Carestream Dental
Website:
carestreamdental.com
Job details:
Primary Purpose of Role:
- Develop and execute the trade marketing strategy to achieve defined business objectives (KPIs) and the AOP
- Adapt the global and regional strategy into a sales cluster strategy, marketing plan and channel strategy
- Develop, roll-out and monitor success of innovative B2B- and B2C-programs, MarCom strategy and campaigns for Carestream Dental’s portfolio of solutions focusing on digital marketing
- Explore any growth opportunity and evolve the cluster go to market strategy
- Closely cooperate with business partners to ensure Carestream Dental is positioned as the preferred supplier, manage and build the dental industry network constantly
Responsibilities
Specific Roles & Responsibilities: % of time (must total 100%)
Marketing Strategy and Plan (20%)
- Adapt and implement the EAC marketing strategy and translate into cluster marketing strategy and ensure implementation of marketing plans and programs
- Prepare and monitor the marketing budget on a monthly and annual basis and allocate funds according to most ROI driving measurements
- Create and implement pricing and promotion strategy, analyse and measure the effectiveness of implemented plans
- Perform industry and competitive analysis to inform the sales process and support pricing, positioning and messaging
- Support RSSD to redefine the Go-To-Market strategy and implement the changes to the business model
Marketing Communication and Programs (30%)
- Develop and implement the Cluster Marketing and Communication Plan
- Lead and ensure the consistency in the messaging, branding, content, and look-and-feel of all internal and external communications and marketing materials—coordinating and socializing with content, creative, sales and broader organization
- Define and implement social media strategy and closely collaborate with the EAC Marketing Communications team to execute, measure and redefine to maximize effectiveness and ensure KPIs are met
- Adapt and localize marketing communication and sales tool and coordinate the distribution to the end users and external contacts
- Design lead-generation programs and marketing campaigns, measure and report on the performance of marketing campaigns, gain insight and assess against goal
- Analyze end user and business partner behavior and adjust email and advertising campaigns accordingly
- Manage marketing content database and contact database
- Manage the Cluster PR in co-operation with EAC Marketing including press releases, editorial articles, co-ordinate the press interviews as necessary
- Oversee and approve marketing material, from website banners to hard copy brochures and case studies
Relationship Management and Business Partner Collaboration (20%)
- Build strategic relationships and partner with key industry players, agencies and suppliers
- Maintain excellent relationship with business partners, professional organizations, associations and press
- Establish and maintain close relationship to KOLs in close cooperation with the EAC KOL Manager
Event Management (15%)
- Organize online and onsite events on cluster level (trade shows, webinars, congresses) in collaboration with EAC Marketing.
- Supervise, provide guidelines and monitor smaller local events organized by RBMs/DSMs/ TMs/ BDMs
Cluster Marketing Coordination (10%)
- Manage purchasing processes for marketing activities
- Coordinate product launches in close collaboration with the regional product manager and Regional Sales and Service Director
- Collect and analyze Cluster market data to support facts-based decisions.
- Ensure legal and corporate brand identity guidelines.
- Ensure legal, compliance, and local regulations are followed in any communication or promotional activities.
- Work closely with the RSSD and the regional team, provide back up, and carry out any ad hoc duties as required
- SFDC: TMM /their team must work closely with sales team on salesforce adoption and implementation
- Other duties as assigned to support the general purpose of the position’s function. (5%)
Qualifications
Required Education, Experience & Skills:
- Business or marketing degree (bachelor / master's level)/ BDS
Minimum Years of Experience:
- 5 years in marketing, product marketing or management or sales positions in the dental industry.
- 2 years in digital marketing with focus on social media
- Track record of successfully implemented marketing projects in an indirect business model
- Experience in event management and working with external contacts, such as agencies, business partners, dental associations and KOLs
Required Skills
Minimum skills
- Proven track record in implementing marketing and lead pipeline generation programs, including managing campaigns from concept, implementation to ROI analysis
- Excellent interpersonal and presentation skills, both on site and virtual
- Sales oriented mind set and ability to quickly build networks
- Ability to communicate fluently in English (verbal and written)
- Ability to manage timelines and establish clearly defined goals and objectives to manage multiple projects and tasks simultaneously.
- Dynamic, motivated and entrepreneurial mindset, with a strong drive to achieve goals and meet deadlines.
- Excellent planning, project management and organizational skills.
- Strategic thinker with a hands-on approach.
- Strong analytical skills, with the ability to review performance and recommend future actions.
- Proficient in MS Office 365, CRM, SAP and virtual presentation/meeting tools such as GTW, GTM and Showpad.
- Experience with CRM systems such as Salesforce to track and report lead conversions.
- Flexible and adaptable, with the ability to work in a fast-changing environment.
- Good team player with the ability to work independently.
- Willingness to travel nationally and internationally as required.
- Experience working with both direct and indirect business models.
- Marketing or product management experience in dental applications and software products.
- Knowledge of the orthodontic and implant markets.
- Application and clinical knowledge of workflows in dental practices and laboratories.
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