Product Manager

Job Summary - Product Manager               

The incumbent plans, conceptualizes and executes product marketing plans for the product portfolio to achieve the portfolio goals and budgets.

The incumbent plans strategies and activities required to drive the Arthrex Sports Medicine Product Portfolio and franchise budget within the division. The ultimate objective is to drive penetration of Arthrex technologies to expand the market size and to lead market share though effective portfolio management, New technology Introduction, driving Technique Adoption and leadership, Therapy promotion, and B2C awareness.

Roles and Responsibilities in Detail             

1. Franchise Revenue Management                
   

• Conceptualize and Lead execution of Marketing Plans for portfolio(s) as per franchise goals and budgets, coordinate with internal functions, customers and external service providers, monitor on ground execution of programs/ conferences/ events/ promotions etc., troubleshoot, ensure the right set of metrics are in place for tracking success.
  

2. Portfolio Management
   

• Leading Product Life Cycle Management in collaboration with sales team members, channel team members  local and global cross-functional stakeholders.
  
• Driving Focus Product and Procedure Adoptions and Penetration in the Market
  
• Analyses opportunities to upgrade and upsell relevant products to the customers to drive revenue, and customer leadership offering the best solutions addressing the needs of the surgeons. Train the team to upsell and upgrade usage hence moving them into the right quadrant of value and share.
  
• Driving Waterfall/ Agile Product Campaigns to enable adoptions in every market
  
• Identify and Analyze the non-users for key products and drive penetration into these customers
  
• Planning and implementing Product launches and Product life cycle management.  Monitoring sales performance and effectiveness of marketing programs against goals set.
  
• Develop a robust go-to-market strategy for new product launches, ensuring comprehensive market research, segmentation, and targeting.
  
• Collaborate with cross-functional teams to create compelling marketing materials and campaigns that drive therapy adoption and brand awareness.
  
• Track and analyse product performance metrics to identify areas for optimization and continuous improvement.
  
• With Medical Education Team implement periodic training organised to team and application specialists
  
• Driving New Product Adoption by working with sales team , query/ objection handling and clearing roadblocks for adoption
  
• Initiatives to Drive Marketing Material/ Videos/ Other Collaterals on the New Products to get the Products well understood amongst surgeons, as well create a buzz
  
• Ensure Repeat Usage of the New Products. Address Apprehensions of Team and Surgeons
  

3. Driving Therapy/ Product Awareness         
   

• Understand the education needs/gaps in terms of technique/product category awareness, usage, as well as adoption and conceptualize programs accordingly to drive the same.
  
• Develop New Markets with Driving new users, Adoption of Key Thechniques and Products and support through periodic market visits
  
• Drive Patient Campaigns & KOL Initiatives
  

4. Sales Force Effectiveness            
   

• Development of key product and marketing communications for portfolio, works closely with internal and external team members to develop right messaging and its delivery; seeking relevant approvals; tracking the effectiveness of the communication to drive differentiation.
  
• Conducting Calendarized training programs for sales team and the scrub teams and ensuring that the team is upskilled on all Procedures and Products
  
• Work along side Sales team to drive adoption and customer conversion with support material
  
• Ownership of Sales Team’s knowledge levels by Providing periodic effective product & clinical messaging training, positioning tools, target segment for product positioning etc.
  

5. Marketing Communications & promotions
   

• Understand the Regional Initiatives requirements like Inclinic Support, Patient Support, Events etc. and execute them with relevant alignment and support
  
• Driving Branding across Major National and Local Congresses and driving Product and technique Awareness and Demonstrations
  
• Driving Collateral Supports like Inclinic Branding, surgeon communications,Patient Booklets etc
  

6. Digital Marketing     
   

• Using and Leveraging latest digital marketing tools and technologies to optimize campaign performance and reach
  
• Enhance Therapy and Procedure awareness through  social media marketing, and targeted digital advertising.
  
• Driving Initiatives for Content marketing both B2B and B2C
  

7. Skills and Competencies Required              
   

• The incumbent should be a post graduate and MBA from a reputed Institution, who possesses the following skills:
  
• A Past record of Taking Initiatives
  
• Working in Collaboration with Cross functional Teams
  
• Strong Analytical Abilities
  
• Strong Communication
  
• Digital Marketing Awareness and Enthusiast
  
• Computer- Advanced Excel
  
• Strong Execution
  
• Coordination and Follow Ups
  
• Close looping
  
• High Degree of Ownership