General Summary
The Director, Product Marketing, leads the development of strategic portfolio plans, product positioning, and go-to-market execution that drive capital equipment and consumable sales in alignment with Candela's annual financial objectives. This role operates with high independence, defining product strategy and narrative and driving business outcomes across the product line. Responsibilities include product positioning, messaging, go-to-market strategy, commercial readiness, demand generation, and competitive differentiation across global markets. Marketing plans must specifically address key HCP and MedSpa segments, with tactical programs tailored to these audiences, as well as the creation of practice-level marketing assets to support patient outreach -ultimately fostering market adoption, accelerating commercial growth, and strengthening brand leadership. This is an individual contributor position.
Primary Responsibilities
• Market Positioning and Messaging
o Define and protect the product narrative, ensuring clear differentiation across the portfolio in a highly competitive aesthetic landscape and in alignment with annual financial targets
o Articulate the product opportunity in market and provide product insight and leadership from introduction through end-of-life
o Translate clinical, technical, and user insights into clear, simple, language that resonates with HCPs and their patients
o Partner with Clinical, Regulatory, and Medical Affairs to ensure scientific and compliant accuracy
o Partner with Regional Leads in other markets to share best practices, strategies, and tactics
• Customer & Market Research
o Define research priorities and ensure customer and market insights directly inform business decisions and investment
o Own ongoing market understanding, including competitive dynamics, customer needs, and patient demand signals, and translate that understanding into strategy
• Competitive Strategy
o Lead competitive strategy across the portfolio; anticipate market shifts and define how to win
o Develop clear competitive claims, objection handling, and talk tracks to support field efforts
o Ensure all marketing activities comply with regulatory requirements
• Go-To-Market Strategy
o Develop GTM plans for defined product launches, line extensions, promotions, and campaigns
o Build GTM playbooks, sales tools, talk tracks, and training assets that drive commercial readiness
o Partner with Channel Marketing (Paid Ads, Search, Email, Events, and KOLs) to coordinate multi-channel execution across target segments and customer archetypes
• Sales Enablement & Commercial Alignment
o Build high impact sales tools including ROI models, pitch decks, one pagers, demo videos, objection handling guides, and training materials
o Drive commercial adoption of strategy in the field
o Ensure alignment with Inside Sales, Field Sales, Clinical Training, and Customer Support on messaging, pricing, and promotions
Create content for sales meetings, webinars, product training, and KOL-led education
• Demand Generation
o Partner with Growth & Channel Marketing to develop campaigns (B2B2C) that generate qualified leads
o Support content development for paid media, social, email, influencer, and experiential marketing
o Work PR agencies to pitch stories, awards, and thought leadership angles that reinforce category leadership
o Build provider and patient facing narratives that increase interest, trial, and adoption
• Product Leadership
o Serve as the internal champion and commercial voice for the product(s); collaborate with Global Business Units to continue to define unmet needs and gaps in the market
o Align Product Management, Sales, Clinical, Customer Support, Training, and Executive teams around a unified GTM strategy and messaging
o Ensure all assets, activities, and programs ladder up to one cohesive narrative
o Partner with Clinical, Regulatory, and R&D Teams to drive post market studies to expand treatment indications, as required
• KPIs
o Use analytics to guide strategic decisions, including investment allocation, portfolio trade-offs, pricing strategy, and growth modeling
o Develop, design, and implement strategies and tactics that deliver against measurable KPIs to drive significant and profitable year-over-year growth of product lines
o Monitor and analyze marketing initiatives' brand performance metrics, market share, and ROI.
o Monitor funnel performance and adjust messaging and assets to improve MEL to MQL to SQL conversion
o Provide regular reports and insights to senior management on brand performance and market dynamics
o Adjust strategies and tactics based on data-driven insights and market feedback
Knowledge/Educational Requirements
• Bachelor's degree in business administration, public health, marketing; MBA (preferred) 7+ years in product marketing with 2+ years with global responsibility (preferred)
This job description is not all inclusive and is intended to capture a majority of the job functions. Special projects and other tasks may be required by management.
