Senior Manager / Director, New Market Development

AxoGen   •  

Alachua, FL

Industry: Biotech/Pharma


8 - 10 years

Posted 389 days ago

Job Summary

The New Market Development role is a key marketing position that will have responsibility for developing the growth strategy that focuses on establishing our technology as a standard of care by identifying and developing key drivers for adoption and penetration through reimbursement, behavioral change, practice guidelines and metrics, with a goal to grow the Company’s business through market penetration. Specifically, the successful candidate will be required to develop strategies for non-buying customers in current targets and new customers in new segments. Develop and maintain relationships with KOLs, maintain awareness of the competitive landscape, assume responsibility as the marketing team member on market expansion opportunities. New Markets will be defined as new indications, new institutional segments and new demographic segments. The position will report to the Vice President of Marketing.

Educational Requirements / Qualifications

  • Minimum of a bachelordegree. MBA is strongly preferred.
  • Minimum 8-10 years of demonstrated success and progressive experience in marketing and product management in the medical device, surgical implant or biotech industry.   Preference will be given to candidates with experience in developing new market opportunities with paradigm changing technologies.
  • Understand and influence the key stakeholders drivers for change - patient, surgeons, site of care and provider
  • Build and influence the economics of the procedure for all stakeholders
  • Create programs to lead change in the market; measure penetration into the potential market
  • Proactively leverage macro drivers of change in the market
  • Identify the key risk factors in the market and proactively address and reduce the risk
  • Able to assess the strategic drivers to influence a market and skilled at building data driven market models to value the market opportunity and costs to frame strategic recommendations
  • Ability to segment the market considering the surgeon, the referring physician and the patient type, identify and resolve drivers and barriers to adoption for each.
  • Technical and clinical experience. Understand and shape the technical nuances to build the appropriate clinical data for both clinical adoption and reimbursement.
  • Experience influencing care pathways and patient flow
  • Demonstrated experience moving from innovators and early adopters across the chasm to the early majority.  Clear understanding of the drivers of the different segments of adopters
  • Able to make decisions in the face of imperfect data and create performance measures to “course correct” as the market moves
  • Able to enroll others in a vision and strategic plan, influence and effectively implement
  • Experience designing and executing market research
  • Proven track record of building and maintaining Key Opinion Leader relationships
  • Strong process orientation in the development of product management and product development processes
  • Orientation towards delivering on goals and being part of fast-moving, collaborative team
  • Ability to manage multiple priorities in fast-paced environment
  • Ability to collaborate, influence and work with others in a dynamic, matrix environment
  • Must demonstrate strong interpersonal and communication skills with various levels of management and demonstrate the ability to manage differences and needs between multiple stakeholders.
  • Willing and able to travel domestically, up to 35% of the time to respond to the needs of the customers and organization.

Job Responsibilities: The specific duties of the New Market Development role include but are not limited to

  • Become the owner and internal advocate for the companies New Market strategy
  • Conduct market research to assess, define and measure progress in new key market segments
  • Establish practice or technique guidelines in a procedure which became a standard of care with support from societies.
  • Demonstrated ability to create market differentiation which establishes barriers to “me too” followers in the market.
  • Develop and communicate a compelling strategy and thorough understanding of the customer, channel and competitive environment.
  • Develop market segmentation, targeting, positioning, key messaging and competitive analysis
  • Develop and execute marketing communications including sales collateral creation, company website, conference and educationevents
  • Partner with sales leadership to understand market feedback and field training/messaging needs and deliver solutions
  • Work directly with thought leaders to assess the clinical and technology needs of the new segment or customer and the underlying broadly held assumptions
  • Develop market segmentation, targeting, positioning, key messaging and competitive analysis
  • Develop and execute marketing communications including sales collateral creation, company website, conference and educationevents
  • Drive the market development strategy
  • Maintain relationships with key societies and oversee clinical conference presence
  • Demonstrate creative, insightful ideas and implement them quickly and effectively
  • Evaluate and recommend markets/products for growth in peripheral nerve
  • Create and monitor market and business metrics to demonstrate effectiveness in sales growth and market penetration
  • Idea generation and creativity in this position are a must, as are the ability to work with deadlines, manage and complete projects through commercialization, and develop techniques in the clinical sale of concepts and products.
  • Build relationships with the key market influencers and identify potential opportunities for collaboration.