Intuitive Surgical Careers
Senior Product Marketing Manager
Primary Location: United States-California-Santa Clara County-Sunnyvale
Intuitive Surgical: What MattersJoining Intuitive Surgical means joining a team dedicated to using technology to benefit patients by improving surgical efficacy and decreasing surgical invasiveness, with patient safety as our highest priority.
Primary Function of Position:
The Product Marketing Manager will be responsible for launching a new robotic system in the bronchoscopy space. This role will be primarily responsible for articulating the clinical and economic value of this new technology to physician and hospital customers. The Product Marketing Manager will own all customer-facing aspects of the product launch, including product positioning, messaging, marketing collateral, and customer and sales-facing communications and events. The Product Marketing Manager will work cross functionally with sales, training and product management to prepare for launch and drive both capital and procedure adoption.
Roles and Responsibilities:
• Develop product positioning and messaging that communicates the differentiated capability of this new technology in a highly-competitive marketplace; Drive development of branded launch creative concept for use across communication channels.• Develop physician and hospital segmentations and target customer profiles to guide sales and marketing communication efforts.• Develop and maintain a deep understanding of lung cancer diagnosis and treatment modalities, trends, and competitive dynamics to inform marketing and sales strategies.• Own launch timeline and cadence from initial installations to broad launch• Lead development of a full set of launch marketing collateral for both internal and external audiences.• Plan and execute a branded digital launch campaign, including website, e-mail marketing, and SEO/SEM as appropriate.• Plan and execute marketing presence and activities at relevant tradeshows, courses and symposia.• Develop and maintain tools for tracking capital and procedural adoption and customer usage patterns relative to forecasts.• Engage and develop relationships with Key Opinion Leaders and through site-visits, attendance at courses/conferences and onsite summits, roundtable, and lab events.• Work with physician champions to develop educational programs, symposia and webinars to promote effective product adoption.• Conduct physician site visits to understand product usage patterns and customer feedback. Partner with Product Management to distill feedback into actionable direction for R&D team.• Partner with Sales Training to train sales force on technology value proposition and messaging, disease state, clinical applications, physician targeting, competitive technologies, and objection handling.• Partner with Clinical Affairs and HOER Team to design and implement plans to collect and publish clinical and economic evidence to support product adoption.• Partner with Customer Training to develop training programs to drive safe, effective and durable product adoption• Develop relationships with key medical societies to partner on physician and fellow training and education• Present business results to internal company leadership and sales management.
Core Competencies, Skills and Experience Requirements:
• At least 8 years of healthcare industry experience with a minimum of 4 years of therapeutic medical device marketing or product management experience. Experience in bronchoscopy, interventional pulmonology and lung cancer diagnostic and therapeutic space strongly preferred.• Proven ability to develop strong product positioning and messaging to drive product differentiation in competitive marketplaces.• History of developing tactical plans leveraging both sales and non-sales delivered marketing communications and activities.• Demonstrated success partnering closely with sales and training teams to drive customer acquisition and product adoption.• Experience building and owning physician KOL relationships• Strong hands-on data manipulation and analysis skills. Demonstrated ability to use data to develop marketing insights and drive decision making.• Product launch experience preferred.• Strong communication and presentation skills, including experience presenting to senior management and customers.• Self-starter with ability to take leadership in unstructured environment.• Excellent teamwork skills with proven ability to collaborate across multiple disciplines and ability to influence cross-functional teams without formal authority.• Must be well versed in MS Office Suite.• Ability to travel 35%. Some international travel may be required.• Bachelor’s degree required, preferable in a life science or business discipline.• MBA preferred.