Strategic Marketing Product Manager

4 days ago

Fort Collins, Colorado, United States Antech Diagnostics Full time
About the Role

We are seeking a highly driven and experienced Product Manager to focus on executing the short- and long-term vision for Reference Laboratory Services with a focus on Pathology, Microbiology and Oncology.

Key Responsibilities
  • Market Analysis and Research
    • Conduct in-depth market research and analysis to identify market trends, customer needs, competitor activities, and potential opportunities for growth.
    • Engage with practicing veterinarians and corporate veterinary groups to understand their needs and tailor marketing strategies accordingly.
  • Strategic Marketing Development
    • Develop strategies to effectively compete against major industry players, identifying unique selling points and value propositions.
    • Develop and implement comprehensive marketing strategies for reference laboratory tests, focusing on market growth and penetration.
  • Marketing Plan Creation and Execution
    • Develop and oversee the execution of comprehensive marketing plans for reference laboratory tests and services.
    • This involves setting clear objectives, defining target audiences, determining marketing channels and tactics, allocating budgets, and measuring the effectiveness of these plans in achieving business goals.
    • Establish and monitor key performance metrics to evaluate the effectiveness of marketing strategies and initiatives.
  • Cross Functional Collaboration and Stakeholder Communications
    • Work closely with Capital Equipment and Products, Preventive Care Research and Development, Sales/Sales Enablement, Marketing/marcomm, National Accounts and Senior leadership audiences to ensure alignment of marketing strategies with product development and sales goals.
    • Maintain effective communication with internal and external stakeholders, including presentations to executive teams and participation in industry events.
  • Budget Management
    • Manage the marketing budget, ensuring resources are effectively allocated to achieve program goals and deliver a strong return on investment.
Requirements
  • Education and Experience
    • Bachelor's degree in Marketing, Business Administration or a related discipline, specialization in healthcare marketing is an added advantage.
    • 3-5+ years of marketing experience in a healthcare, veterinary or diagnostics industry.
    • Proven track record in executing marketing strategies in a veterinary or healthcare setting.
  • Preferred Qualifications
    • Advanced degrees: DVM/LVT preferred, MBA preferred.
    • Veterinary industry experience: Direct experience in the veterinary industry whether in clinical practice, veterinary pharmaceuticals, diagnostics, or related fields is highly valued.
    • Technical skills: Advanced knowledge of digital marketing tools, data analytics software, and CRM systems. Familiarity with veterinary practice management software is a plus.
    • Networking and Affiliations: Active participation in relevant industry associations, networks, and professional groups within veterinary or healthcare marketing fields.
    • Additional certifications: Certifications in marketing, digital marketing, or project management desirable.
  • Required Skills and Abilities
    • Strategic Thinking and Marketing Expertise: Proven ability to develop and implement effective marketing strategies that align with business strategy.
    • Analytical Skills: Strong analytical and problem-solving skills, with the ability to use data-driven insights for decision making.
    • Adaptability: Flexibility to adapt to evolving market trends and business needs.
    • Technical Proficiency: Familiarity with modern marketing tools and CRM systems, with a keen interest in AI and technological advancements in veterinary diagnostics.
    • Communication Skills: Excellent verbal and written communication skills, with proficiency in presenting complex concepts to diverse audiences.
    • Data Analysis and Metrics: Competency in using data analytics to inform marketing decisions and measure the effectiveness of marketing campaigns.
    • Budget Management: Experience in managing marketing budgets, allocating resources efficiently, and demonstrating a strong return on investment.
    • Digital Platform Marketing: Skills in promoting digital tools and platforms, ideally with experience in health or veterinary tech.
    • Project Management: Strong project management skills, with a track record of successfully leading and completing marketing projects.
  • Industry Specific Knowledge
    • Veterinary Diagnostics Knowledge: Understanding of the veterinary diagnostics market, including trends, challenges, and opportunities.
    • Customer-Centric Mindset: A deep understanding of customer needs and behaviors, particularly in the context of veterinary practices.
    • Sales Collaboration: Experience working closely with sales teams, understanding the dynamics of sales and marketing collaboration in a healthcare-related field.
Travel Requirements

This role will require up to 33% travel, depending on the candidate's location.

Physical Demands

The associate is regularly required to apply manual dexterity, including hand/wrist flexibility, for computer keyboarding. The associate frequently is required to sit for extended periods of time, stand, walk, and reach with hands and arms. The associate is frequently required to hear and speak in order to use the telephone, make presentations and communicate with people in an office environment. The associate is occasionally required to sit and stoop, bend, kneel, or crouch. The associate must occasionally lift and/or move up to 45 pounds.

Work Environment

The associate will primarily work in a typical office environment including use of cubicles, computers and overhead lighting. Temperature extremes will be minimal to nonexistent.

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