Marketing and Business Development Manager - Automation Specialist

at  QuidelOrtho

THE OPPORTUNITY

QuidelOrtho unites the strengths of Quidel Corporation and Ortho Clinical Diagnostics, creating a world-leading in vitro diagnostics company with award-winning expertise in immunoassay and molecular testing, clinical chemistry and transfusion medicine. We are more than 6,000 strong and do business in over 130 countries, providing answers with fast, accurate and consistent testing where and when they are needed most – home to hospital, lab to clinic.
Our culture puts our team members first and prioritizes actions that support happiness, inspiration and engagement. We strive to build meaningful connections with each other as we believe that employee happiness and business success are linked. Join us in our mission to transform the power of diagnostics into a healthier future for all.

THE ROLE

As we continue to grow as QuidelOrtho, we are seeking a Marketing Manager and Business Development Manager. The Marketing Manager and Business Development Manager will spearhead a strategic challenger approach to our business, driving product expertise, regional and national growth, and executive-level selling. Your role extends to developing winning strategies for both acquiring new business and retaining existing accounts.
Your leadership will be pivotal in guiding the sales organization through complex consultative selling engagements, where a deep understanding of laboratory workflow analysis and future redesigns is essential. Collaborating across all levels of the sales team, you will craft and execute strategies tailored to position our clinical laboratory solutions, particularly focusing on the QuidelOrtho automation solution.
Your responsibilities encompass the successful marketing and differentiation of targeted products within our Clinical Lab portfolio. This includes leading the launch of new analyzers, informatics solutions, or automation, ensuring market adoption and profitable revenue growth.
Furthermore, you will serve as the primary advocate for your product offering both internally and externally. Working closely with the marketing team and the senior marketing manager, you’ll conceive and implement innovative programs to drive demand, aligning with our overall marketing strategy. Your expertise will be crucial in defining and tracking the go-to-market strategy for targeted products, ensuring sales teams are well-versed in product positioning, benefits, and target customers. Additionally, you’ll oversee the development of sales tools to support these efforts.
Attention to detail and a knack for translating technical capabilities into compelling benefits will be paramount in this role, contributing to our continued success in the marketplace.

THE RESPONSIBILITIES

• Leads and advocates for all facets of managed product lines through the development and execution of product line strategies, including the introduction of new instruments while phasing out outdated ones.
• Forecast the demand for instruments and reagents, contributing to annual revenue planning, unit sales projections, and financial objectives, as outlined in the Annual Operating Plan (AOP). Regularly assesses performance against market benchmarks and financial targets through the Quarterly Operating Review (QOR). Manages and updates pricing lists for product lines regularly.
• Creates tools and initiatives to propel essential marketing endeavors, potentially encompassing key messaging and branding, pricing structures, testimonials, demonstrated outcomes, and other resources.
• Develop competitive marketing strategy and assesses customer priorities by conducting market evaluations and analyzing customer and competitor dynamics. Maintains up-to-date knowledge of market trends and evaluates their implications on strategy. Utilizes market segmentation to identify and evaluate gaps and opportunities, strengthening the market position accordingly.
• Collaborate for sales training needs and meetings in partnership with sales and marketing leadership as well as learning and development.
• Establishes and nurtures business relationships with key opinion leaders in the market, while actively monitoring industry advancements and market shifts through market research, customer interactions, and competitive analysis. Identifies and collaborates with current and prospective Key Opinion Leaders for involvement in research and development initiatives and new product development endeavors.
• Leverages third-party market data analysis to gauge performance against and propel business objectives forward.
• Engages actively and holds leadership roles in customer VIP events, presentations, and instrument demonstrations. Takes the lead and oversees national tradeshows, congresses, and customer events. Designs and delivers presentations to senior leadership concerning marketing strategies and the performance of products in the market. Handles technical and customer communications effectively.
• Effectively secures access to competitive accounts by adeptly tailoring messaging strategies to resonate with laboratory, procurement, and C-suite stakeholders within hospital settings.
• Demonstrates expertise in the healthcare market and clinical laboratory operations, aligning QuidelOrtho’s value proposition with industry drivers. Proven track record in selling In Vitro diagnostic laboratory product portfolios and automation systems, leveraging competitive insights to craft winning strategies and achieve successful conversions in the clinical laboratory landscape.
• Delivers impactful sales messages to assist customers in reaching defined business and technical objectives. Formulates sales process strategies to secure competitive business, collaborating closely with internal teams including Account Managers, Field Application Specialists, Marketing Managers, National Sales Manager, and technical personnel. Assists the National Sales Manager in conducting quarterly Business Plan Reviews. Establishes relationships with key regional influencers, such as distributor partners, marketing teams, strategic accounts, and Key Opinion Leaders (KOLs). Provides coaching and development opportunities for team members, offering constructive feedback to support the National Sales Manager in implementing effective development plans for Account Managers.
• Proficient in strategic Territory Management and adept at prioritizing sales efforts based on meticulous analysis of sales data and market dynamic, this role entails leading best practice sharing initiatives within the region, fostering a culture of continuous improvement among Account Managers, and collaborating closely with the National Sales Manager to enhance team performance. Additionally, the role involves assisting in formulating and executing comprehensive business plans and forecasting strategies. Active participation in industry events, trade shows, and customer sales events is crucial for building brand presence and fostering customer relationships. The Marketing Manager and Business Development Manager will provide vital support to the Sales team by implementing workflow tools for tailored solutions and assisting the project leader in complex instrument and automation installations. Furthermore, the ideal candidate will possess a keen understanding of competitive sales trends, enabling them to educate and empower the team to adapt and excel in the marketplace.
• The Marketing Manager and Business development Manager will be responsible for reviewing, updating, and implementing automation bids, quotes, and Requests for Proposals (RFPs). The ideal candidate will be an expert in Automation with a strong understanding of Process Flow and Lab Economics. Additionally, the role involves analyzing and interpreting data and reports to drive business needs that require automation solutions. The Automation Specialist will play a crucial role in identifying overarching customer business challenges to inform the construction of effective automation solutions. Collaborating closely with the CL Marketing Manager, this role will serve as the primary contact for all automation needs.
• Perform other work-related duties as assigned