Product Manager Gold Standard Diagnostics

Duties/Responsibilities/Tasks/Objectives:

• Product Managements’ overall objective is the sustainable and profitable growth of the assigned product & solution portfolio by assessing and understanding customer needs. They define product requirements and specifications and build business cases to justify new product development activities. Product Managers analyze the competitive landscape and understand, segment the market. They document market size, market share and market growth and provide competitive intelligence to the management and commercial teams. Product Managers train and support sales & marketing colleagues to win customers and business.

Strategy/Launch/Promotion/Positioning/Marketing and Messaging:

Product Launch:

• Provide and maintain a product launch overview, including product launch dates. Update at least quarterly to document deviations. Make available for Managing Directors ELE, Sales Directors, Research Directors and IBL Marketing. Includes all product that will be released prio 1 to prio 3.
• Prepare and execute the Marketing and Sales Plans for existing products and new product launches. Align with Sales Directors and IBL Marketing. Develop and manage the marketing mix (e.g.: product, price, promotion, distribution, competition) for products/solutions as part of the launch plan. Follow the check lists and coordinate activities to secure timely execution. Present the plan to Managing Director of responsible ELE(s), Managing Director IS/AH and seek approval. Proposal needs to include a pricing proposal based on competitor pricing/product positioning. Plans to be provided for products & solutions derived from prio1 and prio2 projects. For products derived from prio1 projects MD IBL to be included. For prio3 to be decided based on expected business impact.

• Secure post launch support (prio1 and 2): Collect regular feedback from sales team/customer/market. Monitor performance (sales in EUR/units sold) on a quarterly basis and compare to target. Analyze average pricing and compare to launch plan. Propose and implement corrective actions if required to ensure customer satisfaction and profitability. Active attention and contribution on customer complaints review. For prio1 products set review meeting with MD IBL, MD IS/AH, IBL Marketing and Sales Directors (6 months post product launch). For prio2 projects provide report.

Portfolio Strategy/Promotion/Maintenance/Support:

• Develop and maintain current market size and market share estimates for own product portfolio and competitor portfolios; provide market segmentation by geography, industry segment and technology. Set 3 and 5 years market strategy, share targets/sales targets and track progress (actual sales) versus targets and implement corrective actions together with marketing and sales team. Identify competitor activities and develop action to address them.
• Go-to-Market strategy: work closely with IBL marketing team to develop and execute a joint promotion and communication plan on an annual basis for existing product lines. Also identify and implement appropriate promotional tools for field marketing, trade shows and exhibits as defined in the marketing plan. Provide content and input for online and social media activities and promotion. Share annual plan with MD IBL, MD IS/AH, MDs and SDs.
• Drive sales of existing products/portfolios in current and new markets by supporting the regional and local sales teams globally. This includes product updates, trainings, joint customer visits, cross-sales ideas and identifying opportunities to support sales and marketing initiatives.
• Develop and deliver training to sales and marketing organizations, distributors, and sales support functions (e.g.: customer care) to demonstrate core message, features and benefits, competitive advantage and USP, build sales support tools (like battle cards), identify common objections and effective responses. Initiate and inform about new applications, addressing customer specific needs. Communicate relevant regulatory changes. All to drive product sales and operating income.

• Take responsibility for product dependent questions/problems from customers and the sales force in day-to-day business that cannot be supported by level 1 and 2 support functions. Conduct continued training and education of level 1 and 2 support functions to enhance knowledge. Support product users with product related and technical/application related information as required.
• Educate internal and external customers through trainings, workshops, webinars etc. about new products and existing portfolio. Present the products at national and international congresses (exhibition stand, conference presentations).
• Own, create and/or update product related documents (e.g.: IFU, folders, flyer) and support literature, product guides and training literature.
• Work closely with QM and customer services to understand critical complaints that impact commercial and technical product performance.
• Work in a team approach with other Product Manager to address common topics and interest (e.g.: Automation and Service) keeping the vision of Solution provider approach to differentiate GSD offer from other players.

Life Cycle Management, NPDP:

• Portfolio analysis: Take lead for an annual portfolio review meeting to be completed in July. Share current and past sales per product and collect inputs and suggestion for product improvements. Recommend discontinuation of obsolete and non-performing products. Identify performance gaps for next year R&D work in life cycle management and portfolio gaps and new opportunities for next year NPD in R&D. Participants: Sales Directors, selected Sales Managers, R&D Director(s), IBL Marketing, MDs (BU and AH/IS line). Relevant panel of stakeholders that can well represent the respective portfolio.     
• Work with sales, technical and research personnel globally to identify and evaluate new products and technologies (competitors, start up’s) via close feedback from sales/customers/conferences.
• Support product feasibility, provide relevant market data (e.g.: total market size) and sales forecast for new products to be developed following the NPDP (prio1 and 2).
• Provide design input for new product development (NPD) in R&D, representing the global voice of customer and market.

• Engage in the R&D ideation and gate reviews. Act as project sponsor with interest of complete effort in quality, time, and budget. Cooperate with R&D project leader.
• Assure demand planning management for all product line under own responsibilities in collaboration with Customer Service and Sales team.

Outreach:

• Become recognized as expert for the assigned category/products. Develop and maintain relationships with professional organizations/ companies and key opinion leaders (KOL) to enhance understanding of products and positioning.