Senior Marketing Manager, Strategic MarketingPosted: November 12, 2009
Description: - Senior Marketing Manager, Strategic Marketing (OTH100F4) Job Description Senior Marketing Manager, Strategic Marketing-OTH100F4 BD, a leading global medical technology company that manufactures and sells medical devices, instrument systems and reagents, is dedicated to improving peoples health throughout the world. BD is focused on improving drug therapy, enhancing the quality and speed of diagnosing infectious diseases, and advancing research and discovery of new drugs and vaccines. The Companys capabilities are instrumental in combating many of the worlds most pressing diseases. Founded in 1897 and headquartered in Franklin Lakes, New Jersey, BD employs approximately 28,000 people in approximately 50 countries throughout the world. The Company serves healthcare institutions, life science researchers, clinical laboratories, industry and the general public. About us Description Leads strategic marketing effort for BDs global Womens Health Molecular Assays with focus on HPV assay business and HPV launch platform. Be a subject matter expert for the cervical cancer screening and womens health screening business. Key responsibilities include development of the HPV Marketing plan, HPV assay business plan, HPV launch platform plan, product requirements, key opinion leader relationship development, cervical cancer screening advisory panels, on-going competitive intelligence and competitive positioning, and cross business unit HPV product strategy coordination. Establish, communicate, and implement long term cervical cancer position with solid market and product planning and well defined / justified product objectives planning Ensures the effective communication with regions to integrate the cervical cancer screening strategy development / implementation. 1. Develop and communicate of the WW HPV marketing plan & HPV launch platform plan 2. Responsible for all inbound marketing support for molecular assay products and platform development and planning. 3. Accountable for (WW) HPV market data and voice of customer information supporting HPV marketing plan and all phases of product development. 4. Accountable for WW HPV market competitive analysis and market research requirements. Ensures clear vision is consistently communicated for BD HPV product strategy and of competitive product positioning competitive activity is monitored, customer needs are identified, and BD responses are developed and communicated to key stakeholders such as the Product Development Team, Portfolio Management Team, the Molecular Diagnostics Leadership Team, and product development core team. 5. Employs market research tools as required for strategic planning to identify and interpret changing regional attitudes, demands, and needs for existing company and competitive products. Maintains key business data real time gathering and analysis capability including brand perception, product utilization, etc for strategic and tactical planning. 6. Member of cross functional new product development team representing the marketing function in all phases of product development using BDs accepted process and tools and meeting the expectation of the product development team leader 7. Works with Director of Marketing to develop, implement and maintain key opinion leader relationships including advisory board activities. 8. Responsible for HPV and other molecular assays for cross business unit coordination and strategic planning / alignment for optimal implementation synergies portfolio 9. Subject matter expert on cervical cancer screening methodologies, HPV technologies, market guidelines development, key decision drivers and competition. Performs market sensing to uncover new opportunities and threats 10. Primary molecular diagnostics lead for business development activities related to womens health screening products. Business case modeling for all new related projects and business development plans. Responsible for validation of updated business case modeling and final forecasting before new products launch. 11. Responsible for HPV marketing activities inclusive of pricing strategies, competitive analysis, promotional programs, market research requirements, strategic publication plans and channel strategies. Ensures market information is achieved, competitive activity is monitored, customer needs are identified, and BD responses are developed and communicated as appropriate including key stakeholders such as WW Marketing team and MDx Leadership 12. Manage Marketing communication programs including advertising, direct mail, product literature/sales tools, BD internet sites, etc. in alignment with HPV product line needs and BDDS brand strategy. Ensures timely communication to appropriate marketing and sales personnel relating to promotional materials, development of effective sales aids and clinical education support materials. 13. Coordinate with Finance and Cost Accounting providing forecasts of ASP, volume and adoption/retention rates the in support of WW and US regional revenue and profitability planning. 14. Review product descriptions, technical specifications, product labeling and product packaging to ensure application information is appropriate for intended audiences and that information and design supports the products brand strategy. 15. Utilizes marketing analysis to uncover, understand, analyze and present opportunities, customer needs, market trends, growing threats, new tests, and new technology clinical impacts. 16. Ensures appropriate support and works with marketing leadership, legal, regulatory, and medical affairs to comply with patent, trademark, and any other appropriate legal issues and to protect BD legal rights. Qualifications Requires a BS in related scientific discipline, marketing or business. MBA highly preferred (focus in marketing a plus). Minimum of 7 years of business experience with a minimum of 3 years in marketing. Prior sales experience is required Business experience may include marketing, sales, business development or applicable advanced degree. Experience in the development and execution of marketing plans delivering achievement of financial/budget expectations and product line strategies. Marketing Knowledge Developed and implemented long-mid term strategic marketing and/or business plans (1-3 years) Defined and segmented a market, developed and executed a marketing strategy for segments Demonstrates a thorough understanding of product management, business planning, comprehensive market assessment and financial justification / analysis using product line financial management tools. Cervical cancer screening marketing subject matter expertise Has developed marketing input for product concepts and product design requirements. Has written and implemented a marketing/launch/business plan Defined and segmented a market, developed and executed a marketing strategy for segments Completed SWOT and customer needs analysis Developed and implemented a value proposition and key messages for a segment or product Minimum of 7 years of business experience in the clinical lab market with a minimum of 3 years in marketing. Business experience may include product management, marketing, sales, sales training, and business development or has applicable advanced degree. Demonstrates a thorough understanding of product management, business planning, comprehensive market assessment Possesses extensive knowledge of customer base and customer needs. Strong knowledge of clinical lab operations Outstanding ability to collect, analyze and interpret both qualitative and quantitative data Tactical Skills Demonstrated proficiency in spreadsheet and presentation software, Conducted or participated in a competitor analysis or profile Routinely conducts market share analysis Has completed a market research survey or project Created product training materials Created a launch binder or equivalent Identified a problem, analyzed the problem, made appropriate trade-off analysis, recommendations, and implemented solutions. Customer Focus Responsive to internal and external customers Identified customer chain / critical links Created and implemented value proposition Has implemented and observed a focus group or customer panel Established an advisory board, conduct an advisory board meeting Skilled and key opinion leader development and utilization Communications Customer presentations - formal and informal including PowerPoint and / or overheads and/or use of flipcharts Leadership team presentation skills Strong planning and organizational skills with ability to prioritize tasks and delegate when appropriate. Strong written and verbal communications skills including ability to effectively interact at all levels in organization. Strong facilitation and change management skills. Financial Established and achieved a program or project budget Develops detailed financial models for decision-making and can present models to others. Prepares financial models for use in supporting financial benefits of BD products. Drive for results Flexibility and responsive in managing multiple projects simultaneously. Demonstrated ability to deliver against key objectives and timelines Exhibits strong project management skills Demonstrated track record of success in achieving revenue and profitability goals. Action Oriented Self-motivated with demonstrated ability to work independently. Able to work at a fast pace with minimal supervision or structure. Able to balance short term requirements and the development of plans for the long term. Comfortable balancing many projects at once. Demonstrated capability to take initiative and develop ideas independently Job Other Primary Location United States-Maryland-Baltimore Shift First Shift / Day Job Relocation Available Yes Send this job to a friend Send this job description to a friend by email. 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