Job Description: Product Manager Orthotics
Company: Avana Surgical Systems Pvt Ltd
Business: Orthotics
Brands: Breg & Aspen
Experience: 5+ years
Education: Science Graduate (MBA in Marketing preferred)
Reporting To: Director
Location: Chennai/ Mumbai / Delhi / Bangalore
Travel: As required for partner/ customer meetings, events, and market visits
Role Purpose
The Product Manager will act as a brand owner for Aspen and Breg in the orthotics business. The role focuses on driving brand awareness and adoption through integrated online and offline campaigns, strengthening partner/distributor communication, improving lead-to-conversion visibility through CRM discipline, and supporting business growth with secondary sales analysis and market insights.
Key Result Areas & Responsibilities
1) Brand Plan & Positioning (Aspen & Breg)
- Own quarterly brand plans including positioning by indication/segment and priority market focus.
- Ensure consistent, claims-appropriate messaging across all touchpoints.
2) Integrated Campaigns (Digital + On-ground)
- Plan and execute campaign calendars across digital platforms, webinars/workshops, and targeted activations.
- Track campaign outcomes and drive continuous improvement based on performance.
3) Social Media & Paid Campaign Optimisation
- Manage social media presence and paid campaigns; optimise targeting, creatives, formats, and messaging.
- Run A/B tests and performance reviews to improve reach, engagement, and lead quality.
4) Email Marketing & Nurture (AI-enabled)
- Execute segmented email campaigns and nurture journeys for awareness and adoption.
- Use AI tools to create and refine content variants while maintaining brand tone and compliance.
5) Funnel + CRM Ownership (Lead-to-Closure Visibility)
- Own lead routing and follow-up SLAs with sales/channel teams to reduce leakage and improve conversion.
- Maintain CRM hygiene, campaign tagging/source attribution, and periodic reporting dashboards.
6) Customer, Channel & Market Engagement
- Engage customers/HCPs/channel partners to understand needs, adoption barriers, and usage drivers.
- Convert insights into sharper messaging, campaign concepts, and enablement support.
7) Go-to-Market & Product Adoption Enablement
- Support product focus/launches with ready communication assets: FAQs, demo scripts, training content, landing-page messaging, and partner toolkits.
- Work closely with sales/channel stakeholders to improve product understanding and adoption.
8) Partner/Distributor Brand Communication + Budget Ownership
- Drive consistent partner/distributor communication: campaign updates, content kits, product messaging, and usage guidelines.
- Create and own the marketing budget; track spends vs plan and review effectiveness at a campaign level.
9) Secondary Sales Tracking & Periodic Business Reviews
- Collect and consolidate secondary sales data from distributors/channel partners.
- Perform periodic analysis (brand/SKU/region trends) and share actionable insights with management and stakeholders.
Skills Required
- Brand/product marketing execution (digital + on-ground)
- Social media + paid campaign optimisation; strong content sense
- Email marketing & automation; comfortable using AI tools for campaign productivity
- Lead funnel + CRM working knowledge; basic reporting and tracking discipline
- Go-to-market planning and product adoption enablement
- Competitive & market diligence (insights actions)
- Basic commercial acumen (promo impact, SKU/region performance, secondary sales understanding)
- Strong communication and stakeholder coordination (sales, distributors/partners)
Education & Experience
- Science Graduate (MBA-Marketing preferred)
- 5+ years in product/brand marketing or product management
- Experience with CRM/lead management processes and executing multi-channel campaigns
Requirements
Skills Required
- Brand/product marketing execution (digital + on-ground)
- Social media + paid campaign optimisation; strong content sense
- Email marketing & automation; comfortable using AI tools for campaign productivity
- Lead funnel + CRM working knowledge; basic reporting and tracking discipline
- Go-to-market planning and product adoption enablement
- Competitive & market diligence (insights actions)
- Basic commercial acumen (promo impact, SKU/region performance, secondary sales understanding)
- Strong communication and stakeholder coordination (sales, distributors/partners)
