Sr. Director – Commercial Marketing – Connected Care

Sr. Director – Commercial Marketing – Connected Care

Requirements

• Highly organized, self-starter who can lead and collaborate across the organization effectively
• An ability to operate with ambiguity in volatile environments, leading a function in and through the face of change, setting clear direction and guidance for the team you lead
• Ability to work and influence across business units and functions. Demonstrated track-record of leading and influencing in a matrixed environment
• Excellent written & verbal communication and presentation skills
• Needs to work independently without supervision on most initiatives
• Team player with a strategic partnership mindset
• Must be available to travel to customer sites and team meetings frequently
• Entrepreneurial spirit and growth mindset
• Ability to prioritize and influence others while exercising proper judgement for sound decision making and trade-off analysis
• Strong ability to communicate effectively at all levels inside and outside of the organization
• Strong work ethic and comfort with ambiguity
• Experience and knowledge of trends shaping product development and customer behavior
• Take a collaborative approach by openly discussing issues in a way that brings out the best thinking, attitude, and performance in others. Works effectively and productively with others running functional and support areas. Consider effect of decisions on other parts of the company
• Ability to travel up to 50% of the time, including international
• 3 days in office per week at Raleigh (NC) office. Secondary preference for the Deerfield (IL), Skaneateles (NY), Batesville (IN), Bellevue (WA) offices

Responsibilities

• Help develop and influence the business unit strategy
• Create and execute strategic marketing plan while managing the budget
• Work with key stakeholders (e.g., sales and product management) to deliver impactful collateral, projects, media, and events
• Hire, train, and lead the marketing team
• Run global commercial marketing (synonymous with product marketing and downstream marketing) for Digital Products in the Connected Care Group
• Partner with sales and product management in the prioritization of work, ensuring the tools, materials, sales aides, competitive positioning, value propositions and positioning statements, and outcome improvements align to the needs of the customer and speak directly to the products and services provided by Baxter
• Develop strategic marketing direction for Connected Care Group portfolio. Ensure effective translation into marketing strategies at the global and regional level
• Understand customer and commercial needs
• Work closely with Sales and Product Management for defining projects, informing project requirements, and communicating with customers
• Communicate and implement messaging across functional and geographic partners – and help shape their communications
• Analyze size and growth of relevant markets, companies, and products
• Understand key growth drivers and pricing
• Segment customers and inform priorities
• Understand decision-making and purchasing processes for customers
• Help craft internal messaging
• Become an internal subject matter expert across your portfolio
• Capture and communicate customer intelligence and other learnings back across the Baxter organization
• Define success for Commercial Marketing, create multi-year plans to build the Connected Care brand through a long-term marketing strategy
• Develop wide-scale branding and awareness campaigns designed to position Baxter within our industry, focused on thought leadership, education, and positioning of value aligned to capabilities
• Clarify the portfolio and product-specific value propositions and positioning relative to customer pain points and competitors
• Capture key features, benefits, and clinical/economic messaging
• Develop tactics for key customer segments and achieving optimal reach
• Create omnichannel strategy and modernize Baxter’s approach to media, content, and events
• Ownership of a marketing budget prioritized to cover all aspects of a marketing plan
• Develop OUS marketing plan and enable growth outside developed markets
• Consider direct vs distributor selling models and how to optimize
• Lead tactical execution plan with launch timeline, milestones, marketing campaigns, initiatives, sales tools, segment targeting, customer targeting, and customer education programs
• Consider ROI on programs, campaigns, and projects
• Develop KPIs and metrics to track progress; report to senior leadership and persistently measure effectiveness of wide-scale Connected Care campaigns
• Development and management of effective industry-facing content (e.g., web content, social media, etc.); Content development and rapid delivery aligned to the needs of sales and the business
• Delivery of high-quality pre launch, launch, and post-launch promotional programs that maximize product adoption and penetration within the market
• Development of lead generation campaigns and the measurements of effectiveness (e.g., MQL/SAL metrics)
• Be an expert on competitors’ connected care portfolio
• Support regional commercial marketing teams to help achieve growth and profitability with support for messaging
• Work cross-functionally with business units, region/country teams, and functions to brainstorm, develop, launch new processes and improvements
• Work with internal teams to develop clinical and economic messaging
• Salesforce development and training
• Work with sales, product management, and project management to deliver key account management
• Lead product launches, field sales support, and other marketing activities
• Generate/analyze competitive intelligence and promote understanding of competitive tactics with the sales team
• Partner with marketing communications to create innovative and forward-looking content to drive market awareness, lead generation, leading to deal closure
• Coordinate social media and other materials to fuel sales pursuits; Orchestrate portfolio social media calendars and the respective content/materials
• Develop relationships and regularly interact with customers through presentations, interviews, tradeshows, professional societies, and site visits
• Collaborate with global portfolio marketing to understand issues related to product quality/customer complaints; ensure feedback is communicated back to respective owners for input into recommendations and resolution to identified issues
• Manage agencies and external stakeholders where needed
• Collaborate with Medical Affairs to aid in guiding high-value studies to support key claims in marketing materials and establish Baxter’s presence as a thought leader

Preferred Qualifications

• (Preferred) Technical understanding of IT and connected care environments and robust knowledge of clinical processes and workflows. Understanding of IP networking and enterprise IT/iOT solutions. Understanding of cloud and on-prem solutions