Go-to-Market Lead, Digital Solutions

Overview

Werfen

Werfen is a growing, family-owned, innovative company founded in 1966 in Barcelona, Spain.  We are a worldwide leader in specialized diagnostics in the areas of Hemostasis, Acute Care Diagnostics, Transfusion, Autoimmunity, and Transplant. Through our Original Equipment Manufacturing (OEM) business line, we research, develop, and manufacture customized assays and biomaterials. We operate directly in 30 countries, and in more than 100 territories through distributors. Our Headquarters and Technology Centers are located in the US and Europe, and our workforce is more than 7,000 strong.

Our success comes from a specific focus in these rapidly evolving diagnostic areas, our commitment to customers, and our dedication to innovation and quality. We’re passionate about providing healthcare professionals the most valuable and complete solutions to improve hospital efficiency and enhance patient care.

Job Summary:

A Go-to-Market Lead within Digital Solutions defines and coordinates all necessary activities for the commercial implementation of in-development products (digital solutions) of the Digital Solutions unit with the strategic business units (SBUs), commercial affiliates (technical services and field organization, sales, marketing). She/He has a deep understanding of the the industry and target markets, and builds close relationships with key stakeholders to ensure a successful roll-out of the solution(s). Reporting to the Senior Director of Digital Business Strategy, A Go-to-Market Lead works in close collaboration with other parts of the Digital Solutions unit (e.g., Solution Leader(s), Scrum Master(s)) to understand the value of the product(s) and help define their positioning. S/He prepares global marketing support programs and provides marketing assistance to field personnel and customers.

Responsibilities

Key Accountabilities

• Works closely with Solution Leader(s) in defining how a solution will drive value for Werfen and which teams will be responsible for marketing, selling and servicing
• Defines and coordinates all requisite resources, activities, and roadmaps to achieve product launches on time
• Determines in collaboration with Solution Leader(s) and affiliate organizations which markets and customers to target (e.g., segmenting and prioritizing customer groups in regard to strategic importance and affinity to product)
• Supports customer insights generation and analysis in regards to product launch if required
• Identifies and defines which channels will be used (KAMs, sales reps, digital marketing, etc.) to bring a solution to market, and how this may vary by geography/customer
• Helps to determine pricing levels and, if required, reimbursement routes and codes for respective target markets in close collaboration with local affiliate organization as well as local health systems and healthcare payors
• Identifies legal and regulatory requirements for commercial deployment in the relevant markets and works closely with the local and world-wide (WW) teams towards meeting them
• Prepares and coordinates marketing support programs, contributes to planning and creation of advertising and promotional materials, and writes technical bulletins, whitepapers, newsletters, and other relevant documentation
• Provides product training to SBUs and commercial marketing teams; works with field sales staff to develop training requirements and sales tools required to introduce new products and respective sales campaigns
• Coordinates knowledge transfer activities to bring where applicable SBU and local teams up to speed to be able to position the product(s) in the different markets
• Supports preparation and provision of presentations to customers and generates advocacy for the solution within the different markets
• Understands all maintenance, performance, and competitive advantages of the solution(s)
• Monitors field tests and marketing introduction programs
• Maintains regular communications with commercial organizations on challenges with commercial implementation
• Independently resolves conflicts / problems with company peers
• Manages and drives projects with minimal supervision

Networking/Key Relationships

This position will work closely with other parts of the Digital Solutions Unit (esp. Digital Business Strategy, Solution Leaders, and Scrum Masters), the WW Service Team, the WW Marketing Team, the Marketing Commmunication Team and Commercial Affiliates (service, marketing, sales).

Qualifications

Minimum Knowledge & Experience Required for the Position:

• Bachelor’s degree in Biological Science, Business Administration or Marketing discipline, or equivalent
• MBA, preferred
• Prior experience in marketing / product management positions (or similar), preferred
• 3-5 years of professional experience in a similar function within a medical device / diagnostics / healthcare organization with direct commercial presence in key geographies, preferred

Management has the discretion of substituting relevant work experience for a degree and/or making exceptions to the years of experience requirement.

Skills & Capabilities:

Domain Expertise

• Proven knowledge of standard concepts, practices, and procedures within the relevant industry
• Experience with B2C digital products, preferred
• Experience in business and sales development, increasing client bases, client acquisition, marketing, sales pitches, and sales follow-up
• Experience in marketing, sales, and service operations / operations management
• Comfortable with managing change and ability to educate and influence various stakeholders; experience in navigating an evolving environment
• Understanding and knowledge of various roles in regulated industries and how they interact with product offerings
• Understanding of laboratory and clinical workflows as it pertains to diagnostics, preferred

Agile/Digital Experience

• Basic knowledge of Agile methodologies to be able to communicate effectively and efficiently with the Digital Factory stakeholders
• Experience in working in an Agile organization helpful but non-essential
• Experienced in working within B2C technical/software products and reasonable knowledge of digital products value add

Individual Skills

• Strong collaborator, team player, and individual contributor with experience working in cross-functional, teams from tech, design, and business
• Ability to work across teams to align on go-to-market and to execute on strategies and client approaches in new/unique areas
• Ability to analyze business and sales performance (vs. competitors) and make informed recommendations on direction of go-to-market
• Strong communication skills with comfort in speaking with business and technical stakeholders
• Strong problem solver with the ability to manage and lead the team to push the so-lution and progress

Mindset and Behaviors

• Passion to challenge the status quo and find new solutions and drive out of the box ideas – loves and embraces change
• Believes in a non-hierarchical culture of collaboration, transparency, safety, and trust
• Not afraid to “roll up the sleeves” and seeks to go outside of comfort zone to learn
• Relationship centric; understands value of creating networks throughout the organization to help develop and align on strategy and execution of go-to-market approach
• Comfortable in a sales-driven environment; able to balance bottom-line demands with customer interests and and customer relationship management

Travel Requirements:

Up to 20% of the time. 

Werfen is an Equal Opportunity employer and is committed to a diverse workplace. Werfen strictly prohibits unlawful discrimination, harassment or retaliation based upon an individual’s race, color, religion, gender, sexual orientation, gender identity/expression, national origin/ancestry, age, mental/physical disability, medical condition, marital status, veteran status, or any other protected characteristic as defined by applicable state or federal law. If you have a disability and need an accommodation in relation to the online application process, please contact NAtalentacquisition@werfen.com for assistance.

www.werfen.com