Product Marketing Manager

Job Summary

The Product Marketing Manager influences and drives the Academy’s product strategy for Clinical Education products, participating in every aspect of the business and playing a key role in the business decisions which contribute to the Academy’s revenue and bottom-line. Leads marketing plan development by using business acumen to make strategic and tactical decisions.

This position is responsible for managing a portfolio of 13 product lines including 100 individual products/services, creating and implementing annual strategic marketing plans for new and existing products, and creating strategic three-year new product plans and overseeing development of new products.

This is a key position in the Academy which has a significant impact on our company’s financial results and member satisfaction by ensuring that new products which are developed are high-quality and meet the member’s needs by being useful and effective. The ideal candidate will have the ability to succeed in an ambiguous environment, adapt to change, and drive change through the organization.

The Product Marketing Manager supervises the Assistant Product Marketing Manager and will report to the Director of Marketing.

Responsibilities

New Product Development

• Collaborates with content development teams to identify new product development opportunities resulting in launch of approximately 10 new Clinical Education products each year.
• Evaluates, recommends, and prioritizes new product concepts to achieve maximum revenue growth by analyzing the market and customer segments.
• Assists in creation and definition of product requirements and specifications to meet market needs and distinguish product placement within the competitive arena.
• Collaborates with the Clinical Education team to drive new product ideas through established gating procedure, presenting to VPs, Directors, CFO and CIO at Gating Committee meetings.
• Provides leadership and direction to cross-divisional, cross-functional project teams resulting in the on-time launch of market-driven products.
• Authorizes changes to product development schedules and increases in Cost of Goods Sold (COGS).
  

 Marketing & Business Strategy, Analysis and Planning

• Conducts strategic business analysis for 13 product lines comprised of 100 individual products/services.
• Develops tactical marketing promotion plans for existing and new products in Clinical Education to reach revenue of $3.765 MM.
• Defines clear product branding, positioning and communication strategies.
• Maximizes revenue by monitoring, interpreting, and analyzing market performance, customer response to promotional activities, and competitive reactions.
• Manages competitive analysis, market research and copyright/licensing research to keep informed of market trends.
• Acts as internal consultant to Clinical Education Directors on business strategy/vision and to divisional colleagues on execution decisions to ensure alignment with overall business plan.
  

Financial Analysis and Reporting

• Analyzes and interprets sales data, in combination with business insight, to create quarterly business reports for divisional colleagues, marketing department, and senior management.
• Establishes pricing strategies and sales forecasts based on COGS budget and margin requirements.
• Creates and manages annual forecasts and budgets for revenue, COGS, and marketing expenses.
  

Manage Marketing Communications Specialist.

• Oversees direct report in all activities relating to the product line.
• Direct and assign work to APMM.
• Provides ongoing leadership, direction, coaching, feedback and mentoring to APMM to ensure APMM feels motivated, challenged, and supported.
• Leads APMM in creating SMART goals and conducts performance reviews on a quarterly basis.
• Works with direct report to ensure focused skill development and goal achievement.
  

Promotion

• Oversees development, production, implementation, and result tracking for all promotional campaigns including direct mail, advertising, e-mail and fax blasts and PR.
• Oversees concept development, strategy and measurements for direct mail campaigns and ads.
• Oversees copywriting and design for all promotions.
• Manages marketing promotion expense budget.
  

Product Management

• Manages product development and discontinuation strategy within the context of the division’s overall business goals.
• Manages inventory for approximately 100 products and determines production quantities for new/reprinted products.
• Manages P&L of product lines by evaluating gross and net margin data to establish pricing and manage COGS.
• Manages COGS budget.
  

Skills & Requirements

• 5+ years of marketing experience that includes new product development, marketing and business strategy, market research, marketing and financial analysis, inventory management, managing a direct report, promotion, and product management.
• Wide breadth of marketing communications experience in advertising, direct mail, editing/copywriting, production, Internet marketing, budget management and contract negotiation.
• Strategic marketing plan development execution and assessment.
• Experience developing business requirements for new products.
• Product development practices and principles across a variety of media including: Print, CD-ROM, and Web.
• Experience marketing a web-based product preferred.
• Experience budgeting, estimating, developing sales forecasts and revenue projections, calculating margin, developing pricing and cost-accounting.
• Data evaluation skills with the ability to extract and interpret data from various sources to offer creative marketing and product solutions.
• Writing and editing of promotional and product content copy. Strong attention to detail.
• Critical thinking skills to analyze data and develop recommendations.
• Ability to work independently and as part of a team. Diplomacy, persuasion, and negotiation skills are critical for successful teamwork with Clinical Education and internal departments.
• Team leadership and ability to lead cross-functional team members.
• Creativity to develop sound, persuasive promotional concepts.
• Ability to evaluate and critique creative executions and provide actionable feedback to creative team.
• Project management experience.
• Strong prioritization, multi-tasking and organizational skills.
• Strong verbal communication skills including ability to present to a group.
• Computer skills in Word, Excel, PowerPoint.
• Bachelor’s Degree in Marketing, Marketing Communications, or Business or equivalent in related field (M.B.A. a plus)
  

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Manager, International Communications

Job Summary

The Manager, International Communications is a newly created position that will be responsible for developing and  executing a communications plan that provides broad-based as well as targeted communications to the various international audiences related to the Global Alliances division. Communications serve to strengthen the Academy’s position in the international arena by enhancing relationships with international leaders, connecting users and potential users with Academy programs and building loyalty among international members.  These activities raise the visibility, credibility and reputation of the Academy in the world ophthalmic arena.

This position will work with Academy staff, leaders of ophthalmic organizations around the world, Academy committee leaders, scientific program faculty, ophthalmic industry personnel, and ophthalmologists. The ideal candidate will be a self-starter with strong interpersonal and diplomatic skills, a creative approach to communications, and an engaging writing style that can be tailored to regional parts of the world.

This position reports to the Vice President, Global Alliances and involves domestic and international travel, including weekend meetings, 5 or more times a year.

Responsibilities

• Segment our international audiences and develop communications to each group, including: members prospective members, program users, leaders of ophthalmic organizations, collaborating societies, training directors, non-governmental organizations, committee members in the Secretariat for Global Alliances.
• Write newsletters: News & Notices to International Members, Rotary Club Alumni, Outlook to International Society of Refractive Surgeons (ISRS) Members, Academy Live at international meetings.
• Summarize clinical studies from journals and clinical talks for placement in newsletters and Web site.
• Work with an international advisory board to solicit and review regional ophthalmic content for inclusion on the Global Ophthalmic News & Education (O.N.E.) Network.
• Develop promotional materials and, as needed, user guides, on programs offered internationally.
• Develop collateral materials on Academy programs for collaborating societies to use.
• Update and bring fresh content to the international section of the Academy Web site and to the ISRS Web site.
• Insert relevant Academy announcements and regional news for international versions of Academy Express.
• Work closely with the Marketing, Membership, Meetings and Education departments to ensure accuracy and thoroughness of communications pertinent to their areas of responsibility.

Skills & Requirements

• 5+ years of communications experience that includes developing and executing communications plans, determining strategies for different audiences and programs, evaluating and improving communication efforts to ensure optimal impact.
• Strong writing skills with experience writing Web, promotional, and medical content.
• Understanding of international communication styles and the ability to determine appropriate communication styles for different audiences and different parts of the world.
• Engaging writing style tailored to regional parts of the world.
• Ability to glean information from a variety of sources and understand various constituencies’ needs.
• Ability to develop a consensus between departments when there is disagreement on communication
• Ability to gather information across the Academy, resolve any conflicting information to ensure accuracy and understanding.
• Ability to craft Academy messages avoiding any real or perceived conflict with the interests of other international groups.
• Political sensitivity and diplomacy.
• Creativity in approaching communications.
• Ability to view the entire picture from a high level and translate to individual programs and associated communications.
• Demonstrated ability to produce high quality, accurate and timely work product.
• Self-starter who works well independently as well as part of a team.
• Strong interpersonal skills.
• Ability to travel 3-5+ times a year domestically and internationally for weekend meetings.
• Bachelors degree in Communications, English, Journalism, Public Relations or related field.