Associate Manager, Brand Marketing - Neptune S & POM (Hybrid)

Stryker•Portage, MI

2d•Hybrid

About The Position

As an Associate Manager, Brand Marketing you will be responsible for defining, developing, and implementing the brand strategy for specific products, product lines, lines of business, or on a company-wide campaign basis for our Surgical Technologies business unit. What you will do: Competitive Insights Coaches others on the market positioning and strengths/weaknesses of key competitors. Shares marketing intelligence and information with the team Customer Insights Coach the team on articulating the value proposition to the specific audience Trains others on the various reasons (variables) of why customers buy the product or service. Customer Centric Development Surfaces new or unexpressed customer needs, leading to product/program improvements. Focuses on product and service features and functions on the customer's critical success factors. Develops consistent processes for maintaining customer engagement. Escalates systemic problems that could affect customer satisfaction. Developing the Strategy and Marketing Plan Understands the linkages between all components of the Big Picture framework; relates upstream decisions to executional decisions. Authors key strategy documents: strategic plan, annual marketing plan, product launch plans, etc. Translates the marketing plan to specific marketing activities to carry out the plan. Able to write and communicate key documents: business reviews, marketing strategies, proposals, and recommendations. Leverages the marketing team for inputs to create and refine key documents and plans. Budgets Accurately forecasts resource needs, including staffing and money. Trains the team on established organizational practices in budgeting. Summarizes the budgeting process cycle, necessary inputs and reporting requirements. Supplies supporting information and justification for major line items. Explains variances in budget reports of planned vs. actual expenses. Creates Project Charters, CERs, and Business Case Financial Models as applicable. Value Prop Segmentation Trains the team on the different approaches to segmentation, what segmentation is, and why it provides efficiency to the commercial effort. Supports the team in segmentation work. Value Prop Targeting & Positioning Leads the value proposition development work, including the following components: customer beliefs and behaviors, main and dynamic variables and reasons to believe brand value. Trains the team on segmentation and positioning Brand Stewardship Guides teams through core competence exercises. Anticipates impact of company and market changes on core competence; coaches others to develop future skills and strategic assets needed to compete. Coaches teams on the application of core competence to ensure strategy-through-execution alignment. Coaches others on how to utilize the product or portfolio structure to maximize brand equity. Evidence Generation Links types of evidence (clinical, use, economic) to specific value proposition elements and specific stakeholders. Proposes objectives for evidence generation and evaluates individual studies for alignment with the evidence generation strategy Fosters KOL relationships and identifies new KOLs. Develops a roadmap to communicate and distribute key clinical evidence. Marketing Objective Coaches others on stakeholder roles in the context of the product or portfolio and the difference between a customer acquisition and retention strategy. Pushes the team to create business goals that meet SMARTI criteria. Source Volume and Strategic Objective Guides teams through a category definition exercise, challenging conventional thinking as appropriate. Guides teams in the allocation of resources between stimulating demand vs. earning competitive share to maximize financial results for the product or portfolio. Guides teams through strategic focus / four-quadrant opportunity analysis, including investment tradeoffs and competitive and market implications. Sales Distribution Channel Teaches others how to use advanced technologies and tools for sales channels. Advises on key elements of planning and executing a multi-channel sales strategy. Sales Enablement Provides clear, strategic, and prioritized direction to the field sales organization through written communications, presentations at training meetings, and informal interactions Sales Training Coaches junior colleagues in choosing proper delivery methods for complicated training situations. Forecasting/IBP Coaches others on sales forecasting methods and tools. Supply Chain Coach the team on the meaning and importance of PLCM Pricing Knows how to set price and develop a pricing approach consistent with the Marketing Strategy and brand positioning Develops pricing approach /level consistent with the Marketing Strategy and brand positioning. Communication Strategy Articulates desired communications outcomes consistent with marketing strategy to the MarComm team Marketing Channel Make sure the team understands the different channel strategies and associated business implications. Effectiveness Measurement Supervises others in their use of data collection, analysis, and reporting tools. Customer Satisfaction Creates a standardized way to track KPIs as well as a consistent method to report back to the business. Proposes updates and enhancements to the KPIs based on the analysis of metrics over time. Business Analytics Teaches others the analytical concepts and techniques used and their application to business decisions.

Requirements

Bachelor’s degree required
6+ years of work experience required
Demonstrated proficiency in Microsoft Office (Excel, Word & PowerPoint)

Nice To Haves

MBA preferred
3+ years of medical device or marketing/sales experience preferred
Excellent presentation and interpersonal communication skills
Strong analytical and problem-solving skills
Ability to manage multiple projects while delivering on established timelines
Ability to be persuasive in the absence of organizational authority
Must be able to understand and work within complex interdivisional procedures and policies

Responsibilities

Competitive Insights Coaches others on the market positioning and strengths/weaknesses of key competitors. Shares marketing intelligence and information with the team
Customer Insights Coach the team on articulating the value proposition to the specific audience Trains others on the various reasons (variables) of why customers buy the product or service.
Customer Centric Development Surfaces new or unexpressed customer needs, leading to product/program improvements. Focuses on product and service features and functions on the customer's critical success factors. Develops consistent processes for maintaining customer engagement. Escalates systemic problems that could affect customer satisfaction.
Developing the Strategy and Marketing Plan Understands the linkages between all components of the Big Picture framework; relates upstream decisions to executional decisions. Authors key strategy documents: strategic plan, annual marketing plan, product launch plans, etc. Translates the marketing plan to specific marketing activities to carry out the plan. Able to write and communicate key documents: business reviews, marketing strategies, proposals, and recommendations. Leverages the marketing team for inputs to create and refine key documents and plans.
Budgets Accurately forecasts resource needs, including staffing and money. Trains the team on established organizational practices in budgeting. Summarizes the budgeting process cycle, necessary inputs and reporting requirements. Supplies supporting information and justification for major line items. Explains variances in budget reports of planned vs. actual expenses. Creates Project Charters, CERs, and Business Case Financial Models as applicable.
Value Prop Segmentation Trains the team on the different approaches to segmentation, what segmentation is, and why it provides efficiency to the commercial effort. Supports the team in segmentation work.
Value Prop Targeting & Positioning Leads the value proposition development work, including the following components: customer beliefs and behaviors, main and dynamic variables and reasons to believe brand value. Trains the team on segmentation and positioning
Brand Stewardship Guides teams through core competence exercises. Anticipates impact of company and market changes on core competence; coaches others to develop future skills and strategic assets needed to compete. Coaches teams on the application of core competence to ensure strategy-through-execution alignment. Coaches others on how to utilize the product or portfolio structure to maximize brand equity.
Evidence Generation Links types of evidence (clinical, use, economic) to specific value proposition elements and specific stakeholders. Proposes objectives for evidence generation and evaluates individual studies for alignment with the evidence generation strategy Fosters KOL relationships and identifies new KOLs. Develops a roadmap to communicate and distribute key clinical evidence.
Marketing Objective Coaches others on stakeholder roles in the context of the product or portfolio and the difference between a customer acquisition and retention strategy. Pushes the team to create business goals that meet SMARTI criteria.
Source Volume and Strategic Objective Guides teams through a category definition exercise, challenging conventional thinking as appropriate. Guides teams in the allocation of resources between stimulating demand vs. earning competitive share to maximize financial results for the product or portfolio. Guides teams through strategic focus / four-quadrant opportunity analysis, including investment tradeoffs and competitive and market implications.
Sales Distribution Channel Teaches others how to use advanced technologies and tools for sales channels. Advises on key elements of planning and executing a multi-channel sales strategy.
Sales Enablement Provides clear, strategic, and prioritized direction to the field sales organization through written communications, presentations at training meetings, and informal interactions
Sales Training Coaches junior colleagues in choosing proper delivery methods for complicated training situations.
Forecasting/IBP Coaches others on sales forecasting methods and tools.
Supply Chain Coach the team on the meaning and importance of PLCM Pricing Knows how to set price and develop a pricing approach consistent with the Marketing Strategy and brand positioning Develops pricing approach /level consistent with the Marketing Strategy and brand positioning.
Communication Strategy Articulates desired communications outcomes consistent with marketing strategy to the MarComm team Marketing Channel Make sure the team understands the different channel strategies and associated business implications.
Effectiveness Measurement Supervises others in their use of data collection, analysis, and reporting tools.
Customer Satisfaction Creates a standardized way to track KPIs as well as a consistent method to report back to the business. Proposes updates and enhancements to the KPIs based on the analysis of metrics over time.
Business Analytics Teaches others the analytical concepts and techniques used and their application to business decisions.