Sr. Director Of Home Product Marketing

Sr. Director Of Home Product Marketing

Reporting to the VP of U.S. Marketing, the Sr. Director of Home Product Marketing serves as the marketing and commercial strategic planning leader for the Home businesses in the U.S. market.

The Sr. Director of Home Product Marketing is responsible for developing and executing marketing strategies that drive the successful adoption and growth of Home products in the U.S. market, including programming focused on patient retention. The scope of this role spans from strategic planning to execution, including cross-functional product launch planning, competitive landscape assessment, definition of customer preferences/barriers/drivers, development of actionable segmentation/targeting/positioning strategies, value proposition development, pricing strategy, phase-in/phase-out planning, and short- and long-term forecasting.

Principal Duties And Responsibilities

· Utilizes advanced knowledge of the business and industry subject matter expertise to direct and drive the commercialization of assigned product(s) providing program oversight and leadership to ensure a successful and effective implementation of the marketing plan. Responsible for cross-functional collaboration to ensure in-depth market analysis, effective market research activities, thought leader development, forecasting, pricing strategy, and reimbursement/market access initiatives.

· Develops, recommends, and implements highly impactful marketing strategies and long and short-term marketing plans that drive brand identity and business making the appropriate decisions to ensure an effective and efficient implementation.

· Develops brand positioning, messaging, and promotion. Coordinates effective integration of various marketing tactics for advertising, public relations, sales force promotion, sales force and patient education, payor interactions and contract negotiations.

· Manages all aspects of the marketing mix including promotion, pricing, distribution and product developments and/or changes.

· Partners with various internal departments to ensure appropriate sales, promotional, and educational materials are available to support the success of assigned product(s).

· Responsible for the translation of product requirements for U.S. markets, ensuring that all requirements are understood within the Sales and Marketing organization, in addition to the external market.

· Utilizes data and reports from various internal/external resources to analyze and define the market providing accurate sales projections/forecasts.

· Develops and maintains key contacts with different target audiences to fully understand marketplace dynamics.

· Conceives, develops, and tests/evaluates marketing plans and strategies to provide for effective marketing of the product.

· Develops and disseminates promotion and training programs, including coordination of external suppliers and agencies, and with input from sales.

· Leads the design and development of marketing campaigns from concept to execution creating effective market communications programs to maximize return on investment.

· Manages the advertising agency and promotional review system to implement overall campaign elements, educational, promotional and public relations programs.

· Establishes objectives for promotional programs and tactics consistent with strategy and leads the development of the promotional tactics for the healthcare and "at risk" patient audience.

· Directs the development of tactics to include advertising, brochures, direct mail campaigns, sales literature, videos, medical education and slide programs, according to strategy and within agreed-upon budgets.

· Provides regular status updates regarding marketing plan implementation timeline, tactics and program situation to sales and marketing executives, partners, and other stakeholders.

· Ensures that budgets and schedules are within company requirements with significant organizational responsibility for the overall control of planning, staffing, budgeting, expense priority management, and recommendation and implementation changes of current methods.

· Interprets and provides recommendations for change of company-wide policies and practices. Establishes policies appropriate for the function.

· Regularly interacts with executives, senior management, and/or major customers. Interactions frequently require special skills such as negotiating or influencing customers and/or senior level leaders in matters of significance to the organization.

· Recognized as an influential leader. Interacts with all levels within the organization to manage functional area. Overall responsibility for hiring, coaching, counseling employees, including performance reviews, disciplinary action and terminations.

· Reviews and complies with the Code of Business Conduct and all applicable company policies and procedures, local, state, and federal laws and regulations.

· Ensures all employees within the assigned team(s) understand and comply with the Code of Business Conduct and all applicable company policies and procedures, local, state and federal laws and regulations; establishing and maintaining effective internal systems and controls to promote compliance

· Provides leadership, guidance, and coaching for all direct reports to maintain an engaged and productive workforce; partnering with Human Resources on employee matters. Provides technical guidance.

· Other duties as assigned.

Additional responsibilities may include focus on one or more departments or locations. See applicable addendum for department or location specific functions.

Physical Demands And Working Conditions

· The physical demands and work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

· Most work to be performed in corporate/office settings.

· Travel (up to 30%) will be required in order to conduct business at company manufacturing sites, participation in trade shows, travel to customer locations, vendor locations, and other miscellaneous locations, as needed.

Supervision

· Responsible for the direct supervision of various levels of marketing staff.

Education

· Bachelor's Degree in business, marketing, or related field required; MBA preferred.

Experience And Required Skills

· 12+ years of increasingly progressive marketing experience in the nephrology healthcare market segment/industry; 5+ years of product management, including a new product launch.

Home dialysis experience/familiarity preferred

· Strong management skills with the ability to lead cohesive and productive teams.

· Strong interpersonal skills with the ability to communicate with all levels of management through diplomacy and tact.

· Excellent oral and written communication skills. Effective presentation skills.

· Familiarity with advertising agency operations.

· Excellent organizational skills and the ability to manage multiple projects with tight deadlines.

· Excellent collaborative skills are a must and demonstrated work experience across cultures is a plus.

· Maintains a proactive approach to all situations, with the ability to anticipate problems and come up with appropriate solutions.

· Exercises sound, independent judgment.

· Requires knowledge of all MS Office applications.

· Budgeting, forecasting, and financial analysis, including P&L management.

· Success in developing and launching successful new products in regulated, health care environment

· Fluency with outcome-driven innovation and gated approach to product lifecycle management

· Strategic insight and the ability to develop strategic and tactical marketing plans to support company goals

· Leadership skills to build successful cross-functional teams (with sales, manufacturing, R&D, supply chain, etc).

Addendum: Home Product Marketing

· Builds world class Product Marketing function through deliberate design, hiring & development

· Develops and execute downstream product marketing strategy for Home businesses to meet and exceed business objectives.

· Leads cross-functional teams to plan and execute launches of new products, therapies and/or clinical indications.

· Utilizes segmentation, targeting and positioning (STP) strategies developed in close collaboration with Patient and Clinical marketing teams.

· Develops compelling product value propositions and messaging consistent with STP strategy.

· Develops and implements product-oriented selling tools/programs and Sales training strategies in collaboration with commercial functional stakeholders.

· Develops product pricing strategies with close collaborative support of market research and analytics functions.

· Partners with Sales, Commercialization, Product Management, Clinical, and Regulatory teams to ensure consistent, compliant, and effective communication across all channels.

· Monitors market trends, customer feedback, and competitive activity to identify opportunities and adjust strategy accordingly.

· Leads short- and long-term forecasting process in close collaboration with Product Management, Finance, and Supply Chain functional counterparts.

· Develops and executes product phase-in/phase-out plans in close collaboration with global value stream leadership and other functional stakeholders.