JOB DESCRIPTION

The Commercial Category Manager (CCM) is responsible to develop and execute the EMEA Go To Market Strategy and sales realization for his/her respective category and works with the Businesses Group (Upstream) to ensure flawless marketing and business execution and New Product Introductions. The Commercial Category Manager reports to the Commercial Category Leader, and is supported by the Modality Sales Specialist(s). The CCM has a cross functional interaction with clinical and professional marketing and sales teams in the EMEA Market to drive the category E2E. Within the cross category EMEA SRC team the CCM is a key leader for the category and a driver of a winning culture.

Category in scope

• Patient Interface, Home and hospital as well as accessories. The Patient Interface (Mask) is the linking pin between the therapy device and the patient and is critical for a good therapy experience and result.

Strategy and Portfolio Management

• Supporting the Business by providing EMEA market insights and trends for assigned category and reviewing the value proposition and global plans in the product development phase
• Localizing value propositions and global roadmaps for the EMEA market
• Liaising with innovation teams and realize One EMEA Portfolio across responsible category
• Responsible to form the cross-functional team required to plan and execute a product launch
• Responsible to drive EMEA product launches in line with the EMEA strategy and the overall market’s business and marketing strategy
• Performance management of the assigned portfolio with MSS support

Marketing and Commercial Plan and its Execution

• Lead the creation of the Category Marketing and Commercial Plan for the EMEA Market by providing Audience and Business specific insights relevant to the Category Portfolio and Business Strategy
• Driving the Audience and Business specific execution of the Category Marketing Plan (or equivalent) and translating and aligning those with the BMC plans
• Drive the creation of the category level BMC plan and supporting the CCL in the combined BMC (products, services, and solutions) around the marketing enablers and marketing metrics
• Providing Market and Customer Insights and Trends to the innovation teams
• Category Performance Management including P&L delivery and strategic pricing (support by the MSS) of assigned Portfolio of Product, Solutions, and Services
• Liasing with the innovation teams to ensure right product & solution fit for Europe
• Accountable for the entire product life cycle management and overall market business and marketing strategy

Marketing Enablers for Sales

• Support adoption and localization (as/if needed) of global assets and content for the sales teams, in close collaboration with Marketing operations, to have them matching with local Customer/Audience/ Personas Customer Decision Journey. Align sales collateral for campaign and programs.
• Define guidance on how to collect proof-point in accordance with the claims strategy (success stories)
• Portfolio positioning strategy: understand the sales cycles along Customer Decision Journey, evaluate the different sales strategies, and understand how to improve conversion rates by strengthening positioning of the portfolio
• Enable sales teams with background knowledge, market insights, customer segment behavioral trends, competitive insights, instruments, and tools to help them in maximizing existing and potential business opportunities
• Point of contact and “go to” resource for modality sales specialist and clinical application specialist for (pre-)sales support in case of complex deals/tenders
• Capture, assess, and drive action on win/loss analysis and visibility analysis
• Support Head of Marketing (and Events team) for customer events/webinars/visits to generate new leads/prospects and or for Customer Loyalty activities