Marketing Manager, Trauma Job at Smith & Nephew
Job Summary
Reporting to, supporting and working under the direction of the Marketing Director, Orthopedics and Sports Medicine, the Marketing Manager, Trauma is responsible for gathering market research and voice of customer insights to develop and execute a commercial strategy for his/her product portfolio across the Canadian marketplace. Serving as the product portfolio strategic leader that identifies market opportunities, formulates a portfolio strategy and roadmap, champions product development activities from global to local market, drives execution of projects, creates launch plans and marketing programs to support the local selling organization to drive sales and achieve target for the assigned product portfolio.
Fosters and maintains effective communication with Sales, Sales Management, Operations, Finance, Global and US teams, Compliance, Regulatory and Legal.
Job Responsibilities
Inspires and motivates our sales team to deliver annual revenue targets and portfolio performance.
Market Intelligence – 10-20%
- Build strong relationship with sales force and external customers by regular in-market
- Responsible for regularly gathering market insights and intelligence
- Analyzes market trends, updates market intelligence, and performs market research
- Responsible for hosting voice of customer events to gain customer insights (ad boards, focus groups)
Strategic Marketing – 40-50%
- Develop, implement and execute annual Strategic Marketing Plans for assigned product portfolio
- Collaborate extensively with Global/USA Marketing team members for synergistic programs opportunities and leveraging of resources
- Drive local product launches in line with the global strategy and the overall market’s business and commercial strategy
- Create and implements marketing programs and campaigns to drive customer demand, acquisition, and adoption
- Develop deep knowledge and understanding of assigned product portfolio and competitor landscape and determine the most effective methods for disseminating this knowledge to sales to optimize the selling process
- Identify integrated marketing opportunities with internal and external business partners to support annual marketing plans
- Regionalize global collateral materials to arm sales force with the local messaging/ claims and the correct tools they need to be successful
- Work collaboratively and creatively with cross functional teams including Knee, Trauma, Sports Med, AWM, Regulatory, Clinical, Customer Excellence and Contracts, Operations and Finance
- Responsible for portfolio results and closely monitor key success metrics including customer acquisition effectiveness, product launches, and win rates for his/her product portfolio
KEL Development – 15-20%
- Along with Medical Education Manager and sales team, identify and develop key opinion leaders to help support the effective use of our products and solutions
- Develop, leverage and maintain key education leaders (KEL) relationships
- Develop and execute Medical Education programs as part of the overall Strategic Marketing Plans to support the education of HCP’s in the ongoing growth & adoption of product portfolio
- Leverage KOL relationships for voice of customers (VOC) feedback, research and development and for new idea generation process
Forecasting, Budget & Expense Management – 5-10%
- Collaborate with Operations team to manage supply chain performance and demand plans
- Use market intelligence and knowledge of market trends to complete financial forecasting
- Analyze and control expenditures to budget
RFPs and Pricing – 5-10%
- Work with team of internal stakeholders to prepare thorough analysis of business opportunity and create RFP strategy
- Work with internal partners to support RFP and contract submissions
Other Responsibilities – 5-10%
- Partner with Sales Training and Clinical Team to develop content and curriculum for employee onboarding, national sales meetings and other training requirements
- Lead the strategy on National and Regional conferences
- May mentor and/or manage one or more direct reports
Requirements:
- University degree required, MBA is an asset
- 5-7+ yrs experience in managing sales, marketing, and product management/or development working in a health care or medical device environment
- Medical device and/or wound care experience preferred
- Knowledge of Canadian healthcare system
- Proven track record in driving results, strategy development and execution
- Understands solution selling methodology where the product is integral to the solution
- Strong analytical skills, problem solving and critical thinking skills
- Ability to pivot fast to respond to market change needs
- Strong multi-tasking ability and comfort with leading initiatives across multiple areas at the same time
- Excellent written and verbal communication skills, ability to influence and communicate with credibility and confidence
- High energy team player with an entrepreneurial spirit willing to think outside the box to innovate
- Bilingual (English & French) is an asset
- Ability to travel 40% of the time. Mostly within Canada.
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