Manager, Upstream Marketing and Product Strategy
St. Louis Park, MN
Full Time
Experienced
Enterra Medical, an emerging, U.S. based medical device company, markets a novel, implantable neurostimulator focused on the treatment of nausea and vomiting secondary to Gastroparesis. The Enterra Medical business was launched as an independent company in January of 2022, spinning out of Medtronic.
This Senior Product Manager will be responsible for leading the upstream marketing activities for the Enterra Medical portfolio, including IPG, lead, programmer, and digital/software products and platforms. This role is focused on the development and execution of strategic business and tactical plans for creating and evaluating other new business opportunities. This includes application of the existing Enterra IPG and/or therapy system to new indications, as well as scoping and building the business case around new bioelectric hardware and/or software to augment the existing gastroparesis market and potentially open completely new markets.
Responsibilities:
Marketing Strategy:
This Senior Product Manager will be responsible for leading the upstream marketing activities for the Enterra Medical portfolio, including IPG, lead, programmer, and digital/software products and platforms. This role is focused on the development and execution of strategic business and tactical plans for creating and evaluating other new business opportunities. This includes application of the existing Enterra IPG and/or therapy system to new indications, as well as scoping and building the business case around new bioelectric hardware and/or software to augment the existing gastroparesis market and potentially open completely new markets.
Responsibilities:
Marketing Strategy:
- Demonstrate command of business trends and market conditions through market research, clinical literature, metrics, coordination with customer interfacing teams and personal interaction with KOLs and other customers
- Develop and manage Claims Matrix and evidence plan to support future commercial market entry, in close partnership with the regulatory and clinical team
- Develop and refine business plans, strategic plans, market revenue, and segmentation models in partnership with operations, finance and health economics
- Conduct marketing research projects to gather insights to drive decision-making
- Drive product development activities across multiple internal and external groups such as R&D, regulatory, clinical and operations
- Own collaboratively authoring and garnering support to approve new concepts and marketing specifications within the Product Development Process
- Drive “Voice of Customer” (VOC) throughout the technology development process to ensure market specifications are incorporated throughout each project phase
- Develop market specifications that appropriately capture customer and business needs
- Track performance against objectives and plans, formulating new approaches and strategies as needed
- Support the Global Product Marketing strategy
- Act as Marketing lead on project core product development and clinical strategy teams
- Develop an understanding of current and future market dynamics and the competitive landscape
- Identify gaps in the market
- Identify potential opportunities for market expansion (new indications, new geographies, etc.)
- Lead reimbursement analysis for new products/therapies
- Support pipeline discussions around future portfolio including hands-on demonstrations and presentations to physicians
- Develop strong relationships with physicians, sales representatives and management, medical education, R&D, legal, regulatory, clinical, and health economics
- Lead market research to help define launch strategy
- Provide feedback on the go-to-market approach, marketing messages, pricing considerations
- Provide technical and product expertise to downstream marketing and commercial sales team and assist in training, as needed
- Bachelor’s degree in marketing, engineering, or healthcare
- Master’s degree in marketing or business preferred
- Upstream marketing experience with demonstrated ability to take a program from concept to business case and commissioning
- Demonstrated ability to develop deep clinical and technical expertise
- Strong analytical, quantitative, financial modeling, and strategic thinking skills
- KOL engagement and experience managing multiple physician collaborators (i.e., experience running advisory boards or panels)
- Ability to engage and influence cross-functional colleagues, even without direct reporting relationships
- A force for good: Positive, energetic personality, comfortable in front of groups/customers
- Excellent communication and interpersonal skills, including the ability to listen to physician/customer needs, prioritize needs/requirements and communicate them to cross-functional teams
- Strategic mindset, with ability to make timely and clear decisions on what we should fund in an environment where there are more ideas than both investment capacity and execution bandwidth
- Comfortable in a small, dynamic company environment and able to wear many hats, including integrating into adjacent roles and functions to a much larger degree than in a larger organization
- Entrepreneurial spirit and ability to accomplish tasks in a fast-paced environment
- Ability to travel up to 30% both domestic and international
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