Product Manager Gold Standard Diagnostics

Duties/Responsibilities/Tasks/Objectives:

• Being part of the Gold Standard Diagnostics Industrial Solutions team, Product Managers’ overall objective is the sustainable and profitable growth of the assigned product & solution portfolio by assessing and understanding customer needs.
• The Food Safety range and market is composed for Food Pathogens and Food Allergens testing. The mission of the Product Manager is to position the different solutions to address this particular segment of market. The addressed market is made of Food Industries, Public and Private Food testing laboratories 

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

Product Launch:

• Provide and maintain a product launch overview, including product launch dates.
• Prepare and execute the Marketing and Sales Plans for existing products and new product launches. Assess the market of interest to focus the plan accoridngly and support sales network to approach this market

• 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.

• Work closely with QM and customer services to understand critical complaints that impact commercial and technical product performance.

Life Cycle Management, NPDP:

• Portfolio analysis & Portfolio review
• 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.