Senior Product Manager Location: Leesburg, VA
Company: VB Spine
Travel: Up to 40%
The
Senior Product Manager leads the development and supports the execution of key strategic documents, including annual marketing plans, product strategies, and launch plans aligned with VB Spine's business goals and growth objectives. This role identifies and translates competitive, market, and customer insights into actionable strategies that strengthen product positioning, guide customer-centered development, and drive portfolio performance.
Working closely with Sales, Sales Education, regional leadership, cross-functional partners, key opinion leaders, and other physicians, the
Senior Product Manager develops a deep understanding of product performance, customer needs, and market dynamics. This position plays a key role in regional sales strategy, product launches, sales enablement, forecasting, pricing, lifecycle management, evidence generation, and performance measurement. The ideal candidate combines strategic leadership, financial acumen, analytical thinking, and hands-on execution to deliver meaningful business results.
WhatYou'll Do: - Gather, analyze, and distribute competitive intelligence, including market trends, product features, competitive quality, and points of parity and differentiation.
- Establish and maintain relationships with key opinion leaders, physicians, customers, industry thought leaders, organizations, and internal stakeholders.
- Identify expressed and unmet customer needs that can lead to product, program, and portfolio improvements.
- Translate customer insights into product strategies, positioning, segmentation, value propositions, and development priorities.
- Author strategic plans, annual marketing plans, product launch plans, business reviews, proposals, and recommendations.
- Translate marketing strategies into specific, measurable activities that support business goals and customer acquisition and retention.
- Lead needs-based customer segmentation using behavioral, attitudinal, and aspirational insights.
- Validate segmentation variables by assessing their influence on customer behavior and connecting them to specific portfolio initiatives.
- Lead value-proposition and positioning initiatives incorporating customer beliefs, desired behaviors, competitive dynamics, clinical evidence, economic value, and other supporting proof points.
- Develop target audience profiles and positioning statements that guide marketing strategies, sales tactics, and customer prioritization.
- Partner with commercial teams to identify target customers and prioritize market opportunities.
- Develop complementary value propositions across related products and portfolios.
- Lead evidence-generation strategies by connecting clinical, usability, and economic evidence to specific customer needs and value propositions.
- Foster existing key opinion leader relationships, identify new KOLs, and develop plans for communicating and distributing clinical evidence.
- Analyze market trends, competitive dynamics, and potential sources of business growth to recommend strategic areas of focus.
- Evaluate the resources and level of effort required to pursue specific customer groups and market opportunities.
- Develop sales strategies, tools, communication plans, and channel approaches for various products, markets, and customer segments.
- Apply clinical and technical product knowledge to educate Sales and translate product benefits into compelling selling messages.
- Analyze sales and business data to identify performance trends, opportunities, risks, and areas for growth.
- Collaborate with Sales Education to establish the training strategy for assigned products or portfolios.
- Define training objectives and develop materials, tools, and resources that strengthen understanding of the business unit's product offerings.
- Evaluate training feedback and adjust content or delivery methods to improve effectiveness.
- Develop volume forecasts based on market conditions, sales activity, product trials, risks, uncertainties, and business assumptions.
- Use forecasting insights to identify, escalate, and help resolve potential business challenges.
- Initiate and lead product lifecycle management activities aligned with the overall portfolio strategy.
- Anticipate product obsolescence and drive portfolio-rationalization initiatives.
- Analyze market-pricing data and develop pricing strategies that align with brand positioning, customer value, and marketing objectives.
- Evaluate the implications of pricing approaches such as bundling, capitation, and risk-based strategies.
- Partner with Marketing Communications to define communication objectives and evaluate appropriate marketing channels and tools.
- Establish KPIs, milestones, and success criteria; conduct post-launch analyses; and incorporate lessons learned into future plans.
- Develop short- and long-term improvement goals and actionable plans to achieve them.
- Analyze customer-satisfaction data and incorporate customer-engagement trends into strategic planning.
- Create consistent methods for tracking and reporting KPIs, customer engagement, and business performance.
- Accurately forecast resource needs and lead budgeting activities, including necessary inputs, reporting requirements, and variance analysis.
- Develop project charters, capital expenditure requests, and business-case financial models, as applicable.
- Collaborate with and influence cross-functional teams to strengthen partnerships and accomplish business objectives.
- Hold yourself and others accountable for delivering high-quality results with energy, integrity, and a strong focus on business priorities.
- Mentor, develop, and inspire colleagues while serving as a strategic resource across the organization.
What You Bring: - Bachelor's degree in marketing, business, or a related discipline required.
- Advanced degree or MBA preferred.
- 6+ years of professional experience required.
- 3+ years of medical device, marketing, or sales experience preferred.
- Spine experience preferred.
- Excellent presentation, interpersonal, and written and verbal communication skills.
- Strong analytical, strategic-thinking, and problem-solving abilities.
- Demonstrated financial acumen with the ability to lead budgets, forecasts, pricing decisions, and business cases.
- Ability to manage multiple complex projects while delivering against established timelines.
- Ability to influence and persuade stakeholders without direct organizational authority.
- Ability to understand and work within complex, cross-divisional procedures and policies.
- Demonstrated proficiency with Microsoft Excel, Word, and PowerPoint.
- Ability to translate complex customer, market, clinical, and business information into clear strategies and actionable recommendations.
- Ability to develop productive relationships with Sales, regional leadership, physicians, KOLs, and cross-functional partners.
- Ability to thrive in a fast-paced, collaborative, and evolving environment.
Physical & Mental Requirements:
- Ability to occasionally exert up to 50 pounds of force and frequently or continuously exert up to 20 pounds of force to move objects.
- Ability to coordinate eye, hand, and foot movement and grasp objects by hand.
- Ability to meet cognitive demands involving visual and auditory discrimination, reading comprehension, memory, and information retention.
- Ability to exercise discretion and independence when applying professional expertise.
- Ability to effectively manage time, multiple projects, stress, and conflict.
- Strong interpersonal, written, and verbal communication skills.
- Ability to bring assignments through completion with minimal supervision.
- Ability to prioritize responsibilities and maintain detailed and confidential records.
- Ability to communicate and present effectively to large groups.
- Unwavering ethics and integrity in a competitive and demanding work environment.
Compensation: Pay for this role is competitive and based on experience, with additional factors like territory requirements, qualifications, and performance taken into account. The typical pay range for this position is
$115,000 - $135,000 annually, with potential for bonuses and incentives plus benefits.
VB Spine reserves the right to offer compensation outside of this listed range. Final compensation is determined on a
case-by-case basis and considers a variety of factors including experience level, skillset, and market conditions.
Benefits include: - Comprehensive health, dental, and vision insurance
- 401(k) with company match
- Paid time off (PTO) and holidays
- Ongoing training and professional development opportunities
- Opportunity to grow within a fast-paced, dynamic company
