About this role
Overview
Product marketing works across the product lifecycle to drive company and product brand positioning and achieve business goals. Cook Medical's MedSurg team is seeking a Product Marketing Manager 2 to develop and execute the go-to-market strategy for a newly launched device, Zenflow, aligned to the specialty's business goals and Cook's brand strategy. This is a downstream-weighted role centered on commercialization: launch execution, buyer journey marketing, and campaign management, including management of a third-party distribution partner's marketing and sales enablement.
The role is HCP-focused at launch, with patient/DTC marketing expected to grow over time, making this a strong opportunity to build a product's commercial strategy from the ground up on a brand-new team. Candidates with pharma or PMA medical device backgrounds are especially encouraged to apply, given the promotional compliance and MLR review discipline this role requires.
Responsibilities
- Collaborate with senior specialty leadership to link and align priorities, projects, and plans within the specialty
- Influence specialty business strategy and direction, with a focus on commercialization and downstream execution for a newly launched MedSurg device supporting prostate health
- Align mid-term marketing strategy and annual marketing plans to drive business goals, brand strategy, and brand perception improvement
- Develop the go-to-market strategy in close collaboration with product management, sales, and global functions
- Serve as the primary marketing point of contact for the product's third-party distribution partner, managing their marketing and sales enablement and ensuring brand and compliance consistency across the relationship
- Develop value proposition, claims, and messaging in alignment with brand guidelines, tailored initially to HCP audiences
- Ensure successful execution of the product's launch, with patient/DTC marketing expected to expand in scope over time
- Understand and use customer personas and buyer journeys to develop marketing strategy and plans
- Review and approve campaign tactics and marketing materials, using a solid understanding of advertising and promotions compliance, including FDA promotional and MLR review standards
- Engage with customers and SMEs to gain understanding of markets and customer needs and inform marketing strategy
- Establish objectives for campaigns and channels, including customer meetings and events
- Provide measurable input to marketing and specialty processes, systems, and operational plans
- Work independently to understand root causes for a variety of unique and difficult issues
- Manage large, complex marketing initiatives of strategic importance involving cross-functional teams
- Foster and maintain a workplace culture respectful and supportive of individual differences
- Work and interact effectively and professionally with and for others throughout various levels of the global organization
- Maintain company values, policies, and standards
- Have effective oral and written communication skills
Qualifications
- Bachelor's degree required in marketing or business
- 7-10 years of relevant experience in product marketing
- Experience in developing effective marketing strategies and plans that drive business goals
- Domestic travel will be required (minimum 20%)
- Analytical and problem-solving skills with an operations mindset
- Experience working with sales and marketing teams
- Experience in brand management and product marketing
- Experience managing or marketing through a distribution or channel partner is strongly preferred
- Pharma marketing experience or medical device experience in a PMA (Premarket Approval) environment is preferred, along with FDA promotional compliance and MLR (Medical, Legal, Regulatory) review experience
Physical Requirements
• Ability to travel domestically and weekends as needed up to 50%
• Work under general office environmental conditions