Director, Marketing - Reducer
Description
Shockwave Medical is a fast-growing medical device company focused on revolutionizing the treatment of advanced cardiovascular disease. With the recent acquisition of Neovasc and their innovative Reducer System, we are creating new opportunities for patients and physicians in the treatment of refractory angina – long-lasting, debilitating chest pain that cannot be controlled by traditional medicine or surgical procedures and affects millions of people world-wide. Together, we are working to bring these patients relief from their symptoms and hopefully improve their quality of life.
Description
Position Overview
We are looking for a high-performing individual to take on the role of Director, Marketing for the Shockwave Reducer. This position is responsible for all aspects of the marketing and market development plans required to establish a novel, new therapy in the cardiovascular space. You and your team will create awareness and drive penetration of the Shockwave Reducer System, to bring relief to patients suffering from long-lasting and debilitating chest pain. This includes the development of patient pathways and referral strategies, programs, and tactics across multiple physician groups (Interventional Cardiologists, General Cardiologists, etc.). You will lead a team of 4 talented marketing professionals with plans for significant expansion. The clinical unmet need is widespread, and the therapy is high growth (~40%+) with strong technology differentiation. Total addressable market is in the billions. The opportunity to improve cardiovascular patient care via the Shockwave Reducer is compelling. You will identify customer needs and plan a product portfolio, including next generation product enhancements and a robust set of clinical and economic studies that will develop the market and capture its potential. You will develop marketing strategies and go-to-market plans for the Shockwave Reducer, focused on increasing awareness and driving penetration. You will lead launches in new international markets and drive novel market development and patient pathway strategies. You will build best practices that will be used to direct future launches in key markets like the United States. We are currently direct in the UK, Germany, and France with other markets accessed via distribution. This individual will play a key role in collaborating with the R&D, quality, regulatory, marketing, sales training, clinical, operations, manufacturing, market access, and sales teams to ensure that all market facing activities go smoothly and meet their objectives. The ideal candidate desires to be part of developing an exciting new therapy in the cardiovascular space at the inflection point of commercialization. This is a visible role, reporting to the General Manager, Shockwave Reducer, that will be vital to the therapy’s success.
Responsibilities:
- Develop and execute novel market development and patient pathway strategies
- Lead multiple pilots to test and learn what strategies are most effective for building therapy and product awareness
- Establish new patient pathways to identify and treat patients suffering from refractory angina / ANOCA
- Metric pilots and create scalable commercial playbooks to replicate successes in multiple global markets
- Oversee the development and implementation of new product / platform strategies and roadmaps including:
- Identification and evaluation of market opportunities, both by therapy / technology and by market
- development and refinement of User Requirements for targeted therapies / technologies
- customer inputs to validate / refine / change User Requirements
- feedback on current designs or design strategies to evaluate customer acceptance and determine key benefits and key challenges
- active participation in product development team(s)
- portfolio prioritization and planning.
- Develop and execute comprehensive commercial marketing strategies for new/existing products including:
- developing product positioning, and clinical and economic value proposition
- defining marketing messages and collateral
- developing sales and physician education programs
- training both domestic and international sales teams
- developing a comprehensive social media strategy
- collaborating with key opinion leaders (KOLs) in developing the above
- plans to identify and expand into new commercial markets (geographic expansion)
- developing product demand forecasts and track business performance against objectives and forecasts; formulating new approaches and strategies as needed
- Establish relationships with key opinion leaders in the field and working with them to:
- identify needs to shape the product portfolio
- develop content for our marketing channels
- disseminate evidence and training that will drive adoption
- identify clinical evidence gaps
- Understand and follow specific compliance and regulatory requirements by country
- Lead market research to understand behaviors, test messaging and identify opportunities
- Assess country barriers and develop reimbursement pathways (coding, payment) through collaboration with internal and external resources
- Scientific conference planning and execution, podium and publication planning, and assessment of evidence needs.
- Possess an in-depth knowledge of the interventional cardiology community trends and more specifically, the segments targeted by assigned products, including the motivators for action
Requirements:
- Minimum 10 years of professional marketing, product management, brand strategy, sales, or medical education experience in Medtech required. 5+ in cardiovascular is preferred
- Bachelor’s degree required; MBA preferred
- Experience working on new novel therapies / devices and proven market development experience preferred
- Previous leadership experience required, including building teams, developing employees, and leading leaders.
- Ability to build successful partnerships with the sales force and develop relationships with key opinion leaders.
- Operates independently and with agility to modify strategies and tactics, when necessary, based on voice of customer and emerging trends.
- Excels in a fast-paced environment, managing multiple priorities.
- Cross functional team leadership experience required. Ability to collaborate and work with others in a dynamic, matrix environment
- Outstanding interpersonal skills including developing relationships in all levels of the organization and indirectly influencing business objectives
- Ability to work in a fast-paced environment influencing matrix organization, cross-functional teams, and direct team, while managing multiple priorities and adapting to changing requirements
- Ability to travel up to 50% with both domestic and international travel
Market Range:
San Francisco Bay Area (SFBA) Market Range: 193,000 - 241,000
All Other US Locations (Outside of SFBA): 164,000 - 205,000
Exact compensation may vary based on skills, experience, and location.
Benefits
Shockwave Medical offers a competitive total compensation package as well as the following benefits and perks:
Core Benefits: Medical, Dental, Vision, Pre-tax and Roth 401k options with a fully vested match, Short-Term and Long-Term Disability, and Life Insurance, Employer contribution toward Health Savings Account (HSA), Competitive PTO balance
Perks: Calm App, Pet Insurance, Student Loan Refinancing, Spot Bonus awards
EEO Employer