Product Manager
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Job no: 616367
Work type: Permanent
Location: Beijing
Categories: Marketing, Asia Pacific, Individual Contributor
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Accountability 1: Lead and implement the CI Implant product marketing strategy to drive growth in CI business growth in China
- Develop the CI product marketing strategy in line with marketing and business strategies, and support the implementation of these plans with the field teams
- Understand the China market innately, through a combination of country marketing insights, market research and analytics and regular field travel to meet key customers in the field
- Build collaborative relationships with the APAC Marketing team to influence the development of the APAC marketing plan and materials
- Drive internal CI product internal training and external promotion within approved budget.
- Influence the Territory Sales teams in implementing marketing initiatives to drive growth
- Partner with the field team to drive the optimal use of promotional materials, and feed insights back to APAC for optimisation of materials
- Ensure both professional conferences and consumer activities are supported to ensure that Cochlear’s products and key messages are highlighted
- Project manage the delivery of appropriate tender submissions, collaborating closely with cross-functional and field teams
Accountability 2: By exploring the differentiation characteristics and benefits of the products, we can clearly position the products and realize the recognition of product performance and brand by professional and end users.
- Work together with internal team and APAC marketing to dig out and design the key values, features & benefits for all products.
- Work together with cross functional teams to develop strong evidence to proof the benefits that COH products can provide.
- Work together with front-line teams to communicate our key claims effectively with professional and consumer.
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Accountability 3: Through effective product life cycle management and effective hierarchical division strategy of product portfolio, we can develop appropriate pricing strategy to boost the high-end product portfolio and increase the market share of Cochlear at all tiers.
- Develop products segmentation and pricing structure aligns with COH brand and products positioning, meanwhile considering competition and local policies’ impacts.
- Develop mechanism and methodology to collect marketing insights information including market share, market size, market potential and trend, etc.
- Products obsolescence plan and management.
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Accountability 4: Through effective management of new product launches, Cochlear's product technology advantages are highlighted, brand recognition is strengthened, and business growth is supported.
- Tailor the APAC marketing launch strategy for relevant product launches, localising them for success and executional excellence in China
- Lead the delivery of product training for New Product Introduction (NPI), collaborating closely with APAC Marketing, APAC Clinical Affairs and ANZ Clinical Affairs teams
- Utilise the NPI process for the management of product launches and growth initiatives providing relevant communication internally and externally regarding product changes and obsolescence
- Collaborate with APAC Logistics, China Finance and IT, where appropriate, for forecasting, pricing and product configuration to ensure new products or product changes are managed appropriately
- Analyse sales performance and take-up for specific products preparing reports and presentations to relevant stakeholders
- Review all product launches and campaigns to gain learnings on effectiveness, and report these to relevant stakeholders
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Accountability 5: Through the design of effective training content and tools, actively and effectively empower the front line, to achieve sales and market share growth
- Act as the product champion with sound technical and commercial expertise. Support the team with necessary technical expertise to enable them to sell the product
- Support key customer meetings or customer challenges with the field team, collaborating to drive better outcomes and great customer experience
- Develop a close understanding of KOLs and Hearing Partners, to better inform marketing strategy, and influence the delivery of the CI budget
- Regularly review available product/industry updates to ensure that the field team is kept up to date on new developments regarding the companies or competitor’s products
- Work together with front-line team to understand their capability development requirement.
- Develop training materials and tools strongly supports our technology philosophy and key benefits that our product can provide to both professional and consumer.
- Deep understand competitors’ key claims and features of their products, develop objection handling materials that can be used well by front line team.
Advertised: China Standard Time
Anticipated Application Closing: China Standard Time
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