a subject matter expert (SME) on product portfolio, championing and communicating the technologies' value proposition both internally and externally.
Represent regional customer needs and stay connected to market trends (VOC) by building relationships with customers, key opinion leaders (KOLs) and industry stakeholders to help inform product launch plans and to modify global strategies and tactics where necessary.
Steer and work with Marketing Communications to manage and enhance the company's brand by developing marketing campaigns, convention strategy and collaterals, to fit regional needs with clear and compelling value propositions, product positioning, and messaging for the product portfolio.
Travel to customer sites to support and observe clinical cases, training programs and clinical congresses/customer experience events.
Works within department budget ensuring efficient resource utilization is aligned with marketing goals.
Ensure that all marketing activities comply with relevant company and industry regulations and standards.
All other duties as directed.
Qualifications:
Minimum of five years of product marketing, clinical/marketing, or field sales experience in a closely aligned medical device or medical capital equipment company with highly technical products.
Experience in downstream marketing including successful scaled product launches.
Ability to analyze market and financial data and develop an appropriate strategic plan based upon that data is critical.
Ability to quickly and confidently establish credibility with customers and within the organization and work with sales, R&D and cross-functional teams throughout the company.
Strong communication / presentation skills.
Strong customer service orientation and drive for results.
Strong ability to lead and work effectively in a multidisciplinary team environment.