Job ID: LEI003681
Leica Biosystems is a global leader in workflow solutions and automation designed to help pathology laboratories and researchers shorten the time between biopsy and diagnosis. The company offers a comprehensive product range for each step in the pathology process, from sample preparation and staining to imaging and reporting. As the only company to own the full workflow from biopsy to diagnosis, Leica Biosystems is uniquely positioned to break down the barriers between each step. The company’s goal is to make diagnosis within 24 hours of a biopsy possible.
Leica Biosystems is trusted by 100 percent of the top 50 U.S. cancer centers, according to U.S. News & World Report. Founded in 1989, the company joined Danaher in 2006 and continues to make significant investments in new product development. Recent innovations have focused on digital pathology, with the launch of the Aperio VERSA and LV1 scanners and histology equipment, introducing a next-generation H&E stainer.
The Senior Director of Marketing is responsible for overseeing and leading all marketing responsibilities for Leica Biosystems Pathology. This includes managing a team of marketers, developing the overall marketing strategy to directly impact the revenue growth in the US and supporting the marketing teams in Canada, Brazil and Latin America. As the marketing leader, he/she will also drive process rigor to measure the impact of demand generation activities on revenue growth, develop actionable customer segmentation, drive successful product launches and deliver winning differentiated product/solutions messaging.
The successful leader must have strong marketing expertise, understand how to position solutions that enable sales success, maintain effective collaboration with Sales, Americas marketing teams, Global Marketing and Product teams. As a people manager, she/he will lead the application of best in class marketing practices and programs that are consistent with the long term strategy of the organization and champion the Danaher Business Systems for continuous improvements.
Attracts, leads and grows a team of competent marketing professionals and establishes the marketing strategy to support the NA growth objectives; leverages best practices including those from other regions and global marketing.
Provides guidance/ direction to the Canadian and Latin American marketing teams, working in close collaboration with their leaders
Owns the messaging, organization and execution of trades shows/ events and the LBS Annual Sales Meeting;
Drives regional (US) Transformative Marketing activities to establish preference and generate demand by leveraging traditional and digitalchannels; guides team in creating impactful positioning and messaging.
Defines clear market segmentation to enhance sales’ ability to win; understands persona’s pain points and positions products/solutions based on a deep understanding of the market dynamics;
Builds strong relationships with KOLs, customers and organizes regular mechanism to collect inputs for product improvements;
Stays abreast of US Reimbursement changes and anticipates impacts on business; Owns the relationship with MD Buyline for entire portfolio;
Leverages global VISION24 messaging & positioning to drive preference for Leica workflow solutions; Supports implementation with sales;
Develops strong regional product/ solution launches through marketing plans that are comprehensive and clearly articulate winning activities; owns the development and tracking of opportunity funnel;
Responsible for management of the marketing new product forecast, pricing realization and budget process; collects and understands market analytics and communicates insights to global leadership;
Communicates regularly with Sales Leadership and aligns on marketing activities/ successes; provides support for Sales Demands; sets up monthly marketing reviews with regional Leadership and VP of global marketing
Ensures adherence to compliance for all customer facing materials;
Works with his/her team to develop Key Performance Indicators that measure the impact of marketing programs on driving growth through a) demand generation activities that generate leads and opportunities, b) sales enablement tools (playbooks), and c) new product introductions and training.
Supports the development of marketing plans (demand gen, product launches, sales enablement tools) in those markets including the rigor of tracking the effectiveness of marketing activities; share best practices and existing tools;
Prioritizes presence at trade shows/ events based on strategic impact (awareness, opportunity generation) and defines success in terms of targets; Collaborates with Sales & the Tissue Acquisition Solutions team on all aspects that result in a successful Leica annual Sales Meeting;
Collaborates with global branding and digital team to leverage awareness content and execute on channel strategies including PPC and email; aligns messaging with persona’s and provide global marketing with content needs;
Leverages VOC and sales analytics to develop actionable customer segments that provide clear understanding of competitive environments; develops winning value propositions in close collaboration with sales;
Creates an idea funnel to feed insights back to the product management teams;
Works with central Health Economics team and drives regular reviews of changes affecting the US market; Organizes regular meetings with MD Buyline for accuracy in reporting;
Ensures consistency of branding/ messaging and works closely with global brand team; participates in the creation of persona-specific VISION24 messaging;
Coordinates with the global product team, global marketing content manager, brand and digital teams to enable successful regional plan execution; owns the development of product playbooks that create unique sales arguments, demand generation, collaboration with sales training;
Works with Sales Operations for price setting and realization; participates to Growth Rooms to review marketing effectiveness; Owns annual budget creation and monthly budget status; drives the generation of market/ competitive analytics that feed into the President’s Letter;
Organizes mechanism and defines sales support within the realm of leads generation and nurturing; marketing Business Reviews to be organized by Marketing leader;
Proposes partnerships based on market segment opportunities or product adjacencies and develop strong co-marketing opportunities;
Gets familiar with MAPPS process and drives adherence within team;
d) Travel (required estimated % of time)
30%- 45% within NA