The posting
The Marketing Manager is responsible for identifying and executing medium and long-term national (Sweden and Finland) and Nordic strategies to grow Hollister’s Continence Care product sales profitably, gain market access and sales acceleration. This position will have a deep understanding of the market through competitive analysis, customer interactions and distill insights for continued growth and increased customer satisfaction.
The Marketing Manager will develop annual marketing plans and Go2Market/Pre-tender Plans that are aligned with Global Marketing and ensure local specific growth plans and execution.
The Marketing Manager will have an integral role in identifying products and services needed, plan and execute product launches, set pricing strategies and execute marketing campaigns in line with the marketing budget.
The Marketing Manager will, together with the local Sales Managers, provide leadership and work closely with the Sales Team to support the business unit in achieving its annual and medium term sales targets.
Responsibilities:
Market Understanding
- Analyse national market and sales data, highlight trends and distil insights including competitor intelligence. Segment the market and develop specific tactics and action plans aligned to product strengths, market opportunities and customer needs.
- Design and conduct market research when possible or required. Furthermore conduct competitive research, clinician surveys, and collect primary and secondary research and analyse information to distil insights with the Business Unit and Global Marketing.
- Determine gaps in market understanding and design research or information gathering to fill identified gaps.
- By maintaining close contact with and knowledge of the market, develop strategies, tactics, action plans and execute in close collaboration with Sales Team.
- Lead and develop response to competitor activities and programs.
- Be up-to-date on reimbursement, regulatory and healthcare policy and trends.
- Develop a deep understanding of the local tender market in Finland and Sweden and its changes and assess their impact on medium/long-term growth
- Identify key metrics and leading indicators of strategic implementation. When possible measure effectiveness of tactics via campaign ROI, provide on-going insights & recommendations, identify non-performing areas and suggest next steps to rectify.
Develop and Implement the Marketing Strategy
- Create the objectives, goals, strategies and tactics in alignment with the Nordic Annual Marketing Plan. Segment and quantify the market opportunities. Create the segmentation, positioning and targeting of the overall strategy for multiple channels.
- Develop relationships with KOLs, Associations and Consumers.
- Co-travel with Field Sales team members to customer sites to develop key insights by continuously improving understanding of the issues the sales team faces, customer needs and market changes.
- Determine optimal product portfolio strategy for the business unit based on market needs and economics (in conjunction with Global Marketing).
- Define additional product portfolio needs and drive programs to fill gaps. Identify and prioritize new products.
- Define product requirements. This includes understanding reimbursement and health economic needs for the local market and translating these into specific clinical and or other study requirements.
- Relevant information for product launches should be provided to Demand Planning, Customer Service, Finance and Sales in a timely manner, so products can be set up in in the system and be ready at launch.
Finland and Sweden - Hospital and Community tenders
- Support the Country Tender Managers and develop local (pre-per-post-)tender plans
- Influence key stakeholders to create awareness and shape and influence tender categories / product specifications
- Be the Marketing lead in the total tender process
- Decide on applicable portfolio / SKU’s per tender, support market access
- Responsible for CPLRs and forecasts for relevant products /matching upcoming tenders
- Develop training programs
- Develop and implement clinical / KOL programs
- Support and identify with local country possible trials
- Develop relevant and plan marketing campaigns and programs and drive to execution
- Co-travel with/support sales representatives
Marketing Communications
- Work in close collaboration with the Nordic Marketing team and local Sales and Marketing Coordinator to develop & execute communications strategy for brand/new products ensuring alignment with Global Marketing Organization. Determine channels of communication (what, how, when, where).
- Develop effective relationships with Global Marketing Organization and other key corporate individuals to ensure effective market planning & implementation.
- Ensure efficient coordination with sales and customer services teams for all marketing campaigns.
- Localize and implement the global product positioning/messaging.
- When possible develop local product evaluations and contribute to global trials.
Finance Management/Budgets, Planning and Forecasting
- Work in close collaboration with finance forecasting, demand planning and business reviews.
- Ensure marketing activities are implemented within budget.
- Contribute to business unit annual planning process with product/ brand sales input.
- Responsible for the marketing budget.
- Plan, track and achieve agreed levels of return from marketing programs.
Essential Functions of the Role:
- Ability to travel (up to 30% of time), including internationally.
Work Experience Requirements:
- Relevant experience in marketing communication and/or product management roles, preferable experience in the healthcare market but not essential.
- Number of Overall Years Necessary: 5-8.
- 5+ years of overall business experience, with at least 3 years of progression marketing and/or new product development roles in the healthcare arena.
Preferred experience:
- Product launch, marketing planning and campaign and event management
- Project management
- Forecasting and sales analysis
- Solid understanding of public tender process locally
- Solid understanding of cooperation with HCPs and compliance rules
- Marketing communication
- Understanding of patient, consumer marketing
- Understanding of clinical studies
Local Specifications (English and Local Language):
- Fluent in local language & English.
You are welcome to apply directly through the link below!
For more information about this exciting opportunity, please contact:
Marie-Louise Borg, Rekryteringsspecialisten
+46(0)70-355 91 73 or email [email protected]
