Marketing Manager 12/31/2019
San Diego, CA
JOB DESCRIPTIONAPPLY Quidel Corporation is a leading manufacturer of diagnostic healthcare solutions serving to enhance the health and well being of people around the globe with well known and respected products that provide healthcare professionals with accurate and cost-effective diagnostic information at the point of care (POC). Our core competencies and capabilities focus on immunoassay and molecular testing in the areas of: infectious disease, cardiology, women’s health, and virology.
The Marketing Manager will manage the product forecast, annual planning and execution of promotions, communications, and new product development for selected groups of products as assigned.
Tactical Marketing Management
Segments market and develops product positioning, messaging and selling strategies for each product by segment
Develops marketing plans for assigned products to support annual operating plan and guide new product launches. Assesses financial impact of marketing plan and provides data to support management approval
Creates and launches programs and collateral material in line with established marketing plans. This includes sales brochures, customer presentations, customer and patient educational materials, competitive analyses, website updates, tradeshows etc.
Tracks and analyzes sales performance and financial data related to products and adjusts plans where appropriate
Presents to teams and management to gain support for plans and drive execution
Annual and LBE forecasts for assigned product(s) and/or market segments
Field Travel and Support
Meet with customers in target and potential segments to assess satisfaction with products and programs and to identify opportunities
Develop key opinion leaders with potential as early adopters, speakers, references advisors, etc
Monitor utilization and effectiveness of sales programs and tools to identify needs for new materials, added training etc.
Work with account managers and specialists to support key sales efforts
Sales training at national and regional meetings; trade show participation
Provides voice of customer and US commercial team input to business unit portfolio planning process, product design and other strategic initiative plans
Trains and mentors other department members in support of VP, Marketing
Education and Experience
BS or BA degree required, MBA preferred
Life sciences background helpful
Minimum of 5 years’ experience in diagnostics industry. Strong preference for 2-3 years’ experience in sales or product management
Experience in new product development and product launches highly desired
Excellent team leadership, program/project management, analytical and organizational skills
Outstanding written and presentation skills with ability to communicate to diverse audiences. Strong interpersonal skills, both within the organization and outside of the corporate environment.
Excellent matrix management skills and ability to motivate cross-functional teams
Experience in identifying marketing and demand creation opportunities and executing to those opportunities
Strong understanding of in vitro diagnostics (IVD) market, reference lab, point of care testing and/or IVD-based instrument commercialization desired
Understanding of market research methods and when and how to execute primary and secondary market research, including VOC (voice of customer)
Understanding of financial analysis (costing, gross and operating margin calculation, ROI, etc.)
Experience in cultivating Key Opinion Leader (KOL) relationships and comprehensively managing advisory panels and scientific education initiatives in concert with Clinical/Regulatory Affairs
Ability to think strategically and bring a high level of creativity to the organization
Flexibility in adapting to a rapidly changing environment to work with others in a professional and effective way
Personal ethics and integrity that embodies bes