Diagnostics Marketing Manager at 54gene

Department: Marketing
Status: Full-Time, Exempt
Industry: Biotechnology
Reports to: Chief Commercial Officer

Job Description

• As an integral part of the Marketing Team, the Diagnostics Marketing Manager manages the continuity of 54gene Diagnostics Product Line by supporting tactical plans for development and build-out, feature definitions. S/he supports development of the Diagnostic’s strategy in partnership with the VP of Diagnostics that includes features and products by developing a deep understating of what (potential) customers need, gathering continuous feedback, market trends, best practices, and analysis of competitive products and services to guide good decision making.
• The Diagnostics Marketing  Manager will work closely with key stakeholders that contribute resources to the Diagnostics product line, as well as 54gene, sales, customer service and VP of Diagnostics to develop and implement solutions that will simultaneously support customers and achieve company revenue goals.  S/he conducts continuous market research and competitive analyses to support the VP of Diagnostics in product/feature requirements, specifications, timetables, pricing, and time-integrated plans for product/feature introduction, as well as develops marketing strategies. 
• The position also develops strategic key outbound marketing messages, methods and materials, and works with communications to formalize, as well as develops trainings for internal (e.g. for sales teams and customer service) and external marketing use.

Roles and Responsibilities
Diagnostics Market Analysis:

• Perform market research; identify market trends; investigate customer needs and requirements; identify best practices and market gaps
• Evaluate current economic conditions that may affect the procurement of new clients
• Assess market competition by comparing the company's product and services to competitors' products and services to accordingly strengthen the positioning of 54gene
• Cultivate strong relationships with current and prospective customers to develop deep market insights and create strong marketing programs
• Gather continuous feedback on customers' needs and desires; design/specify the research needed to obtain ongoing market information
• Maintain professional and technical knowledge by attending educational workshops; reviewing professional publications; establishing personal networks; participating in professional societies

Strategy & Development:

• Work with the VP of Diagnostics to set the product vision and strategy in conjunction with senior leadership to align to 54gene’s overall goals and vision
• Review the continuity of the Diagnostics strategy and ensure it meets market and customer needs
• Work with internal stakeholders that contribute resources to the Diagnostics product line to support the formulation of outbound material
• Identify new business opportunities, recommend product enhancements and new products and services to drive top line growth
• Clearly articulate the business value to the product team so they understand the intent behind the new product or product release

Ideation, Product & Feature Development:

• Own the creative process of generating, developing, and curating new ideas; determine which ideas should be promoted into features and work with the VP of Diagnostics for integration into product line.
• Ensure that customer and stakeholder feedback and requests are seamlessly integrated into product planning and development processes; develop feedback collection methods
• Communicate the status of ideas back to the customers, partners, and internal team members who submitted them
• Prioritizes feature development by ranking them against strategic goals and initiatives to share with the VP of Diagnostics
• Recommend future product/services lines by reviewing product specifications and requirements, appraising new product/services ideas

New Product Introduction & Releases:

• Work in conjunction with the Sales team & VP of Diagnostics on launch/New Product Introduction (NPI) for Diagnostic products and services; train Account Manager(s)/Sales team
• Work with the VP of Diagnostics to determine all necessary outbound materials to support the launch and oversee and contribute the development of those materials.
• Plan what various internal teams will deliver and the timelines for implementation to support commercial launch.
• Communicate changes to timeline and/ or scope change concerns to Executive management and collaborative partners
• Respond to customer inquiries in conjunction clinical or technical staff as required

Marketing, Communications & Sales Support:

• Shape the strategic key messages for Diagnostics; interface with communications to formalize messaging; assist in developing strategy for targeted marketing campaigns
• Assist in identifying and developing effective outbound promotional and sales tools and marketing pieces
• Manage development of all print and digital marketing materials and other tactics, in conjunction with the Communications team, for healthcare professionals, patients and caregivers and/or industry customers and stakeholders
• Manage message testing with focus groups and key stakeholders, provide key recommendations to Communications based on feedback and input
• Devise lead generation programs using various channels, including email, poster and banner ads, web, and social media
• Develop and deliver product training
• Conduct product demonstrations to demonstrate value of our offerings
• Recommend changes to current sales techniques, procedures or promotional efforts based on market research and new trends
• Work with our Communications team to facilitate the branding of consumer-facing elements of our platform
• Partner with Communications team to create designs/illustrations/logos for our web/mobile apps and physical products
• Manage aspects of and attend key conferences and tradeshows
• Provide information for management by preparing short-term and long-term product sales forecasts and special reports and analyses; answering questions and requests
• Obtain product market share by working with Director of Sales to develop product sales strategies
• Assess product market data by calling on customers with field Sales team and evaluating sales call results

Finance, Support & Other Duties:

• Work closely with Finance department to analyze sales trends and perform strategic pricing analysis; assist in performing financial forecasts
• Other duties as assigned

Qualifications
Knowledge, Skills & Abilities:

• Strong project management skills; strong ability to prioritize and organize work responsibilities to meet deadlines
• Strong problem-solving skills, and negotiation skills
• Strong attention to detail and ability to follow-through
• Ability to be flexible, versatile, adaptable and take initiative
• Ability to successfully collaborate cross-functionally with others of different skill sets, backgrounds and levels within and external to the organization, including researchers, clinicians, technical personnel, and customers
• Strong presentation skills, proven ability to communicate with diverse audiences, internally and externally
• Strong data analytics skills preferred
• Superior interpersonal skills, with emphasis on relationship building and networking
• Creative, entrepreneurial thinker with ability to see opportunities where others may not and think creatively on behalf of (potential) clients
• Strong influencing skills and talent for building consensus
• Strong leadership skills with ability to drive teams to decisions
• Exceptional written and verbal communication skills
• Proficiency in Microsoft Office; experience with project management software preferred
• Knowledge of the U.S. pharmaceutical market, preferred
• Strong understanding of Diagnostics