About the position
Abbott Point of Care (APOC), a ~$550 million division of Abbott, 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 most—caring 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. 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.
Responsibilities
- 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 discipline—including globalization of portfolio, lifecycle management, and operational initiatives—to improve value to customer, cost, quality, and profitability.
- Maintain formal product portfolio strategy, evidence strategy, product lifecycle roadmap, and New Product Introduction schedule.
- 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.
- Establish processes to collect and report competitive intelligence on a monthly basis.
- Establish a robust pipeline of incremental and disruptive product, service and business model innovations.
- Utilize customer insights regarding unmet needs to define new product concepts.
- Lead and leverage Global Market Insights capability to validate/refine concepts with customers.
- Develop business cases—including technology assessment, target market assessment, DCF/ROI forecast, minimum viable product requirements.
- Define a framework to guide the prioritization and resourcing of on-market and new product initiatives.
- Serve as Global Brand Steward, defining APOC’s global brand identity, positioning, messaging and core creative.
- Provide commercial leadership to cross-functional product development teams throughout product development process.
- Drive definition of product strategy for targeted market segments.
- Support the development, integration and translation of customer insights to identify product differentiation.
- Solicit input from Areas/Countries regarding launch toolkit requirements.
- Provide guidance to Areas/Countries on commercial launch strategies.
- 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.
- Build strong working relationships with Areas and Countries that facilitate execution of global strategies and campaigns.
- Establish and monitor Global Strategic Marketing KPIs.
- 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.
Requirements
- 10+ years post-MBA experience; prior experience in (point of care) in vitro diagnostics or medical devices preferred.
- Extensive experience leading global product launches.
- Experience developing and leading a global marketing team (> 10 people).
- Experience serving on a cross-functional leadership team.
- Classically trained brand marketer with demonstrated expertise in defining innovation roadmap.
- Hands-on commercial affiliate sales and marketing experience.
- Global mindset/perspective—experience working outside the U.S. preferred.
- Outstanding strategic and analytical thinking.
- Track record of integrating diverse perspectives into cohesive aligned recommendations.
- Excellent skills at influencing outcomes.
Nice-to-haves
- MBA from top-tier school preferred.
- Written and verbal fluence in English is required.
Benefits
- Base pay for this position is $188,700.00 – $377,300.00.
- Up to 40% global travel (primarily North America, Europe and Asia Pacific).
