• Job Description

  Req#: req2245

  Product Marketing Manager - Wappingers Falls, NY (Hybrid), East Coast (Hybrid Remote)

  The Company:
  Laerdal Medical is an international market leader in training and therapy products for emergency medicine and critical care. Our products and services are used by hospitals, ambulance services, first aid organizations, educational institutions and others around the world. We are a dynamic and energetic organization consisting of people from a wide variety of cultures and backgrounds. By 2030, we have a goal of helping save 1.000.000 more lives. Every year.

  Position Overview:

  • Responsible for product marketing for the RQI for Nursing program, HeartCode®, Laerdal Connect and Laerdal
  • Scenario Cloud and additional assigned EMS solutions in the United States and Canada.
    
  • Upstream Marketing includes working closely with Segment Owners to assess market needs / barriers, develop plans and support market development initiatives, and ensure successful launches and promotion for North
  • American markets.This individual will also be responsible for above market material development, performance measurement and the coordination of go-to-market strategies. This role includes developing the product strategy and the tactics we need to drive success in sales and marketing and to achieve results. You will be the portfolio evangelist and will play an integral role in organizing commercial success in North America.
    
  • Develop a discipline of customer knowledge and empathy within relevant market segments with a focus on the customer’s clinical and educational needs.
    
  • Serve as N. America Launch Manager for new products within portfolio.
    
  • Responsible for the readiness and success of products’ sales channels.
    
  • Manage the internal and external communication requirements for the portfolio.
    
  • Maintain deep understanding of market needs and share information with SMS colleagues, channel partners and product portfolio owners.

  Position Holder is Accountable For:

  • Coordinate and provide input GTM strategy connecting customer needs to product capabilities; and drive marketing execution to support marketing strategy.
    
  • Lead high level collaboration for all marketing aspects of the product Launch process with all key functions to deliver effective, coordinated and comprehensive product launches to the market.
    
  • Develop compelling and easy to understand marketing content that will communicate product value and benefits to consumers, enhancing their experience and differentiating our products in the market.
    
  • Collaborate with Internal MARCOM and product managers on development of marketing materials for launch and in-market products (benefit cards, brochures, impact cards, competitive analysis, demo video, etc.).
    
  • Drive positioning & messaging (to differentiate product vs competition) and within the portfolio.
    
  • Assess the effectiveness of the marketing programs that support your products on an ongoing basis, and report back to the business on required changes.
    
  • Understand and document our buyer’s process, including where they get information, and the who, what, when and why behind the decisions they make. Then drive changes to our sales and marketing processes based on what you learn.
    
  • Develop marketing strategies and tactics for the products you support to ensure effective product marketing relative to market opportunity over the entire life cycle of the portfolio.
    
  • Understand the competitive landscape—be an expert on our competition and how they are positioned including key win/loss analysis data.
    
  • Accountable for driving market activities to acquire and maintain customers and reach revenue goals
    
  • Development and execution of the local launch plan for assigned portfolio and setting launch objectives and key results (OKRs).
    
  • Deeply diving into data with reports and dashboards
    
    • Portfolio performance
      
    • Sales data, discounting trends
      
    • Market trends and insights
      
    • Competitive activity
      
    • Marketing campaign performance and effectiveness
      
    • Services data
      
  • Demonstrated ability to analyze and distill data into actionable insights and to inform campaign strategy and product development
    
  • Development and updating of marketing assets to support portfolio. This includes but is not limited to:
    
    • Sales & Marketing collateral
      
    • Sales tools
      
    • External/internal training assets
      
  • Develop and maintain relationships with collaborative partners as required for the successful development and implementation of product solutions.
    
  • Marketing consult for assigned Tradeshows and Events.
    
  • Initial contact for all form, fit, and function questions pertaining to products.
    
  • New Hire introductions and orientation to portfolio

  Responsibilities:

  Upstream Marketing
  

  • High level strategic insights into customers and segments
    
  • Establish deep market & customer unmet needs expertise across key markets
    
  • Work closely with internal teams to understand barriers to adoption, develop strategies to grow penetration, & improve marketing execution
    
  • Develop foundational above market toolkits and materials to support consistent, aligned, and on-brand promotion across the portfolio
    
  • Lead/support market research and analyses of market trends to inform go-to-market strategy
    
    

  Collaboration
  

  • Develop/maintain strategic relationships with key thought leaders, partners and organizations within relevant market segments.
    
  • Lead cross-portfolio groups to ensure partner solutions are launched and supported.
    
  • Frequent interaction with the Sales and customers to understand their needs.
    
  • Frequent interaction with internal stakeholders to ensure North American market needs are met.
    
  • Partner with Sales, Content Marketing and Digital Marketing on campaign and content development for assigned portfolio.
    
    

  Support - Support the sales channels with market and product expertise
  

  • Presentations & Demos: Produce standard product presentations and demo tools that can be used by the sales team.
    
  • Event Support: Provide product and market expertise for assigned conferences, tradeshows, webinars, and seminars.
    
  • Channel Support: Provide ongoing support for the sales channel.
    
  • Create all necessary print, web, and email communications.
    
  • Participate in the creation of interactive channel support materials including product demonstrations, ROI calculators, and digital sales tools.
    
    

  Readiness - Ensure the organization’s ability to sell and support assigned products
  

  • Collateral: Create collateral for buyer personas focused on specific steps of the buying process.
    
  • Sales Tools: Create tools for sales focused on specific steps of the selling process.
    
  • Channel Training: Design and deliver training programs to help the sales channels use and sell the products.
    
  • Work with internal resources to conduct webinar and hands on training for partner awareness.
    
  • Conduct training for new hires, sales, sales support, marketing, customer service, technical and educational support teams.
    
  • Participate in regional sales calls and meetings, and conduct trainings for team members such as sales support, inside sales, and technical support.
    
    

  Programs - Create go-to-market programs aligned with the buying process
  

  • Marketing Plan: Articulate strategies and tactics for generating awareness and leads.
    
  • Launch Plan: Ensure that all departments are prepared for new product releases.
    
  • Lead Generation: Generate and nurture qualified leads.
    
  • Referrals & References: Nurture relationships with customers to produce testimonials and user stories.
    

  Planning - Connect business plans with the organizations to develop, promote, and deliver solutions to the market
  

  • Positioning: Describe products by their ability to solve market problems. Create internal and external messages focused on key buyers or personas.
    
  • Buying Process: Research and document the process target personas use to select products and the barriers they face.
    
  • Business - Formalize product plans to deliver profitable solutions for market problems
    
  • Pricing: Establish pricing models, guidelines, and procedures.
    
  • Focus: Filter opportunities and focus on those with the greatest potential for the organization.

  Requirements:

  Education required to fulfill this role:
  

  • Bachelor’s Degree required. MBA is preferred.
    
  • Minimum of 5 years’ experience in product marketing or product management.
    
  • Experience in healthcare education or clinical experience in the healthcare market is desirable.
    
  • Salesforce.com experience is preferred.
  • Must be based in the Wappingers Falls, NY area, or East Coast (Hybrid remote structure - Refer to ‘Expected in person engagement’ document for specific details. More details to be discussed during interview process.

  Additional Requirements:

  • Proven track of record of building and optimizing multiple, simultaneous marketing campaigns; equally comfortable building strategic marketing plans and executing at a tactical level
    
  • Experience in audience segmentation and targeting
    
  • Superior communication skills: clear, persuasive, and inspiring in both written and verbal communication.
    
  • Proven analytical and quantitative skills: ability to use hard data and metrics to back up assumptions and develop business cases
    
  • Proven ability to work in cross-functional teams, communicate with influence and develop scalable solutions/strategies
    
  • Solid understanding of product marketing, inbound marketing, and content marketing. Familiar with the process of product management and how product marketing fits into it.
    
  • Strong knowledge of marketing analytics, automation, and content creation tools. Must be up to date with the latest trends and best practices in digital marketing
    
  • Self-driven and flexible enough to work in a hyper-growth environment.
    
  • Comfortable with data and metrics; strong analytical ability with test and learn mentality for tweaking, experimenting, and continuous optimization
    
  • Intense curiosity about data and the insights it holds about our customers
    
  • Extremely detail-oriented and organized, able to manage multiple projects to meet deadlines.

  Working Hours:
  

  • We have the option for flexible work hours and option of a 4-day work week.
    
  • Collaboration with International team members may require flexible work hours.
    

  Working Environment:
  

  • Work performed in office setting or remote office depending on location and hybrid schedule. Refer to ‘Expected in person engagement’ document for specific details.
    

  Travel:
  

  • Refer to ‘Expected in person engagement’ document for specific details.
    

  Physical Demands:
  

  • Ability to lift and carry demonstration product.
    
  • Ability to stand for periods of times while attending tradeshows.
    
  • Psychomotor skills and physical dexterity required to assemble product for demonstration purposes.

  Salary Range: $90,000 - $100,000

  
  

• About the company

  Laerdal Medical is a world-leading provider of training, educational and therapy products for lifesaving and emergency medical care. Patient, Obstetric, Nursing, CPR, Pediatric, Skill Trainer Manikins and Patient Simulators for Health Care and Education

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