Director of Marketing, NPWT
Job Description
The Director of Marketing, Negative Pressure Wound Therapy, Smith + Nephew is responsible for overseeing the commercial development and activation of messages and tactics for the rapidly increasing $80M RENASYS and PICO product line. With a goal of more than doubling the market and adding 1,000 hospitals to the ledger by 2025, the Director of Marketing, NPWT will be empowered to develop, own, and implement an integrated marketing plan designed to drive demand, engage the sales force, improve messaging, targeting, segmentation, pricing, and increase utilization.
The role comes with line management and development of a team of four marketing professionals and requires a significant degree of leadership through influence of the broader business, to establish and drive segment & market growth initiatives.
ESSENTIAL FUNCTIONS:
- Partner with other commercial and cross-functional teams to develop overarching brand strategy and the Annual Marketing Plans for products under his/her responsibility and the broader market opportunities.
- Own annual and monthly business forecasting and product level demand planning, with the primary objective of ensuring forecast accuracy and ensuring product production schedules meet anticipated demand levels.
- Work with Sales Training and Field Sales leaders to develop and execute short and long-term sales initiatives.
- Partner with Key Accounts team to develop regional and national contracting targets, strategies, and tactics.
- Drive strategic product planning (mix, profitability, channel needs) and brand lifecycle management (discontinuation and introduction) with supply and cross-functional partners.
- Proficient at new product development planning and launch excellence
- Lead product & clinical innovation strategy for assigned brands, identifying key gaps and potential financial impact. Represent the US, working with Global Marketing on the New Product Development Pipeline and long-term technology roadmap.
- Provide business input on Reimbursement strategy for both commercial and government payor programs.
- Lead development and approval of promotional materials and claims through the Promotional Review Committee.
- Participate in customer field rides and programs to evaluate and understand market and customer needs.
- Develop important brand KPI's, analyze data and refine brand insights with Market Research and Sales Analytics.
- Manage assigned A&P (Advertising & Promotion) and T&E (Travel & Entertainment) expenses within budget.
- Remain compliant with internal SOPs including expense reporting.
- Create and execute individual development plans for direct reports with ongoing coaching and performance feedback
Travel: Domestic and International travel required (up to 25% of time)
Education: BA/BS Required, Marketing focus preferred, MBA preferred
Experience:
- Minimum 7-10 years of combined Sales and/or marketing experience
- Minimum 5-10 years of medical device industry required
- Team leadership experience, with direct management and development of a commercial team
- Digital media, marketing analytics, and brand planning experience is preferred
Competencies:
- Strong influence management and selling skills with the ability to positively impact others
- Energy and passion to deliver business commitments, with a track record of execution and results
- Demonstrated ability to effectively present concepts and recommendations in executive audiences
- Customer focused, with the ability to develop insights into customer needs and differentiated business values
- Self-motivated, with strong organizational skills and the ability to prioritize multiple, conflicting tasks
- Exceptional oral and written communication, ability to translate analytics into commercial insights and actions
- Experience leading and building teams
- Collaborative team player with strong interpersonal skills
PHYSICAL DEMANDS:
- This role involves domestic and international travel to attend meetings, external conferences, field work, and similar.
- Involves extensive PC use and requires the ability to concentrate on detailed tasks for sustained periods of time
- Requires the ability to meet deadlines and manage a challenging/diverse workload effectively
Smith+Nephew provides equal employment opportunities to applicants and employees without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or disability.
Date Posted
01/19/2023
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