Senior Manager, Global Product Marketing

Bio-Rad Laboratories•Irvine, CA

11h•Hybrid

About The Position

The Senior Manager, Global Product Marketing drives the day-to-day systematic product line growth and lifecycle management of the clinical quality control portfolio including launch execution, on-market growth and support, and obsolescence, and serves as the voice of the customer for their scope. The role translates franchise and segment strategy and customer/market insight into clear product-line plans, commercial inputs (market assessment, segmentation, long-range growth projections, franchise growth initiatives and marketing plans, positioning, pricing recommendations, sales enablement content and product communications) that support global product and marketing strategy, working closely with Market Access, Scientific Affairs, Regional Marketing, Commercial teams, and Supply Chain.

Requirements

Bachelor’s degree or equivalent in Marketing.
7 to 10+ years in Diagnostics/Biotech/Med-Devices.
Held a sales role and experience within regional marketing.
Proven record of LCM of a product portfolio in a matrix environment.
Advanced knowledge of marketing methodologies, concepts, practices, and procedures.
Able to translate segment and franchise strategy into concrete product-line plans, commercial hypotheses, and measurable objectives for assigned products or segments.
Able to collect and interpret voice-of-customer, competitive information, and usage data to inform requirements and positioning.

Nice To Haves

Advanced degree (e.g., MS, MPH, MBA or similar) is desirable.

Responsibilities

Contribute to franchise planning and long-range planning for assigned products or segments, develop on-market growth projections, franchise growth initiatives and marketing plans.
Translate global strategy by providing guidance and opportunity data to Regions and Commercial.
Understand product performance (quality signals, complaints, cost-to-serve, usage, and mix) and recommend sustaining prioritization, including assay obsolescence and migration, contribute to corrective and preventive actions (CAPA), sustaining activities, and phase-in/phase-out and obsolescence decisions in order to protect customer experience and identify opportunities to improve portfolio productivity and profitability over time.
Work with Scientific Affairs, Market Access, and Regional Marketing to shape product claims, value propositions, and messaging that reflect clinical evidence and customer language and that clearly position the product within the segment strategy and competitive landscape, informing evidence plans and assay registration priorities and feeding into global and regional marketing materials.
Maintain voice-of-customer (VOC), total-available-market (TAM), serviceable-available-market (SAM), payer/clinical trends, relevant technology developments and the evolution of clinical practice/guidelines, and competitive intelligence for assigned products or segments, and synthesize these inputs into market assessments, customer segmentation (including share/Mekko analyses) and competitor strategies that shape segment strategy, product-line roadmaps, growth opportunities (including IVD partnership opportunities), portfolio gaps and rationalization options, and highlight risks across assigned systems, assays, quality controls and informatics.
Utilize dashboards to track revenue, mix, margins, adoption for assigned products or segments and other indicators.
Provide insights and recommend corrective actions to key stakeholders.