Director, Product Marketing

At STERIS, we help our Customers create a healthier and safer world by providing innovative healthcare and life science product and service solutions around the globe.

Position Summary

HuFriedyGroup, a STERIS company, is a global leader in the manufacturing of dental instruments and products designed to help dental practitioners perform at their best. Our 10,000-plus products, hand-crafted by highly skilled artisans, are known for their precision, performance, longevity, reliability, and quality. As one of the world’s leading dental instrument and product companies, we continue our commitment to advance dental performance by supporting these products with world-class service, education, and peer communities.

As the Director, Marketing you will play a key role in developing and maintaining the strategic direction of a Product Management group for HuFriedyGroup.  This includes partnering with senior leadership to drive overall growth and profitability, providing input on corporate direction, product development, and leadership of the team.

A key responsibility for this role is to understand and anticipate Customers’ needs and strategically position products and solutions.  You will enable the business to act on market-specific Customer insights and competitor strategies as input into a product/solutions roadmap.  In this role you will fully understand the market, competitors, customers and their problems, and will optimize the communication of HuFriedyGroup products and solutions.  You will also play a key role in collaboration with the Marketing & Brand Management team in the creation of marketing plans in order to execute business strategy globally.

You will provide the Global Dental sales team with appropriate tools/messaging to differentiate STERIS solutions by creating messaging for target market segments and product positioning relative to competitive offerings.
 

Duties

• Work with the VP, Marketing to develop a strategic marketing plan to optimize the development of capital products in the region while keeping within defined budgetary guidelines that clearly defines objectives, goals, win strategies and schedules.
• Provide senior management with requested and required information including preparation of business plans, expense budgets, sales and service forecasts, projects, staffing and support justification.
• Identify product requirements, new products and product gaps, and business development opportunities to manage the company’s penetration into this activity.  Work with the VP, Marketing to develop marketing plans to introduce and commercialize customer solutions.
• Understand competitive product offerings, features, benefits, pricing, positioning and strategy to position HuFriedyGroup products appropriately for maximum impact.
• Drive the marketing strategy including but not limited to new product innovation, optimizing product portfolios, global connectivity, launching new products and line extensions, managing product lifecycles, forecasting, pricing, etc.
• In addition to competitive analysis, understand product/market trends and dynamics, and how it impacts local pricing, demand, and market/supply chain analysis – again positioning HuFriedyGroup for maximum impact in the market.  
• Lead and create a high performing team of Product Managers.
• Drive the value propositions and work with Strategic Marketing on campaigns to promote products and solutions.  Develop the strategy to provide campaigns across lifecycle of products (NPI, end of life) to drive profitable growth.  Ensure compliance of marketing materials with regulatory requirements.  
• Understand customer segmentation and value propositions; provide feedback on how to tailor to meet specific market needs.  Identify sub-segments of customers and codify their needs, and tailor existing value proposition as needed.  Identify and synthesize market trends, based on customer and stakeholder interactions; share synthesis with marketing teams.
• Effectively partner and collaborate with Manufacturing, Engineering, Business Development, Sales Management, Marketing and Brand Management and other functions/regions in the development and execution of marketing and product strategy. 
• In liaison with the VP, Marketing, drive collaboration and provide leadership to various cross functional groups such as NPD, Clinical Education, Product Managers, Service, Sales etc. to deliver educational programs and support market messaging to leverage the strength of the brand and product portfolio.
• Maintain and develop relationships with key accounts and Customers.
• Support Product Managers in the launch/introduction of new solutions and enhancements.  Develop and drive the implementation of launch strategies including any required localization of positioning, messaging to priority target segments,