Marketing Manager-Global Brand Portfolio

Job Description

Position Overview :

Carestream Dental is committed to accelerating the industry transformation to digital dentistry. The business is comprised of 3 separate brand portfolios that combine to provide integrated solutions that connect dental practice systems and workflows to deliver improved patient outcomes and experiences, clinical and operational workflows and partner collaboration, enabling practice growth.

This position will have both global and regional (US priority) downstream marketing responsibility for the Swissmeda brand portfolio of clinical solutions and services.

Current solutions offering in the portfolio include SMOP, ICC, and AI Insights. This individual will be responsible for helping to streamline efforts and functions for all product / solution launches, marketing communications, brand awareness, events and campaigns.

Will partner with other marketing teammates, senior leadership, strategic accounts team, agencies and events, with directives to drive engagement, leads and revenue.

Key Responsibilities :

• Lead the brand strategy, development and launch for the portfolio to include brand guidelines, templates, message maps, value proposition, proof points emphasizing the overarching value of the portfolio, how each components supports the portfolio value, and how the portfolio value connects to Carestream Dentals overall mission
• Evaluate, recommend, and implement the web-space and social media strategy for the Swissmeda brand portfolio Starting with the US, develop and execute the marketing plan and communications mix to articulate what content will be placed where and howStandalone sites vs integrated in to Carestream Dental / Technology existing sites or combinations of itLead the presentation of our Swissmeda portfolio offering via Web, Social Media, Tradeshows, etc.
• Own strategy and collaborate to drive creation of all launch content for individual portfolio solutions as well as overall brand portfolio for demand creation purposes, to include web content, sales collaterals, audiovisual content (sales videos and tutorial videos), training & education materials, social media content, etc.

to drive awareness and leads by effectively articulating value proposition and reasons-to-believe (RTB's) for various aggregators (DSO's, implant companies, labs, etc.

in close collaboration with the commercial and medical team

• Collaborate with education, training and customer success team to further develop the high-level marketing content into detailed level training content, that allows the new users a smooth ramp-up and increased case volume / utilization assisting the customer success team to grow usage
• Analyzes market trends and share, develops customer insights, leads marketing launch, and develops customer-specific and role-based messaging that highlights our competitive differentiation
• Drives brand awareness and product consideration and optimize the marketing communications mix
• Lead the execution and development of marketing campaigns including management of email sends, landing pages, mailers, PPC strategy and tactics
• Provide coordination of ad placements based on media plan needs
• Collaborates to determine participation strategy and manage marketing needs for large events and tradeshows including mailers, sales slicks, emails, signage, booth graphics, videos, etc.
• Collaborates to determine participation strategy in prioritized residency trainings and other educational / teaching opportunities to drive top of funnel demand generation
• Work with different regional sales directors on the fulfillment of any marketing needs of sales efforts
• Actively solicit feedback from sales team to identify customers that could be leveraged for testimonials, clinical cases and case studies, as well as flag priorities and needs to direct KOL recruitment
• Keep current with competitive landscape, market trends, industry innovations and best practices across functional areas
• Help to test effectiveness of marketing strategies and learning's for continuous improvement
• Assists in running trade trials to support commercialization release process
• Responsible for technical accuracy and accuracy of content as it relates to product(s) and solutions
• Maintains knowledge of the current competitive products, and forecasts competitor's future portfolios and market plans
• Develops and maintains product knowledge, including competitive products and services, through detailed research including periodical reviews, trade show attendance, attending lectures and seminars, visiting industry and competitor related websites, attending industry symposiums, and monitoring activities of various industry associations and / or governing bodies
• Develops and executes KOL strategy in close alignment with BU Leader and includes relevant regional teams

Required skills :

• Demonstrated project management abilities in managing multiple projects and organizing, planning and executing under tight time constraints
• Ability to work independently as well as part of a team
• Self-starter, can seek out needs and information without directives
• Ability to multi-task and perform in several capacities
• Excellent verbal and written communication skills and the ability to make decisions independently, as well as part of a team
• Strong collaborator and history of success working in a matrix environment and with cross-functional teams
• Marketo and Showpad experience highly preferred
• Working knowledge of Microsoft Office applications
• Ability to deal with both external and internal customers in a friendly and courteous manner.

Education and Experience :

• Bachelor's Degree in Business or Marketing, or a relevant field of work, or an equivalent combination of education and work-related experience.
• Digital and social media marketing experience required
• 4-6 years of software / service B2B marketing experience
• Willingness to travel up to 25%-35%; occasional / in-frequent international travel

Compensation Disclosure :

Actual compensation packages take into account a wide range of factors, including but not limited to, skill sets, relative education and certifications, depth of experience and other business and organizational needs.

The total compensation package for this position may also include medical / dental / vision benefits, 401(k) Employer Match, Paid Time Off, an annual performance bonus and / or other applicable compensation plans.

Requirements