Marketing Manager, cobas liat

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The Position

**Marketing Manager, cobas liat**

**The Opportunity:**

The primary purpose of the Marketing Manager, cobas liat position is the development of marketing strategies, tools and tactics to drive growth, profitability, predictability for the cobas liat portfolio. Provides leadership for a specific area of responsibility within marketing to accomplish strategic and tactical business objectives. Accountabilities include executing strategy and tactics, business planning process, resource management, and developing business area knowledge. Works with local departments and Global to manage and support programs to ensure success of the portfolio in the market including the development of all elements of the market mix. Effectively work within a cross functional team to inspire and influence above authority. 

This role may develop all marketing deliverables for product commercialization and lead development of product labeling required for development, and US launches. Responsible for developing, implementing and managing marketing campaigns that promote the cobas liat portfolio and total solution. Plays a major role in enhancing brand awareness and loyalty utilizing all marketing channels. Develops and executes strategy, tactics, and programs to drive uptake of the current portfolio in the market. Responsible for development of the overall value prop of their assigned portfolio / responsibility and executing this strategy in the market via multi-channel campaigns, including digital. Responsible for the commercialization of new products into the market, including development and execution of launch plan and field / multi-channel rollout.

Responsible for development of product messaging and communication via all marketing channels. Serves as a key point of contact for sales collateral, competitive positioning and customer engagement during the customer lifecycle. Specialized and in-depth comprehensive knowledge and experience in a particular field, or business area. Duties are varied and complex often involving research, analysis and solution development. Provides direction on issues of area of expertise and assists department leadership in setting strategic direction. Requires the regular use of originality and ingenuity. Possesses and applies a comprehensive knowledge of a particular field or business function. Is the subject matter expert. Plans, conducts and oversees work involving the largest and most important/complex projects. This role does not supervise, however provides direction to the team on projects and assignments. 

**Key Roles & Responsibilities:**

• Develop and execute strategy and tactics, with alignment to strategic plan to accomplish business objectives.
• Responsible for developing business and marketing plans for the assigned area, including pricing strategies, market positioning, and sales plans. May develop all marketing deliverables for product commercialization which includes leading development of user documents and labeling required for development, initial launch, and global launch. Participates in and evaluates market research and analysis, promotions, and advertising associated with assigned segments, brands or products; assesses their success against the annual marketing plan. May be involved in translating global strategy into local marketing programs or translating local marketing programs into segment specific initiatives.
• Develops business area mastery to include understanding of market segments, business model, analysis of key metrics that define success, forecasting sales and product, share performance, trends, competition, customer critical success factors and needs through interaction with customers for integration with programs.
• Proactively addresses competition, and ensures attack messaging and sales direction is effective.
• Leads commercialization strategy of assigned products, including phasing in/out of products to support portfolio success including development of launch plan and …