Marketing Manager Value Added Services In Vitro (Prod Mktg Spec 5)
Reports to: LD Sr. Dir. Solutions and Services Marketing
Mission of Position:
The Marketing Manager Value Added Services In Vitro is responsible for leading DX (focus on LD) Service Marketing activities to promote value added service value such as Consulting Services, Application- and Education Services amongst others. The incumbent identifies, articulates, creates and updates value propositions, positioning and messaging as well as sales tools to help the field force communicate the value in the value added customer services Siemens offers (those services exclude our system-related performance systems such as maintenance or IT services). The responsibilities include detailed service descriptions, establishment of sellable service offerings and plans, generating price recommendation for all new and existing in vitro value added services (where applicable), identifying new service offerings to enhance customer satisfaction and supporting the development thereof. The ultimate objective is to empower local sales force to differentiate with our service offerings and increase profitability of our business across the global market by continually identifying project scoping and cost reduction measures as well as billable service opportunities within the services portfolio. The Marketing Manager Value Added Services In Vitro serves as a single point of contact for all Value Added Service Marketing tasks across in the global Marketing headquarters for DX.
Value added services, includes core services such as product and system troubleshooting training and clinical trainings that are delivered onsite, in a classroom, via Personalized Education Plan (PEP) or user groups. It also includes Value Adding Elements such as PEP Administrator, Lab Workflow Consulting Services and services that are not fully commercialized or are in concept phase, e.g. assay correlations, risk and reward sharing business models. Value added services include those delivered to the customer via the organization of Application Services.
In the short-term (FY19 and 20), the User Services Marketing Manager will focus on promoting customer education services (refer to core services) of the Atellica Portfolio and Automation, and the evaluation and proposal for development of application and innovative, new services. Primary targets of the Manager are to establish a customer value proposition for in-vitro value added services, in collaboration with BL Marketing, Service, and Global Product Education teams, to drive incremental revenue and to roll out programs and infrastructure to support profitable growth. In the long-term, Siemens Healthineers wants to be recognized as THE enabler for Healthcare providers. It is the Value Added Services Marketing Manager's responsibility to identify profitable opportunities for innovative services with business impact that support this vision.
The Marketing Manager Value Added Services defines and communicates:
1. Service pricing strategy and contract guidelines recommendation to countries and drives the service business taking regional and zone specifics into account.
2. Analyzes and plans incremental service business together with regions.
3. Identifies practical and sustainable service marketing business improvement and best practices.
4. Provides commercial support to sales colleagues and country applications services management, including customer visits to position service offerings/value if needed.
Reports to the Head of Global Solutions and Services Marketing (DX MSC CCMK) (Note: reporting line to be discussed); the incumbent is the primary interface to regions, countries, key opinion leaders, end-users and interacts with all members of the Service Marketing headquarters such as the Manager of Application Services, LD and POC functions, HC MSC, Product Portfolio Management, the Service Marketing Managers in the countries, as well as the Service organization to achieve the objectives of his/her products of responsibility. Actively monitors industry to understand the competitive environment, anticipates market trends and demands. Interacts with customers to validate and refine the market segmentation and in-vitro solution sales approach. The incumbent is responsible for working closely with other DX MSC, LD and POC PPM and Marketing team members and Service Marketing Erlangen/Cary members to align on customer insights and the LD and POC solution architecture to maximize market impact.
Leadership / Team Leadership: Represent the business as the leader responsible for user services marketing business performance across all in-vitro.
New Product Development: User Service Marketing strategic direction during go-to-market/promotion of existing services and the development and launch of new services
Global Solutions Strategy/Product Definition: Collaborate with countries and CS on the definition of Design Input Requirements (DIRs) for service product development programs across the assigned PL (POC and LD)
Global Pricing Recommendations: Pricing Strategy for User Services products (existing and new launches)
Global Service Marketing Strategies: Develop customer proof points for user services products
Product Launches: Lead the Global Commercialization Team to plan , prepare and excecute market introduction of new user services.
Customer communication: Develop value proposition for all User Services applicable for in-vitro diagnostics
Sales and Country Support: Plan and excecute communication on User Services through channels like webcasts, user meetings, workshops, guidelines, tools, etc.
Sales Support: Support VIP customer events and "A" level trade shows as needed
Drive Market Transparency – Collaboration with Solution Marketing, CS, LD and POC Finance for analysis, market share, profitability, revenue/sales