Associate Manager, Brand Marketing - Neptune S & POM (Hybrid)

As an Associate Manager, Brand Marketing you will be responsible for defining, developing, and implementing the brand strategy for specific products, product lines, lines of business, or on a company-wide campaign basis for our Surgical Technologies business unit.

What you will do:

Competitive Insights

• Coaches others on the market positioning and strengths/weaknesses of key competitors.
• Shares marketing intelligence and information with the team

Customer Insights

• Coach the team on articulating the value proposition to the specific audience
• Trains others on the various reasons (variables) of why customers buy the product or service.

Customer Centric Development

• Surfaces new or unexpressed customer needs, leading to product/program improvements.
• Focuses on product and service features and functions on the customer's critical success factors.
• Develops consistent processes for maintaining customer engagement.
• Escalates systemic problems that could affect customer satisfaction.

Developing the Strategy and Marketing Plan

• Understands the linkages between all components of the Big Picture framework; relates upstream decisions to executional decisions.
• Authors key strategy documents: strategic plan, annual marketing plan, product launch plans, etc.
• Translates the marketing plan to specific marketing activities to carry out the plan.
• Able to write and communicate key documents: business reviews, marketing strategies, proposals, and recommendations.
• Leverages the marketing team for inputs to create and refine key documents and plans.

Budgets

• Accurately forecasts resource needs, including staffing and money.
• Trains the team on established organizational practices in budgeting.
• Summarizes the budgeting process cycle, necessary inputs and reporting requirements.
• Supplies supporting information and justification for major line items.
• Explains variances in budget reports of planned vs. actual expenses.
• Creates Project Charters, CERs, and Business Case Financial Models as applicable.

Value Prop Segmentation

• Trains the team on the different approaches to segmentation, what segmentation is, and why it provides efficiency to the commercial effort.
• Supports the team in segmentation work.

Value Prop Targeting & Positioning

• Leads the value proposition development work, including the following components: customer beliefs and behaviors, main and dynamic variables and reasons to believe brand value.
• Trains the team on segmentation and positioning

Brand Stewardship

• Guides teams through core competence exercises. Anticipates impact of company and market changes on core competence; coaches others to develop future skills and strategic assets needed to compete.
• Coaches teams on the application of core competence to ensure strategy-through-execution alignment.
• Coaches others on how to utilize the product or portfolio structure to maximize brand equity.

Evidence Generation

• Links types of evidence (clinical, use, economic) to specific value proposition elements and specific stakeholders.
• Proposes objectives for evidence generation and evaluates individual studies for alignment with the evidence generation strategy
• Fosters KOL relationships and identifies new KOLs.
• Develops a roadmap to communicate and distribute key clinical evidence.

Marketing Objective

• Coaches others on stakeholder roles in the context of the product or portfolio and the difference between a customer acquisition and retention strategy.
• Pushes the team to create business goals that meet SMARTI criteria.

Source Volume and Strategic Objective

• Guides teams through a category definition exercise, challenging conventional thinking as appropriate.
• Guides teams in the allocation of resources between stimulating demand vs. earning competitive share to maximize financial results for the product or portfolio.
• Guides teams through strategic focus / four-quadrant opportunity analysis, including investment tradeoffs and competitive and market implications.

Sales Distribution Channel

• Teaches others how to use advanced technologies and tools for sales channels.
• Advises on key elements of planning and executing a multi-channel sales strategy.

Sales Enablement

• Provides clear, strategic, and prioritized direction to the field sales organization through written communications, presentations at training meetings, and informal interactions

Sales Training

• Coaches junior colleagues in choosing proper delivery methods for complicated training situations.

Forecasting/IBP

• Coaches others on sales forecasting methods and tools.

Supply Chain

• Coach the team on the meaning and importance of PLCM

Pricing

• Knows how to set price and develop a pricing approach consistent with the Marketing Strategy and brand positioning
• Develops pricing approach /level consistent with the Marketing Strategy and brand positioning.

Communication Strategy

• Articulates desired communications outcomes consistent with marketing strategy to the MarComm team

Marketing Channel

• Make sure the team understands the different channel strategies and associated business implications.

Effectiveness Measurement

• Supervises others in their use of data collection, analysis, and reporting tools.

Customer Satisfaction

• Creates a standardized way to track KPIs as well as a consistent method to report back to the business.
• Proposes updates and enhancements to the KPIs based on the analysis of metrics over time.

Business Analytics

• Teaches others the analytical concepts and techniques used and their application to business decisions.

What you need (Required):

• Bachelor’s degree required
• 6+ years of work experience required
• Demonstrated proficiency in Microsoft Office (Excel, Word & PowerPoint)

Preferred:

• MBA preferred
• 3+ years of medical device or marketing/sales experience preferred
• Excellent presentation and interpersonal communication skills
• Strong analytical and problem-solving skills
• Ability to manage multiple projects while delivering on established timelines
• Ability to be persuasive in the absence of organizational authority
• Must be able to understand and work within complex interdivisional procedures and policies