Associate Manager, Brand Marketing - Neptune S & POM (Hybrid)

Work Flexibility: Hybrid or Onsite

As an Associate Manager, Brand Marketing you will be responsible for defining, developing, and implementing the brand strategy for specific products, product lines, lines of business, or on a company-wide campaign basis for our Surgical Technologies business unit.

What you will do:

Competitive Insights

• Coaches others on the market positioning and strengths/weaknesses of key competitors.
• Shares marketing intelligence and information with the team

Customer Insights

• Coach the team on articulating the value proposition to the specific audience
• Trains others on the various reasons (variables) of why customers buy the product or service.

Customer Centric Development

• Surfaces new or unexpressed customer needs, leading to product/program improvements.
• Focuses on 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; relates upstream decisions to executional decisions.
• Authors 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.
• Able to write and communicate key documents:  business reviews, marketing strategies, proposals, and recommendations.
• Leverages the marketing team for inputs to create and refine key documents and plans.

Budgets

• Accurately forecasts resource needs, including staffing and money.
• Trains the team on established organizational practices in budgeting.
• Summarizes 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.
• Creates Project Charters, CERs, and Business Case Financial Models as applicable.

Value Prop Segmentation

• Trains the team on the different approaches to segmentation, what segmentation is, and why it provides efficiency to the commercial effort.
• Supports the team in segmentation work.

Value Prop Targeting & Positioning

• Leads the value proposition development work, including the following components: customer beliefs and behaviors, main and dynamic variables and reasons to believe brand value.
• Trains the team on segmentation and positioning

Brand Stewardship

• Guides teams through core competence exercises. Anticipates impact of company and market changes on core competence; coaches others to develop future skills and strategic assets needed to compete.
• Coaches teams on the application of core competence to ensure strategy-through-execution alignment.
• Coaches others on how to utilize the product or portfolio structure to maximize brand equity.

Evidence Generation

• Links types of evidence (clinical, use, economic) to specific value proposition elements and specific stakeholders.
• Proposes objectives for evidence generation and evaluates individual studies for alignment with the evidence generation strategy
• Fosters KOL relationships and identifies new KOLs.
• Develops a roadmap to communicate and distribute key clinical evidence.

Marketing Objective

• Coaches others on stakeholder roles in the context of the product or portfolio and the difference between a customer acquisition and retention strategy.
• Pushes the team to create business goals that meet SMARTI criteria.

Source Volume and Strategic Objective

• Guides teams through a category definition exercise, challenging conventional thinking as appropriate.
• Guides teams in the allocation of resources between stimulating demand vs. earning competitive share to maximize financial results for the product or portfolio.
• Guides teams through strategic focus / four-quadrant opportunity analysis, including investment tradeoffs and competitive and market implications.

Sales Distribution Channel

• Teaches others how to use advanced technologies and tools for sales channels.
• Advises on key elements of planning and executing a multi-channel sales strategy.

Sales Enablement

• Provides clear, strategic, and prioritized direction to the field sales organization through written communications, prese