• Job Description

  Req#: 2361

  Job Summary

  The Sr Marketing Manager, supports the Company’s global business objectives through the direction of product and brand management, downstream marketing, channel management, and market development. The position must work collaboratively across all Company functions with special emphasis within the parallel functions of Engineering, Operations, Marketing Communications, Clinical Advocacy and sales.

  Duties & Responsibilities

  The position’s responsibilities include, but are not limited to:

  • Product and brand management support
    • Drive innovation pipeline through early stages (0-2) to ensure insight-based customer-centric products:
      • Analyze market dynamics and trends in opportunity areas
      • Identify competitive products with targets, messaging, and pricing
      • Conduct primary/secondary market research to identify and quantify opportunities and challenges within existing and new markets
      • Capture and prioritize voice of the customer
      • Draft TPP/ product brief, and work with engineering to vet and explore new product ideas
    • Ensure new product launch readiness (stages 3 onwards):
      • Define the brand strategy and roadmap
      • Develop use cases, product concept proposals, and product requirements documentation
      • Analyze product line trends in volume, sales price, margin and recommend strategies to optimize profitability
      • Work with operations on new product costs, build forecast, and production to support global implementation strategies
      • Support technical writing and documentation team on manuals and learning materials
    • Deliver new product launch:
      • Drive global launches of new products and product extensions
      • Manage Alpha, Beta, and limited release product evaluations
      • Manage product lifecycle planning
    • Explore external opportunities for product partnership, product acquisition initiatives
  • Downstream marketing coordination
    • Market definition
      • Conduct primary/secondary market research to identify and quantify market size, growth opportunity, competitive alternatives, market factors
      • Identify key segments along with specific users and choosers within each segment
    • Positioning and messaging
      • Define competitive or standard of care alternatives, key positioning attributes, and advantages / disadvantages vs. alternatives
      • Define benefits/outcomes-based messaging for each segment for measurements, products
      • Develop marketing campaign themes to drive an integrated marketing message
    • Downstream marketing plan & execution
      • Evaluate and define requirements for collateral that powerfully communicates the value proposition, including brochures, spec sheets, white papers, reprints, videos
      • Build comprehensive global brand toolkit and manage marketing plan for new / relaunched brands, with budget amount and allocation for US/OUS, television advertising, print advertising, digital advertising, retail/shopper activation, through-practice education and demand gen, in channel promotions, social media, events, tradeshows
      • Drive execution of the marketing plan by working daily with Marketing Communications
      • Report on the results of the marketing plan, recommend alternations in plan to optimize results
  • Channel support
    • Work collaboratively with all consultants and manufacturer’s representatives pursuing product sales in the consumer segment
    • Ensure marketing message is being communicated by channel partners in a consistent manner and in alignment with legal and regulatory guidelines
    • Introduce channel marketing/promotions to address market challenges, exploit untapped opportunities
    • Drive aspects of training required for channel management personnel
    • Support channel partner meetings with data, presentation material, and attendance as needed
    • Assess and identify new channels of distribution or new models that enable new channels
    • Support retail pharmacy marketing programs.
    • Support DME marketing programs.
  • Market Development Support
    • Support market development plan / strategy, working with outside consultants
    • Identify barriers to product use and develop optimal process for initial and ongoing clinical support and integration into care pathways, including in-service/installation, policy/procedure development
    • Identify and segment users, build reference list, develop strong advocates
    • Identify key opinion leaders and influential organizations to establish strong relationships to drive advocacy
    • Identify long-term market development strategies to overcome barriers and take advantage of opportunities including clinical research, guidelines/recommendations/standards, influential organizations, product development, business development opportunities

  Minimum Qualifications

  • 5-7 years working in product / brand marketing, including knowledge of new product launch stage gate process and brand development
  • Experience with regulated healthcare products (510k, PMA) required, ideally medical products in consumer markets
  • Strong communication and presentation skills
  • Experience in regulated healthcare product and selling into HCPs, Payors and other channels vis product mechanism of action, clinical data and evidence
  • Advanced ability with the Microsoft Office suite of applications (Word, Excel, PowerPoint, Teams)

  Preferred Qualifications

  • Prior experience working within medical devices or life sciences company
  • Consumer Packaged Goods experience
  • Retail/shopper marketing experience
  • Strategic knowledge of ecommerce & digital marketing activation
  • Previous experience in strategic planning

  Education: Bachelor’s degree in related field. MBA preferred.

  Compensation

  The anticipated range for this position is $140,000 to $180,000. Actual placement within the range is dependent on multiple factors, including but not limited to skills, education, and experience.

  Physical requirements/Work Environment

  This position primarily works in an office environment. It requires frequent sitting, standing and walking. Daily use of a computer and other computing and digital devices is required. May stand for extended periods of time. Able to lift and move around boxes of up to 40 pounds and lightweight equipment. Must be able to travel 20 – 30% of the time. The ability to operate a motor vehicle, maintain a valid Driver’s license is required.

  The physical demands of the position described herein are essential functions of the job and employees must be able to successfully perform these tasks for extended periods. Reasonable accommodations may be made for those individuals with real or perceived disabilities to perform the essential functions of the job described.

• About the company

  Masimo is an American manufacturer of noninvasive patient monitoring technologies based in Irvine, California.

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