What You'll Do:

- Gather, analyze, and distribute competitive intelligence, including market trends, product features, competitive quality, and points of parity and differentiation.
- Establish and maintain relationships with key opinion leaders, physicians, customers, industry thought leaders, organizations, and internal stakeholders.
- Identify expressed and unmet customer needs that can lead to product, program, and portfolio improvements.
- Translate customer insights into product strategies, positioning, segmentation, value propositions, and development priorities.
- Author strategic plans, annual marketing plans, product launch plans, business reviews, proposals, and recommendations.
- Translate marketing strategies into specific, measurable activities that support business goals and customer acquisition and retention.
- Lead needs-based customer segmentation using behavioral, attitudinal, and aspirational insights.
- Validate segmentation variables by assessing their influence on customer behavior and connecting them to specific portfolio initiatives.
- Lead value-proposition and positioning initiatives incorporating customer beliefs, desired behaviors, competitive dynamics, clinical evidence, economic value, and other supporting proof points.
- Develop target audience profiles and positioning statements that guide marketing strategies, sales tactics, and customer prioritization.
- Partner with commercial teams to identify target customers and prioritize market opportunities.
- Develop complementary value propositions across related products and portfolios.
- Lead evidence-generation strategies by connecting clinical, usability, and economic evidence to specific customer needs and value propositions.




- Foster existing key opinion leader relationships, identify new KOLs, and develop plans for communicating and distributing clinical evidence.
- Analyze market trends, competitive dynamics, and potential sources of business growth to recommend strategic areas of focus.
- Evaluate the resources and level of effort required to pursue specific customer groups and market opportunities.
- Develop sales strategies, tools, communication plans, and channel approaches for various products, markets, and customer segments.
- Apply clinical and technical product knowledge to educate Sales and translate product perks into compelling selling messages.
- Analyze sales and business data to identify performance trends, opportunities, risks, and areas for growth.
- Collaborate with Sales Education to establish the training strategy for assigned products or portfolios.
- Define training objectives and develop materials, tools, and resources that strengthen understanding of the business unit's product offerings.
- Evaluate training feedback and adjust content or delivery methods to improve effectiveness.
- Develop volume forecasts based on market conditions, sales activity, product trials, risks, uncertainties, and business assumptions.
- Use forecasting insights to identify, *escalate*, and help resolve potential business challenges.




- Initiate and lead product lifecycle management activities aligned with the overall portfolio strategy.
- Anticipate product obsolescence and drive portfolio-rationalization initiatives.
- Analyze market-pricing data and develop pricing strategies that align with brand positioning, customer value, and marketing objectives.
- Evaluate the implications of pricing approaches such as bundling, capitation, and risk-based strategies.
- Partner with Marketing Communications to define communication objectives and evaluate appropriate marketing channels and tools.
- Establish KPIs, milestones, and success criteria; conduct post-launch analyses; and incorporate lessons learned into future plans.
- Develop short- and long-term improvement goals and actionable plans to achieve them.
- Analyze customer-satisfaction data and incorporate customer engagement trends into strategic planning.
- Create consistent methods for tracking and reporting KPIs, customer engagement, and business performance.
- Accurately forecast resource needs and lead budgeting activities, including necessary inputs, reporting requirements, and variance analysis.
- Develop project charters, capital expenditure requests, and business-case financial models, as applicable.
- Collaborate with and influence cross-functional teams to strengthen partnerships and accomplish business objectives.
- Hold yourself and others accountable for delivering high-quality results with energy, integrity, and a strong focus on business priorities.
- Mentor, develop, and inspire colleagues while serving as a strategic resource across the organization.

What You Bring:

- Bachelor's degree in marketing,

📌 Senior Product Manager (Quinte West)
🏢 VB Spine
📍 Quinte West