The Director, Product Management is responsible for the LGC Seraseq portfolio of market-leading clinical genomics (CG) products targeted for applications such as tumor profiling, liquid biopsy, myeloid cancers, non-invasive prenatal testing, and inherited disease testing. This is a key position with direct oversight of the CG business’ current and future product and service offering to ensure business practices, budgets, timelines, and performance objectives are measured and met. Activities include portfolio management, segmentation strategy, communications, and thought leadership.

Key Responsibilities

DUTIES AND RESPONSIBILITIES include but are not limited to:

• Champion the Voice of Customer.
• Drive consistent business and operating processes for the CG portfolio.
• Develop one, three, and five-year product roadmaps.
• Create business cases with supporting financial models for portfolio growth initiatives.
• Drive customer interactions to define Custom project product attributes and pricing models.
• Develop product-marketing strategy and provide input into the annual Marketing Budget.
• Execute successful product launches while meeting timeline and budget targets.
• Working with MarCom, monitor, evaluate and report on all marketing activity, assessing impact across revenue, share growth, ROI, and equity metrics.
• Ensure internal stakeholders receive the information necessary to meet their goals.

Portfolio Management

• Analyze key market drivers and perform market analysis, including market size, market share, channel performance, and competitive environment.
• Monitor the performance of the product portfolio throughout the product lifecycle, identifying portfolio gaps and opportunities for product/service enhancements.
• Prioritize market needs against business goals and objectives to ensure strategic alignment.
• Employ qualitative and quantitative market research methods to monitor changing customer attitudes and unmet needs for global clinical NGS products and services.
• Drive New Product Introduction interfacing with R&D, TechDev, Manufacturing, Quality, and Sales while maintaining launch timelines.

Marketing Strategy

• Lead the systematic planning, development, and delivery of robust marketing strategies that align with the Business Plan to meet revenue and EBIDTA financial targets.
• Engage with Sales, Business Development, and Commercial leads to align marketing activities in support of both existing business and growth plans across all customer and market segments.
• Develop segmentation strategies via a strong program of insight and understanding, and feed this insight into strategic planning and impactful go-to-market strategies including product positioning, key benefits, and target customers.
• Provide input into corporate strategy development, including M&A activity.

Marketing Communications

• Use customer insights to inform and develop compelling marketing communication strategies.
• Define and validate a value proposition and messaging framework, informed by best practices to promote market development and support sales efforts.

• Work with MarCom to leverage segmentation strategies for content development and implementation of tactical marketing activities supporting current products and new product launches meeting financial goals.
• Develop and work with MarCom to implement a comprehensive digital equity strategy for the business in areas including social media, SEO, PPC, e-Blasts, and integrated digital and traditional marketing tools.
• Create tools and techniques to support indirect sales via In Vitro Diagnostic (IVD) manufacturers and/or distribution channels.

Thought Leadership

• Develop a cohesive strategy for the engagement of internal (including corporate) and external stakeholders, key influencers and opinion leaders, and external regulatory bodies and consortia to drive advocacy for the use of reference materials in the broader NGS market.
• Attend and present at major scientific and business meetings, keeping abreast of all relevant industry activities as well as scientific reports and findings.

Personnel

• Promote an environment supportive of teamwork, positive communication, and respect.
• Build strong relationships with sales, business development, and technical and operations teams.

Knowledge, Experience and Technical Skills

• Demonstrated ability to navigate quickly across complex strategic, commercial, and regulatory terrain and make well-reasoned decisions.
• Highly effective analytical and financial skills, with a demonstrated ability to prepare business cases and support them with financial justification.
• Demonstrated ability to manage NGS complex product portfolios and product lifecycles.
• Demonstrated ability in marketing planning and execution, with outstanding commercial and marketing literacy and a track record of developing business cases and delivering on them.
• Highly effective oral and written communication skills, with effective meeting and presentation skills.
• Sound creative judgment, including the ability to write compelling, relevant, and distinctive briefs for use inside and outside the business.
• Demonstrated ability to lead and motivate others, including managing complex projects and directing activities of multidisciplinary teams.
• Narrative / storytelling ability to inspire and excite others around key recommendations.

Education and/or Experience

• Bachelor’s Degree in Biochemistry, Molecular Biology, Genetics, or a related scientific discipline. MBA or PhD preferred.
• Strong understanding of Clinical NGS applications/workflows.
• 10+ years of product management and marketing experience.
• Strong history of successful global product launches.
• Experience working with regulatory bodies and knowledge of regulations, including CAP/CLIA, CE-IVD, and/or global IVD guidelines.
• Proven management experience – a track record of having planned and delivered significant growth.

Physical Demands

• The physical demands are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Requires prolonged sitting and working at a computer. Repetitive motion using a keyboard for long periods of time. May occasionally be required to lift and move material weighing up to 10 lbs.

Work Environment

• The work environment characteristics are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Agreeable work environment is typical of an open office setting with some exposure to noise from office machines.
• Occasional travel, including overnight and international, is required.