Job description
JOB SUMMARY:
The Launch Lead, Resonic US Marketing, is responsible for leading the launch readiness and strategy and execution of marketing to support the launch of Resonic in the United States. This role will lead the large cross functional launch team (integrated brand team) to coordinate timelines, workstreams and deliverables to ensure a successful launch. This role includes managing the Resonic Sr. Marketing Manager, as well as managing the agency of record for the brand, ensuring appropriate execution of launch tactics, deliverables and budget tracking. Strong collaboration with cross-functional team stakeholders is imperative and includes a variety of partners like consumer/digital marketing teams, loyalty program inclusion, sales force, sales leadership, education, training, pricing, finance, medical affairs, operations and technology teams. Manage MLRC workflow (medical, legal, regulatory, compliance) content reviews and tracking updates for tactics and programs. Spearhead sales and cross portfolio promotions and programs. Partner with training and education team to build our sales force and HCP training content and programs. Lead strategy and execution of advisory boards and working groups with current Resonic users and KOLs. Based on our launch timing and focus in the US first, this role will work closely with GCD, R&D, and Operations, as the brand experience, strategies and materials will be shared globally. This role also requires frequent interaction with key customers and consumers to gain insight into market trends, opportunities and unmet needs. The ideal candidate will have a solid track record launching new products/services and driving coordination among various stakeholders. Additionally, strong analytical and presentation skills are necessary.
KEY DUTIES AND RESPONSIBILITIES:
% of Time or
Importance
Cross-functional leadership:
- Lead and manage large, cross-functional launch team (Integrated Brand Team) for Resonic. Manage monthly meetings and timeline integration with project manager.
- Partner closely with consumer director and Alle team to ensure ONE Brand experience across the organization and coordinate efforts.
- Work directly with Head of Resonic for operations and product development alignment, ensuring a commercially viable device and integration into the portfolio.
- Partner with body contouring team leads (capital and consumable) to align strategy, tactics, and targeting with the body contouring sales team.
- Develops close working relationships with medical affairs, R&D, regulatory/legal, market research, operations and sales training and leadership team
- Manage HCP Training content development in partnership with Resonic training manager, clinical and sales training teams. Coordinate learnings and experience to shape and execute Resonic training curriculum and assets, including the Early Experience Program.
Launch preparation and execution:
- Lead strategic marketing for new category for Allergan Aesthetics and ensure integration and partnership across the portfolio.
- Create launch strategic initiatives and tactics to prepare for US launch of Resonic to drive initial adoption into the market. Identifies opportunities for growth via segmentation targets and portfolio optimization.
- Management of Resonic Marketing Team and strategic/creative agency partners to ensure project alignment, timely deliverables, and budget tracking.
- Build promotions and key launch initiatives to drive uptake in the market. Partner on pricing, business models and capital strategy.
- Develops close working relationship with R&D, regulatory/legal, medical affairs, market research, operations and key opinion leaders to ensure cross functional alignment and viable go to market strategies.
- Manage MLRC planning and overall process for all tactics and resources for launch, ensuring coordination with agency changes and execution of printing and digital production.
25%
35%
Customer Engagement:
- Cultivates and maintains relationships with KOLS, early experience users of Resonic (from Soliton early launch), as well as building rapport with early adopters for the launch of the next generation device. Coordinate field time with Resonic Customer Engagement Manager.
- Leads and develops strategy and engagements with advisors, working groups, and other consultants. Manage execution of advisory boards, both virtual and in person, on a quarterly basis with our current Resonic users. Initiate planning for larger cellulite KOL working group. `
- Attend congresses and key sales meetings throughout the year to engage with customers and drive advocacy.
20%
Market knowledge and insights cultivation
- Develops in-depth knowledge of the market, competitive landscape and consumer and customer insights to inform strategy. Monitors the competitive landscape in order to support recommendations for initiatives and/or changes to strategies.
- Manage key insight development for launch strategy and tactics including segmentation, messaging, campaign and other tracking imperatives.
- Partner with market research director and GCD team to plan key projects and manage budget with external vendors.
20%
Education and Experience
- Undergraduate degree within a relevant course of study, a graduate degree strongly preferred
- 9 or more years of business experience of which, at least half should be in medical device/pharmaceutical industry in a sales or marketing function
- Experience with launch and brand building
- Experience working with downstream marketing in US and sales force implementation
- Experience marketing aesthetic products is desired, but not mandatory
- Travel up to 40-50%
Essential Skills and Abilities
- Exhibits:
o People management and influence – ability to get things done through others, with and without authority
o Results Orientation – ability to independently create and execute action plans which deliver on strategic goals
o Commercial Orientation – ability to prioritize commercial opportunities across the portfolio and develop product strategies for capturing the maximum commercial value.
o Significant cross-functional capabilities – ability to collaborate and influence without authority; uses informal structure, dynamics and culture to get things done
#LI-AA
AbbVie is an equal opportunity employer including disability/vets. It is AbbVie’s policy to employ qualified persons of the greatest ability without discrimination against any employee or applicant for employment because of race, color, religion, national origin, age, sex (including pregnancy), physical or mental disability, medical condition, genetic information, gender identity or expression, sexual orientation, marital status, status as a disabled veteran, recently separated veteran, Armed Forces service medal veteran or active duty wartime or campaign badge veteran or a person’s relationship or association with a protected veteran, including spouses and other family members, or any other protected group status. We will take affirmative action to employ and advance in employment qualified minorities, women, individuals with a disability, disabled veterans, recently separated veterans, Armed Forces service medal veterans or active-duty wartime or campaign badge veterans. The Affirmative Action Plan is available for viewing in the Human Resources office during regular business hours.
colinoncars.com is the go-to platform for job seekers looking for the best job postings from around the web. With a focus on quality, the platform guarantees that all job postings are from reliable sources and are up-to-date. It also offers a variety of tools to help users find the perfect job for them, such as searching by location and filtering by industry. Furthermore, colinoncars.com provides helpful resources like resume tips and career advice to give job seekers an edge in their search. With its commitment to quality and user-friendliness, colinoncars.com is the ideal place to find your next job.