Laerdal Medical Corp.
Pre-Hospital Segment Marketing Manager
Laerdal Medical Corp., New York, New York, us, 10261
Pre-Hospital Segment Marketing Manager (Hybrid Remote)The Company:Laerdal Medical is an international market leader in training and therapy products for emergency medicine and critical care. Our products and services are used by hospitals, ambulance services, first aid organizations, educational institutions and others around the world. We are a dynamic and energetic organization consisting of people from a wide variety of cultures and backgrounds. By 2030, we have a goal of helping save 1.000.000 more lives. Every year.Laerdal Medical Benefits Include:
Generous PTO & Holidays
Hybrid and Compressed Work Week (for NY office based positions only)
Comprehensive Medical, Dental, and Vision
HSA & FSA Account Options, with employer HSA contribution
401k with Employer Match & Profit Sharing
Tuition Reimbursement
Wellness Reimbursement Program
Professional Development Opportunities
Pet InsurancePosition Overview:This role is responsible for defining and executing the Pre-Hospital Segment's go-to-market (GTM) marketing strategy. Key responsibilities include leading campaign development, messaging, and KPI measurement to drive awareness and demand. The role also involves managing the Ambition to Action (A2A) strategy to achieve revenue and reach goals, building a database of product users and key opinion leaders (KOL), and organizing customer-related events. Additionally, the individual will develop value propositions and messaging guidelines, and collaborate with Product Marketers to create sales enablement tools.Position Holder is Accountable For:Not only developing market strategies, market shaping and segment trends, but also establishing the Laerdal brand, which requires a deep understanding of the PreHospital market.Working collaboratively across the organization to drive alignment on PreHospital strategy and executionDeveloping and implementation of strategic and tactical marketing plans to grow share and maximize sales and profitability in the PreHospital segmentChampion and execute Marketing and Sales materials, Sales tools and training assets that are tailored to fit PreHospital segment to build awareness and generate demandCoordinate with sales training to develop training materials for raising internal knowledge and sales preparation / enablementIdentify and coordinate PreHospital segment market researchCultivate thought leadership development through KOL development, Advisory boards, collaborative partners and reference network creationRepresents voice-of-customer for the PreHospital segments, understands customer needs, pain points and opportunities and develops innovative customer value propositions, positioning and messagingServes as a "PreHospital market segment champion" and point person for target segments, collaborating with internal stakeholders to ensure synergiesAnalyzes competition for actional insightsCollaborates across functions to identify portfolio gaps and areas for innovationPrepares business cases, as needed, to address customer needs, opportunities, and competitive threatsAnalyzes performance metrics and effectiveness to inform strategyDevelop and execute event strategies for multiple PreHospital industry events including partner preparation and participationResponsibilities:Develop Market Strategies
Analyzes marketing research information to develop a multiyear brand strategy with targeted value proposition and positioningBuilds and presents marketing tools and information to internal stakeholdersProvides subject matter expertise to ensure marketing plans are on target, to clarify product positioning issuesConducts meetings with internal teams to explain benefits for new offerings and how to position new programs and offerings in the PreHospital segmentDevelops business case documentation to establish baseline for opportunities and challenges to gaining market shareWorks with local and global marketing teams to develop comprehensive marketing materials and collateralImplements measurement plans to ensure effective tracking of direct marketing activities and program or product deploymentIdentify Customer Needs and IndustrySegment Trends
Leads regular communication with marketing sources (e.g., Sales, Marketing, Business Analytics, Customer Service, etc.) to gain insight into the needs of customersReviews industry sources (e.g., periodicals, financial reports, field reviews, etc.) to stay current on trends and issues that impact customersVisits customers, talks to association contacts, and challenges team members, peers, and leaders to expand customer knowledge and stay apprised of current customer needs and issues.Conducts market research to understand the needs of customers and to define the scope of new offeringsDevelops thought leadership; develop KOLs, run advisory boards and build partnerships to build and increase brand affinity and product solution adoptionConducts primary research to understand customer needs and identify opportunities to enhance the value propositionIdentifies and analyzes segment trends to develop projections of customer needs and potential solutionsIdentify Specific Prehospital Targets
Analyzes and synthesizes market research to identify specific Prehospital targets based on size, opportunity, profit, and ability to win businessUses financial analyses of projected growth in targeted segments, products, or program groups to determine future target marketsConducts projected growth analyses of Prehospital targets to forecast financial success of initiatives and marketing effortsDevelops business case models of Prehospital targets to support development of new offerings within defined marketsConducts research to determine customers' needs and gain an understanding of the business model, market conditions and competitorsAnalyze and Report Performance of Segments or Products
Reviews annual situation assessment (i.e., SWOT [strengths, weaknesses, opportunities, and threats] analysis) to understand past performance of products and servicesConducts research with internal and external customer data to understand factors driving product performance and resultsIdentifies strategic implementation opportunities of key customer issues to develop alternatives in incentive plans, product repositioning and new approaches to the marketplaceAnalyzes segment and revenue performance to report any variances to planMonitors and reports performance of marketing initiatives to senior management to explain any variance to plan and outline key learnings or issuesSupports annual business planning process to ensure planned growth is aligned with market & initiativesDevelop and Maintain Subject Matter Expertise
Participates in professional associations to further knowledge and gain insights into current industry trends.Reviewsindustry-related publications to enhance knowledge and understanding of theindustry and the market.Requirements:Bachelor's degree in Marketing or business-related field is required. MBA is preferred.7+ years' Marketing experience in Prehospital segment.Experience in Prehospital education or clinical experience in the Prehospital industry is desirable.CRM experience required; Salesforce.com experience is preferred.Additional Requirements:Proven track of record of building and optimizing multiple, simultaneous marketing campaigns; equally comfortable building strategic marketing plans and executing at a tactical levelExperience in Prehospital segment marketing strategy and deployment experience and targetingDemonstrated experience navigating matrixed organizations with a heavy emphasis on collaboration to influence and develop scalable solutionsDemonstrated success in managing revenue targetsDemonstrated emotional intelligenceSuperior communication skills: clear, persuasive, and inspiring in both written and verbal communication.Proven analytical and quantitative skills: ability to use hard data and metrics to back up assumptions and develop business casesSelf-driven and flexible enough to work in a hyper-growth environment.Comfortable with data and metrics; strong analytical ability with test and learn mentality for tweaking, experimenting, and continuous optimizationIntense curiosity about data and the insights it holds about our customersExtremelydetail-oriented and organized, able to manage multiple projects to meetdeadlines.Flexibility to work EST hoursSalary Range: $100,000 - $125,000
Generous PTO & Holidays
Hybrid and Compressed Work Week (for NY office based positions only)
Comprehensive Medical, Dental, and Vision
HSA & FSA Account Options, with employer HSA contribution
401k with Employer Match & Profit Sharing
Tuition Reimbursement
Wellness Reimbursement Program
Professional Development Opportunities
Pet InsurancePosition Overview:This role is responsible for defining and executing the Pre-Hospital Segment's go-to-market (GTM) marketing strategy. Key responsibilities include leading campaign development, messaging, and KPI measurement to drive awareness and demand. The role also involves managing the Ambition to Action (A2A) strategy to achieve revenue and reach goals, building a database of product users and key opinion leaders (KOL), and organizing customer-related events. Additionally, the individual will develop value propositions and messaging guidelines, and collaborate with Product Marketers to create sales enablement tools.Position Holder is Accountable For:Not only developing market strategies, market shaping and segment trends, but also establishing the Laerdal brand, which requires a deep understanding of the PreHospital market.Working collaboratively across the organization to drive alignment on PreHospital strategy and executionDeveloping and implementation of strategic and tactical marketing plans to grow share and maximize sales and profitability in the PreHospital segmentChampion and execute Marketing and Sales materials, Sales tools and training assets that are tailored to fit PreHospital segment to build awareness and generate demandCoordinate with sales training to develop training materials for raising internal knowledge and sales preparation / enablementIdentify and coordinate PreHospital segment market researchCultivate thought leadership development through KOL development, Advisory boards, collaborative partners and reference network creationRepresents voice-of-customer for the PreHospital segments, understands customer needs, pain points and opportunities and develops innovative customer value propositions, positioning and messagingServes as a "PreHospital market segment champion" and point person for target segments, collaborating with internal stakeholders to ensure synergiesAnalyzes competition for actional insightsCollaborates across functions to identify portfolio gaps and areas for innovationPrepares business cases, as needed, to address customer needs, opportunities, and competitive threatsAnalyzes performance metrics and effectiveness to inform strategyDevelop and execute event strategies for multiple PreHospital industry events including partner preparation and participationResponsibilities:Develop Market Strategies
Analyzes marketing research information to develop a multiyear brand strategy with targeted value proposition and positioningBuilds and presents marketing tools and information to internal stakeholdersProvides subject matter expertise to ensure marketing plans are on target, to clarify product positioning issuesConducts meetings with internal teams to explain benefits for new offerings and how to position new programs and offerings in the PreHospital segmentDevelops business case documentation to establish baseline for opportunities and challenges to gaining market shareWorks with local and global marketing teams to develop comprehensive marketing materials and collateralImplements measurement plans to ensure effective tracking of direct marketing activities and program or product deploymentIdentify Customer Needs and IndustrySegment Trends
Leads regular communication with marketing sources (e.g., Sales, Marketing, Business Analytics, Customer Service, etc.) to gain insight into the needs of customersReviews industry sources (e.g., periodicals, financial reports, field reviews, etc.) to stay current on trends and issues that impact customersVisits customers, talks to association contacts, and challenges team members, peers, and leaders to expand customer knowledge and stay apprised of current customer needs and issues.Conducts market research to understand the needs of customers and to define the scope of new offeringsDevelops thought leadership; develop KOLs, run advisory boards and build partnerships to build and increase brand affinity and product solution adoptionConducts primary research to understand customer needs and identify opportunities to enhance the value propositionIdentifies and analyzes segment trends to develop projections of customer needs and potential solutionsIdentify Specific Prehospital Targets
Analyzes and synthesizes market research to identify specific Prehospital targets based on size, opportunity, profit, and ability to win businessUses financial analyses of projected growth in targeted segments, products, or program groups to determine future target marketsConducts projected growth analyses of Prehospital targets to forecast financial success of initiatives and marketing effortsDevelops business case models of Prehospital targets to support development of new offerings within defined marketsConducts research to determine customers' needs and gain an understanding of the business model, market conditions and competitorsAnalyze and Report Performance of Segments or Products
Reviews annual situation assessment (i.e., SWOT [strengths, weaknesses, opportunities, and threats] analysis) to understand past performance of products and servicesConducts research with internal and external customer data to understand factors driving product performance and resultsIdentifies strategic implementation opportunities of key customer issues to develop alternatives in incentive plans, product repositioning and new approaches to the marketplaceAnalyzes segment and revenue performance to report any variances to planMonitors and reports performance of marketing initiatives to senior management to explain any variance to plan and outline key learnings or issuesSupports annual business planning process to ensure planned growth is aligned with market & initiativesDevelop and Maintain Subject Matter Expertise
Participates in professional associations to further knowledge and gain insights into current industry trends.Reviewsindustry-related publications to enhance knowledge and understanding of theindustry and the market.Requirements:Bachelor's degree in Marketing or business-related field is required. MBA is preferred.7+ years' Marketing experience in Prehospital segment.Experience in Prehospital education or clinical experience in the Prehospital industry is desirable.CRM experience required; Salesforce.com experience is preferred.Additional Requirements:Proven track of record of building and optimizing multiple, simultaneous marketing campaigns; equally comfortable building strategic marketing plans and executing at a tactical levelExperience in Prehospital segment marketing strategy and deployment experience and targetingDemonstrated experience navigating matrixed organizations with a heavy emphasis on collaboration to influence and develop scalable solutionsDemonstrated success in managing revenue targetsDemonstrated emotional intelligenceSuperior communication skills: clear, persuasive, and inspiring in both written and verbal communication.Proven analytical and quantitative skills: ability to use hard data and metrics to back up assumptions and develop business casesSelf-driven and flexible enough to work in a hyper-growth environment.Comfortable with data and metrics; strong analytical ability with test and learn mentality for tweaking, experimenting, and continuous optimizationIntense curiosity about data and the insights it holds about our customersExtremelydetail-oriented and organized, able to manage multiple projects to meetdeadlines.Flexibility to work EST hoursSalary Range: $100,000 - $125,000