Summary

As a Vice President, Marketing, you will be responsible for leading upstream and downstream marketing across the entire BK Medical product portfolio. This position leads a team that drives growth by increasing procedure specific utilization of intraoperative ultrasound ( iUS) in surgical applications of Urology, General Surgery and Neurosurgery/Spine, and by establishing BK Medical as the leading brand in Intra-operative Imaging for Surgical Guidance. Teams across the marketing function cover product strategy, product positioning, pricing, messaging, market development and growth tactics, downstream marketing, KOL’s development and customer education, brand, tradeshows, and digital marketing. This role is a member of BK Medical’s Senior Leadership Team.

Essential Job Duties

• Responsible for all new product launch, messaging, pricing and positioning for all BK products in present and future markets.
• Provide guidance on content strategy and support the content production team in the development of content assets - enabling customers and prospects to easily understand BK Medicals value proposition including business value, offering capabilities, and differentiation
• Lead BK Medical’s competitive marketing efforts to provide ongoing market intelligence and execute offensive and defensive competitive plays around the world
• Downstream: Lead a world class Downstream team to work with the global field teams to articulate and deliver the Active Imaging products worldwide- create clear positioning, competitive analysis, customer personas, case studies and sales enablement content.
• Drive ongoing analysis of BK Medical’s market, customers, products, and the competition, including win-loss reporting, message testing, and product usage and adoption analysis
• Build (recruit, mentor, coach & develop) a world-class marketing team; set up team structure to enable customer proximity and effective cross functional alignment with engineering, regulatory, operations, service, sales to drive wing to wing support for each individual market.
• Define personas and buyer journeys using data, primary research, and insights
• Responsible for developing and executing a global KOL strategy that: 1) addresses the different needs of all geographical markets and therapeutic areas (URO-GS-NS); 2) helps build a world class peer to peer educational network, 3) positions BK Medical and Active Imaging as the leading Intra-op imaging solutions for surgical guidance.
• Upstream: Oversee a Product Strategy team with members who are recognized experts on the customers, the products and solutions, and the partnerships that fuel our business.
• Provide marketing leadership and collaborate cross-functionally on go-to-market:
• Create and execute a marketing plan that aligns with company strategy and be the trusted partner for the sales and engineering leadership team to drive innovation and go to market for Active Imaging.
• Define solutions based on vertical-industry use cases. Deliver solution marketing programs that include messaging, positioning, and content that drive awareness and demand for solutions
• Align with the Product Management, Engineering, and Services teams to drive strategy for product positioning for existing products, solutions and services, and new launches
• Be proactive in recognizing where pipeline gaps exist and partner with Sales and Marketing to deliver focused campaigns and sales plays to close gaps
• Oversee the leadership for all marketing deliverables, upstream launch KPIs and downstream leads and sales support KPIs for all product lines and all geographic regions.

Professional Qualifications

• 15+ years of Product Marketing experience required; ultrasound, medical device, and/or health care industry experience preferred
• 10+ years leadership experience

Personal Characteristics

• Player/coach, builder mentality- roll up the sleeve’s executor; strong bias for action balanced with high degree of precision
• Visionary with a driven personality, not only highly analytical and strategic but also creative and hands-on in nature
• Sets very high standard personally and for the team. Always looks to improve while objectively recognizing successes and failures.
• High bandwidth, thoughtful and deeply reflective intelligence, capable of understanding the “why” and translating appropriately by seeing “the forest for the trees”; strong ability to educate others and share knowledge across a variety of potential audience types.
• An exceptional communicator in both written and verbal interactions
• Humble, collaborative, and transparent leader who can motivate the team and work cross functionally
• Operational and performance driven mindset; deeply responsible and accountable
• Deep understanding of the surgical market and comfortable understanding imaging/navigation/robotics technologies.
• Intellectual inquisitiveness, truth seeker, and data centric with the ability to challenge and expand critical thinking of existing processes and patterns

Additional Information