Product Manager - Consumer Application
Adoreal
Director, Commercial Marketing
PROCEPT BioRobotics
full-time
Posted on:
Origin: • 🇺🇸 United States • California
Visit company websiteSalary
💰 $213,000 - $251,000 per year
Job Level
Lead
About the role
- We are seeking a strategic and dynamic leader to build and lead our Commercial Marketing function at PROCEPT BioRobotics. This is a critical function that will serve as an engine for our commercial strategy, driving a truly customer-centric approach throughout the organization. The successful candidate will be a transformational leader who can coach and develop a team of marketers with deep subject matter expertise in key customer audiences (from surgeons, to urologist practice staff, to hospital executives) and ultimately sites of care (e.g., OR, hospital, and urologist practice). This leader will take Procept’s multifaceted value proposition and develop integrated marketing plans and commercial programs that drive awareness and adoption of Aquablation.
- Reporting directly to the VP of Marketing, this leader will provide the vision to ensure commercial marketing strategies align with our marketing operations. As a member of the Marketing Leadership team, the successful candidate will work closely with marketing and sales leadership to coordinate strategic plans, define commercial marketing goals and KPIs, establish marketing best practice standards, and arm commercial teams with high-impact sales materials that scale the Procept value story in-market.
- What Your Day-To-Day Will Involve:
- · Audience-Centric Strategy & Execution
- o Build a continuum of marketing programs for surgeons, their practices, and hospitals that drive awareness to advocacy among these key customer audiences (e.g., surgeons, urologist practice staff, hospital executives, and program leaders).
- o Identify and quantify key customer, clinical, and economic barriers to adoption.
- o Develop and execute targeted marketing programs that address these barriers with compelling messaging and evidence, with the core goal of driving adoption of Aquablation as a first-line treatment for BPH.
- · Commercial Marketing Alignment
- o Work with marketing and sales leadership to align on a unified go-to-market strategy. This includes defining the value proposition, procedure positioning, and competitive messaging.
- o Collaborate cross-functionally to ensure consistency in brand discipline, training, and the seamless delivery of content and tools to drive a cohesive commercial effort.
- o Provide strategic insights into our annual planning process.
- o Partner with international colleagues to adapt and leverage U.S. commercial strategies for global markets and ensure consistent Aquablation messaging worldwide.
- · Program Launch Excellence & Practice Integration
- o Drive program launch excellence initiatives to ensure the successful integrating of Aquablation as a strategic service line in hospitals, urologist practices, and health systems.
- o Lead urologist practice integration initiatives to embed our solutions and build sustainable Aquablation programs.
- o Define and track success metrics for program adoption to ensure a seamless transition from launch to standard practice.
- · Commercial Tools & Capabilities
- o In close collaboration with the global learning and development team and sales leadership, develop scalable and sustained tools and capabilities that communicate the value propositions of Aquablation, focusing on clinical, economic, and procedural benefits.
- o Develop a comprehensive content library that is easily accessible and empowers the sales team with on-demand digital and physical resources.
- · Clinical Marketing Scale & Amplification
- o Establish best-in-class clinical marketing practices, including a key opinion leader (KOL) strategy to drive peer-to-peer education.
- o Provide strategic leadership in Aquablation’s engagement with professional societies and regional chapters, guiding programs, educational initiatives, and collaborations that advance adoption.
- o Ensure consistent value messaging across all marketing collateral, sales tools and with KOLs, tailoring content to specific personas.
- · Cross-Functional Partnership
- o Partner with Marketing Communications to develop comprehensive marketing campaign plans, including defining goals, desired customer actions, communication channel strategy, and required content by persona and channel.
- o Interface closely with the Market Access team to build health economic messaging rooted in real-world evidence.
- o Collaborate with marketing operations and analytics teams to ensure tracking and measurement of audience messaging, content, and integrated marketing campaigns effectiveness.
- · Team Leadership and Talent Development
- o Lead, coach, and develop a team of marketers with expertise in clinical, practice, and hospital marketing.
- o Foster a culture of excellence, collaboration, and continuous improvement within the team.
Requirements
- Experience: 12+ years of marketing experience, preferably in the medical device industry, with demonstrable examples of success.
- Leadership: A proven track record of leadership by example, as well as recruiting and developing high-performing teams.
- Strategic Acumen: The proven ability to make the complex easy to understand and effectively build customer belief and drive product adoption.
- Communication: Exceptional interpersonal skills, including strong verbal, listening, and written communication.
- Data-Driven: A strong data-driven leader with deep expertise in reporting, performance analysis, and strategic prioritization.
- Change Management: Demonstrated success navigating complex business environments and driving efficient and effective execution.
- Customer-Facing Experience: Experience working with C-suite hospital administrators and decision-support functions within hospitals and health systems is also desired. Familiarity with health economic and hospital finance fundamentals.
- Education: A Bachelor’s degree in marketing, business or related field discipline is required; an MBA or advanced degree is desirable.
- Location: The ideal candidate will be based in the Bay Area
