Cynosure
Director, Product Marketing
Cynosure, Westford, Massachusetts, us, 01886
Cynosure is well positioned competitively to lead and transform the medical aesthetics industry. We are guided by our belief that this is a purpose-driven business, which improves patient's lives and improves practitioner's livelihoods.
We are passionate about driving a healthy and growing medical aesthetics industry with leading-edge marketing which inspires consumers to engage in medical aesthetics.We are the leader in science-based technology which elevates the standard of care for consumers.We are relentlessly focused on being the undisputed innovation leader, addressing the growing demand for consumer treatments across all demographics.We are committed to building and strengthening our unmatched global footprint, with direct employees on five continents and in 15 countries and growing, and distributor partners serving over 130 countries.We put our people first and believe personal development drives business development.We love our customers and strive give them the leading-edge technology, service, marketing support and clinical education to improve their patient's outcomes and to improve their livelihoods.At Cynosure, we look for people who make an impact and encourage everyone to lead, create, and add value. In turn, we invest in our team to grow people's careers and build upon our high-performance and culture-oriented organization. We work together as one team, winning together.
As we grow our global team, there is no better time to join us. As a market leader in medical aesthetics, Cynosure has over 25 years developing, manufacturing, and marketing products for dermatologists, plastic surgeons, medical spas, and healthcare practitioners. With the aesthetic industry's most comprehensive product portfolio, our offerings span several categories including skin revitalization, body contouring, hair removal, and women's health.
Our mission is to set Cynosure customers up for success shaping future leaders of the aesthetics industry and helping everyone who uses our technologies discover their version of beautiful.
Learn more about us by following our LinkedIn and Instagram sites and please visit us at www.Cynosure.com.
Job Summary
The Director of Product Marketing is responsible for defining and driving the Go-to-Market strategy in North America for the Cynosure Lutronic portfolio of Energy Based Devices in the Medical Aesthetics space. This leader will have direct responsibility and oversight of product positioning, messaging, claims, as well as content, programs and campaigns to enable our sellers and to effectively educate customers on product features, benefits, and differentiators.
This leader will have an integral role in shaping the Global Product Portfolio and Roadmap, creating strategies that will allow Cynosure Lutronic to become the uncontested market share leader in Energy Based Devices. They will build an organizational competency for launch excellence, leading strategy and tactical execution of key product launches in North America. This leader will be equal parts technical/clinical expert and commercial powerhouse, who understands market dynamics and is highly focused and disciplined in identifying the essential levers to introduce, position, and promote products into highly competitive segments of the market.
The person in this role is also an exceptional people leader, with demonstrated expertise in building, motivating, managing and up-skilling product marketers. As such, this leader will need to help the incumbent marketing team effectively focus and prioritize work, sets clear and measurable goals, and drives a culture of accountability to outcomes, not just activity.
Essential Duties and Responsibilities
The incumbent may be asked to perform other function-related activities in addition to the below mentioned responsibilities as reasonably required by business needs.
Own the GTM strategy for core products in North America. Establishes clear and actionable brand/product growth plans to enable us to win in key segments of the market. Establishes competitive product positioning, claims and messaging for our core and legacy products.Builds a highly efficient and content creation mechanism, in partnership with the Creative team, standardizing key content across product platforms, ensuring messaging is consistent with product positioning, approved claims and indications, and is commercially effective/impactful. Ensures that product is produced and distributed to sales and other key channels in timely and efficient manners.Holds cross-functional stakeholders accountable to committed production timelines.Builds evidence generation strategies, in partnership with Clinical development, regulatory affairs, and legal, to ensure a competitive and enriched messaging strategy for positioning and messaging efforts.Monitors the category and competitive landscape; cultivates voice of customer through a variety of key channels and partnerships, utilizing KOL relationships, medical conferences, tradeshows, strategic vendors, and partners as necessary.Enables demand forecasting with S&OP partners.Measures effectiveness / impact of product marketing efforts; senior and executive level communications and report-outs are a core responsibility of this function.In partnership with sales training, create content and facilitate product training for sales teams (incumbents and new hires).Builds strategies, programs, and channels for effective peer to peer learning (includes a mix of live/OnDemand programs, webinars, clinical symposia, sales event presentations, etc.).Partners with internal partners and external partners (e.g. KOLs) to build thought-leadership programs, for use in strategic channels and events.Supports strategic customer communications and demonstrations and prioritized by the business.Partners with upstream marketing on product portfolio planning, new product development, launch planning, and works with cross-functional partners on priority product life cycle management and end of life plans.Partners with Marketing Communications and Event Marketing team on product promotions, campaigns, and customer/consumer comms, education, and training.Partners with sales and practice development consultants on sales strategies and promotions (of products, services, and consumables).Lead and nurture a team of product marketers, developing team members to support the organization's overall mission. Be the mentor across the org and participate in tasks for new talent, employee engagement, and career development.Embody and deliver the "Exceptional Everyday"Qualifications
Education
☒
Bachelor's degree required
Experience
10+ years of professional experience (in marketing or adjacent field) with + 3 years direct experience in Energy Based Devices/Medical Aesthetics or related regulated medical space (e.g. injectables.)2+ years of people management experience of product marketers or related disciplines, including experience leading other seasoned product marketers and individual contributors.Skills
Demonstrated ability to manage complexity with positivity; effective problem solving and agility.Demonstrated experience with building both product portfolio strategies, but also go to market plans.Demonstrated success with product launches; able to demonstrate subject matter expertise in launch excellence programs, project management, and related skills.Experience with outbound marketing and/or product marketing, with demonstrated success and measurable results.Large brand GTM experience, messaging and sales enablement experience.Demonstrated success taking complex solutions and messages to market, across product, services, and consumable revenue streams.Successful experience with retention marketing/driving active use.Physical Demands
The physical requirements described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
☒
Sit; use hands to finger, handle or feel objects, tools, or controls.☒
Stand; walk; reach with hands and arms; and stoop, kneel, crouch, or crawl.☒
Other (please specify): Requires business travel of approximately 30% yearly.
Cynosure is an Equal Opportunity Employer - Race, Color, Religion, Sex, Sexual Orientation, Gender Identity, National Origin, Disability, Veteran
We are passionate about driving a healthy and growing medical aesthetics industry with leading-edge marketing which inspires consumers to engage in medical aesthetics.We are the leader in science-based technology which elevates the standard of care for consumers.We are relentlessly focused on being the undisputed innovation leader, addressing the growing demand for consumer treatments across all demographics.We are committed to building and strengthening our unmatched global footprint, with direct employees on five continents and in 15 countries and growing, and distributor partners serving over 130 countries.We put our people first and believe personal development drives business development.We love our customers and strive give them the leading-edge technology, service, marketing support and clinical education to improve their patient's outcomes and to improve their livelihoods.At Cynosure, we look for people who make an impact and encourage everyone to lead, create, and add value. In turn, we invest in our team to grow people's careers and build upon our high-performance and culture-oriented organization. We work together as one team, winning together.
As we grow our global team, there is no better time to join us. As a market leader in medical aesthetics, Cynosure has over 25 years developing, manufacturing, and marketing products for dermatologists, plastic surgeons, medical spas, and healthcare practitioners. With the aesthetic industry's most comprehensive product portfolio, our offerings span several categories including skin revitalization, body contouring, hair removal, and women's health.
Our mission is to set Cynosure customers up for success shaping future leaders of the aesthetics industry and helping everyone who uses our technologies discover their version of beautiful.
Learn more about us by following our LinkedIn and Instagram sites and please visit us at www.Cynosure.com.
Job Summary
The Director of Product Marketing is responsible for defining and driving the Go-to-Market strategy in North America for the Cynosure Lutronic portfolio of Energy Based Devices in the Medical Aesthetics space. This leader will have direct responsibility and oversight of product positioning, messaging, claims, as well as content, programs and campaigns to enable our sellers and to effectively educate customers on product features, benefits, and differentiators.
This leader will have an integral role in shaping the Global Product Portfolio and Roadmap, creating strategies that will allow Cynosure Lutronic to become the uncontested market share leader in Energy Based Devices. They will build an organizational competency for launch excellence, leading strategy and tactical execution of key product launches in North America. This leader will be equal parts technical/clinical expert and commercial powerhouse, who understands market dynamics and is highly focused and disciplined in identifying the essential levers to introduce, position, and promote products into highly competitive segments of the market.
The person in this role is also an exceptional people leader, with demonstrated expertise in building, motivating, managing and up-skilling product marketers. As such, this leader will need to help the incumbent marketing team effectively focus and prioritize work, sets clear and measurable goals, and drives a culture of accountability to outcomes, not just activity.
Essential Duties and Responsibilities
The incumbent may be asked to perform other function-related activities in addition to the below mentioned responsibilities as reasonably required by business needs.
Own the GTM strategy for core products in North America. Establishes clear and actionable brand/product growth plans to enable us to win in key segments of the market. Establishes competitive product positioning, claims and messaging for our core and legacy products.Builds a highly efficient and content creation mechanism, in partnership with the Creative team, standardizing key content across product platforms, ensuring messaging is consistent with product positioning, approved claims and indications, and is commercially effective/impactful. Ensures that product is produced and distributed to sales and other key channels in timely and efficient manners.Holds cross-functional stakeholders accountable to committed production timelines.Builds evidence generation strategies, in partnership with Clinical development, regulatory affairs, and legal, to ensure a competitive and enriched messaging strategy for positioning and messaging efforts.Monitors the category and competitive landscape; cultivates voice of customer through a variety of key channels and partnerships, utilizing KOL relationships, medical conferences, tradeshows, strategic vendors, and partners as necessary.Enables demand forecasting with S&OP partners.Measures effectiveness / impact of product marketing efforts; senior and executive level communications and report-outs are a core responsibility of this function.In partnership with sales training, create content and facilitate product training for sales teams (incumbents and new hires).Builds strategies, programs, and channels for effective peer to peer learning (includes a mix of live/OnDemand programs, webinars, clinical symposia, sales event presentations, etc.).Partners with internal partners and external partners (e.g. KOLs) to build thought-leadership programs, for use in strategic channels and events.Supports strategic customer communications and demonstrations and prioritized by the business.Partners with upstream marketing on product portfolio planning, new product development, launch planning, and works with cross-functional partners on priority product life cycle management and end of life plans.Partners with Marketing Communications and Event Marketing team on product promotions, campaigns, and customer/consumer comms, education, and training.Partners with sales and practice development consultants on sales strategies and promotions (of products, services, and consumables).Lead and nurture a team of product marketers, developing team members to support the organization's overall mission. Be the mentor across the org and participate in tasks for new talent, employee engagement, and career development.Embody and deliver the "Exceptional Everyday"Qualifications
Education
☒
Bachelor's degree required
Experience
10+ years of professional experience (in marketing or adjacent field) with + 3 years direct experience in Energy Based Devices/Medical Aesthetics or related regulated medical space (e.g. injectables.)2+ years of people management experience of product marketers or related disciplines, including experience leading other seasoned product marketers and individual contributors.Skills
Demonstrated ability to manage complexity with positivity; effective problem solving and agility.Demonstrated experience with building both product portfolio strategies, but also go to market plans.Demonstrated success with product launches; able to demonstrate subject matter expertise in launch excellence programs, project management, and related skills.Experience with outbound marketing and/or product marketing, with demonstrated success and measurable results.Large brand GTM experience, messaging and sales enablement experience.Demonstrated success taking complex solutions and messages to market, across product, services, and consumable revenue streams.Successful experience with retention marketing/driving active use.Physical Demands
The physical requirements described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
☒
Sit; use hands to finger, handle or feel objects, tools, or controls.☒
Stand; walk; reach with hands and arms; and stoop, kneel, crouch, or crawl.☒
Other (please specify): Requires business travel of approximately 30% yearly.
Cynosure is an Equal Opportunity Employer - Race, Color, Religion, Sex, Sexual Orientation, Gender Identity, National Origin, Disability, Veteran