PURPOSE AND SCOPE:

Reporting to the VP of U.S. Marketing, the Sr. Director of Home Product Marketing serves as the Marketing and commercial strategic planning leader for the Home businesses in the U.S. market.

The Sr. Director of Home Product Marketing is responsible for developing and executing marketing strategies that drive the successful adoption and growth of Home products in the U.S. market, including programming focused on patient retention.  The scope of this role spans from strategic planning to execution, including cross-functional product launch planning, competitive landscape assessment, definition of customer preferences/barriers/drivers, development of actionable segmentation/targeting/positioning strategies, value proposition development, pricing strategy, phase-in/phase-out planning, and short- and long-term forecasting.

PRINCIPAL DUTIES AND RESPONSIBILITIES:

·   Utilizes advanced knowledge of the business and industry subject matter expertise to direct and drive the commercialization of assigned product(s) providing program oversight and leadership to ensure a successful and effective implementation of the marketing plan. Responsible for cross-functional collaboration to ensure in-depth market analysis, effective market research activities, thought leader development, forecasting, pricing strategy, and reimbursement/market access initiatives.

·   Develops, recommends, and implements highly impactful marketing strategies and long and short-term marketing plans that drive brand identity and business making the appropriate decisions to ensure an effective and efficient implementation.

·   Develops brand positioning, messaging, and promotion. Coordinates effective integration of various marketing tactics for advertising, public relations, sales force promotion, sales force and patient education, payor interactions and contract negotiations.

·   Manages all aspects of the marketing mix including promotion, pricing, distribution and product developments and/or changes.

·   Partners with various internal departments to ensure appropriate sales, promotional, and educational materials are available to support the success of assigned product(s).

·   Responsible for the translation of product requirements for U.S. markets, ensuring that all requirements are understood within the Sales and Marketing organization, in addition to the external market.

·   Utilizes data and reports from various internal/external resources to analyze and define the market providing accurate sales projections/forecasts.

·   Develops and maintains key contacts with different target audiences to fully understand marketplace dynamics.

·   Conceives, develops, and tests/evaluates marketing plans and strategies to provide for effective marketing of the product.

·   Develops and disseminates promotion and training programs, including coordination of external suppliers and agencies, and with input from sales.

·   Leads the design and development of marketing campaigns from concept to execution creating effective market communications programs to maximize return on investment.

·   Manages the advertising agency and promotional review system to implement overall campaign elements, educational, promotional and public relations programs.

·   Establishes objectives for promotional programs and tactics consistent with strategy and leads the development of the promotional tactics for the healthcare and “at risk” patient audience.

·   Directs the development of tactics to include advertising, brochures, direct mail campaigns, sales literature, videos, medical education and slide programs, according to strategy and within agreed-upon budgets.

·   Provides regular status updates regarding marketing plan implementation timeline, tactics and program situation to sales and marketing executives, partners, and other stakeholders.

·   Ensures that budgets and schedules are within company requirements with significant organizational responsibility for the overall control of planning, staffing, budgeting, expense priority management, and recommendation and implementation changes of current methods.

·   Interprets and provides recommendations for change of company-wide policies and practices. Establishes policies appropriate for the function.

·   Regularly interacts with executives, senior management, and/or major customers. Interactions frequently require special skills such as negotiating or influencing customers and/or senior level leaders in matters of significance to the organization.

·   Recognized as an influential leader. Interacts with all levels within the organization to manage functional area. Overall responsibility for hiring, coaching, counseling employees, including performance reviews, disciplinary action and terminations.

·   Reviews and c