Head Of Marketing, Core Spine

Job Description:

Responsible for planning, leading, and executing an effective strategic global marketing plan (i.e. Annual Marketing Plan) and other strategic marketing initiatives for the Global Spine business (i.e. Strat Plan) to drive above market growth and share gains while driving profitability in the Core Spine business. Functional responsibilities include global Upstream Portfolio strategy and roadmap oversight, US Downstream product support while enabling global region support, US Medical Education, and Global Product Life Cycle Management. Collaboration is essential to driving engagement with key stakeholders across the enterprise to ensure delivery of appropriate tools and messaging internally and externally.

Competitive Insights

• Informs and coaches others on the market positioning and strengths/weaknesses of key competitors.

• Shares marketing intelligence and information with teams across the division

• Able to interpret competitive analysis and incorporate into marketing strategy for product or portfolio. 

• Compares, contrasts, and anticipates the different types of competition that will be faced in the future.

• Develops processes to improve the accuracy and effectiveness of the competitive analysis function and information.

Customer Insights

• Coaches team on articulating the value proposition to the specific audience

• Trains others on the various reasons (variables) of why customers buy the product or service. 

Customer Centric Development

• Improves methods for maintaining customer feedback/ responsiveness.

• Initiates and drives new products and services based on changing customer needs.

• Responds proactively to market dynamics and shifts so as to maintain competitive advantage.

Developing the Strategy and Marketing Plan

• Guides others to deconstruct and extract the strategy from a well-written marketing plan.

•  Coaches others to spot weaknesses in plans and gives the necessary direction on where to improve.

Budgets

• Develops and manages marketing budgets and analyzes and explains budget variances.

• Evaluates past business decisions and associated budgetary considerations and impact.

Value Prop Segmentation

• Challenges teams to employ segmentation methods to improve commercial efficiency.

•  Challenges teams to ensure the product or portfolio's Main and Dynamic variable are consistent with the product or portfolio strategy.

• Challenges teams to execute on the segmentation variable and to seek evidence that focus on the segmentation variable delivers competitive advantage.

• Coaches teams to use segmentation variables to manage brand equity (when appropriately at a global level).

• Coaches teams to use customer insights to validate segmentation work.

Value Prop Targeting & Positioning

• Coaches teams to test their targeting work by assessing its usefulness to guide execution and its impact in converting leads. 

• Mentors team in developing clearly written targeting and positioning statements that align the strategic and executional plans and commercial resources for execution. 

• Coaches others to prioritize evidence (clinical, use and economic) and other proof (KOL, user and patient testimonials) useful to demonstrate customer value arising from the value proposition.

•  Able to mentor team in developing clearly written targeting and positioning statements that align strategic (Marketing & Source of Volume) and executional plan.

Brand Stewardship

• Guides teams through core competence exercises. Anticipates impact of company and market changes on core competence; coaches others to develop future skills and strategic assets needed to compete.

• Coaches teams on the application of core competence to ensure strategy-through-execution alignment.

• Coaches others on how to utilize the product or portfolio structure to maximize brand equity.

Evidence Generation

• Determines objectives for evidence generation and evaluates individual studies for alignments with evidence generation strategy

• Partners with clinical operations to develop a strong clinical evidence generation strategy and key claims

• Coaches team on how to develop KOL relationships

Marketing Objective

• Mentors others on how to connect product or portfolio / business goals brand vision and strategy.

• Guides teams in allocating resources to change the loyalty mix of the brand

•  Coaches teams to allocate marketing resources appropriately given stakeholder power dynamics.

• Guides teams in linking the marketing budget to customer acquisition and retention objectives.

Source Volume and Strategic Objective

•  Guides teams through a category definition exercise, challenging conventional thinking as appropriate.

• Guides teams in the allocation of resources between stimulating demand vs. earning competitive share to maximize financial results for the product or portfolio.

• Guides teams through strategic focus / four quadrant opportunity analysis, including investment tradeoffs and competitive and market implications.

Sales Distribution Channel

• Teaches others how to use advanced technologies and tools to understand and maximize sales channels.

• Advises on key elements of planning and executing a multi-channel sales strategy.

Sales Enablement

•  Provides clear, strategic and prioritized direction to the field sales organization through written/verbal communications, presentations at training meetings and informal interactions

Sales Training

• Coaches junior colleagues in choosing proper delivery methods for complicated training situations.

Forecasting/IBP

• Coaches others on sales forecasting methods and tools.

Supply Chain

• Coach the team on the meaning and importance of PLCM

• Proactively participates in supply chain strategy discussions to minimize supply chain interruption.

Pricing

• Able to perform the economic value analysis to identify key drivers to establish pricing strategy, including contract pricing.

• Identifies opportunities to modify pricing strategy based on market conditions and PLCM. 

• Monitors and adjusts pricing models seeking to challenge pricing reductions

Communication Strategy

• Articulates desired communications outcomes consistent with marketing strategy to MarComm team

Marketing Channel

• Makes sure the team understands the different channel strategies and associated business implications. 

• Consults on the benefits, risks and considerations for multiple marketing channels.

Effectiveness Measurement

• Supervises others in their use of data collection, analysis, and reporting tools.

• Establishes short-range and long-range improvement goals for own function and develops action plans to achieve those goals.

• Uses measurements to drive improvement in a number of different ways

Customer Satisfaction

• Develops an effective KPI strategy for the business.

• Evaluates strategy throughout the process and proposes adjustments and enhancements.

• Has a deep understanding of trends in customer satisfaction inputs and can effectively adjust marketing strategy to align with customer engagement.

• Establishes metrics to determine if marketing objectives have been effective in driving customer engagement.

Business Analytics

• Teaches others the analytical concepts and techniques used and their application to business decisions.

• Other

• Leads a team of professionals: develops employees, which includes hiring, communicating company policies, coaching and counseling, administering performance appraisals, and enforcing company policies through appropriate disciplinary measures. 

• Responsible and accountable for actions promoting an environment that fosters personal growth and development. 

• Able to routinely make decisions which may affect immediate operation and have a company-wide impact.

• Identifies and implements breakthrough solutions across cross-functional teams, demonstrating business influence.

• Recommends procedural and process improvements and helps to remove obstacles to team accomplishments.

• Develops key relationships with industry/market thought leaders, organizations, and institutions, in collaboration with other marketing leaders.

Our benefits:

• 12 paid holidays annually

• Health benefits include: Medical and prescription drug insurance, dental insurance, vision insurance, critical illness insurance, accident insurance, hospital indemnity insurance, personalized healthcare support, wellbeing program and tobacco cessation program.

• Financial benefits include Health Savings Account (HSA), Flexible Spending Accounts (FSAs), 401(k) plan, Employee Stock Purchase Plan (ESPP), basic life and AD&D insurance, and short-term disability insurance.

For a more detailed overview of our benefits or time off, please follow this link to learn more: US Stryker employee benefits
About Stryker
Stryker is one of the world’s leading medical technology companies and, together with its customers, is driven to make healthcare better. The company offers innovative products and services in Medical and Surgical, Neurotechnology, Orthopaedics and Spine that help improve patient and healthcare outcomes. Alongside its customers around the world, Stryker impacts more than 130 million patients annually. More information is available at stryker.com.
Know someone at Stryker?
Be sure to have them submit you as a referral prior to applying for this position. Learn more about our employee referral program on our referral page
Stryker is driven to work together with our customers to make healthcare better. Employees and new hires in sales and field roles that require access to customer accounts as a function of the job may be required, depending on customer requirements, to obtain various vaccinations as an essential function of their role.