Description :
The Vice President Strategic Marketing is responsible for developing and executing the strategic direction and business planning necessary to drive Medical Surgical Systems growth, including market growth and penetration strategies, market assessment, contributing to the development of a global portfolio, and assistance with new product development. This position will create a culture of innovation through leadership of: seeking and sensing activities for new growth opportunities; a product valuation process, and high-level market entry strategies for potential new opportunities that are consistent with the overall unit strategy. The Vice President, Strategic Marketing represents the marketing function on the strategy development team. The position manages a small team of business development marketers responsible for marketing strategy development and oversees the integration of strategic marketing in Medical Surgical business processes. This position has a dual reporting relationship to the President, BD Medical Surgical Systems and the Strategy Development Process Owner. RESPONSIBILITIES 1.Work as part of the Medical Surgical Strategy Development team to identify/ prioritize opportunities, including -Commercial analysis of new product ideas, with particular emphasis on competitive analysis, scenario analysis, and key market issues. -Marketing strategy and planning efforts for providing solutions to strengthen and increase BDMSS market share. -Marketing strategy and execution for research and development of new products, from conceptual stage, to researching ultimate viability, potential revenue, costs, and other associated risks/rewards. (Concept and Definition Phase Marketing Workstream Activities) 2.Survey current and potential markets for Medical Surgical Systems products to establish and document size, growth and segmentation; competitive environment; critical technical and business requirements; and market dynamics. Analyze data to support development of product portfolio. Succinctly report on results, with backup documentation including references. Use and manage outside resources as appropriate 3.Lead the development and ongoing management of market research planning and forecasting for potential new products, in order to develop a complete assessment of identified opportunities that will guide organizational decision making and the direction of specific development plans -Plan and execute market research to justify go/no-go decisions on small and large opportunities -Assemble data with references -Effectively champion data-based decisions to drive resourcing -Identify and perform initial evaluation of potential acquisitions 4.Develop, lead, and coach marketing teams in creation of platform strategies and relationships to increase growth opportunities -Determine appropriate organizational structure needed to support marketing strategy initiatives to provide the perspective outlined above in target markets -Provide leadership in managing and constantly improving our competitive intelligence process. -Build and lead an extended multi-disciplinary team comprised of strategic, outbound, and marketing services during the course of product development capable of: oIdentification and discovery of new and emerging unmet clinical needs, oRapid development of concepts to address unmet needs with an integrated understanding of the market, business, and technology drivers required for success, oDevelopment of strategic participation plans for entry and eventual competitive leadership in the market spaces addressed by the product concepts, COMPETENCIES -Demonstrated marketing skill in the areas of strategic assessment -A senior marketer with very strong strategy development, leadership, and organization skills; able to be promoted to general management; demonstrated marketing and management capabilities in a rapidly changing business environment -Able to develop of broad leadership skills in team members, combining strong strategic thinking skill and global business acumen -Creates a work environment that rewards risk taking, decisiveness, and a bias for action over analysis -Demonstrated success in the development of business strategy; significant exposure to general business and management issues and their resolution -Experience in taking a project from concept to market. Experience in a product launch required. -Passionate, energetic, communicative, and able to articulate leadership in a team environment. -Excellent analysis skills; ability to work with the wealth of existing data available from the technology organization to identify trends, commonalities, deficits, etc., identifying areas of strength, weakness and opportunity -Excited by the business potential of identify and developing solutions for unmet customer needs; enjoys the challenges of championing new concepts within and throughout the organization -Excellent knowledge of medical industry, especially customer facing experience; ability to translate an understanding of customer needs into competitive advantage -An advanced business or management degree with emphasis in marketing is desirable SUPERVISION -Directly supervises two Managers, Business Development marketing -Jointly supervises the Manager, Hypodermic Business Development Marketing. ACCOUNTABILITY As part of Medical Surgical marketing, is accountable for the development of long term strategies with global responsibility for achieving established SOF growth rates. Plays an important role in setting the scientific and/or technical direction of the organization Accountable for -Successfully identifying major growth opportunities -Setting own work direction and completing work tasks -Making strategic recommendations or decisions regarding resources; erroneous decisions or recommendations may result in considerable to substantial expenditure of human capital and budgeted resources -Contributing to and meeting annual SOF objectives and strategies for domestic and global markets -Compliance with all local, state, federal and BD safety regulations/policies/procedures. -Compliance with all local BD quality policies/procedures/practices through consistent application of sound Quality Assurance principles. -Representing functional marketing on Strategy Development Team -Marketing workstream deliverables in concept and definition phases of Global Product Development System (GPDS) -Working closely with Director of MSS Marketing to develop and execute marketing process, specifically marketing workstream to support development, qualification and launch phases of GPDS. EXPERIENCE -Mature, classically trained marketing/branding executive with 15 or more year years of combined strategy development, product development and brand marketing experience. -In-depth experience in driving market strategy with a broad understanding of the global health care market -Experience interpreting and/or conducting market research; knowledge of US and/or global healthcare markets desired. -Demonstrated experience designing and using analytics to make fact based decisions that improve the effectiveness and efficiencies of all marketing activities. -Understanding of product, demand; evaluating trends, competitive market positioning, etc. -Record of personal leadership and sound judgment, with the ability to attract, hire and retain a strong team of qualified marketing professionals. -BA/BS in Science, Pharmacy, or Business discipline. MBA and/or advanced scientific degree desired. -Ability to operate both at a detailed as well as "big picture" level; -Able to interface and negotiate and exchange information with all levels of management and cross-functional teams. -Able to communicate in small to large groups of people. -Some engineering management experience a plus -Some business management experience a plus -Merger/acquisition experience a plus