Associate Manager, Brand Marketing - Neptune S & POM (Hybrid)
Stryker, Portage, MI, United States
Overview
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. Responsibilities
Competitive Insights: Coaches others on the market positioning and strengths/weaknesses of key competitors; shares marketing intelligence and information with the team. Customer Insights: Coaches 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); translates the marketing plan to specific marketing activities; writes and communicates 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 budgeting practices; summarizes the budgeting process cycle 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 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 (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; coaches teams on applying 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 value proposition elements and stakeholders; proposes objectives for evidence generation and evaluates studies for alignment; 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 customer acquisition and retention strategy; pushes the team to create business goals that meet SMARTI criteria. Source Volume and Strategic Objective: Guides teams through category definition exercises; guides allocation of resources between stimulating demand vs. earning competitive share; leads four-quadrant opportunity analyses with investment tradeoffs and market implications. Sales Distribution Channel: Teaches how to use advanced technologies and tools for sales channels; advises on planning and executing a multi-channel sales strategy. Sales Enablement: Provides clear, strategic, and prioritized direction to the field sales organization through written communications and trainings. 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: Coaches the team on the meaning and importance of PLCM. Pricing: Knows how to set price and develop a pricing approach aligned with the marketing strategy and brand positioning; develops pricing approaches consistent with strategy. Communication Strategy: Articulates desired communications outcomes consistent with marketing strategy to the MarComm team. Marketing Channel: Ensures the team understands the different channel strategies and their business implications. Effectiveness Measurement: Supervises others in data collection, analysis, and reporting tools. Customer Satisfaction: Creates a standardized way to track KPIs and report back to the business; proposes updates to KPIs based on metrics analysis over time. Business Analytics: Teaches analytical concepts and techniques 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
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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. Responsibilities
Competitive Insights: Coaches others on the market positioning and strengths/weaknesses of key competitors; shares marketing intelligence and information with the team. Customer Insights: Coaches 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); translates the marketing plan to specific marketing activities; writes and communicates 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 budgeting practices; summarizes the budgeting process cycle 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 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 (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; coaches teams on applying 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 value proposition elements and stakeholders; proposes objectives for evidence generation and evaluates studies for alignment; 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 customer acquisition and retention strategy; pushes the team to create business goals that meet SMARTI criteria. Source Volume and Strategic Objective: Guides teams through category definition exercises; guides allocation of resources between stimulating demand vs. earning competitive share; leads four-quadrant opportunity analyses with investment tradeoffs and market implications. Sales Distribution Channel: Teaches how to use advanced technologies and tools for sales channels; advises on planning and executing a multi-channel sales strategy. Sales Enablement: Provides clear, strategic, and prioritized direction to the field sales organization through written communications and trainings. 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: Coaches the team on the meaning and importance of PLCM. Pricing: Knows how to set price and develop a pricing approach aligned with the marketing strategy and brand positioning; develops pricing approaches consistent with strategy. Communication Strategy: Articulates desired communications outcomes consistent with marketing strategy to the MarComm team. Marketing Channel: Ensures the team understands the different channel strategies and their business implications. Effectiveness Measurement: Supervises others in data collection, analysis, and reporting tools. Customer Satisfaction: Creates a standardized way to track KPIs and report back to the business; proposes updates to KPIs based on metrics analysis over time. Business Analytics: Teaches analytical concepts and techniques 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
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