The Spine Senior Marketing Associate role will form a key function in the delivery of our strategic objective to become the partner of choice to local spine surgeons looking to enhance their practice through the use of our products.
The Product Manager is the local brand expert who supports the strategic direction and the execution for our European & local portfolio growth through internal and external education strategies, local customer engagement campaigns and marketing campaign/ strategy.
Essential duties & responsibilities:
Assesses the impact of competitive dynamics and points of parity / points of difference through competitive analysis.
Researches features, uses and competitive quality of a specific product.
Utilizes specific approaches and tools for gathering and collating competitive information
Maintains networks of people and resources for obtaining competitive information.
Adheres to organizational protocols, practices and procedures for gathering competitive information
Understands the needs of the primary and secondary customers. and how to articulate the value proposition to the specific audience.
Works with inputs from KOL network.
Explains different product features to different customers as appropriate to their needs.
Understands what current and potential customers need to drive value in the portfolio.
Customer Centric Development
Surfaces new or unexpressed customer needs.
Focuses product and service features and functions on the customer's critical success factors.
Develops consistent processes for maintaining customer engagement.
Escalates systemic problems that could affect customer satisfaction.
Developing the Strategy and Marketing Plan
Understands the linkages between all components of the Big Picture framework;.
Collaborates in developing key strategy documents: strategic plan, annual marketing plan, product launch plans, etc.
Translates the marketing plan to specific marketing activities to carry out the plan.
Supports the creation of key documents: business reviews, marketing strategies, proposals and recommendations.
Accurately forecasts resource needs.
Applies established organizational practices in budgeting.
Participates in the budgeting process cycle, necessary inputs and reporting requirements.
Supplies supporting information and justification for major line items.
Explains variances in budget reports of planned vs. actual expenses.
Supports the creation of Project Charters, CERs, and Business Case Financial Models as applicable.
Links customer acquisition and retention goals to business outcomes.
Ties the business goal of the product or portfolio to the overall goal of the business.
Understands Hand, Head and Heart Loyalty and which one is appropriate for the product or portfolio.
Develops operational customer definitions by stakeholder and by product or portfolio
Source Volume and Strategic Objective
Can estimate the effort needed to target each customer group in all four Big Picture quadrants.
Synthesizes market trends and makes recommendations on sources of volume and strategic focus.
Relates potential opportunity from each strategic quadrant to the product or portfolio strategic focus, based on tradeoffs amongst the strategic quadrants.
Understands potential sources of volume for the product or portfolio.
Assesses the impact of competitive dynamics and points of parity/points of difference through competitive analyses.
Sales Distribution Channel
Works with a sales strategy for a specific channel, product, and market.
Develops new strategies, sales tools, and communication plans of various products and customer bases.
Applies clinical knowledge in combination with technical knowledge to educate and articulate value.
Analyzes sales data and identifies areas for growth.
Thoroughly familiar with the selling process and the translation of benefits into a selling script based on the clinical need.
Sets the sales training strategy for the product or portfolio
Creates additional sales training tools and resources to assist in continued understanding of business unit product offering
Selects suitable delivery methods for different training sessions.
Develops accurate volume forecasts grounded in an understanding of market and trial dynamics. Prepares forecasts that reflect potential risk and uncertainty.
Researches key factors, measurements and variables used in forecasting.
Reports on problems associated with sales forecasting activities.
Executes a PLCM plan as it relates to the overall strategy.
Has a working knowledge of manufacturing facilities and capabilities.
Knows how to set price and develop a pricing approach consistent with the Marketing Strategy and brand positioning
Analyzes market pricing data to help set price
Develops pricing approach /level consistent with the Marketing Strategy and brand positioning.
Understands implications of strategies (bundling, capitation, risk)
Articulates desired communications outcomes consistent with marketing strategy to MarComm team
Evaluates the costs and benefits of marketing channels.
Assists in the development of new marketing channels and tools.
Establishes metrics, goals/success criteria, and milestones.
Conducts post-launch analyses and implements lessons learned
Establishes short-range and long-range improvement goals for own function, and under guidance, develops action plans to achieve those goals.
Under guidance, reports measurement results in actionable form to management.
Analyzes customer satisfaction inputs to assess trends in customer engagement, and incorporates trends into strategic planning.
Able to segment customer satisfaction inputs by customer type to determine how the business is performing in engaging target customer markets.
Creates a standardized way to track KPIs as well as a consistent method to report back to the business.
Proposes updates and enhancements to the KPIs based of the analysis of metrics over time.
Provides marketing intelligence group with key objectives and inputs to drive customer insights.
Documents performance criteria used for evaluating business trends and activities.
Recognizes and assesses problems, opportunities and methods for improving existing business performance.
Delivers high quality results with passion, energy, and drive to met business priorities.
Collaborates with cross-functional teams to build partnership to achieve business objectives.
Demonstrates developing financial acumen.
Effectively manages key relationships and work activity.
May coach and mentor marketing personnel.
Education & special trainings:
Bachelor's degree in marketing, business or related discipline required
Qualifications & experience:
Several years of work experience required
Several years medical device or marketing experience 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)
Stryker is one of the world's leading medical technology companies and, together with our customers, we are driven to make healthcare better. The Company offers a diverse array of innovative products and services in Orthopaedics, Medical and Surgical, and Neurotechnology and Spine that help improve patient and hospital outcomes. Stryker is active in over 100 countries around the world.
Together with our customers, we are driven to make healthcare better.
At Stryker, quality is first in everything we do. We are driven to make healthcare better for our customers by
providing innovative products and services that meet regulatory requirements through our effective quality system.
The Company was founded in 1941 by Dr. Homer Stryker and incorporated in 1946 as the Orthopedic Frame Company. In 1964, the Company’s name was changed to Stryker Corporation.
• $13.6 billion in annual sales in 2018; annual revenue has grown for 39 straight years
• 17.1% CAGR (compound annual growth rate) in sales over 39 years
• ~36,000 employees globally in 2018
• 43 manufacturing and research & development locat...ions worldwide
• Included in the Standard & Poor’s 500 Index
• Ranked # 233 on Fortune Magazine’s “FORTUNE 500” list for 2019
• Ranked # 3 on Fortune Magazine’s “World’s Most Admired Companies” list for the “Medical Equipment” industry for 2019
• Ranked # 11 on Fortune Magazine’s “100 Best Companies to Work For” list (U.S.) for 2019
• Spent $862 million on R&D in 2018
• 7,784 patents owned globally in 2018
• Initial public offering of stock was in 1979
• Listed on the New York Stock Exchange under ticker SYK