Senior Marketing Manager - Medical
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Buffalo Grove, IL 60089
Sr. Marketing Manager -Medical
DRZ464 / Grade 12
Company: Leica Microsystems (LMS)
Department: Marketing / Americas
Position location: Buffalo Grove, IL USA
Prepared: October 9, 2020
Reports to: Sr. Director of Marketing & Commercial Analytics
I.GENERAL SUMMARY & OVERALL CHALLENGES
The Sr. Marketing Manager – Medical is responsible for enabling the Americas regional sales organization to drive profitable share and revenue growth for our operating room surgical microscopes in Microsurgery and Ophthalmology segments.
The Sr. Marketing Manager drives transformative marketing by way of increasing our Market Visibility through identification of target customers, development of content and value propositions that resonate, and deployment of those messages through digital and non-digital channels with the goal of building our contact database and generating qualified sales leads, which would translate to orders and revenues for the Region.
The business KPIs for success are (1) volume of marketing and sales qualified leads generated, (2) marketing contribution to revenues, and (3) marketing effectiveness as measured by return on investment (ROI).
In addition, the Sr. Market Manager – Medical develops Key Opinion Leader (KOL) relationships that support the clinical relevance of our solutions, create peer-to-peer referrals and provide strategic guidance for the business.
Critical to success will be robust analysis of market size and trends, continuous measurement and monitoring of ROI of different marketing channels, and understanding of funnel management process to be able to work collaboratively with the sales team to drive revenue conversion.
In addition, this individual is also responsible for working with cross-functional Business Unit and Global teams to develop and refine the portfolio strategy and product roadmap and developing marketing materials that enable new opportunities for prospecting.
The Sr. Marketing Manager currently has one direct report and will be responsible for development and engagement of the team.
Leica Microsystems Inc. is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, national origin, religion, gender, age, marital status, disability, veteran status, sexual orientation, gender identity, or any other characteristic protected by law.
Market analysis and insights: Market size and trend analysis; Generating VOC, measurement of key volume and trends in Market and LMS market share, and competitive assessment
Measure of performance: Market Size, Share % by key players
Promotion and lead generation through non-digital channels: Promotion, ads, trade show and workshop strategy, branding
Promotion and lead generation through digital channels: SEO, Ad-words, Email, Social Media campaign
Measure of performance: Lead Generation
Peer-to-peer marketing: KOL development, Content generation, P2P educational forums sales process, and customer loyalty
Measure of performance: Revenue Conversion
Integrate Market Visibility components with CRM strategies for Independent Manufacturers Reps (IMRs)
Measure of performance: Market Visibility
Input to business strategy: Gather and share market trends and VOC to inform the Business Unit and R&D organizations on product roadmap development
Measure of performance: Portfolio Strategy and Product Roadmap development
Hiring, retention, engagement, and development of direct report(s)
Measure of performance: Engagement / People development
III.REQUIREMENTS FOR THIS POSITION
a) Work experience:
+ 10+ years of Marketing experience in medical device capital equipment environment
+ Understanding of the US Hospitals Market
+ Desire to work for a metric driven marketing organization
+ Comfortable in managing a marketing budget with focus on continuous improvement in ROI
+ Experience in working in a global cross-functional matrix environment
+ Key Opinion Leader (KOL) development strategies
+ Experience in optimizing traditional marketing modes, such as trade shows, educational workshops and customer training
+ Digital Marketing tools and execution
+ BS in business / science preferred
+ MBA a plus
d) Travel (required estimated % of time)
+ 25% travel is required.
IV.PERSONAL TRAIT PROFILE
The ideal candidate will be
+ A well-organized self-starter with a passion for making an impact and driving customer engagements
+ Strong analytical skills to measure internal and external performance and identifying leading indicators that impact the business results
+ Demonstrated experience with cross functional matrix team leadership
+ High energy and positive demeanor both internally and externally
+ Organized and able to build and execute on strategic plans, working collaboratively across various levels of the organization
+ Extensive experience with managing numerous projects concurrently against stringent deadlines
+ Excellent communication skills are essential
+ Reports directly to: Sr. Director of Marketing & Commercial Analytics
+ Direct Reports: 1
+ Key Relationships:
+ GM of Medical Sales – Americas
+ Director of Sales – North America
+ Area Sales Managers – North America
+ Marketing Operations Manager
+ Marketing Communications Manager
+ Global Marketing Managers
+ Business Unit (BU) Leaders and Product Managers
+ VP Global Marketing
+ LMS KOLs
+ Independent Manufacturers Reps (IMRs)
+ Exhibits Contractor
+ Other communications partners
Leica Microsystems develops and manufactures microscopes and scientific instruments for the analysis of microstructures and nanostructures. Ever since the company started as a family business in the nineteenth century, its instruments have been widely recognized for their optical precision and innovative technology. It is one of the market leaders in compound and stereo microscopy, digital microscopy, confocal laser scanning microscopy with related imaging systems, electron microscopy sample preparation, and surgical microscopes.
Leica Microsystems has seven major plants and product development sites around the world. The company is represented in over 100 countries, has sales and service organizations in 20 countries, and an international network of distribution partners. Its headquarter is located in Wetzlar, Germany.
Danaher is a global science and technology innovator committed to helping our customers solve complex challenges and improve quality of life around the world. Our family of world class brands have unparalleled leadership positions in some of the