Director, Product Management, Senior Care Revenue Cycle (CA)

Implant Direct seeks a highly motivated, results-driven Senior Marketing Communications Manager to define, develop, and execute effective marketing strategies, ensure brand consistency across all marketing deliverables, and optimize marketing campaigns to drive the company’s revenue growth in core markets. Reporting to the Director of Demand Generation, the Implant Direct Senior Marketing Communications Manager will be responsible for leveraging customer insights to define innovative marketing strategies, programs, and initiatives. This role-holder individual will have direct ownership over generating leads and revenue in the North American market.

The Senior Manager, Marketing Communications will be a leader within the marketing organization and will work closely with Implant Direct’s commercial teams to define the next chapter of Marketing and lead the organization forward. A deep understanding of marketing principles and best practices are crucial for this role.

PRIMARY DUTIES & RESPONSIBILITIES :

• Define & Execute North America Demand Generation Strategy.
• Develop and execute the North America marketing plan (communication plan, channel strategy / mix, campaign elements and tactical plan) containing clear strategies and tactics that will drive the business forward with measurable outcomes.
• Develop go-to-market marketing strategy including synthesis of segmentation, targeting and positioning and create marketing assets to drive commercial success.
• Develop clear understanding of market dynamics, competitive landscape, and customer insights through face-to-face engagements to aid in go-to-market and integrated communication plans.
• Refine customer segmentation and personas, map out the stages in their purchase journey, analyze the gaps between expectations and the portfolio, and map to touch points to identify opportunities and improve performance. Utilize data-driven insights to identify high-value customers and optimize acquisition efforts.
• Obsess over the clinicians’ experience and their journey across all touchpoints (online, email, e-commerce, social, SEO, webinars) to ensure marketing is properly equipped to delight prospects and existing customers.
• Define the optimal demand generation strategies and mix for current portfolios and new product introductions. Create and implement communication and marketing strategies for new products, launches, events and promotions to acquire new customers through targeted lead generation campaigns to deliver revenue and growth targets.
• Plan and design insights driven, multi-channel communication campaigns (traditional and digital) that address all levels of the sales funnel to accelerate high-quality lead conversion and drive pipeline growth.
• Define content strategy and convey clear value propositions into highly compelling and differentiated customer facing materials that drive clinician conversions. Lead coordination and execution of deliverables through launch and lifecycle.
• Partner with the marketing team to drive creation, development, execution, approvals, and deployment of campaigns across North America consistent with brand guidelines. Keep internal stakeholders aware of project status.
• Drive alignment and enablement of the marketing plan with sales.
• Development of sales enablement tools and materials (including webinars) aligned with the customer buying journey ensuring sales is equipped to effectively communicate portfolio’s value proposition on the right channels.
• Build relationships with key customers, thought leaders and industry players to facilitate sales and increase product visibility and adoption.
• Collaborate with key stakeholders across the organization (sales, product management, education, marketing) to gain alignment and traction across priorities.
• Set clear metrics, monitor, measure, and leverage data-backed insights to optimize marketing program effectiveness and find new opportunities. Identify gaps, implement countermeasures to meet growth targets.
• Track and report out performance metrics via daily management and monthly dashboards that define future initiatives.
• Utilize CRM (Microsoft Dynamics) and reporting tools (Tableau) to generate reports to inform decision making and strategy development.
• Utilize project management tools and methodologies to track progress, identify and mitigate risks and ensure all project campaign deliverables are met.
• Leverage EBS tools such as Kaizen, Problem Solving Process (PSP), Daily Management (DM) to drive customer engagement through lead cycle with full traceability to revenue.

Location :

• Position is remote.
• 10% travel, primarily to customers in North America.

Job Requirements :

• Bachelor’s degree required, preferably in marketing, communications, or business-related field.
• 7+ years of relevant experience in marketing, sales, or commercial role.
• Strong knowledge of communication practices and techniques.
• Ability to both create strategy and execute tactically.
• Ability to analyze data to uncover insights and drive decision-making and strategic priorities.
• Proven experience in marketing, with a strong focus on strategy, awareness, lead generation and conversion.

PREFERRED QUALIFICATIONS :

• Master’s degree in business (MBA) strongly preferred.
• Experience in healthcare (medical, dental, vision) or similar industries (i.e. medical device, pharmaceuticals, etc.) a plus.
• Prior CPG experience preferred.
• Detail-oriented and analytical approach to marketing.
• Results-oriented with a continuous improvement mindset.
• Action oriented with a strong sense of urgency.
• Manage multiple demands and priorities on time and work well under pressure.
• Strong leadership skills and able to work independently.
• Strong research and analytical skills to interpret market and industry data.
• Strong analytical skills and proficiency in data analysis tools.
• Ability to gain alignment, build consensus and collaborate within marketing and cross-functional teams.