Directs marketing direction for products and services using customer marketing databases. Creates direct mail marketing plans, targeting specific market segments with specialized offers. Collaborates with market research in developing response models and other database improvements. May conduct data mining analyses of customer data to develop marketing trends. Coordinates market plan and/or launch programs to create demand and maximize sales of a specific product, product line, or product area. Evaluates brand performance. Provides briefs and oversees development and production of marketing materials. Directs or provides leadership as a consultant to the sales force by coordinating activities such as advertising, public relations, and product strategy implementation to achieve product marketing objectives. Recommends product development and/or enhancements as a result of brand performance, and feedback from customers and/or sales force.
Essential duties & responsibilities:
Competitive Insights
Consults on a variety of competitive analyses in the global arena.
Leads discussions on the historical background and future perspective of the leading competitors
Predicts the strengths and weaknesses of the full product line compared to the competition.
Leads in the evaluation and selection of competitive analysis tools and technologies
Leads analyses of the organization's current and potential competitive environment and strategies.
Customer Insights
Builds increasing network of KOLs to achieve business need.
Drives the synthesizing of customer needs to inform future innovations.
Customer Centric Development
Shapes customer value propositions that are consistent with business strategies.
Promotes a customer-focused corporate culture.
Establishes targets for customer portfolios.
Cultivates new customer categories.
Optimizes market share by delivering superior customer value.
Reshapes markets by anticipating future customer needs
Developing the Strategy and Marketing Plan
Uses strategic planning to enable organizational learning.
Leads strategy and marketing planning effort to generate healthy discussion about the overall direct of the product or portfolio.
Coaches others on the development of the well-written marketing plan.
Budgets
Evaluates impact of marketing strategy on the P&L.
Completes P&L analysis to drive business strategy and outcomes.
Discusses alternative budgeting strategies for specific business situations.
Monitors and ensures adherence to organization's financial practices and standards.
Reviews and approves all major budget adjustments; negotiates and reconciles line item variances.
Value Prop Segmentation
Coaches teams through the business's segmentation, customer targeting efforts, and the measurement of target audience preferences and brand associations.
Tests business goals by connecting them to segmentation work.
Drives disciplined collection of customer insights to guide value proposition work.
Leads teams to demonstrate the tie-in between segmentation and the brand's competitive position.
Value Prop Targeting & Positioning
Coaches teams to use appropriate targeting in their marketing strategy work.
Provides access to resources and support for the value proposition work.
Coaches teams to develop fact-based, realistic and competitively useful value propositions.
Aligns strategy and execution by coaching teams to revisit value proposition work in light of the executional priorities of the business.
Assesses marketing strategy work in light of the alignment of the value proposition promises and team's ability to generate evidence and execute to deliver on those promises.
Brand Stewardship
Drives company's product or portfolio (brand) structure.
Establishes long-term vision for product or portfolio brand structure across business unit to match company strategic vision.
Communicates company strategy in terms of competences, strategic assets and customer benefits.
Guides teams in the development of future competencies to anticipate changes in market conditions and customer requirements.
Plays a key role in BD initiatives.
Evidence Generation
Coaches the team on the importance of evidence generation and linkage to the value proposition.
Mentors others on the importance, process and linkage of evidence generation to the value proposition.
Marketing Objective
Leads the product or portfolio, linking goals to company-wide strategy.
Rapidly redirects the efforts of the specific product or portfolio to achieve business goals in the face of changing market conditions.
Links customer acquisition and retention efforts to the overall brand strategy.
Links customer metrics to business outcomes.
Articulates budgets in terms of customer acquisition and retention goals.
Able to generate segmentation variables from customer insights.
Directs changes in the marketing resource allocation mix as needed to achieve stakeholder alignment.
Source Volume and Strategic Objective
Can lead and generate a communication plan which articulates the outputs of the strategic choices.
Guides the business to adopt an earn share strategy or act like a market leader, based on competitive and market intelligence.
Articulates and relates product or portfolio brand strategy to source of volume and strategic focus.
Foresees the impact of market and competitive factors on the business strategic choices.
Leads the business to expand or narrow the category definition as appropriate.
Sales Distribution Channel
Advocates the development of new technologies and tools for sales channel.
Develops, coordinates, and manages multi-channel sales strategies.
Plays a leadership role in applying multi-channel strategies to diverse markets and products.
Develops organizational best practices for the management of sales channel strategy.
Designs a system to improve communication among sales, marketing, and other departments.
Predicts the future trends of sales channels.
Sales Enablement
Consults on technical knowledge for the development of product-specific marketing campaigns.
Designs marketing/sales strategies with an emphasis on the organization's technical product offerings.
Uses customer satisfaction measures to develop policies and procedures.
Develops technical and price guidelines while incorporating industry and market trends for customized products or services.
Sales Training
Directs the entire training program for the organization.
Establishes and redesigns training delivery procedures according to audience feedback.
Builds selection guidelines and application manuals for training delivery.
Develops new mechanisms to improve the impact of training delivery.
Creates quality evaluation guidelines for training delivery.
Leads discussions on the historical background and future perspective of training delivery.
Forecasting/IBP
Consults on the full spectrum of forecasting methods.
Champions the adoption of new sales forecasting technologies and methodologies.
Develops policies, strategies and best practices for complex forecasting.
Leads discussions on problems and solutions which are associated with different sales forecasting cases.
Predicts the trends and developments in sales forecasting within the market.
Supply Chain
Proactively participates in supply chain strategy discussions to minimize supply chain interruption.
Champions PLCM across the organization.
Pricing
Confirms that pricing strategy is aligned with organizational goals.
Can understand, evaluate and lead complex pricing strategies with IDN / GPO organizations.
Communication Strategy
Articulates desired communications outcomes consistent with marketing strategy to MarComm team
Marketing Channel
Establishes best practices for applying diverse marketing channels in complex cases.
Leads marketing teams in applying multi-channel strategies for diverse markets and products.
Advocates the development of new tools or techniques for marketing channels.
Predicts the future trends and developments for marketing channels.
Effectiveness Measurement
Develops effective mechanisms for reviewing measurements and assessing progress.
Creates a climate in which measurement of effectiveness is a standard practice.
Coaches others on the theory and practice of micro and macro metrics.
Customer Satisfaction
Incorporates learning from post-market surveillance into strategy for new product development.
Deploys resources to measure and monitor customer loyalty.
Monitors, manages and continually improves value realization using an integrated KPI framework.
Champions utilization of customer satisfaction inputs throughout development of the business strategy.
Champions innovative process changes that transform the business and provide competitive advantage.
Business Analytics
Consults on business analytics and risk evaluation of outcomes.
Promotes the value and results from utilizing predictive and advanced analytics for business decisions
Leads discussions on current and new practices, processes, and technologies used in business analytics.
Mentors others to ensure performance reports meet the needs of the organization.
Predicts industry trends and marketplace developments relevant to business analytics.
Other
Leads a team of professionals: develops employees, which includes hiring, communicating company policies, coaching and counseling, administering performance appraisals, and enforcing company policies through appropriate disciplinary measures.
Responsible and accountable for actions promoting an environment that fosters personal growth and development.
Serves as the representative for various enterprise projects and transformation initiatives.
Champions technology, organization and culture changes as required by business needs.
Proactively looks for opportunities for collaboration within and across businesses/divisions.
Determines and pursues courses of action necessary to obtain business results.
Inspires trust and builds followership.
Champions emerging business opportunities considering synergies across multiple businesses.
Education & special trainings:
Bachelor's degree required
MBA preferred
Qualifications & experience:
10+ years of work experience required
7+ years medical device and marketing/sales experience preferred
4+ years of people management experience highly preferred
Excellent presentation and interpersonal communications 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
Demonstrated proficiency in Microsoft Office (Excel, Word & PowerPoint)
Physical & mental requirements:
Medium work: Exerting up to 50 pounds of force occasionally and/or up to 20 pounds of force constantly to move objects
Coordination of eye, hand and foot movement with an ability to grasp by hand and meet cognitive demands to include visual and auditory discrimination / memory, reading ability and memory retention ability.
Exercise discretion and independence when applying professional expertise
Must be able to manage time, projects, stress and conflict
Must possess strong interpersonal skills including written and oral communication
Must be able to bring tasks through to completion with minimal supervision
Must have the ability to prioritize work and keep detailed and confidential records
Must be able to communicate / present to large groups of people
Must possess unwavering ethics & integrity in a competitive and demanding work environment
Health benefits include: Medical and prescription drug insurance, dental insurance, vision insurance, critical illness insurance, accident insurance, hospital indemnity insurance, personalized healthcare support, wellbeing program and tobacco cessation program. Financial benefits include: Health Savings Account (HSA), Flexible Spending Accounts (FSAs), 401(k) plan, Employee Stock Purchase Plan (ESPP), basic life and AD&D insurance, and short-term disability insurance. Stryker offers innovative products and services in MedSurg, Neurotechnology, Orthopaedics and Spine that help improve patient and healthcare outcomes. Alongside its customers around the world, Stryker impacts more than 150 million patients annually. Depending on customer requirements employees and new hires in sales and field roles that require access to customer accounts as a function of the job may be required to obtain various vaccinations as an essential function of their role.
Stryker Corporation is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, gender identity, sexual orientation, national origin, disability, or protected veteran status. Stryker is an EO employer - M/F/Veteran/Disability.
