JOB DESCRIPTION
This leadership role will be responsible to develop and execute Care Continuum overall strategy for the US Region. Strategy will determine “where to play” and “how to play”, enabling Market Strategy and execution for MMS supporting the expansion of BD MMS products into the care continuum and retail segments.
The role will be accountable to develop go-to-market strategy and execution for all Care Continuum-focused solutions. The role will be responsible for business success as measured by committed contracts, sales revenue, profitability, customer adoption and customer satisfaction. This role will create strong partnerships across functions including platform, sales team(s), contracts, medical affairs, contracts, implementation, training, and services. This role will also partner with US Regions that are selling into these same call points.
The role will be responsible for leading a team of marketers, elevating the marketing competency within the organization by acquiring, developing and retaining talent with the capability to assume succession roles across MMS and/or other platforms/business units. The role will have direct reporting responsibility for market managers who manage the US Region go-to-market strategy for the specific products contributing to this category offering.
In addition to the above, the role may lead key strategic projects or initiatives outside the role’s scope of responsibilities.
Key Success Metrics:
US Region revenue targets for the care continuum business
Enhance customer satisfaction by fulfilling unmet needs through the portfolio value offer
Conceive and develop strategy and commercialization plan to achieve business objectives
Develop sales enablement process, ensure success of commercial teams
Determine success requirements to meet business objectives
Talent development, retention, and succession planning
Develop an inclusive and diverse team culture
RESPONSIBILITIES
To achieve the defined measures of success focused on supporting marketing and sales activities required to achieve US Region results.
Annual marketing plan that outlines the business/market objectives
Understand the competitive landscape—be an expert on competition and how they are positioned. Develop competitive sale strategies and tools that drive competitive conversions and retention.
Create the go-to-market plans of net-new products/capabilities and manage the cross-functional implementation of the plan. Go-To-Market responsibilities include:
Work with Platform to Identify target market segments and value offer/positioning for each. Adjust pricing strategy to meet US region needs.
Develop Omnichannel strategy and execution plan to reach and persuade new audiences.
Collaborate with sales on development of sales messaging, 3 whys, and new tools or update existing ones, i.e. WhiteBoard, PPT etc. consistent with BD Way of Selling and the customer buying process
Develop sales training plan and execute
Ensure that sales compensation aligns with go-to-market strategy
Track results and recommend changes as needed
Ensure ROI tool is kept current with analytics capabilities
Assess the effectiveness of the marketing programs and report back to the business on required changes.
Develop customer success material to highlight best practices, including testimonials, case studies, videos, and webinars.
Build referenceable customers and sites
Collaborate with MedAffairs/ HEOR to ensure that evidence generation projects meet US region needs.
Support tradeshow and safety center activities
Support RFP content development
Complete Annual Strategic Review (ASR) region requirements
Provide upstream marketing teams with customer feedback
REQUIREMENTS
Bachelor’s degree in business, technical or clinical discipline with at least 10 years of marketing experience in the medical device industry with both upstream and downstream experience including the launch of hardware and software products, and services
MBA preferred
Cloud software, and services experience as well as Capital Equipment highly desirable
Experience in planning, executing, and measuring marketing programs
Experience in successfully executing new product launches
Ability to work successfully with sales, implementation, and services in support of achieving sales and customer objectives
Prior retail market knowledge and market development skills will be preferred
Leadership Requirements:
Highly motivated, execution-focused leader with the ability to self-define role and activities necessary for successful product commercialization
Strong and effective communication skills
Ability to balance short term sales and customer needs with planning long term strategy
Advanced analytical and problem-solving skills. Excellent command of information/data and the ability to drive decisions
Strong customer focus
Organized and proactive with demonstrated ability to multitask and balance competing priorities
Proven ability to reduce complex cross-functional requirements into easy-to-understand language and communicate effectively to a cross-functional team
Proven ability in a regulated, complex medical device market
Demonstrate strong and clear accountability for performance as part of a cross-functional team, developing excellent working relationships with all functions critical to product development excellence
Demonstrate leadership, learning agility and action orientation when facing uncertainty. Effectively manage change and instill confidence through leadership and actions.
Conduct and encourage frequent formal and informal communication within the team to ensure full engagement and efficient operation
Intuitively and quickly assess people and situations and act accordingly. Demonstrate strong persuasion and negotiation capabilities
Promote and leverage diversity to achieve best outcomes and an inclusive work environment. Ensure all interested parties have opportunities to influence and contribute to decisions and outcomes
Demonstrate and promote leadership courage by doing what is right. Instill confidence in associates and customers