Role Overview
As Product Marketing Manager you will bridge the gap between technology and the people who benefit from it across the United States and Europe.
Working at the crossroads between product, R&D, marketing & sales, you are responsible for introducing new Wandercraft walking exoskeletons or enhancing our existing exoskeletons by communicating the product’s value to patients, caregivers, prescribers, providers, and the public at large. More specifically, you will oversee product marketing management of Atalante X, our rehabilitation device and our Personal Exoskeleton for at home everyday use. As the ‘voice of the customer', you will develop advanced knowledge of our competitors, the market, our patient, prescriber, and ICP targets and be able to identify and formulate patient and rehabilitation center needs. Working closely with Product Management, you will be involved in the product roadmap creation and will create clear & sharp value propositions and positioning.
You will oversee creating or refining strong product concepts, delivering precise messaging that is legally and regulatory compliant and finding new ideas to make your product stand out in the eyes of everyone along the entire patient pathway. You will work closely with the sales & marketing team by co-creating impactful go-to-market plans and will work to drive product adoption and advocacy.
Directly reporting to the Global Head of Marketing in the US, this position is key in the organization, and we expect someone who brings his/her own vision and product marketing to grow the function.
Responsibilities:
Product strategy, positioning, and messaging
• Lead user research to gather in-depth knowledge of our key patients, therapists, and device operators
• Create in-depth personas based on user research & competitive intelligence to inform product and marketing direction and 5-year roadmaps
• Work with product and R&D to lead the development of crisp product messaging and positioning (including product value propositions) audiences, ICPs and external stakeholders to drive the overall product marketing strategy and emphasize differentiation and innovation
• Collaborate with Marketing and Medical Access teams, such as Field Reimbursement, on product strategy on market intelligence initiatives to sharpen 'where to play' and 'how to win' decisions
• Leverage your expertise in medical device marketing to define, test, and refine and bring to market the key messaging per target
• Gather user feedback & produce key recommendations to maximize product success and recommend new features
• Design pricing strategies and GTM plans for new features and product upgrades as needed
Go-to-market & campaign execution
• Collaborate with clinical teams to plan and execute compliant marketing programs across two devices and continents. You will understand our clinical timelines and leverage these milestones in product marketing roadmaps and stakeholder engagement strategies
• Lead launches across all tiers, from new product introductions to customer retention upgrades.
• Manage and update key marketing and communications collateral as needed including website, brochures, key messaging documents, etc.
• Partner with the GTM team on RACI design and evolutions for launch strategies, stakeholder engagement campaigns, and execution
• Decide and lead the creation of the bill of materials (BOM) required for each launch and product upgrade, ensuring delivery against BOM
• Create critical GTM assets including product sheets, high-priority event content specific to product marketing, sales materials, documentation for reimbursement teams,
• Lead content campaigns as well as the development of collateral to support global sales, medical access, and reimbursement with clear objectives per asset to maximize ROI and ensure their coherency with product marketing strategy
• Define and execute engagement strategies for stakeholders across the entire patient pathway including patients and their caregivers, KOLs, providers, prescribers, professional associations, policy makers, and the public at large
• Interface with patients, caregivers, and customers at conferences, industry events, and owned Wandercraft experiences