Director, Marketing - Emergency Care

Work Flexibility: Hybrid or Onsite

Stryker Emergency Care (EC), a fast-growing global business, is seeking a dynamic Director, Marketing to drive our global brand/downstream team, Brand stewardship and execution for the Emergency Care division – encompassing the Community, Fire/EMS, Law Enforcement & Government agencies, and Hospital segments.  The product portfolio includes capital medical equipment, accessories & disposables, as well as the system of care integration with our digital solutions software.  This leader will set direction and lead culture for our Downstream teams, collaborate with cross functional teams, and be a key face of Marketing to our wider sales teams and customers.  Strong leadership and collaborative skills will be essential.  This team includes 4 direct reports and a total team of 22 people. 

Key Activities:

• Define and execute a US Annual Marketing Plan and 12-24 month strategies to achieve EC revenue growth/goals within allocated budget.  Collaborate and share with our global regions – be a leader in the process. 

• Champion Marketing Excellence processes and ensure compliance to AMP, commercialization, pricing and other marketing planning processes.  Enable the Marketing Excellence coaching program within EC. 

• Develop and recommend initiatives to gain greater market share, improve revenue and increased market penetration – be agile and responsive to dynamic market conditions. 

• Evaluate customer and market data/ trending, along with global sales data, to ensure appropriate strategies to advise and modify annual marketing plans and drive growth. 

• Develop customer focused offence, initiatives and communications that will create sales and customer engagement and loyalty for our in-market products.  

• Provide advice and counsel to senior business leaders about strategic opportunities.  

• Cultivate key customer relationships, working productively with EC healthcare providers and KOLs as well as the field sales organization to improve clinical practice, implement programs, and drive product preference and market growth. 

• Collaborate and build relationships within all levels of sales leadership – ensure alignment on our AMP and other programs and initiatives.

• Build strong relationships with the EC Cross Functional groups (RAQA, Finance, IBP, MarComm, Legal etc.)

• Communicate and collaborate with other Brand Marketing leaders both in Kalamazoo and across Stryker to share and learn about best practices and collaborate on initiatives that affect/impact many different markets across the Stryker system of care.

• Develop and grow our brand managers and individual contributors and contribute to Emergency Care Marketing as a talent destination

• Collaborate closely with Portfolio/Upstream marketing, Education, and cross functional leadership to ensure a comprehensive design and implementation of our strategies

• Manages large team and responsible for building a culture of feedback, accountability and performance/growth, while enabling everyone to show up as their best selves.  

• Strong communication skills – can communicate effectively with many levels throughout the Stryker organization (NASM mainstage, Divisional leadership, Marketing & sales teams, cross functional events, Stryker marketing wide events, etc.)

Note: Up to 50% travel required

Essential duties & responsibilities: (detailed description)

Competitive Insights

• Consults on a variety of competitive analysis for all three of our segments in the global arena.
• Leads discussions on the historical background and future perspective of the leading competitors.
• Predicts the strengths and weaknesses of the full product line compared to the competition.
• Contributes to the evaluation and selection of competitive analysis tools and technologies.
• Participates in analysis of the organization's current and potential competitive environment and strategies.

Customer Insights

• Owns key customer relationships across the industry – leveraging knowledge to stay informed of key trends
• Drives the synthesizing of customer needs to share with the Portfolio team for future innovations, as well as informing our Annual Marketing Plan (AMP) strategy.

Customer Centric Development

• Shapes tight customer value propositions that are consistent with business strategies.
• Promotes a customer-focused corporate culture.
• Cultivates new customer categories to drive future growth with current products.
• Optimizes market share by delivering superior customer value and strong messaging.

Developing the Strategy and Marketing Plan

• Leans into market planning, and leverages Strat Plan to inform direction and AMP
• Contributes to strategy and marketing planning effort to generate healthy discussion about the overall direct of the product or portfolio.  Leads EC AMP process on an annual basis.
• Coaches others on the development of the well-written AMP.

Budgets

• Evaluates impact of marketing strategy on the P&L.
• Completes P&L analysis to drive annual business strategy and outcomes, promotions, pricing for new product launches, etc.
• Discusses alternative budgeting strategies for specific business situations.  Strong partner with Finance and Sales leaders implementing solutions for large/strategic customers.
• Monitors and ensures adherence to organization's financial practices and standards.
• Reviews and approves all major budget adjustments; negotiates and reconciles line-item variances.  Responsible for annual downstream team budget preparation – as well as quarterly updates to that budget.

Value Prop Segmentation

• Coaches the downstream marketing teams through the business’s segmentation, customer targeting efforts, and the measurement of target audience preferences and brand associations.
• Tests business goals by connecting them to segmentation work, creates measurable objectives, and holds team accountable for metrics.
• Contributes to disciplined collection of customer insights to guide value proposition work.
• Leads teams to demonstrate the tie-in between segmentation and the brand's competitive position.

Value Prop Targeting & Positioning

• Coaches teams to use appropriate targeting in their marketing strategy work.
• Provides access to resources and support for the value proposition work.
• Coaches teams to develop fact-based, realistic and competitively useful customer value propositions.
• Aligns strategy and execution by coaching teams to revisit/pivot the value proposition work in light of the executional priorities of the business or market/competitive shifts.
• Leads the team in concise energetic messaging – simple, effective, accurate.

Brand Stewardship

• Drives company's downstream and marcomm structures.
• Establishes vision for brand structure across business unit to match company strategic vision.
• Plays a key role in BD implementation initiatives (final decisions, post-sale implementation).

Evidence Generation

• Coaches the team on the importance of evidence generation and linkage to the value proposition.
• Mentors others on the importance, process and linkage of evidence generation to the value proposition.

Marketing Objective

• Rapidly redirects the efforts of the specific product or portfolio to achieve business goals in the face of changing market conditions.
• Links customer acquisition and retention efforts to the overall brand strategy.
• Links customer metrics to business outcomes.
• Articulates budgets in terms of customer acquisition and retention goals.
• Able to generate segmentation variables from customer insights.
• Directs changes in the marketing resource allocation mix as needed to achieve stakeholder alignment.

Source Volume and Strategic Objective

• Can lead and generate a communication plan which articulates the outputs of the strategic choices.
• Guides the business to adopt an earn share strategy or act like a market leader, based on competitive and market intelligence.
• Foresees the impact of market and competitive factors on the business strategic choices.
• Leads the business to expand or narrow the category definition as appropriate.

Sales Distribution Channel

• Advocates the development of new technologies and tools for various EC sales channels and markets.
• Develops, coordinates, and manages multi-channel sales strategies.
• Develops and leverages organizational best practices for the management of sales channel strategy.
• Contributes to strong and continually improving communication among sales, marketing, and other departments.
• Predicts the future trends of sales channels.

Forecasting/IBP

• Consults on the full spectrum of forecasting methods.  Collaborates strongly with Sales Operations group in the IBP processes.
• Champions/contributes to the adoption of new sales forecasting technologies and methodologies.
• Develops policies, strategies and best practices for complex forecasting.
• Leads discussions on problems and solutions which are associated with different sales forecasting cases.
• Predicts the trends and developments in sales forecasting within the market.

Supply Chain

• Proactively participates in supply chain strategy discussions to minimize supply chain interruption.  Close collaboration with GQO and Sales Ops to work as a team to manage customer expectations. 
• Champions PLCM across the organization.  Collaborate closely with the Portfolio team to execute on PLCM strategies. 

Pricing

• Confirms that pricing strategy is aligned with organizational goals.
• Can understand, evaluate and lead complex pricing strategies.

Marketing Channel

• Establishes best practices for applying diverse marketing channels in complex cases.
• Leads marketing teams in applying multi-channel strategies for diverse markets and products.
• Advocates the development of new tools or techniques for marketing channels.

Effectiveness Measurement

• Develops effective mechanisms for reviewing measurements and assessing progress.
• Creates a climate in which measurement of effectiveness is a standard practice.  Cultivate a culture of feedback and openness to learning and growing within the team.
• Coaches others on the theory and practice of micro and macro metrics.

Customer Satisfaction

• Incorporates learning from post-market surveillance into strategy for new product development.
• Deploys resources to measure and monitor customer loyalty.
• Monitors, manages and continually improves value realization using an integrated KPI framework.
• Champions utilization of customer satisfaction inputs throughout development of the business strategy.
• Champions innovative process changes that transform the business and provide competitive advantage.

Business Analytics

• Consults on business analytics and risk evaluation of outcomes.
• Promotes the value and results from utilizing predictive and advanced analytics for business decisions
• Mentors others to ensure performance reports meet the needs of the organization.
• Predicts industry trends and marketplace developments relevant to business analytics.

Other

• Leads a team of professionals: develops employees, which includes hiring, communicating company policies, coaching and counseling, administering performance appraisals, and enforcing company policies through appropriate disciplinary measures.
• Responsible and accountable for actions promoting an environment that fosters personal growth and development, humility, and gratitude.
• Serves as the representative for various enterprise projects and transformation initiatives.
• Champions technology, organization and culture changes as required by business needs.
• Proactively looks for opportunities for collaboration within and across businesses/divisions.
• Determines and pursues courses of action necessary to obtain business results.
• Inspires trust and builds followership.  Especially within Marketing and Sales teams. 
• Champions emerging business opportunities considering synergies across multiple businesses.

Education & special trainings:

• Bachelor’s degree in marketing, business or related discipline required
• MBA preferred

Qualifications & experience:

• 10+ years of work experience required
• 7+ years medical device and marketing/sales experience required
• 4+ years of people management experience required
• Excellent presentation and interpersonal communications skills
• Strong analytical and problem-solving skills
• Ability to manage multiple projects while delivering on established timelines
• Ability to be persuasive in the absence of organizational authority, and collaborative with other directors in the group.
• Must be able to understand and work within complex interdivisional procedures and policies
• Demonstrated proficiency in Microsoft Office (Excel, Word & PowerPoint)

$149,300 - $291,100 salary plus bonus eligible + generally eligible for short-term and long-term financial incentives + benefits.  Actual minimum and maximum may vary based on location.  Individual pay is based on skills, experience, and other relevant factors.

Travel Percentage: 50%

Stryker Corporation is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, gender identity, sexual orientation, national origin, disability, or protected veteran status. Stryker is an EO employer – M/F/Veteran/Disability.

Stryker Corporation will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information.