About the role:
Develop, lead, and execute portfolio marketing strategies and initiatives to grow the franchise. Serve as franchise lead managing and championing the therapy portfolio marketing strategy, both internally and externally with specific focus on portfolio positioning, clinical data, and product economics.
Responsibilities will include: Lead the global portfolio marketing initiative for the therapy franchise, in close partnership with Product Management, Brand Activation (marketing communications), Clinical, Medical Education, Medical Affairs, and other functional team members. Build and evolve the portfolio value proposition, positioning, and messaging, with a focus on the therapy clinical data and economic story. Craft therapy portfolio messaging that fits into the messaging hierarchy, supporting overarching business messaging while bridging messaging to specific products. Partner with the Brand Activation team in creating an integrated marketing communications plan that leverages the therapy portfolio's positioning and messaging to address business goals. Establish customer-specific/account-level targeting and create a messaging document that guides on when to approach which customers with portfolio-level messaging vs. product-specific messaging vs. economic messaging. Create a field-focused training program to ensure rep understanding of the value of the therapy portfolio, the competitive differentiation of the portfolio, effective selling of the portfolio, and account targeting. Develop portfolio tactic content to be used in multichannel campaigns, Innovation Center customer visits, industry conferences and sales materials. Partner with Brand Activation on development and execution of tactics to communicate portfolio messaging. Monitor the competitive landscape and evolve portfolio positioning, messaging, and marketing initiatives as needed to maintain clear, differentiated value proposition in marketplace. Gain deep understanding of the market environment and inform on the future strategic vision for the portfolio. Partner with Medical Affairs to support and advance a Key Opinion Leader strategy to deepen physician engagement and advocacy for the therapy portfolio. Initiate market and account analytics to uncover business success drivers, define account segmentation, and establish targeting and commercial program strategies to support sales and product managers in driving growth across therapy portfolio products. Support and influence advisory board and industry conference strategies and plans to align with the therapy portfolio market strategy needs and opportunities, and support execution of these events. Liaise with regional marketing partners to share global therapy portfolio strategies and tactics and support regional portfolio initiatives objectives. Required Qualifications: 5+ years of medical device experience required. BA/BS required; Master's/MBA preferred. Healthcare or medical device marketing experience, with demonstrated ability to develop deep clinical and commercial expertise in medical device therapies and products. Demonstrated success managing complex projects, incorporating diverse needs from numerous stakeholders, and delivering on commitments. Proven ability to operate in whitespace, identifying and assessing opportunities, developing structured programs or initiative definition, and executing upon them. Excellent communication, collaboration, leadership, and interpersonal skills Track record of success leading cross functional teams within a dynamic, matrixed and hybrid work environment Proven ability to influence drive alignment across diverse teams to achieve consensus and execution of strategic initiatives. Domestic and international travel up to 25%.
