Director, Brand Strategy - Geneva Health Solutions at BioTelemetry in Malvern, Pennsylvania

Job Description:

Director, Brand Strategy - Geneva Health Solutions

Philips BioTel Heart is a division of BioTelemetry, a Philips Company, the leading remote medical technology company focused on the delivery of health information to improve quality of life and reduce cost of care. A pioneer in remote patient monitoring, we revolutionized healthcare with the first Mobile Cardiac Outpatient Telemetry (MCOTTM) device, the most accurate and studied arrhythmia monitoring detection system in the market. We provide a single source of cardiac monitoring services as well as remote monitoring data management for cardiac devices and service as an extension of device clinics with our Geneva Health Solutions platform. We are passionate about connecting people with solutions that save lives, and our growth reflects our focus, commitment and passion for the important work we do each day. As one of the fastest growing connected health companies in the market, we are looking for people to join our team who share our passion and focus.

Overall Job Summary:

The Director of Brand Strategy will lead the upstream and downstream marketing efforts for Geneva Health Solutions. This individual will be responsible for the effective development and execution of the Geneva Health Solutions product development roadmap, brand strategy, positioning and key message development. This individual will lead monthly performance calls where he/she will identify key issues and actions to address gaps and implement opportunities to drive market share. This individual must have a strong level of understand of the U.S. healthcare market, value-based marketing and digital marketing. This position requires a deeply collaborative induvial that is experience in working across various departments to drive systematic marketing strategies and programs that deliver measurable business impact. This position requires a strategist as well as a hands-on executor. This position reports directly to the VP Marketing of BioTelemetry .

Essential Duties/Responsibilities:

Brand & Strategy Development

• Lead the development of the Geneva Health Solutions product roadmap and key feature enhancements based on market trends, technology lifecycles, competitive insights and Voice of Customer research.


• Conduct customer, brand and product research initiatives to inform new feature introduction, product design, marketing messaging and strategies.


• Develop and implement the comprehensive marketing strategy and annual marketing plan for Geneva Health Solutions including target audiences for HCP and patients. Accountable for the successful implementation and measurement of these plans across all channels to maximize revenue and market share.


• Conduct win/loss account analysis to determine how to continuously improve the platform and service offering and gaps in the sales process


• Determine new business models to maximize sales opportunities and meet customer demand


• Define, develop and continuously improve the message architecture for Geneva Health Solutions to ensure messaging is differentiated and engaging.


• Maintain competitive insights to inform marketing programs and pivot strategy and marketing approach as necessary.


• Ensures harmonization with BioTelemetry brand, guidelines and programs.


• Manage relationship with key creative agency(ies) and provide yearly assessment of agency partners to address gaps and identify opportunities.


• Responsible for the effective management and operation of marketing activities within the approved budget.

Digital Marketing

• Support the transformation from traditional marketing to digital to reach and engage with target audiences.


• Responsible to maintain all digital assets for Geneva Health Solutions, including but not limited to website, SEA, and SEO.


• Drive content and approach for all social media posts related to the Geneva Health Solution brand, initiatives and related content.

Sales Support

• Partner with sales to gather local insights and feedback; develop and adapt plans based on market, industry and competitive drivers to ensure sales targets and growth objectives are met.


• Support Sales team by developing sales tools that help drive and close business. This includes interactive digital tool, sales calculators, documenting quantifiable outcomes of customer successes through testimonials, white papers, case studies and videos, keeping collaterals up to date (print and online), driving demand generation campaigns, and developing presentations for customer meetings.


• Communicate with sales the competitive landscape, strengths/weaknesses of each competitor and how to position Geneva Health Solutions to win.

Customer Interaction

• Build effective relationships with key external customers, including thought leaders and customer advisory board members.


• Interact with installed base customers in documenting outcomes, case studies, presentations, and securing testimonials.

Other Duties/Responsibilities:

• Partner with Product Development team and IT resources as needed to drive execution of product roadmap. Provide product consultation to Research and Development in the design stage of products.


• Support cross portfolio marketing initiatives.


• Develop and disseminate information on a continuous basis to all pertinent parties concerning the fulfillment of project goals and objectives.


• Collaborate with necessary internal team members and agency partners to execute programs and campaigns.


• Lead coordination of national/ regional trade show exhibits, sales conferences, and/or symposia for Geneva Health Solutions. Arrange for specific events at national and/or international conferences.

Education and Experience Requirements :

Education:

• Bachelor's degree in Marketing or related field. MBA preferred

Relevant Work Experience:

• 10+ years of relevant healthcare experience, minimum 3 years management experience

Required Knowledge, Skills, and Abilities (basic knowledge/skills/abilities training, technical, operational, behavioral/interpersonal, management, communications, etc. required for an individual to regularly perform in this role):

Knowledge/Abilities -Technical Skills:

• Strong operational and business acumen


• Extensive experience with creation, execution and measurement/optimization of digital marketing campaigns to accelerate sales


• Ability to collaborate with cross-functional teams to attain business objectives


• New product development experience in conjunction within line product enhancement

Communication Skills:

• Strong communication and presentation skills with the proven ability to interact directly with commercial leadership to drive strategy and investment decisions


• Entrepreneurial attitude and mindset combined with a strong results orientation. Creative, resourceful, proactive, goal oriented, energetic, and hardworking with a high level of self-initiative, and a strong sense of urgency and focus on "getting things done".


• Adaptable and resilient with the ability to successfully deal with and sort through ambiguity, as well as, manage change with a positive approach. Able to juggle multiple high priority tasks with a proven record of success in a fast-paced and dynamic environment.


• Proven ability to develop cross-business marketing campaigns and messages and measure the impact of marketing efforts


• Superior organizational and operational skills; ability to juggle multiple projects and shifting priorities in a fast-paced environment, while meeting all deadlines


• Sophisticated relationship and team-building skills to ensure positive interfacing with all levels of colleagues and effectively work across all organizational stakeholders


• Strategic thinker with excellent communication skills and analytic skills

Management/Leadership Skills:

• Proven results in working with executive leadership and cross-functional collaboration


• Proven ability to recruit, motivate, develop and lead a team (both direct and indirect; local and remote)


• Demonstrated effective leadership competencies, including leadership in project management


• Proven success in developing and fostering strong working relationships with Key Opinion Leaders and external customers to assist in the company's continued drive for innovation and to continue to enhance the image of the company as the market leader

Customer Service: BioTelemetry's WE CARE customer centric program

Working Conditions/Physical Job Requirements:

Office environment/no specific or unusual physical demands/requirements/exposures

Specific physical requirements and/or exposures - Review list and provide details

(check all that apply and explain further in "Additional Information" space below):

Sitting Standing Seeing Hearing Speaking Writing Driving Lifting Carrying Pushing

Pulling Walking Climbing Reaching Bending Stooping Kneeling Other

Additional Information:

EEO/AAP - Biotelemetry provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state or federal law.

NOTE: This job description is not intended to cover or contain a complete listing of all duties or responsibilities that are required of the employee. Other duties, responsibilities and activities may change or be assigned at any time with or without notice.

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