Job Function Summary:
The Vice President, Global Marketing (Interventional Urology – IU) is responsible for driving the global growth strategy and product portfolio strategy for the IU business, while directly supporting revenue growth and leading downstream marketing activities in all regions globally. The Vice President, Global Marketing leads the global marketing organization in the design and execution of short-term and long-term initiatives. The Vice President works closely with cross-functional partners in the IU business and with commercial leaders globally to define and implement product roadmaps and marketing plans/programs to achieve short and long-term business objectives.
Major Areas of Accountability:
- Drives and supports revenue growth, pricing, and commercialization of IU products on a global basis. Direct reports include downstream marketing leaders of North America and Europe, and leaders of upstream marketing, marketing communications (including digital marketing), physician education, and health economics/reimbursement. Downstream marketing in North America includes field based strategic area managers who are aligned with the sales regions and are responsible for regional market development. Total organization of approximately 50 globally.
- Downstream responsibility includes full portfolio management for Urology products in each region globally, including portfolio analysis, channel pricing guidelines, recommendations on strategic and tactical plans to align with shifts/trends in the market, SKU rationalization, and maintaining full portfolio profitability.
- Upstream responsibility includes defining the new product roadmap for the business, soliciting voice of customer into innovation selection, and driving customer requirements throughout the product development process. Also develops go-to-market plans for new products.
- Provides direction to regional marketing leaders, ensuring alignment with global strategy so that best practices across the marketing mix are leveraged into the regions and the countries. Leads regional marketing teams in North America, Europe and Emerging Markets, providing global direction, while aligning with regional sales leadership.
- Maintains a solid understanding of the market and facilitates that understanding for direct reports by monitoring the competitive market, pricing, reimbursement information, identifying trends or changes that will impact business, and recommending actions and contingency plans to maximize opportunities for Coloplast.
- Leads the development and execution of new product launches in the IU business globally to help promote new business opportunities, growth and financial profitability.
- Identifies growth opportunities, and creates and implements marketing programs and market development initiatives targeted at key customers to grow the global business.
- Drives the development of global business strategies by capturing and mining market insight and translating it into actionable, differentiated programs, across the full IU portfolio of products and programs. Partners with regional sales leadership to ensure that global programs are regionalized and localized for maximum effect.
- Oversees development of product promotional materials to support product launches, campaigns, clinical in-services and end-user education, and product commercialization materials, including packaging and labeling.
- Champions product commercialization activities across many business functional areas, including Executive Management, Global Marketing, Sales, Key Accounts, National Accounts, Supply Chain, Legal and Regulatory Affairs, Finance, and Research & Development, including GPO submissions.
- In collaboration with IU pricing team, refines pricing strategy through analysis of internal and external variables impacting brand profitability to meet market dynamics, and develops pricing recommendations for new products.
- Oversees management of portfolio to maintain products available for sale via all global channels, while optimizing portfolio for growth and profitability. Makes recommendations for portfolio rationalization when necessary and executes plans accordingly.
- Drives strategy and content for global physician training and education, marketing communications, and reimbursement/health economics. Clearly communicates objectives and recommended priorities to achieve sales growth.
- Manages distribution channel marketing initiatives, including product catalogs, press releases, and advertising schedules, as well as coordinates and implements industry tradeshows while managing medical society relationships and sponsorships.
- Manages Global IU Marketing budget with P&L accountability to meet top- and bottom-line business objectives.
- Ensures global marketing compliance with Coloplast business conduct policies and all HCP compliance policies and laws. Ensures strong alignment and partnership with Legal and Compliance functions in the business, and creates a clear culture of compliance across Global Marketing.
- Ensures all programs are aligned with Coloplast’s vision, business objectives, and corporate brand.
- Conforms with Coloplast Q/EHS Policy http://www.coloplast.com/About/responsibility/Documents/QEHS%20policy.pdf)
- Other duties as assigned.
Essential Qualifications:
- BS/BA in Business or Marketing, MBA preferred
- 20+ years marketing experience with progressively expanded responsibilities, with substantial experience in the healthcare and medical device industry.
- Experience and proven success in building, leading and directly managing direct reports in markets outside the US, particularly in the major European markets. Experience in Asia Pacific would further strengthen candidates.
- Demonstrated effectiveness in working across complex global matrix organizations
- Organizational acumen and stamina, with both a decisive and collaborative approach
- High self confidence and comfort/ability to address with complex challenges
- Instills confidence in executive leadership above the position, and in direct reports to the position
- Strong candidates will have the capacity and capability to expand responsibilities, to develop and to advance in the organization.
- General management experience, while not a requirement, could strengthen candidate potential for the position
- Demonstrated ability to work across functions to prioritize and drive strategic objectives
- Excellent oral and written communication skills
- High degree of initiative and self-motivation with a strong sense of accountability
- Ability to identify, analyze and solve problems with minimal direction and make decisions with confidence
- Aptitude to successfully prioritize and manage multiple tasks while adhering to deadlines
- Adaptability to realign initiatives quickly to meet shifts in the market place (e.g. reimbursement, customer consolidation)
- International and Domestic travel required
- Microsoft Word, Excel, PowerPoint proficiency required
Pursuing an ambitious growth agenda, Coloplast develops and markets products and services that make life easier for people with intimate healthcare needs. Employing about 12.000 people and with products available in more than 143 countries, we are one of the world´s leading medical device companies. We are constantly growing our business and always looking for new ways to move forward – we explore, learn and look for new ways of doing things.
Coloplast is committed to being an inclusive organization, where people bring their differences to work each day, fulfil their potential and have a strong sense of belonging because – and not despite – of their differences. We therefore encourage all qualified candidates to apply regardless of gender, age, race, nationality, ethnicity, sexual orientation, religious belief or physical ability.
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