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Senior Director, Global Strategic Marketing

Senior Director, Global Strategic Marketing

AbbottPrinceton, NJ, US
20 days ago
Job type
  • Full-time
Job description

Sr. Director, Global Strategic Marketing : A Unique Leadership Opportunity

Abbott Point of Care (APOC), a $550 million division of Abbott (NYSE : ABT), enables health care professionals to accurately achieve real-time, lab-quality diagnostic results at the point of care within minutes. Testing at the point of care enables health care professionals to make rapid triage and treatment decisions when diagnosing a patient's condition or monitoring a treatment response. By simplifying the testing process, clinicians can focus on what matters mostcaring for the patient.

Abbott Point of Care's i-STAT Analyzer is a handheld system that is used with single-use i-STAT test cartridges. Together they form the i-STAT System

  • a blood analysis system that provides health care professionals with the information they need to rapidly make treatment decisions. Testing with the i-STAT system eliminates process steps and handoffs to improve access and time to treatment and to help reduce the incidence of errors and promote patient safety.

Hospitals and clinics in more than 100 countries around the world depend on the i-STAT System in critical care situations.

As the Sr. Director, Global Strategic Marketing, you will lead our Global Strategic Marketing Team and serve as a key member of the APOC Leadership Team. You will contribute to APOC's vision and mission by setting the global product portfolio strategy, establishing a pipeline of new product and novel product claims innovations, partnering with cross-functional colleagues to develop new products, and driving the global launch of those new products to generate sustainable market share, sales and margin growth. In your new role, you will report to the President, Abbott Point of Care.

Responsibilities :

Portfolio and Product Lifecycle Management

  • Partner with APOC Leadership Team to define the APOC vision and strategy
  • Align product portfolio with APOC vision and strategy by identifying gaps and defining the innovation roadmap to fill gaps
  • Partner with R&D, Clinical Affairs, Regulatory, Quality and Operations to ensure product development resources are aligned with APOC's portfolio strategy and product lifecycle roadmap
  • Implement Portfolio Management Process disciplineincluding globalization of portfolio, lifecycle management, and operational initiativesto improve value to customer, cost, quality, and profitability
  • Maintain formal product portfolio strategy, evidence strategy, product lifecycle roadmap, and New Product Introduction schedule (to serve as an input to monthly Integrated Business Planning process)

    • Market and Competitive Insights

  • Execute research to generate customer insights regarding unmet needs, identify market and technology trends, uncover significant growth opportunities and inform product portfolio decisions
  • Conduct research to aid in definition of customer and product requirements
  • Inform commercial launch strategy by executing research to aid in definition of value proposition, product positioning, branding, messaging, claims, pricing, advertising campaign concepts, and sales tool effectiveness
  • Conduct research to assess commercial effectiveness, including quarterly Voice of the Customer, sales message recall, etc.
  • Maintain global market forecast by Area / Country and market segment (e.g., Blood Gas, Chemistry, Immunoassay, Coagulation, etc.)
  • Establish processes to collect and report competitive intelligence on a monthly basis

    • Innovation

  • Establish a robust pipeline of incremental and disruptive product, service and business model innovations that a) align with APOC global product portfolio strategy, b) address unmet customer needs, c) create sustainable competitive advantage, and d) generate sustainable double-digit sales and margin growth
  • Utilize customer insights regarding unmet needs to define new product concepts
  • Lead and leverage Global Market Insights capability to validate / refine concepts with customers; utilize finalized product concepts to define minimum viable product requirements
  • Develop business casesincluding technology assessment, target market assessment, DCF / ROI forecast, minimum viable product requirementsand present as part of NPI Phase 0 stage gate review
  • Define a framework to guide the prioritization and resourcing of on-market and new product initiatives

    • Brand and Product Management

  • Serve as Global Brand Steward, defining APOC's global brand identity, positioning, messaging and core creative; ensure consistent execution across Areas, Countries
  • Provide commercial leadership to cross-functional product development teams throughout product development process
  • Drive definition of product strategy for targeted market segments (e.g., Emergency Department, Cardiovascular Operating Room, Intensive Care Unit, Neonatal Intensive Care Unit, Cath Lab, Respiratory Therapy, Outpatient, et. Al.)
  • Support the development, integration and translation of customer insights to identify product differentiation; partner with Market Access, Medical Affairs and Market insights to differentiate products with a compelling value proposition that is supported by clinical claims and evidence
  • Solicit input from Areas / Countries regarding launch toolkit requirements, and partner with Agency of Record to develop global launch toolkit; toolkit to include value proposition, positioning, messaging, claims, advertising campaign, medical communication and education, and sales tools
  • Provide guidance to Areas / Countries on commercial launch strategies; synthesize best practices and disseminate across Areas / Countries
  • Serve as a product knowledge expert resource for Areas and Countries

    • Market Access

  • Define global market access and pricing strategy for APOC product portfolio
  • Partner with Medical Affairs to define clinical evidence required to achieve reimbursement for new products and develop evidence building strategies including real world evidence
  • Lead development of core value dossier, including pharmacoeconomic and budget impact models
  • Support key countries in definition and execution of market access strategy
  • Partner with Global Brand and Product Management Team, Medical Affairs and Areas / Countries to define Stakeholder Engagement and Advocacy Plans, develop new markets and generate advocacy for reimbursement

    • Other

  • Build strong working relationships with Areas and Countries that facilitate execution of global strategies and campaigns
  • Establish and monitor Global Strategic Marketing KPIs to ensure strategies and programs are executed effectively and timely
  • Develop and maintain annual budget for Global Strategic Marketing while ensuring forecast accuracy of + / - 5%
  • Attract, hire, coach / develop, motivate and retain a high-performing marketing team, ensuring appropriate diversity and market representation
  • Up to 40% global travel (primarily North America, Europe and Asia Pacific)

    • Qualifications / Experience :

  • 10+ years post-MBA experience; prior experience in (point of care) in vitro diagnostics or medical devices preferred
  • Extensive experience leading global product launches, including defining value proposition, positioning, messaging, core creative concept, market access / reimbursement strategy, and market creation
  • Experience developing and leading a global marketing team (>

    • 10 people) spanning key functions market research / insights, innovation, product management, market access / reimbursement, marketing services

  • Experience serving on a cross-functional leadership team; ability to quickly establish trust and credibility with cross-functional executives (e.g., Operations, R&D, Quality, Regulatory, Commercial, Finance, HR, et. al)
  • Classically trained brand marketer with demonstrated expertise in defining innovation roadmap, managing product portfolio, and partnering with cross-functional teams to drive product development
  • Hands-on commercial affiliate sales and marketing experience
  • Global mindset / perspectiveexperience working outside the U.S. preferred
  • Outstanding strategic and analytical thinkingproven ability to proven ability to anticipate issues / risks and mitigate those risks, synthesize information from multiple sources, conduct analysis, and formulate actionable recommendations.
  • Comfort with ambiguity; demonstrated ability to take ownership of problems, exercise sound judgment and independently determine appropriate course of action where precedent may not exist
  • Track record of integrating diverse perspectives into cohesive aligned recommendations; ability to develop an inclusive culture comfortable with challenging current market paradigms to achieve and exceed goals
  • Excellent skills at influencing outcomes by catalyzing and shaping dialogue across and outside the organization, demonstrating competence and confidence, being accessible, being a good listener, and using fact-based persuasion, passion, and persistence as appropriate to the audience and issue at stake

    • Qualifications

  • BA or BS in business or science / engineering required.
  • MBA from top-tier school preferred.
  • Written and verbal
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