Job Description

The Product Manager is responsible for driving and coordinating their business throughout the United States. The Product Manager has a deep understanding of their business including market, clinical and technology landscape and trends. This role will include the market segmentation and go-to-market strategies for the business. The Product Manager will be responsible for a comprehensive view of the business across the U.S. Region and accountable for driving initiatives to achieve business objectives including brand preference and market share growth.

Responsibilities:

• Support overall Sales & Marketing strategy to maximize the commercial opportunity in the US for Hemoglobinopathies and HbA1c.
• Collaborate with Field Sales to design, monitor & execute product sales strategy & supporting campaigns. Develop, structure, and execute highly targeted marketing campaigns for lead generation & qualification; track/quantify effectiveness of programs and collaborate with sales & sales support teams to actively manage and improve performance.
• Identify and prioritize key commercial requirements including solutions features, functionality, scope, support, training; work collaboratively with Regional Sales and Global Marketing in providing essential market input to portfolio managers.
• Develop market segmentation and associated go-to-market strategies for each identified segment, leveraging & optimizing internal & external sources of market data and intelligence.
• Develop key clinical, operational, and financial value propositions by market segment, including new market development (customers without a HbA1c/Hb program).
• Identify key trends and issues impacting buying practices, clinical utilization, payment/financial feasibility. Provide competitive analysis to inform decision making and shape strategies and tactics.
• Provide regional input into all commercialization and marketing comms activities to ensure success of activities in the US.
• Implement product launches all marketing campaigns including any required localization of positioning and messaging (e.g., digital and print communication, educational seminars, customer presentations, local development and management of luminaries and clinical advocates, cultivation of reference sites)
• Assist with design, management & execution of key sales support activities (KOLs, reference sites, prospective customer experiences, product roadshows & user events, WebExes, CE/other educational activities, trade shows & industry events)
• Collaborate with global marketing and sales to develop, refine and execute trade show & events strategy; oversee and direct trade show activities, messaging, user/society meetings and symposia related to sw products
• Consolidate VOC (Voice of Customer) needs in collaboration with Sales, Business Development, and Service teams, particularly for Myeloma portfolio of products / customers identifying as primary users of same
• Work with Sales team to suggest and develop reference sites capable of speaking to the value & impact of implemented solutions
• Manage marketing programs for highest effectiveness within approved budget by assessing and prioritizing all programs (including trade shows and events) with respect to agreed-upon sales strategy and goals
• Liaise with industry thought leaders and associations for influence and relationship development
• Develop and implement pricing strategies to drive market share and improve overall profitability
• Collaborate with HR and Sales leadership to lead / support training (both onboarding and ongoing) of local sales staff and other key stakeholders on value proposition and supporting materials
• Perform other related duties as assigned or requested
• Incorporate Sebia Values into all department functions and responsibilities
• Create business models and analyze competitive landscape
• Develop and monitor data-driven analytics
• Mentor employees to help them achieve individual & team objectives

Qualifications:

• Bachelor’s degree in healthcare field or business administration from four-year college or university or equivalent. Advanced degrees preferred.
• 2+ years of prior Marketing Product Management experience with strong preference for in-Vitro Lab Diagnostics (IVD) or Reference Lab Services inclusive of 5+ total years related experience in sales, training, key accounts and/or other
• For right candidate, consideration of Medical device, Medical Products, Life Sciences or other related medical experience with capital equipment/assay (razor/razor blade) format. IVD industry experience preferred, but not required
• 2+ years of direct Sales experience preferred, but not required
• Knowledge of desktop applications required (MS Outlook, Word, PowerPoint, MS CRM)
• Advanced knowledge of MS Excel preferred (formulas, VBA, pivot tables, charts and graphs)

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