Job Summary - Product
Manager
The incumbent plans, conceptualizes and executes product
marketing plans for the product portfolio to achieve the portfolio goals and
budgets.
The incumbent plans strategies and activities required to
drive the Arthrex Sports Medicine Product Portfolio and franchise budget within
the division. The ultimate objective is to drive penetration of Arthrex
technologies to expand the market size and to lead market share though
effective portfolio management, New technology Introduction, driving Technique
Adoption and leadership, Therapy promotion, and B2C awareness.
Roles and Responsibilities in
Detail
- Franchise Revenue
Management
- Conceptualize and Lead
execution of Marketing Plans for portfolio(s) as per franchise goals and
budgets, coordinate with internal functions, customers and external
service providers, monitor on ground execution of programs/ conferences/
events/ promotions etc., troubleshoot, ensure the right set of metrics are
in place for tracking success.
- Portfolio Management
- Leading Product Life
Cycle Management in collaboration with sales team members, channel team
members local and global cross-functional stakeholders.
- Driving Focus Product
and Procedure Adoptions and Penetration in the Market
- Analyses opportunities
to upgrade and upsell relevant products to the customers to drive revenue,
and customer leadership offering the best solutions addressing the needs
of the surgeons. Train the team to upsell and upgrade usage hence moving
them into the right quadrant of value and share.
- Driving Waterfall/ Agile
Product Campaigns to enable adoptions in every market
- Identify and Analyze the
non-users for key products and drive penetration into these customers
- Planning and
implementing Product launches and Product life cycle management.
Monitoring sales performance and effectiveness of marketing programs
against goals set.
- Develop a robust
go-to-market strategy for new product launches, ensuring comprehensive
market research, segmentation, and targeting.
- Collaborate with
cross-functional teams to create compelling marketing materials and
campaigns that drive therapy adoption and brand awareness.
- Track and analyse
product performance metrics to identify areas for optimization and
continuous improvement.
- With Medical Education
Team implement periodic training organised to team and application
specialists
- Driving New Product
Adoption by working with sales team , query/ objection handling and
clearing roadblocks for adoption
- Initiatives to Drive
Marketing Material/ Videos/ Other Collaterals on the New Products to get
the Products well understood amongst surgeons, as well create a buzz
- Ensure Repeat Usage of
the New Products. Address Apprehensions of Team and Surgeons
- Driving Therapy/ Product
Awareness
- Understand the education
needs/gaps in terms of technique/product category awareness, usage, as
well as adoption and conceptualize programs accordingly to drive the same.
- Develop New Markets with
Driving new users, Adoption of Key Thechniques and Products and support
through periodic market visits
- Drive Patient Campaigns
& KOL Initiatives
- Sales Force
Effectiveness
- Development of key
product and marketing communications for portfolio, works closely with
internal and external team members to develop right messaging and its
delivery; seeking relevant approvals; tracking the effectiveness of the
communication to drive differentiation.
- Conducting Calendarized
training programs for sales team and the scrub teams and ensuring that the
team is upskilled on all Procedures and Products
- Work along side Sales
team to drive adoption and customer conversion with support material
- Ownership of Sales
Team’s knowledge levels by Providing periodic effective product &
clinical messaging training, positioning tools, target segment for product
positioning etc.
- Marketing Communications
& promotions
- Understand the Regional
Initiatives requirements like Inclinic Support, Patient Support, Events
etc. and execute them with relevant alignment and support
- Driving Branding across
Major National and Local Congresses and driving Product and technique
Awareness and Demonstrations
- Driving Collateral
Supports like Inclinic Branding, surgeon communications,Patient Booklets
etc
- Digital
Marketing
- Using and Leveraging
latest digital marketing tools and technologies to optimize campaign
performance and reach
- Enhance Therapy and
Procedure awareness through social media marketing, and targeted
digital advertising.
- Driving Initiatives for
Content marketing both B2B and B2C
- Skills and Competencies
Required
- The incumbent should be
a post graduate and MBA from a reputed Institution, who possesses the
following skills:
- A Past record of Taking
Initiatives
- Working in Collaboration
with Cross functional Teams
- Strong Analytical
Abilities
- Strong Communication
- Digital Marketing
Awareness and Enthusiast
- Computer- Advanced Excel
- Strong Execution
- Coordination and Follow
Ups
- Close looping
- High Degree of Ownership