Roles & Responsibilities :
1- Definition and implementation of the Marketing Strategy.
Set the strategy and prioritizes tactical activities for the Core Lab assigned portfolio in alignment with Roche global, regional, sub-regional and local goals and strategies to contribute to the sales and profit target.
Own market and competitive analysis to maintain best-in-class market knowledge, business intelligence, evaluating trends and assessing risks and strategic opportunities
To build and lead product promotion and brand awareness activities and interventions (commercial advisory boards, product launches, congresses, workshops, conferences, user-days, etc.
by evaluating and analyzing market research data (of customer needs, market trends, competitor activities etc.), evaluating product strategies (positioning, pricing, product life cycle strategies etc.
and integrating into the product promotion and brand awareness concept as required.
Own excellence in planning and execution of local product launch ( from internal readiness to customer adoption) and customer loyalty programs.
Plan, execute and measure the business impact of digital marketing campaigns based on the generated leads.
Local contact function with Global (Customer Area), Regional (EMEA-LATAM) and Sub-Regional (LATAM).
2- Cross-Functional & Collaborative Operating Model :
Work in close collaboration with LATAM Marketing Center of Excellence to ensure the local execution ( CA&C affiliate) of the different activities related to Product Marketing , Business Operations and Marketing Services.
Active collaboration and participation with regional (EMEA-LATAM) and sub- regional (LATAM) chapters, networks and squads.
Participate and collaborate with CA&C squad (s) to integrate customer centric perspective into marketing strategy and tactics.
Strong collaboration with commercial, finances & services, medical & access and customer experience teams to support forecasting, KPIs setting and follow up, development structure, scenario planning, resource allocation, strategic projects, financials (BP & IP panning ).
3- Development of new Business Opportunities :
Generates and seeks out potential new or strategic business opportunities together with commercial teams and evaluates them in order to ensure resources focus on the best opportunities.
Plans and executes the respective business development action plan for those selected strategic business opportunities.
Translate, develop and promote the global, LATAM and local strategy of the Core Lab assigned portfolio, into initiatives that allow tangible learnings and scaling up of new business models.
Focuses in implementing new tests, solutions and technologies in the CA&C market aligned with market readiness.
Maintain best-in-class working relationships with customers, business partners, associates and key institutional stakeholders.
Develop and plan the approach of regional institutional stakeholders to create regional strategies to support regional healthcare programs and initiatives to increase access to patients.
Be close to customers, with regular presence at the market, with the objective to guarantee the adoption of new diagnostic solutions.
To be success in the role- Experience & Qualifications :
Academic & experience :
University degree in Business Management or Life Sciences field
5+ years of experience in Marketing and / or Market Development in IVD companies. (In Vitro Diagnostic Companies )
Fluent written and verbal English and Spanish
Proven record for meeting or exceeding goals and timelines
Availability to travel up to 50% of the time ( non-pandemic context)
Healthcare knowledge :
Understanding of health and macroeconomics trends & dynamics.
Understanding the value of Integrated Solutions in clinical lab for customers and patients
How to influence healthcare system to drive innovation by questioning and challenging the status quo
Impact of digital transformation on healthcare environment.
Marketing fundamentals and business development :
Formal marketing qualification (MBA preferably)
Deep understanding of marketing framework, products, market, strategies, tactics and financials.
Understanding of advanced skills such as portfolio management, resource allocation, marketing & commercial effectiveness, ROI.
Capacity to analyze market Information, deal with complexity and use analytical tools.
High business acumen. Ability to define medium-long term business development plans while delivering on short term results and quick wins.
Agility (Principles and Methodology)
Launching / Digital Campaigns management
Branding (corporate, portfolio and solutions)
Market research & Data & Insights
Competences for the role :
Resilient understanding of VUCA world
Embrace change - Proven ability to work in an ever changing environment in an agile manner.
Dynamic, with personal initiative and business drive
Able to lead in a matrix organizational environment
Excellent interpersonal skills with aptitude in building strong relationships with stakeholders
Your Team :
You will be part of the CA&C Diagnostics Team reporting to the Head of Product Managers based in Panamá.