About the position
The Women's Health Sr Product Marketing Manager will be the primary marketing leader and subject matter expert for the FirstGene Multiple Prenatal Screen. This includes creating and executing strategic marketing plans for FirstGene and the Women's Health (WH) business that enhance customer value and engagement, increase market competitiveness, and drive product line revenue growth. The FirstGene Sr Product Marketing Manager will lead the launch marketing strategy, execution, optimization and ongoing marketing strategy for the FirstGene Multiple Prenatal Screen. This leader will own performance and product marketing strategy paired with WH overall portfolio strategy, identifying and driving commercialization opportunities in partnership with product manager, R&D, sales, and downstream sales and marketing partners. This person will understand the target audiences and their pain points, then link the Myriad WH unique value proposition and competitive differentiators to position us for growth. This person is responsible for using market insights and prioritizing commercialization and go-to market plans. This role reports to the Sr. Director of Marketing for Women's Health and sits within the Women's Health Business Unit. This role requires someone that can deeply understand the needs of our providers, patients, and internal stakeholders to deliver product marketing launch excellence. They will oversee all customer-facing assets for FirstGene and will be expected to monitor effectiveness and drive ROI.
Responsibilities
- Develop and maintain marketing strategy that aligns with business goals for FirstGene, including brand differentiation and synergy with Women's Health (WH) portfolio
- Create and maintain content strategy to engage with key target HCP audiences (OB/GYN, Maternal Fetal Medicine, Fertility) to build brand awareness/drive messaging
- Prepare FirstGene for commercial launch - finalize the creative idea and create content strategy to engage key target audiences (OB/Gyn and other women's health HCPs); develop all launch collateral for multiple downstream channels
- Launch FirstGene with excellence, assess results, and ongoing optimization
- Partner with product team to develop long-term product roadmap and collaborate with product eco-system (product, sales, sales enablement, clinical, regulatory, and others) to achieve business goals and drive results
- Collaborate across key stakeholders to enable holistic messaging, including upstream and downstream partners in R&D, Product, Regulatory, Medical, Sales, multi-channel marketers and digital, etc. to achieve shared business goals including revenue and KPIs
- Drive analytics and actions to inform product marketing strategy, including but not limited to: Voice of Customer (VOC) through continuous engagement, event networking, KOL & thought leadership, focus groups and speaker programs, and field sales feedback
- Persona and Audience research and insights through surveys, internal and external data research and analyses, and key stakeholder input
- Market and Competitor analyses - develop deep understanding of product and service offerings of key competitors; convey differentiation through product marketing and sales content and strategy
- Partner with sales to define overarching targeting, launch roll out prioritization, and lead sales training on materials, sales content, and playbooks
- Lead agency teams to deliver on time and excellent toolkit.
Requirements
- Bachelor's degree or equivalent experience in Marketing required
- 8+ years of marketing experience with 5+ years of clinical product marketing preferred
- Product Upstream Marketing for an HCP / patient-facing physician audience in biotech, medical device, or similar industry required
- Experience marketing and launching new products in Women's Health clinical area preferred
- Clinical knowledge or understanding of oncology or urology with marketing product launch in these therapeutic areas preferred
- Must have experience launching and supporting existing products
- Must have experience leading a product marketing team
- Must have experience owning and driving product and product portfolio marketing strategy and tactics
- Must have experience creating clinical marketing content
- Experience managing agency relationships, priorities, and budgets
- Experience working closely with internal and external customers
- Ability to collaborate across functions, especially sales and marketing peers
- Excellent attention to detail, very well organized and ability to work in a fast-paced changing environment
- Clear and concise communication skills with high initiative and ability to think outside the box
- Ability to communicate effectively with leadership
- Ability to manage multiple projects with varying priority levels
Nice-to-haves
- Experience marketing and launching new products in Women's Health clinical area preferred
- Clinical knowledge or understanding of oncology or urology with marketing product launch in these therapeutic areas preferred
