Commercial Marketing Manager
Meridian Bioscience Inc., Cincinnati, Ohio, United States, 45208
Overview
Meridian Bioscience is a fully integrated life science company that develops, manufactures, markets and distributes a broad range of innovative diagnostic products. We are dedicated to developing and delivering better solutions that give answers with speed, accuracy and simplicity that are redefining the possibilities of life from discovery to diagnosis. We are looking for talented and passionate individuals that help drive our vision. Our innovative culture will allow interested candidates to discover and create, through collaboration, cutting edge solutions to tough problems.
Job Summary This position plays a key role at Meridian in the development and execution of strategic and tactical plans that drive sales and marketing efforts. This role will work closely with the Sales and Marketing teams, cross-functional partners (Technical Support, Strategic Marketing, Regulatory Affairs, Quality Assurance, Finance, Operations, R&D, etc.), and external customers. This role has global responsibility and will collaborate with Global entities.
Key Duties
Obtain an understanding of the assigned product categories, competition, segmentation, and the positioning of Meridian within the marketplace.
Develop annual Global Marketing Plan and execute strategies to meet revenue and earnings expectations.
Measure progress weekly with sales operations and finance. Demonstrate proficiency with CRM, financial reporting systems, and other Marketing resources. Make data-driven decisions to improve processes to drive sales outcomes.
With Global Field input, develop and execute tactics to drive commercial teams to achieve short- and long-term goals. Clearly communicate objectives, segmentation, key messages, value proposition, positioning, tactics and expected follow up.
Develop and execute product marketing strategies and tactical plans to drive awareness, demand, and adoption of our products in the target market.
Conduct market research to understand customer needs, competitive landscape, and market trends, and use insights to inform product positioning and messaging.
Collaborate with cross-functional teams, including strategic marketing and commercial teams to develop product launch plans, marketing campaigns, and sales enablement materials.
Create compelling product messaging, value propositions, and positioning statements that resonate with target audiences and differentiate our products in the market.
Track key initiatives weekly, including sales revenue, wins/loss analysis, program goals and performance. Determine effectiveness of programs and adjust as necessary. Work with Commercial Leaders weekly to evaluate progress and effectiveness of tactics. Gain alignment on adjustments.
Hold Commercial Teams accountable for execution of tactical plans.
Complete monthly, quarterly and annual Marketing reporting requirements on time, including Monthly highlights, KPI action planning/reporting, annual strategy, and annual marketing planning for all assigned products.
Lead the launch of any new products for assigned product categories. Launch planning includes working with Strategic Marketing on the creation of New Product launch plans, cross-functional coordination of all communications, training, sales materials, forecasting, and all elements of commercial readiness. Accountable for achieving financial goals for the new product launch.
Monitor, understand, and utilize financial reports to optimize the execution of strategies.
Create promotional programs, advertisement campaigns, and customer programs in conjunction with the Marketing Communications team and consistent with achieving revenue goals.
Support all commercially driven priorities through product lines, e.g., segment strategies, Area strategies, contracting.
Analyze global market, customer, consumer, and competitor insights and provide clear direction on assay, instrument, accessory and services for on-market products to ensure Meridian meets its growth goals.
In conjunction with internal partners, support the building and maintaining of key opinion leaders to provide key insights and support to Meridian’s tactical product marketing plans.
Act as a commercial product expert for customer and sales force inquiries as well as internal cross-functional teams (R&D, Technical Support, Operations, Regulatory, etc.).
Assess business development or private label opportunities in key markets, work with strategic marketing on ROI analysis and implementation.
Support efforts to build a product pipeline for the Meridian platforms, in conjunction with Strategic Marketing Team.
Leadership
Demonstrate ownership of the product line by leading cross-functional teams regarding:
Communication with global counterparts
Market conditions for Meridian products
Disease states within target markets
Communicate pertinent information to the appropriate parties including administration, R&D, Operations, International Partners, Technical Support, etc.
Build strong relationships with key customers, thought leaders, KOLs and sales through active communication and field travel.
Strategy
Develop product and platform marketing plans that include positioning, competitive analysis, customer value propositions, targeting/segmentation, pricing, and costing.
Gain a deep understanding of competitive systems and compare technologies to establish product positioning strengths and strategies.
Understand consumer use and technological differences/advantages of competing technologies to inform product positioning and development.
Monitor competitive information and trends in the marketplace via sales force, customer interaction, market research, etc.
Coordinate and/or participate in on-market product assessments with sales force, end-user focus groups, and KOL discussions.
Execute the overall Strategic Plan for the assigned product line(s) including product promotions for both customers and Meridian sales personnel.
Tactics and Execution
Provide technical expertise, messaging, and positioning to aid the sales team.
Travel to key customers, develop KOLs, and assess competition and effectiveness of the Meridian product line.
Coordinate and participate in appropriate trade shows.
Other Duties and Physical Requirements
Must be able to concentrate, analyze and solve complex issues throughout the course of the work shift.
Ability to walk up and down several flights of stairs throughout the workday in a multi-location facility.
Must be able to lift up to 20 pounds of supplies or finished product throughout the work shift.
Must be able to wear personal protective equipment (latex or nitrile gloves, face shields/safety glasses, etc.).
Must be able to adhere to applicable biosafety practices when on the manufacturing floor or in laboratories.
Ability to stand, stoop, reach, push and pull throughout the course of the work shift.
Loading/unloading vehicles with literature, manuals, account files, demo instruments, and demo kits. Set-up and tear-down of exhibit booths.
May be required to sit for long periods of time through the course of the work shift.
Qualifications Minimum Education or Equivalent Experience Required/Preferred:
Bachelors degree in Business, Marketing, or Science related field required.
Minimum of 5 years of Sales and/or Marketing experience in medical device environment.
IVD experience is preferred.
Experience with marketing plans and/or product launches preferred.
Competencies
Dedicated to working with the team to accomplish annual objectives along with a desire to grow with the company.
Ability to work with the sales team and provide support guidance with the selling process.
Previous background and understanding of the roles and expectations of sales and marketing within an IVD-focused organization.
Excellent interpersonal, organizational, written and oral communications skills.
Self-motivated with the ability to work under pressure and meet deadlines.
Computer proficiency (MS Word, and Excel).
Ability and desire to learn technical subject matter to influence marketing programs.
Proven ability to lead and influence others, especially with R&D and other cross-functional partners, sales, high-level customers and management.
Self-starter capable of prioritizing and handling multiple tasks and meeting strict deadlines in a fast-paced environment.
May be required to work additional hours outside of normal shift to meet departmental goals (evenings and weekends).
Travel
25% required
We are proud to be an EEO/AA employer Minority/Female/Disability/Veteran. We maintain a drug-free workplace and perform pre-employment substance abuse testing. (USA Only) *
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Job Summary This position plays a key role at Meridian in the development and execution of strategic and tactical plans that drive sales and marketing efforts. This role will work closely with the Sales and Marketing teams, cross-functional partners (Technical Support, Strategic Marketing, Regulatory Affairs, Quality Assurance, Finance, Operations, R&D, etc.), and external customers. This role has global responsibility and will collaborate with Global entities.
Key Duties
Obtain an understanding of the assigned product categories, competition, segmentation, and the positioning of Meridian within the marketplace.
Develop annual Global Marketing Plan and execute strategies to meet revenue and earnings expectations.
Measure progress weekly with sales operations and finance. Demonstrate proficiency with CRM, financial reporting systems, and other Marketing resources. Make data-driven decisions to improve processes to drive sales outcomes.
With Global Field input, develop and execute tactics to drive commercial teams to achieve short- and long-term goals. Clearly communicate objectives, segmentation, key messages, value proposition, positioning, tactics and expected follow up.
Develop and execute product marketing strategies and tactical plans to drive awareness, demand, and adoption of our products in the target market.
Conduct market research to understand customer needs, competitive landscape, and market trends, and use insights to inform product positioning and messaging.
Collaborate with cross-functional teams, including strategic marketing and commercial teams to develop product launch plans, marketing campaigns, and sales enablement materials.
Create compelling product messaging, value propositions, and positioning statements that resonate with target audiences and differentiate our products in the market.
Track key initiatives weekly, including sales revenue, wins/loss analysis, program goals and performance. Determine effectiveness of programs and adjust as necessary. Work with Commercial Leaders weekly to evaluate progress and effectiveness of tactics. Gain alignment on adjustments.
Hold Commercial Teams accountable for execution of tactical plans.
Complete monthly, quarterly and annual Marketing reporting requirements on time, including Monthly highlights, KPI action planning/reporting, annual strategy, and annual marketing planning for all assigned products.
Lead the launch of any new products for assigned product categories. Launch planning includes working with Strategic Marketing on the creation of New Product launch plans, cross-functional coordination of all communications, training, sales materials, forecasting, and all elements of commercial readiness. Accountable for achieving financial goals for the new product launch.
Monitor, understand, and utilize financial reports to optimize the execution of strategies.
Create promotional programs, advertisement campaigns, and customer programs in conjunction with the Marketing Communications team and consistent with achieving revenue goals.
Support all commercially driven priorities through product lines, e.g., segment strategies, Area strategies, contracting.
Analyze global market, customer, consumer, and competitor insights and provide clear direction on assay, instrument, accessory and services for on-market products to ensure Meridian meets its growth goals.
In conjunction with internal partners, support the building and maintaining of key opinion leaders to provide key insights and support to Meridian’s tactical product marketing plans.
Act as a commercial product expert for customer and sales force inquiries as well as internal cross-functional teams (R&D, Technical Support, Operations, Regulatory, etc.).
Assess business development or private label opportunities in key markets, work with strategic marketing on ROI analysis and implementation.
Support efforts to build a product pipeline for the Meridian platforms, in conjunction with Strategic Marketing Team.
Leadership
Demonstrate ownership of the product line by leading cross-functional teams regarding:
Communication with global counterparts
Market conditions for Meridian products
Disease states within target markets
Communicate pertinent information to the appropriate parties including administration, R&D, Operations, International Partners, Technical Support, etc.
Build strong relationships with key customers, thought leaders, KOLs and sales through active communication and field travel.
Strategy
Develop product and platform marketing plans that include positioning, competitive analysis, customer value propositions, targeting/segmentation, pricing, and costing.
Gain a deep understanding of competitive systems and compare technologies to establish product positioning strengths and strategies.
Understand consumer use and technological differences/advantages of competing technologies to inform product positioning and development.
Monitor competitive information and trends in the marketplace via sales force, customer interaction, market research, etc.
Coordinate and/or participate in on-market product assessments with sales force, end-user focus groups, and KOL discussions.
Execute the overall Strategic Plan for the assigned product line(s) including product promotions for both customers and Meridian sales personnel.
Tactics and Execution
Provide technical expertise, messaging, and positioning to aid the sales team.
Travel to key customers, develop KOLs, and assess competition and effectiveness of the Meridian product line.
Coordinate and participate in appropriate trade shows.
Other Duties and Physical Requirements
Must be able to concentrate, analyze and solve complex issues throughout the course of the work shift.
Ability to walk up and down several flights of stairs throughout the workday in a multi-location facility.
Must be able to lift up to 20 pounds of supplies or finished product throughout the work shift.
Must be able to wear personal protective equipment (latex or nitrile gloves, face shields/safety glasses, etc.).
Must be able to adhere to applicable biosafety practices when on the manufacturing floor or in laboratories.
Ability to stand, stoop, reach, push and pull throughout the course of the work shift.
Loading/unloading vehicles with literature, manuals, account files, demo instruments, and demo kits. Set-up and tear-down of exhibit booths.
May be required to sit for long periods of time through the course of the work shift.
Qualifications Minimum Education or Equivalent Experience Required/Preferred:
Bachelors degree in Business, Marketing, or Science related field required.
Minimum of 5 years of Sales and/or Marketing experience in medical device environment.
IVD experience is preferred.
Experience with marketing plans and/or product launches preferred.
Competencies
Dedicated to working with the team to accomplish annual objectives along with a desire to grow with the company.
Ability to work with the sales team and provide support guidance with the selling process.
Previous background and understanding of the roles and expectations of sales and marketing within an IVD-focused organization.
Excellent interpersonal, organizational, written and oral communications skills.
Self-motivated with the ability to work under pressure and meet deadlines.
Computer proficiency (MS Word, and Excel).
Ability and desire to learn technical subject matter to influence marketing programs.
Proven ability to lead and influence others, especially with R&D and other cross-functional partners, sales, high-level customers and management.
Self-starter capable of prioritizing and handling multiple tasks and meeting strict deadlines in a fast-paced environment.
May be required to work additional hours outside of normal shift to meet departmental goals (evenings and weekends).
Travel
25% required
We are proud to be an EEO/AA employer Minority/Female/Disability/Veteran. We maintain a drug-free workplace and perform pre-employment substance abuse testing. (USA Only) *
#J-18808-Ljbffr