The European Headquarter Product Manager (EHQ PM) is the owner of specific product families or franchise(s). This person is responsible to drive business growth through the design of a long term strategic plan and the execution of annual Marketing Plans, always ensuring coordination with Country Management and Global HQ division / franchise. This position plays a critical role in developing and executing strategies across the European region that address both the clinical and the rapidly changing economic customer needs. In addition to traditional clinical marketing, this role is accountable for translating value messages into best-in-class, tailored commercial programs through work with Customer Solutions functions and Health Economics and Market Access (HEMA). You have strong leadership and influence skills, demonstrated ability to inspire cross functional collaboration. This role includes a direct report (Junior Product Manager) therefore a key part of the role is a strong people leadership responsibility.
Key Responsibilities:
Annual Franchise Strategic and Operating Plan development and execution
Responsible for the development of annual franchise strategic plan by developing product plan, providing relevant input based on product specific market analysis and feedback from selected stakeholders. Develop competitive assessment, pricing models, lifecycle management, segmentation / targeting / positioning and value proposition. Provide Franchise Group Marketing Manager (GMM) with new initiatives for Annual Operating Plan (AOP); work closely with Market Development and Education Managers to design educational programs and other specific initiatives; collaborate with Marketing Communications (Mar Comm) for campaigns planning; define Franchise role in future international event. Define sales training plans (participant to be involved, activities design, budget) and develop relevant contents. Provide Franchise GMM with Market analysis, insights, business cases needed to finalize AOP as well as financial plan, collect Country PMs and Sales force feedback on the designed initiatives. Identify data gaps and set market analysis objectives, based on Franchise AOP guidelines. Work closely with Country PMs to define and design market data gathering strategies and tools; collect Country input and finalize & consolidate; analysis. Co-lead with MARCOM the development of new promotional campaigns; work closely with Multichannel Manager to design promotional initiatives, including a set of metrics to evaluate the impacts. Interact with GMMs to validate and kick-off campaigns. Customize promotional materials from Global Marketing on the basis of EU needs and specificities; as applicable engage external providers and assure the active involvement of Multichannel as well as Country PMs.
Work with Sales Operations to create a comprehensive list of metrics to evaluate program outcomes and design tracking systems to assess opportunity and monitor progress, ROI and impact, and resolve issues
New product launch
Drive new product launch process within own product family, ensuring achievement of financial results at EU level, and a well understood and well-coordinated European launch plan. Identify relevant stakeholders (e.g. Endo team, Cross-divisional, Country team, etc.) and lead working group activation in new product launch initiatives; manage the overall alignment among streams and stakeholders involved. Coordinatepre and post launch initiatives execution; support pre-launch process by performing detailed market analysis (e.g. segmentation, targeting, positioning, value development, etc.) as well as defining pricing strategy; drive the execution of selected EHQ marketing initiatives. Finalize new product launch plan and business case by collecting and consolidating input from all Marketing and on-Marketing BSC stakeholders, as well as from Key Opinion Leaders (KOLs); support Marketing Director and GMMs in validating new product launch plans. Provide health-economic analysis and pricing recommendation in new product launch initiatives; support the definition of new product value positioning in an innovative way.
Customer/ Key Opinion Leader (KOL) engagement plan for upstream and downstream
Drive the execution of Franchise KOL events, by setting objectives and agendas for KOL meetings, developing and adapting promotional materials as needed, assuring the engagement and interaction with speakers and KOLs, and assuring correct logistics of participants. Communicate to GMMs and Sales Leadership well-structured feedback /outcomes of the event. Identify, engage and meet Customers / KOLs, assuring alignment with all BSC stakeholders involved in KOL management; interact and maintain relationship with critical KOL; develop engagement plan for upstream and downstream.
Portfolio Upstream
Align with Global marketing team on main trends / new guidance related to own product family, share unmet medical needs as input for BSC global focus. Receive Global feedback on new EHQ initiatives, share outputs with countries. Influence Global marketing on portfolio needs for the future, based on your own understanding of EU market needs, including alignment with management stakeholders. Generate robust market insight through input to market research processes and through direct customer relationships (potential development of EU advisory board)
Value-Marketing Franchise Management Upstream
Provide expert input to Global product development teams to inform development of value strategy and enable robust pre-launch market assessment and price planning Share franchise strategy with Commercial Program Marketing Manager, and work with this position for detailed definition and execution of franchise specific programs; support and coach Commercial Contracting Managers in the process of launching new solutions and programs Create unique and persuasive value messaging and tools targeted at economically oriented EU customers Work with HEMA and country marketing to develop healthcare impact/hospital impact value calculators for high priority launches and emerging procedures - innovate new tools to support the commercial organization. (Note:
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