Level: / N/A / Department: / Marketing
EEO Classification: / Professionals / Division: / Ithaca
FLSA Status: / Exempt / Reports to: / Vice President of Marketing
Hours: / Full-time – 40 Hrs/week / Rev Date: / 01-13-17
Primary Function
Oversee the Surgical segment of Transonic’s product line by providing overall upstream & global marketing strategic planning & support, market development, KOL development and support and product positioning strategies with the primary objective being to drive global product line growth. Develop, implement and successfully execute an effective market development plan that will affect the profitable growth of Transonic flow meters and sensors to the surgical market. Coordinate day to day marketing activities for the surgical product portfolio including product line management, global marketing support, data analysis, and assistance with new product development tasks. Provides support to other products as assigned. Interface with marketing, engineering, QA/RA, clinical, customer service, sales, end-users and business partners.
I. Duties and Responsibilities
Upstream Marketing:
- Create and assist in implementingtactical upstream marketing plans forfuture & existing surgical product line development. Includes:
- Insight – Where to play, how to win, voice of customer
- Identity Building – Value Proposition development, Brand positioning, Brand Architecture
- Innovation strategy
- Determine Product, Price, Place (distribution), Promotional Plans
- Identification and business case development for future opportunities in the surgical segment
- Assisting with implementation of upstream marketing plans with the rest of the marketing team (training for others in Marketing on upstream marketing tactics and developing standard practices going forward for the team as a whole)
KOL Development:
- Create and help drive strategic planning for KOL development and utilization for the surgical segments
- Identify and develop relationships with Key Opinion leaders for podium presentations, seminars and education programs
Downstream Marketing:
- Coordinate with Senior Management & Surgical Product Manager to plan promotional and communication programs/materials, trade show activities, educational programs,web-based programs, seminars and other appropriate promotional vehicles.
- Develop and implement a tactical surgicaldownstream plan to generate demand and demonstrate the value proposition for the existing portfolio & drive future adoption of Transonic Flow equipment.
- Lead Global Forecasting for Assigned Products
- Maintain and contribute to company competitive files including product details on major competitors
Field Support & Development:
- Collaborate with existing & potential customers, and with sales force in novelapplications for current products, such as with the Microvascular product line in conjunction with Surgical Product Manager
- Develop and present effective sales tools in conjunction with Surgical Product Manager and present technical training as needed to a global network of sales personnel, distribution channels and end users
- Participate in key sales situations for the product
- Work in the field to assist Sales personnel and to keep abreast of the latest trends and needs in the market
- Perform other work-related duties as requested, directed or assigned by management
II. Working Relationships
- Work closely and effectively with co-workers in the Marketing, Sales, Manufacturing, Quality, Engineering and R&D Departments
- Develop, maintainand lead all aspects of strong, successful working relationships with Key Opinion leaders, existing customers, collaborators and potential customers
III. Education and Experience
- MBA, Marketing
- 5+ years of prior marketing experience in medical devicearena
IV. Knowledge, Skills and Abilities
- Must have outstanding written and verbal communication skills including presentation and training competency
- Experience in upstream and downstream marketing
- Experience managing Inbound Marketing programs
- Must have demonstrated skills in the MS Office Suite (Word, Excel, Outlook and PowerPoint)
- Excellent interpersonal skills
- Ability to establish and maintain excellent rapport and credibility with potential customers, existing customers and other industry contacts
- Ability to be creative and innovative to assist in growing our surgical product line
- Must be dynamic, upbeat and flexible with the ability to work in a fast-paced, diverse environment
V. Work Environment
- Must be willing to travel domestically and internationally to tradeshows, conferences and interact with sales & potential/active customers. Estimated expected travel time, cumulative, would be around 20-40% of total work time
Lifting and demonstrating equipment are essential elements of this position
Disclaimer: This job description may be changed to include new responsibilities and tasks orchange existing ones as management deems necessary.
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