RESPONSIBILITIES AND DUTIES:
Product Planning & Strategy
Conduct voice of customer (VOC), primary and secondary research to facilitate development of product plans, and identification of new product and aftermarket opportunities. Ensure assigned products are responsive to market needs to maintain and/or improve market penetration and share position.
Develop and maintain long term Product Strategies/Road Maps for globalization of assigned product lines.
Identify and lead strategy projects to evaluate and provide strategic direction for innovative growth opportunities that leverage technology trends, market trends and integrated solutions.
Lead business case development working closely with cross functional team.
Product Life Cycle Management
Participate in cross-functional product development teams. Lead all marketing aspects associated with product definition, product development, pricing, market introduction, sales tools, and promotion plans.
Support forecasting process to maximize seasonal sales within effective inventory controls.
Develop the positioning and Go-to-Market strategy for all assigned products considering pricing, volume, market share and profitability.
Monitor and assess competitive products and programs and develop and implement proactive strategies to strengthen the product line’s value proposition.
Develop and execute obsolescence plan including supporting customers through product transitions.
Market Research, Analysis, and Competitive Intelligence
Conduct market research – gather and maintain relevant market data and competitive intelligence. Communicate key findings to key stakeholders. Synthesize conclusions from such research to drive action.
Benchmark competitive products and analyze market activity, strengths, weaknesses, opportunities and threats
Monitor and determine implications of industry, political and legislative trends.
Marketing Communications Tools
Work collaboratively with the Marketing Communications team to develop appropriate marketing communications plan.
Support the marketing communications team to develop appropriate collateral support for catalogs, launch kits, competitive alerts, sales communications, instruction sheets, etc.
Accountable for inputs into Creative Brief used for development of communications materials:
- Value Proposition development
- Target Market/Audience descriptions
- Positioning Barriers and Opportunities
- Features and Benefits
- Voice and tonality requirements
Sales Support Tools:
Develops tools used to help customers make a buying decision such as:
- Competitive Comparisons
- Sales Presentations
- Internal reference materials
- External audience materials
- ROI/Value Grids
- Referrals and References
Establish and maintain key metrics to track successes and opportunities for improvement to help drive accountability and future direction