Senior Marketing Product Manager (Reference Lab & Services)

Antech•Loveland, CO

7d•$156,000 - $195,000•Onsite

About The Position

Antech is seeking a highly driven and experienced Sr. Product Manager to focus on executing the short- and long-term vision for Reference Laboratory Services. This role requires a blend of strategic thinking, creativity, collaboration, and deep understanding of veterinary clinic operations, diagnostics, and how diagnostics work together in service of the veterinarian and ultimately the patient. The ideal candidate should be adept at direct to veterinarian marketing and digital marketing tools, working in matrixed management structures, navigating complex market dynamics, and driving growth through innovative marketing initiatives.

Requirements

Bachelor’s degree in Marketing, Business Administration or a related discipline, specialization in healthcare marketing is an added advantage.
5-7+ years of marketing experience in a healthcare, veterinary or diagnostics industry
Proven track record in executing marketing strategies in a veterinary or healthcare setting.
Strategic Thinking and Marketing Expertise: Proven ability to develop and implement effective B2C marketing strategies, particularly in program development and digital marketing.
Analytical Skills: Strong analytical and problem-solving skills, with the ability to use data-driven insights for decision making.
Adaptability: Flexibility to adapt to evolving market trends and business needs.
Technical Proficiency: Familiarity with modern marketing tools and CRM systems, with a keen interest in AI and technological advancements in veterinary diagnostics.
Communication Skills: Excellent verbal and written communication skills, with proficiency in presenting complex concepts to diverse audiences.
Data Analysis and Metrics: Competency in using data analytics to inform marketing decisions and measure the effectiveness of marketing campaigns.
Budget Management: Experience in managing marketing budgets, allocating resources efficiently, and demonstrating a strong return on investment.
Digital Platform Marketing: Skills in promoting digital tools and platforms, ideally with experience in health or veterinary tech.
Project Management: Strong project management skills, with a track record of successfully leading and completing marketing projects.
Veterinary Diagnostics Knowledge: Understanding of the veterinary diagnostics market, including trends, challenges, and opportunities.
Proficiency in understanding veterinary practice management dynamics, including workflow efficiency, client engagement strategies, and operational challenges.
Ability to tailor marketing programs that align with and enhance the day-to-day operations and long-term strategic goals of veterinary practices.
Customer-Centric Mindset: A deep understanding of customer needs and behaviors, particularly in the context of veterinary practices.
Sales Collaboration: Experience working closely with sales teams, understanding the dynamics of sales and marketing collaboration in a healthcare-related field.

Nice To Haves

Advanced degrees: DVM/LVT preferred, MBA preferred.
Veterinary industry experience: Direct experience in the veterinary industry whether in clinical practice, veterinary pharmaceuticals, diagnostics, or related fields is highly valued.
Technical skills: Advanced knowledge of digital marketing tools, data analytics software, and CRM systems. Familiarity with veterinary practice management software is a plus.
Networking and Affiliations: Active participation in relevant industry associations, networks, and professional groups within veterinary or healthcare marketing fields
Additional certifications: Certifications in marketing, digital marketing, or project management desirable

Responsibilities

Market Analysis and Research Conduct in-depth market research and analysis to identify market trends, customer needs, competitor activities, and potential opportunities for growth. Use these insights to inform program development and marketing strategies. Engage with practicing veterinarians and corporate veterinary groups to understand their needs and tailor marketing strategies accordingly. Stay abreast of industry trends, emerging technologies, and shifts in veterinary medicine to continuously adapt and improve marketing strategies.
Strategic Marketing Development Lead the creation and execution of industry recognized above-brand education and marketing programs including digital aimed at increasing use of reference lab services. Develop strategies to effectively compete against major industry players, identifying unique selling points and value propositions. Ensure these programs are tailored to meet the needs of different clinic sizes and types. Regularly evaluate the effectiveness of marketing programs and initiatives, using metrics to measure success and inform future strategies.
Marketing Plan Creation and Execution Develop and oversee the execution of comprehensive marketing plans for reference laboratory tests and services This involves setting clear objectives, defining target audiences, determining marketing channels and tactics, allocating budgets, and measuring the effectiveness of these plans in achieving business goals. Establish and monitor key performance metrics to evaluate the effectiveness of marketing strategies and initiatives.
Cross Functional Collaboration and Stakeholder Communications Work closely with Capital Equipment and Products, Preventive Care Research and Development, Sales/Sales Enablement, Marketing/marcomm, National Accounts and Senior leadership audiences to ensure alignment of marketing strategies with product development and sales goals. Maintain effective communication with internal and external stakeholders, including presentations to executive teams and participation in industry events. Provide necessary training, materials, and support to sales representatives and account managers.
Budget Management Manage the marketing budget, ensuring resources are effectively allocated to achieve program goals and deliver a strong return on investment.