Sr. Manager, HCP Brand

Cynosure Inc; Westford (MA); On-site; USD 150,000 - 230,000; Full time

Job summary

Cynosure Inc. is seeking a commercially driven Senior HCP Brand Manager to lead brand strategy and growth for our North American energy-based aesthetic device portfolio.

You will drive revenue growth and expand market penetration within dermatology, plastic surgery, and medical aesthetics practices. In a private equity-backed environment, you will bring ownership, urgency, and financial discipline, leveraging insights to develop high-impact commercial strategies that accelerate capital

Qualifications

• Bachelor’s degree required.
• Master’s degree preferred.
• Experience in medical devices, capital equipment, or medical aesthetics.
• Strong analytical and financial acumen.

Responsibilities

• Define brand strategy and growth initiatives for North American energy-based devices.
• Partner with Sales to accelerate pipeline and improve win rates.
• Lead multi-channel campaigns to drive market penetration and product adoption.
• Develop and optimize field enablement assets and workshops.
• Own brand-level P&L and operating plans.
• Provide coaching and development to Brand team members.

Skills

Brand management

Product marketing

Leadership

Strategic planning

Cross-functional collaboration

Data-driven decision making

Communication

Education

Bachelor’s degree

Master’s degree

Job description

Job Summary

We are seeking a commercially driven, results-oriented Senior HCP Brand Manager to lead brand strategy and growth initiatives across our North American energy-based aesthetic device portfolio. This role will play a critical part in driving profitable revenue growth and expanding market penetration within dermatology, plastic surgery, and medical aesthetic practices.

Operating in a private equity-backed environment, the Senior HCP Brand Manager will bring urgency, ownership, and financial discipline—leveraging customer insights to develop and execute high-impact commercial strategies that accelerate capital placements, elevate brand visibility, and deepen engagement within the HCP community.

Essential Duties & Responsibilities:

Revenue & EBITDA Growth

• Innovate and execute HCP-focused brand strategies that directly drive capital equipment sales and expand market penetration across our energy-based portfolio.
• Partner with Sales Leadership to accelerate pipeline velocity and improve win rates and deliver strategic solutions that support capital conversions and portfolio bundling opportunities.
• Identify and engage with key HCP customers in US and Canada, to showcase portfolio success, expand brand visibility, and stimulate new leads and buying interest.
• Execute a high-impact workshop content strategy in close alignment with HCP speakers to advance portfolio adoption and achieve/exceed event revenue goals for 2026.
  • Workshops: 1.75 M/workshop
  • Academy: 7M

Market Penetration Strategy

• Lead the development and execution of integrated, multi-channel HCP brand campaigns to accelerate market penetration and product adoption.
• Design scalable programs that drive capital placements, expand installed base, and increase portfolio penetration within target segments.
• Partner closely with Digital Marketing and Marcom to deliver targeted, data-driven HCP campaigns that generate qualified demand and improve conversion rates.
• Ensure tight cross-functional alignment across Sales, Clinical, Regulatory, Operations, and Global Upstream Marketing to support seamless market execution.

Field Enablement & Commercial Execution

• Drive launch excellence by establishing clear revenue KPIs, tracking performance metrics, and implementing post-launch optimization plans to ensure sustained commercial performance.
• Develop high-impact sales enablement assets including value propositions, objection-handling frameworks, competitive battlecards, and bundled solution strategies to improve win rates.
• Align workshops, speaker programs, and events to measurable commercial objectives, ensuring accountability to revenue and penetration goals.
• Monitor field feedback, performance metrics, and competitive dynamics to continuously refine positioning and optimize commercial impact.

Portfolio Optimization & Lifecycle Management

• Lead portfolio strategy to maximize revenue growth, market share, and margin contribution across the energy-based device portfolio.
• Identify whitespace opportunities, adjacent market expansion, and cross-sell pathways to increase market adoption.
• Develop promotional strategies and limited-time commercial programs that create urgency while protecting long-term brand equity and margin.

Measurement & Accountability

• Define KPIs for brand awareness, lead generation, adoption rates, and revenue impact.
• Track campaign contribution to pipeline velocity and win rates.
• Present performance dashboards and process optimization recommendations to leadership.
• Ensure campaigns deliver measurable commercial outcomes, not just impressions.

Team Leadership & Talent Development

• Establish and implement scalable, repeatable brand management processes that improve cross-functional efficiency and commercial execution.
• Directly manage and develop Brand Specialist(s), setting clear performance expectations tied to business metrics.
• Provide coaching, prioritization guidance, and professional development to build bench strength within the marketing organization.
• Build disciplined intake, prioritization, and resource allocation processes to align marketing initiatives with commercial impact.
• Drive continuous improvement by identifying operational gaps and implementing process enhancements that scale as the organization grows.
• Foster a culture of accountability, speed, and executional excellence through structured planning cycles and performance reviews.

Financial Rigor & Performance Accountability

• Own brand-level P&L inputs and drive accountability to revenue and market share targets across the portfolio.
• Develop annual operating plans aligned to commercial growth objectives, ensuring disciplined allocation of marketing investments.
• Identify cost efficiencies and reinvestment opportunities to improve brand productivity and ROI.
• Present performance dashboards and strategic recommendations to leadership, grounded in data-driven insights.

Qualifications

Education

• Bachelor’s degree required
• Master’s degree preferred
• Specific area of study: Marketing, Business Administration, or related field.

Experience

• 7–10 years of brand management or product marketing experience in medical device, capital equipment, pharmaceutical or medical aesthetics industries

Skills

• Must be adept at prioritizing work and managing competing priorities effectively; effective project management skills are a must in this role.
• Proven track record of successful product launches and marketing campaigns.
• Strong analytical skills with the ability to interpret data and make strategic recommendations.
• Excellent communication and interpersonal skills.
• Ability to walk the line between technical product knowledge and effective marketing positioning and messaging.
• Ability to work collaboratively in a fast-paced environment and manage multiple projects simultaneously.
• Knowledge of regulatory requirements in the medical aesthetics field is a plus.
• Prior experience directly managing at least one marketing team member.
• Experience supporting field-based capital sales teams.
• Strong financial acumen with ability to build ROI models and analyze contribution margin.
• Experience operating in high-growth, fast-paced organizations.

• Ownership mindset and bias for action
• Comfort with ambiguity and speed
• Commercial and financial acumen
• High accountability and performance orientation
• Ability to move from strategy to execution rapidly

Physical Demands

The physical requirements described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.

• Sit; use hands to finger, handle or feel objects, tools, or controls.
• Other (please specify): Travel expectations – 25%