Product Marketing Manager - Vascular Access

Product Marketing Manager

The Product Marketing Manager for ICU Medical's Vascular Access products (Peripheral Catheters & Midline Catheters) is responsible for driving ICU growth and market penetration of the product portfolio in the United States. Reporting to the Senior Director of Vascular Access & Sharps Safety, the role focuses on developing and executing strategic marketing initiatives, shaping the messaging and positioning of the products, developing a pricing strategy and ensuring effective communication of their unique value proposition to customers. The Product Marketing Manager plays a critical role in product development and managing the Vascular Access product portfolio. This role requires a deep understanding of the healthcare industry, strong marketing acumen, and the ability to collaborate cross-functionally to achieve business objectives.

Essential Duties & Responsibilities

• Develop and implement comprehensive marketing plan to increase brand awareness and capture market share for Vascular Access in the U.S. market.
• Serve as the primary product expert and function as a knowledge resource for customers, sales, R&D, product engineering, Supply Chain, Marketing Operations, and Customer Service personnel. Requires the ability to understand, collaborate with and influence key corporate stakeholders, including R&D, operations/production.
• Conduct market research to identify customer needs, product gaps and market trends -- utilize the insights to inform marketing strategies, messaging, and product development.
• Coordinate product design, development and release process for Vascular Access products and influence the product development road map.
• Collaborate with the sales team to develop and execute sales and marketing campaigns, ensuring consistent messaging and positioning across all channels and touchpoints.
• Create compelling marketing collateral, including brochures, sales presentations, product catalogs, and website content, that effectively communicate the unique value proposition of the Vascular Access products.
• Work closely with Marketing Communications team to develop and execute online marketing initiatives, including social media campaigns, search engine optimization, and content marketing, ensuring alignment with the defined messaging and positioning.
• Establish relationships with key opinion leaders and industry associations to drive thought leadership and advocacy for Vascular Access, while leveraging their expertise to refine and enhance the messaging and positioning.
• Collaborate with external partners for supply and/or commercial partnership.
• Monitor and analyze market trends, competitor activities, and customer feedback to identify opportunities and threats, and develop appropriate strategies and messaging to address them.
• Manage marketing budgets, track key performance indicators, and prepare regular reports on marketing campaign effectiveness, market share, and other relevant metrics related to messaging and positioning.
• Stay up-to-date with industry advancements, regulatory changes, and best practices in marketing to ensure the marketing strategies, messaging, and positioning remain innovative and compliant.

Knowledge & Skills

• Strong knowledge of the U.S. healthcare market, including hospitals, clinics, and other healthcare settings, and an understanding of the regulatory environment governing medical devices.
• Ability to analyze market data, customer insights, and competitive intelligence to inform marketing strategies, messaging, and tactics.
• Strong verbal and written communication skills, with the ability to create compelling marketing collateral and deliver persuasive presentations that reflect the defined messaging and positioning.
• Excellent project management and organizational skills.