Director of Product Marketing

Candela Corporation is a leading global aesthetic device company with a comprehensive product portfolio and a global distribution footprint. We are the market leader in the development, manufacturing, and distribution of medical and aesthetic laser and light-based technologies. The Company’s technology enables physicians to provide advanced solutions for a broad range of medical-aesthetic application including hair removal, wrinkle reduction, tattoo removal, improving the skin’s appearance through the treatment of benign vascular and pigmented lesions, and the treatment of acne, leg veins, scarring and other common indications.

Candela develops products for the global aesthetic market. These products begin as concepts developed by Candela’s world-class team of scientists and engineers or as acquired or licensed technologies. These programs are supported by Candela’s global business unit, clinical, regulatory, and quality teams and are managed through our Product Development Process (PDP) and Quality Management System (QMS).

The Company’s headquarters are in Marlborough, Massachusetts, US, with an additional R&D facility in Yokneam, Israel and commercial locations across Asia Pacific, and Europe. Products are sold direct in 18 countries worldwide and through distributors in over 60 others and are supported by field sales, field service, clinical education and marketing organizations.

General Summary
The Director, Product Marketing, leads the development of strategic portfolio plans, product positioning, and go-to-market execution that drive capital equipment and consumable sales in alignment with Candela’s annual financial objectives. This role operates with high independence, defining product strategy and narrative and driving business outcomes across the product line. Responsibilities include product positioning, messaging, go-to-market strategy, commercial readiness, demand generation, and competitive differentiation across global markets. Marketing plans must specifically address key HCP and MedSpa segments, with tactical programs tailored to these audiences, as well as the creation of practice-level marketing assets to support patient outreach -ultimately fostering market adoption, accelerating commercial growth, and strengthening brand leadership. This is an individual contributor position.

Primary Responsibilities
Market Positioning and Messaging

Define and protect the product narrative, ensuring clear differentiation across the portfolio in a highly competitive aesthetic landscape and in alignment with annual financial targets

Articulate the product opportunity in market and provide product insight and leadership from introduction through end-of-life

Translate clinical, technical, and user insights into clear, simple, language that resonates with HCPs and their patients

Partner with Clinical, Regulatory, and Medical Affairs to ensure scientific and compliant accuracy

Partner with Regional Leads in other markets to share best practices, strategies, and tactics

Define research priorities and ensure customer and market insights directly inform business decisions and investment

Own ongoing market understanding, including competitive dynamics, customer needs, and patient demand signals, and translate that understanding into strategy

Lead competitive strategy across the portfolio; anticipate market shifts and define how to win

Develop clear competitive claims, objection handling, and talk tracks to support field efforts

Ensure all marketing activities comply with regulatory requirements

Develop GTM plans for defined product launches, line extensions, promotions, and campaigns

Build GTM playbooks, sales tools, talk tracks, and training assets that drive commercial readiness

Partner with Channel Marketing (Paid Ads, Search, Email, Events, and KOLs) to coordinate multi-channel execution across target segments and customer archetypes

Build high impact sales tools including ROI models, pitch decks, one pagers, demo videos, objection handling guides, and training materials

Drive commercial adoption of strategy in the field

Ensure alignment with Inside Sales, Field Sales, Clinical Training, and Customer Support on messaging, pricing, and promotions

Create content for sales meetings, webinars, product training, and KOL-led education

Demand Generation

Partner with Growth & Channel Marketing to develop campaigns (B2B2C) that generate qualified leads

Support content development for paid media, social, email, influencer, and experiential marketing

Work PR agencies to pitch stories, awards, and thought leadership angles that reinforce category leadership

Build provider and patient facing narratives that increase interest, trial, and adoption

Serve as the internal champion and commercial voice for the product(s); collaborate with Global Business Units to continue to define unmet needs and gaps in the market

Align Product Management, Sales, Clinical, Customer Support, Training, and Executive teams around a unified GTM strategy and messaging

Ensure all assets, activities, and programs ladder up to one cohesive narrative

Partner with Clinical, Regulatory, and R&D Teams to drive post market studies to expand treatment indications, as required

KPIs

Use analytics to guide strategic decisions, including investment allocation, portfolio trade-offs, pricing strategy, and growth modeling

Develop, design, and implement strategies and tactics that deliver against measurable KPIs to drive significant and profitable year-over-year growth of product lines

Monitor and analyze marketing initiatives' brand performance metrics, market share, and ROI.

Monitor funnel performance and adjust messaging and assets to improve MEL to MQL to SQL conversion

Provide regular reports and insights to senior management on brand performance and market dynamics

Adjust strategies and tactics based on data-driven insights and market feedback

Knowledge/Educational Requirements

Bachelor’s degree in business administration, public health, marketing; MBA (preferred) 7+ years in product marketing with 2+ years with global responsibility (preferred)

This job description is not all inclusive and is intended to capture a majority of the job functions. Special projects and other tasks may be required by management.

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