Director, Marketing - Emergency Care

Director, Marketing

Stryker Emergency Care (EC), a fast-growing global business, is seeking a dynamic Director, Marketing to drive our global brand / downstream team, brand stewardship, and execution for the Emergency Care division encompassing the Community, Fire / EMS, Law Enforcement & Government agencies, and Hospital segments. The product portfolio includes capital medical equipment, accessories & disposables, as well as the system of care integration with our digital solutions software. This leader will set direction and lead culture for our Downstream teams, collaborate with cross-functional teams, and be a key face of Marketing to our wider sales teams and customers. Strong leadership and collaborative skills will be essential. This team includes 4 direct reports and a total team of 22 people.

Key Activities :

Define and execute a US Annual Marketing Plan and 12-24 month strategies to achieve EC revenue growth / goals within allocated budget. Collaborate and share with our global regions be a leader in the process.

Champion Marketing Excellence processes and ensure compliance to AMP, commercialization, pricing, and other marketing planning processes. Enable the Marketing Excellence coaching program within EC.

Develop and recommend initiatives to gain greater market share, improve revenue, and increased market penetration be agile and responsive to dynamic market conditions.

Evaluate customer and market data / trending, along with global sales data, to ensure appropriate strategies to advise and modify annual marketing plans and drive growth.

Develop customer-focused offense, initiatives, and communications that will create sales and customer engagement and loyalty for our in-market products.

Provide advice and counsel to senior business leaders about strategic opportunities.

Cultivate key customer relationships, working productively with EC healthcare providers and KOLs as well as the field sales organization to improve clinical practice, implement programs, and drive product preference and market growth.

Collaborate and build relationships within all levels of sales leadership ensure alignment on our AMP and other programs and initiatives.

Build strong relationships with the EC Cross Functional groups (RAQA, Finance, IBP, MarComm, Legal, etc.)

Communicate and collaborate with other Brand Marketing leaders both in Kalamazoo and across Stryker to share and learn about best practices and collaborate on initiatives that affect / impact many different markets across the Stryker system of care.

Develop and grow our brand managers and individual contributors and contribute to Emergency Care Marketing as a talent destination.

Collaborate closely with Portfolio / Upstream marketing, Education, and cross-functional leadership to ensure a comprehensive design and implementation of our strategies.

Manages large team and responsible for building a culture of feedback, accountability, and performance / growth, while enabling everyone to show up as their best selves.

Strong communication skills can communicate effectively with many levels throughout the Stryker organization (NASM mainstage, Divisional leadership, Marketing & sales teams, cross-functional events, Stryker marketing wide events, etc.)

Note : Up to 50% travel required

Essential duties & responsibilities :

Competitive Insights

Consults on a variety of competitive analysis for all three of our segments in the global arena.

Leads discussions on the historical background and future perspective of the leading competitors.

Predicts the strengths and weaknesses of the full product line compared to the competition.

Contributes to the evaluation and selection of competitive analysis tools and technologies.

Participates in analysis of the organization's current and potential competitive environment and strategies.

Customer Insights

Owns key customer relationships across the industry leveraging knowledge to stay informed of key trends.

Drives the synthesizing of customer needs to share with the Portfolio team for future innovations, as well as informing our Annual Marketing Plan (AMP) strategy.

Customer Centric Development

Shapes tight customer value propositions that are consistent with business strategies.

Promotes a customer-focused corporate culture.

Cultivates new customer categories to drive future growth with current products.

Optimizes market share by delivering superior customer value and strong messaging.

Developing the Strategy and Marketing Plan

Leans into market planning, and leverages Strat Plan to inform direction and AMP.

Contributes to strategy and marketing planning effort to generate healthy discussion about the overall direction of the product or portfolio. Leads EC AMP process on an annual basis.

Coaches others on the development of the well-written AMP.

Budgets

Evaluates impact of marketing strategy on the P&L.

Completes P&L analysis to drive annual business strategy and outcomes, promotions, pricing for new product launches, etc.

Discusses alternative budgeting strategies for specific business situations. Strong partner with Finance and Sales leaders implementing solutions for large / strategic customers.

Monitors and ensures adherence to organization's financial practices and standards.

Reviews and approves all major budget adjustments; negotiates and reconciles line-item variances. Responsible for annual downstream team budget preparation as well as quarterly updates to that budget.

Value Prop Segmentation

Coaches the downstream marketing teams through the business's segmentation, customer targeting efforts, and the measurement of target audience preferences and brand associations.

Tests business goals by connecting them to segmentation work, creates measurable objectives, and holds team accountable for metrics.

Contributes to disciplined collection of customer insights to guide value proposition work.

Leads teams to demonstrate the tie-in between segmentation and the brand's competitive position.

Value Prop Targeting & Positioning

Coaches teams to use appropriate targeting in their marketing strategy work.

Provides access to resources and support for the value proposition work.

Coaches teams to develop fact-based, realistic and competitively useful customer value propositions.

Aligns strategy and execution by coaching teams to revisit / pivot the value proposition work in light of the executional priorities of the business or market / competitive shifts.

Leads the team in concise energetic messaging simple, effective, accurate.

Brand Stewardship

Drives company's downstream and marcomm structures.

Establishes vision for brand structure across business unit to match company strategic vision.

Plays a key role in BD implementation initiatives (final decisions, post-sale implementation).

Evidence Generation

Coaches the team on the importance of evidence generation and linkage to the value proposition.

Mentors others on the importance, process, and linkage of evidence generation to the value proposition.

Marketing Objective

Rapidly redirects the efforts of the specific product or portfolio to achieve business goals in the face of changing market conditions.

Links customer acquisition and retention efforts to the overall brand strategy.

Links customer metrics to business outcomes.

Articulates budgets in terms of customer acquisition and retention goals.

Able to generate segmentation variables from customer insights.

Directs changes in the marketing resource allocation mix as needed to achieve stakeholder alignment.

Source Volume and Strategic Objective

Can lead and generate a communication plan which articulates the outputs of the strategic choices.

Guides the business to adopt an earn share strategy or act like a market leader, based on competitive and market intelligence.

Foresees the impact of market and competitive factors on the business strategic choices.

Leads the business to expand or narrow the category definition as appropriate.

Sales Distribution Channel

Advocates the development of new technologies and tools for various EC sales channels and markets.

Develops, coordinates, and manages multi-channel sales strategies.

Develops and leverages organizational best practices for the management of sales channel strategy.

Contributes to strong and continually improving communication among sales, marketing, and other departments.