To manage the overall marketing and product positioning for Beckman Dx Automation portfolio for North America. This includes detailed analysis of the business, industry and competitor trends.
Determine and work closely with Product Management including both current and in the pipeline, with anticipated customer needs to identify market opportunities. Partner with assigned team members and participate in the development of strategic plans.
The Sr. Marketing Manager, Automation, will be responsible and accountable for coordinating market plans and/or launch programs within assigned product areas to create demand and maximize sales. Consultant to sales force, as well as other functional areas.
The primary areas for measurement of this individuals' success will be:
Perform detailed analysis of the business area, including business, industry and competitor trends. Identify customer needs and investigate both existing and potential channels and market opportunities in which to sell our existing products. Develop strategic one to two-year plans for the business area.
Shape / champion new segments and directions by synthesizing & analyzing data to understand customer needs; evaluate potential new approaches to marketing the portfolio of WITS products and formulate recommendations based on known risks and rewards. Work with BU and regions to determine the effectiveness of marketing campaigns and channels; market strengths, weaknesses, opportunities and threats (SWOT); Pricing and Profitability. Partner with regions to redirect tactics based on analytics; Win/Loss; market share; Competitor Financials/performance. Gather customer input to develop message and segment strategy then work with regions to refine based on specific needs
Develops and implements commercial & market plans and programs, both short and long term, to increase BEC's market share in core product area, but working cross functionally with other marketing department members to drive overall strategic initiatives.
Establishes methods and mechanisms to measure BEC's market share in each market segment.
Product Line Growth and Profitability
Sets annual and long range goals for revenue growth and profitability
Establishes with appropriate plans and programs to achieve goals.
Monitors progress to growth and profitability goals and intercede as appropriate to ensure achievement.
New Product Success
Builds and maintains appropriate systems to ensure rapid, efficient, and effective new product launches.
Determines priority in conjunction with peer departments, consistent with strategic plan, of new product projects.
Sets goals for new products both in terms of specific product growth and profitability as well as contribution of new products as a whole to the company's financial performance.
Market/Competition Knowledge and Intelligence
Establishes and maintains appropriate systems and mechanisms to maximize competitive advantage through superior understanding of market trends, beliefs, perceptions, behaviors, and scope as well as competitor actions, strengths, weaknesses, and plans.
Communicates broadly throughout the company regarding above to ensure appropriate base of market and competitor understanding in strategic and operational plans.
Develops mechanisms to cascade information from product sales specialists to the general field sales force
Participates in formulation of the company's strategic and long-range plans.
Complies with and supports all company health, safety, and other standards and practices.
Continuously reviews all aspects of the marketing, commercial, business development organization and implements any necessary improvements in staff quality and support requirements.
First Year Expectations
Execute Regional Automation User group meetings- Incorporating VOC and pull marketing strategies
Creation of Automation/IT best practices library for the customer, including customer shareable rules libraries and Automation metrics
Sales tools package development including SW and HW demos in multimedia formatting, key value proposition sales sheets and competitive differentiation comparisons.
Monthly Automation/IT training on product features and competitive differentiation; turn this content into online e-learning library and become "go to" person in North America.
Education / Experience:
B.S. in business, computer/information technology or life sciences. MBA is preferred.
14 years marketing experience with emphasis in downstream/commercial marketing strategies, tactics and execution. (Preference with Healthcare and IVD)
Written and successfully executed annual marketing/ business plans: strategies, tactics, and metrics to drive and achieve business goals.
Prior experience with commercialization of mature and new products: developed and executed launch plans, including messaging, positioning, pricing, sales materials, sales training, communication plans.
Ideal candidate has knowledge of the N. America diagnostics market, preferably in automation sales cycles, market drivers, customer needs, competitors, decision-making processes, regulatory and reimbursement impact, market segments. Experience with the sales cycle for capital equipment is highly desired (instruments, reagents, service, interfaces, automation).
Demonstration of establishing rapport with senior sales level representatives as well as sales management to ensure continuity of marketing objectives for North America. Leading multiple communication events via conference call, webex and other communication applications.
Ability to work in a large, matrixed organization, having a working knowledge of the principal areas and role of Marketing, Sales, Service, Manufacturing, Planning, R & D, QA and Business Development.
Ability, talent, commitment and ambition to assume increased scope of responsibility in organization within 24-48 months.
Ability to work cross departmentally to achieve company strategic vision outside of core product line, identifying, cultivating and ensuring long term company growth.
Prior sales or sales training experience desirable.
High energy, self-starter with bias for action and sense of urgency. 'roll up their sleeves' type individual who is able to get marketing and sales organization excited about their goals
Excellent problem solving and analytical skills. Ability to perform exceptionally well in fast paced, performance oriented environment.
Strong interpersonal skills and communications style that will develop confidence not only internally among employees and the Executive Team, but also externally among current and potential customers.
Emotional maturity and ability to create change in an environment where the structure may evolve rapidly.
Diversity & Inclusion
At Danaher, we are dedicated to building and sustaining a truly diverse and inclusive culture. These are not just words on a page
Diversity and Inclusion is a top priority for the company, and it ties deeply to each of our core values. Danaher Corporation and all Danaher Companies are equal opportunity employers that evaluate applicants without regard to race, color, national origin, religion, sex, age, marital status, disability, veteran status, sexual orientation, gender identity, or other characteristics protected by law.