Product Manager, Global Marketing Job in Carlsbad, California Us
Product Manager, Global Marketing
PRIMARY FUNCTION / PRIMARY GOALS / OBJECTIVES:
The Product Manager (PM) is responsible for setting the Division strategic direction and tactical implementation of activities that will lead to a customer-centric and goal achievement culture. This includes development of marketing plans and activities that drive the flow of products to our customers in a manner that highlights differentiation and value. This "product champion" is the focal point for the Division with regard to product and market knowledge, planning/execution, and achievement of business objectives. The PM is responsible for the product from identification of customer and market needs/wants, to concept and product development, product launch, through and including product discontinuation.
The PM is responsible for assisting in the following activities for their product(s):
o Recognition of new products to be developed to meet new market demands, or the creation of new markets. Provides leadership for product/concept justification during funding cycle, and provides similar leadership to product development team.
o Identification of new business opportunities through expansion of existing products into new markets, or enhancements of existing products to maximize existing markets.
o Support the commercial organizations in achieving Plan/Update objectives.
o Provides direction and input to all in-house groups such as Public Affairs, Operations, Finance, RD, Quality, and Regulatory that affect the successful achievement of business objectives.
The Global Marketing Product Manager position differs from Area or country-specific Product Management jobs in three key ways:
o Greater involvement in setting division-wide strategies (e.g. what products to fund)
o Direction and leadership to the RD organizations throughout the product development cycle (e.g. developing customer requirements)
o Exposure to all international markets, with the requirement to build networks and success through a deep understanding of cultural diversity and varying global market dynamics
MAJOR RESPONSIBILITIES:
Responsible for implementing and maintaining the effectiveness of the quality system.
The PM is responsible for creating global demand for his/her product in a customer-centric manner (exemplified by high satisfaction of needs, and therefore appropriately differentiated and adding value) by developing and overseeing execution of the marketing plan. This includes definition of and segmentation of the market, targeting and positioning, and all aspects of the marketing mix (product, place/distribution, price, and integrated marketing/promotion). The following are some of the key responsibilities:
Business Expansion: Participate in strategic planning initiatives such as PMP (Portfolio Management Process) and LRP (Long Rang Plan) to ensure profitable growth opportunities are supported.
Competition and Positioning: Thoroughly understand competitive offerings and provide commercial organizations with appropriate positioning and tools to differentiate product(s) versus the competition in a profitable manner that adds value to the customer.
Scientific and Promotional Tool Creation: Provide the commercial organizations with core promotional and scientific literature, sales aids, and support materials to help them exceed their sales plan.
Internal Communication: Responsible for creating a clear line of communication between Global Marketing and all other areas that affect the product. This includes providing direction to the Commercial Areas/countries and all in-house groups. This entails use of technology-based tools such as the internet, conf calls, meetings, and international field travel.
External Communication: Interface with consultants, marketing research firms, ad agencies, other vendors, and customers to effectively manage and grow business profitably, while maintaining a customer focus woven throughout all activities. Another aspect of this responsibility is gaining positive media exposure in partnership with the Public Affairs department.
Develop the Marketing Plan: Incorporate all aspects of the marketing mix.
Product Definition: Ensure that appropriate Customer Requirements/Design Inputs are crafted to guide the development team. Utilize market research, customer input, Area input, and other means to ensure profitable and differentiated products are delivered to market. Offer leadership to RD and support organizations throughout development cycle (e.g. lead trade-off analysis…customer, financial, and timeline impact). Provide guidance for design of economic and outcome studies to demonstrate product value.
Ensure Launch and Post-Launch Success: Offer leadership to international commercial organizations and on-market teams through successful launch. This includes delivering appropriate launch materials/tools to communicate product value and differentiate versus the competition, designing and providing comprehensive commercial training programs, and growing the business in a profitable manner.
ACCOUNTABILITY / SCOPE:
The PM is responsible for achievement of the goals and objectives of Global Marketing, the Division, and each of the Areas. Performance will be monitored versus the annual marketing plan, and execution against the action items and financial objectives. Must ensure compliance with the Quality System, and all Ethics/Compliance guidelines. Must work within budget guidelines. Reports to Marketing Manager.
Basic Qualifications:
The position requires an understanding of the technology and capabilities of Ibis products, international market and customer dynamics, and functional operations across departments. Must have demonstrated leadership capability and an understanding of the sales process for diagnostics or related healthcare industry. Prior experience with infectious disease diagnostics, molecular biology, and microbiology highly preferred. Knowledge of regulations and standards affecting IVDs and Biologics is required.
Key competencies required for success in this job include:
o The Performance Excellence individual contributor competencies of: adaptability, innovation, initiative, integrity, and teamwork.
o In addition to the above competencies, the successful candidate will have additional focus on the following:
o Positive attitude
o Leadership: Desire and ability to lead the organization to ensure goals achievement.
o Excellent verbal, written, and presentation/communication skills
o Deep understanding of the complexities of the infectious disease diagnostics market and customer needs
o Ability to develop, rationalize, and present strategy
o Strong analytical and computer skills, with working knowledge of financial models
o Strong work ethic, self-motivation, and resourcefulness
Preferred Qualifications:
Diagnostics or Healthcare Experience - 3 years minimum, 5+ years highly preferred
Marketing Experience - 2 years minimum, 3+ years highly preferred
Product Launch Experience - Participated (minimum), Led (highly preferred)
Scientific or Technical Experience - Preferred
Project Management Experience - Some
International Exposure - Preferred
Prior Management Experience - No
