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Job Summary:
The Strategic Marketing Director is responsible for delivering the company’s business objectives by leading upstream marketing for the Wearables category, with a strong focus on Sleep, Fitness, Wellness, and Conditions. This product planning lead owns pipeline strategy and development through prioritization and collaboration. This includes: category understanding, consumer/customer insight generation, competitive audits, identifying gaps and unmet needs and developing product pipeline strategy and defining products accordingly. Additionally, as the wearable and sleep SME, this role will support Brand Marketing and Go-To-Market teams to ensure launch excellence. The position must work collaboratively across functions, with emphasis on Engineering, Medical Affairs, Regulatory, Health Economics Market Access, Operations, Marketing Operations, and Channel Sales.
This is an office-based position. The successful candidate may work from either our Irvine, CA or Carlsbad, CA locations.
Duties & Responsibilities:
1. Upstream:
· Pipeline Strategy:
Ø In partnership with R&D, drive product innovation pipeline strategy and roadmap planning based on Unmet Needs, Consumer Drivers, leveraging Business Case built on market sizing, competitive landscape, category trends, and fit with Masimo strategies and vision.
Ø Leverage data, consumer and category knowledge to align priorities within owned categories
Ø Opportunities include updates, expansions and flankers to existing products, as well as identifying new categories and opportunities for Masimo in the Wearables space.
· Product definition:
Ø Lead and align organization on insight gaps and research needs. Leverage data to represent VOC (Customer and Consumer) to Product Development, including output from Sales, Research, online consumer reviews, and direct conversations with customers and consumers.
Ø Own competitive insights and information gathering and publishing to ensure core team fully aware.
Ø In partnership with R&D and Medical Affairs, work on product definition to deliver a final product that is consumer-centric and customer-led, both in form and function, while keeping organizational growth and margin goals in mind. This includes leading and driving the whole process, starting with Product Brief, and ending with final delivered product.
Ø Develop and validate Positioning, Targeting, and Messaging in partnership with Markets/Regions, Medical Affairs, Regulatory, Legal, Downstream Marketing and Commercial functions.
Ø Participate in product launch teams and support product launch activities.
Ø Coordinate project assignments and communication across Marketing, Engineering, Quality Assurance, Medical Affairs, HEMA, and Regulatory departments.
· Launch readiness:
Ø Support Regulatory partners with the submissions as required/needed/appropriate.
Ø Lead packaging workstream in partnership with Industrial Design to deliver retail stopping-power and social-media worthy unboxing experiences.
Ø Provide input into and support behind development of brand, campaign, media plan, and global launch toolkit in partnership with Brand and GTM teams.
Ø Support GTM team, Regions, Sales, Customer Service, and Operations in activating the new product and launching it in respective markets globally.
2. Perform special projects within the Product Management function to support overall advancement of Masimo.
Minimum & Preferred Qualifications and Experience:
Minimum Qualifications:
1. Experience & Skills:
· Minimum 7+ years of experience in product/brand management
· Strong knowledge and grasp of brand building framework (consumer insight-centric innovation, branding, targeting, positioning, messaging).
· Experience working upstream with development teams in regulated categories to deliver intuitive, compelling, and engaging products that set the bar for UX/UI and addressing consumer pain points.
· Experience with launching new products across multiple channels and stakeholders
· Knowledge of agency management: brief and guide agencies to deliver best-in-class output
· Experience with regulated healthcare product marketing and selling, with knowledge around clinical data generation, health economics/reimbursement, HCP vs. Consumer value propositions, and regulatory limitations around product development.
· Comfortable with different approaches to collecting VOC, interpreting and synthesizing data, converting to actions and strategies that drive product, business model, and strategy improvements
· Proficient in Microsoft Office Suite, including Word, Excel, PowerPoint, Teams, etc.
2. Leadership:
· Highly collaborative mindset with strong teaming attitude.
· Results-oriented and positive “can do” attitude with a high sense of urgency.
· Able to see the big picture while also delivering tactically with a strong orientation toward detail.
· Excellent communication and presentation skills as this role will be interacting with org leadership and occasionally external key stakeholders.
· Outstanding problem-solving and creative thinking skills.
· Startup mentality- comfort with fast-paced environment, while delivering high-quality work.
· Can work within less structured environment, while still holding self accountable with tools and processes
· Passionate about purpose-led brands- especially in health and fitness- and obsessed with user experience.
Preferred Qualifications:
- Global experience
- Strong familiarity with product development lifecycle.
- Strongly preferred: Prior experience in the Sleep Wearable industry- whether wellness or conditions
- Preferred: Led development of at least one brand that either disrupted or created a category
Education:
Bachelor’s degree; MBA preferred
Anticipated Salary: $152,000 – $228,000. Exact compensation may vary based on skills, experience, and location.
About Us
Masimo Consumer is a newly formed division within Masimo, the most innovative remote patient monitoring company in the world. This division oversees the consumer audio business (formerly called Sound United) and Masimo’s expansion into consumer health. Masimo Consumer strives to improve lives through consumer centric innovations.
One of the world’s largest portfolio audio companies, Masimo Consumer Audio is home to eight legendary audio brands: Bowers & Wilkins®, Denon®, Polk Audio®, Marantz®, Definitive Technology®, Classé®, and Boston Acoustics®. Each brand boasts its own philosophy and unique approach to bringing sound and home entertainment to life.
With over 300 years of innovative audio and home solution expertise, Masimo Consumer Audio improves lives by creating distinct and immersive listening experiences for a wide range of consumers in more than 130 countries.
To learn more about Masimo Consumer Audio and its brands, visit www.masimo.com.
Why Masimo Consumer: We employ more than 1,800 associates in 18 countries, empowering us to take our brands to new heights. Masimo Consumer has a global face and a sales presence in over 130 countries with manufacturing, supply chains, distribution channels and associates in the United States, Europe, Japan, China, and other parts of Asia.
High visibility, broad impact. This is a high growth, changing environment, and you will have the opportunity to really make an impact on our systems and processes and how we enhance them. In addition to being exposed to new projects and learning new skills, this role also positions you to interact with a variety of departments, teams and leadership groups on a global basis.
Great time to join. We are proud to provide premium audio/video experiences to both commercial and consumer markets and, we’re experiencing healthy growth. When you’ve proved yourself a star and are ready for the next career step, the opportunities will be there.
Cultural experience. You will have regular exposure to many cultures. We’re in over 130 countries, so you’re not just focused on one culture, but will enjoy working with many.
Building on success. Our growing portfolio of premium audio and video products and the new consumer health line delivers the best in design, technology, innovation and performance to a variety of customers who seek to enrich the moment with pure sound and vision. Our well-respected products continuously win industry awards and accolades. We are investing in growth and expanding our product lines, distribution channels and markets, and our teams, making this an exciting time to be part of Masimo Consumer.
Excellent compensation, benefits and work environment. In addition to a competitive salary, attractive incentive program, we offer a collaborative work environment and professional development opportunities. Join MASIMO CONSUMER and let’s build an even greater company together!
Masimo Consumer