Marketing Manager R1109342 - The Americas - Leica Biosystems
Position Summary
The Marketing Manager will be responsible for owning and managing the commercial marketing plan for Leica's Core Histology portfolio inclusive of instruments and consumables spanning the workflow from tissue processing to primary staining to deliver incremental growth in the Americas (U.S., Canada, LATAM) market. He/she will be tasked to develop and execute digital and traditional marketing campaigns in collaboration with product management and digital marketing teams to drive marketing KPls in North America include but not limited to leads, marketing generated funnel, and marketing generated revenue. Additionally, he/she will drive marketing content development to enhance our ability to win against major competitors.
Major Responsibilities
Marketing Plan and Campaign Development
• Develop market segmentation to create compelling marketing plans, value proposition and positioning for Core Histology Portfolio
• Develop marketing campaigns and programs aimed principally at Laboratory Managers and Technoloigsts (and secondarily to the Pathologist) to drive demand and increase market share;
• Identify key value drivers and synergies between Leica Core Histology instruments and consumables to create compelling campaigns to increase multi-product line placements
• Drive Leica Core Histology presence at major events (messaging, KO s);
• Lead Voice of Customer activities to capture product reception and validate new marketing opportunities as well as track market share
• Define content strategy and develop content aligned with the target persona(s) to drive brand preference
• Collaborate with digital marketing for campaign execution through appropriate digital channels
• Lead clinical marketing initiatives (e.g. - symposia, clinical studies, t estimonials) aimed to increase awareness and brand of the LBS Core Histology portfolio.
Portfolio Management
• Maintain regional product responsibility over the LBS Core Histology Instrumentation portfolio in working with the global business unit product management team;
• Understand competitive landscape and strategy to inform positioning and create winning sales argumentation;
• Establish strong relationships with Key Opinion Leaders to build reference site and generate evidence for product performance.
Business Development & Strategy
• Own the go-to-market strategy plan for Core Histology portfolio in close collaboration with the global business units (BU}
• Develop pricing strategies designed to achieve margin and revenue targe ts for new and existing products
• Conduct, execute on business strategy activities to include total available market, market share, segmentation, competitive analysis and product positioning
• Collaborate with the BU on product road mapping, new product development, and product management activities
• Collaborate with Core Histology, Advanced Staining, and Pathology Imaging marketing teams to develop full ab solution offerings, synergies, and value propositions
Required Education, Experience,Skills
Education
MBA desired,BA in business, marketing or similar field
Experience, Skills
Minimum 5 years of experience in commercial marketing, strategic marketing, and/ or product management;
• Demonstrated experience in data-driven marketing and analytics
• Demonstrated experience in developing marketing plans
• Demonstrated experience in digital marketing campaign development and deployment
• Demonstrated knowledge of digital marketing channels and how/when to utilize effectively (PPC, SEO, Email, Social Media, Website, Webinar, etc.)
• Personal Traits
• Clear Thinking: ability to translate market data into marketing actions that drive impact on growth;
• Charting the Course: ability to prioritize and focus marketing activities based on defined marketing objectives;
• Collaborative: drives collaboration across Core Histology and other product lines; understands howto leverage other teams (digital, global marketing, BU) and is good at influencing;
• Executive Presence: has the ability to present plans to senior management in a concise and clear manner.
• Sense of Urgency: drives not just the strategy but also the execution of marketing programs with agility.
- Travel Up to 30%
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