Trade Marketing Manager (TMM) India Cluster

Primary Purpose of Role:

• Develop and execute the trade marketing strategy to achieve defined business objectives (KPIs) and the AOP
• Adapt the global and regional strategy into a sales cluster strategy, marketing plan and channel strategy
• Develop, roll-out and monitor success of innovative B2B- and B2C-programs, MarCom strategy and campaigns for Carestream Dental's portfolio of solutions focusing on digital marketing
• Explore any growth opportunity and evolve the cluster go to market strategy
• Closely cooperate with business partners to ensure Carestream Dental is positioned as the preferred supplier, manage and build the dental industry network constantly

Responsibilities

Specific Roles & Responsibilities: % of time (must total 100%)

Marketing Strategy and Plan (20%)

• Adapt and implement the EAC marketing strategy and translate into cluster marketing strategy and ensure implementation of marketing plans and programs
• Prepare and monitor the marketing budget on a monthly and annual basis and allocate funds according to most ROI driving measurements
• Create and implement pricing and promotion strategy, analyse and measure the effectiveness of implemented plans
• Perform industry and competitive analysis to inform the sales process and support pricing, positioning and messaging
• Support RSSD to redefine the Go-To-Market strategy and implement the changes to the business model

Marketing Communication and Programs (30%)

• Develop and implement the Cluster Marketing and Communication Plan
• Lead and ensure the consistency in the messaging, branding, content, and look-and-feel of all internal and external communications and marketing materials—coordinating and socializing with content, creative, sales and broader organization
• Define and implement social media strategy and closely collaborate with the EAC Marketing Communications team to execute, measure and redefine to maximize effectiveness and ensure KPIs are met
• Adapt and localize marketing communication and sales tool and coordinate the distribution to the end users and external contacts
• Design lead-generation programs and marketing campaigns, measure and report on the performance of marketing campaigns, gain insight and assess against goal
• Analyze end user and business partner behavior and adjust email and advertising campaigns accordingly
• Manage marketing content database and contact database
• Manage the Cluster PR in co-operation with EAC Marketing including press releases, editorial articles, co-ordinate the press interviews as necessary
• Oversee and approve marketing material, from website banners to hard copy brochures and case studies

Relationship Management and Business Partner Collaboration (20%)

• Build strategic relationships and partner with key industry players, agencies and suppliers
• Maintain excellent relationship with business partners, professional organizations, associations and press
• Establish and maintain close relationship to KOLs in close cooperation with the EAC KOL Manager

Event Management (15%)

• Organize online and onsite events on cluster level (trade shows, webinars, congresses) in collaboration with EAC Marketing.
• Supervise, provide guidelines and monitor smaller local events organized by RBMs/DSMs/ TMs/ BDMs

Cluster Marketing Coordination (10%)

• Manage purchasing processes for marketing activities
• Coordinate product launches in close collaboration with the regional product manager and Regional Sales and Service Director
• Collect and analyze Cluster market data to support facts-based decisions.
• Ensure legal and corporate brand identity guidelines.
• Ensure legal, compliance, and local regulations are followed in any communication or promotional activities.
• Work closely with the RSSD and the regional team, provide back up, and carry out any ad hoc duties as required
• SFDC: TMM /their team must work closely with sales team on salesforce adoption and implementation

• Other duties as assigned to support the general purpose of the position's function. (5%)

Qualifications

Required Education, Experience & Skills:

• Business or marketing degree (bachelor / master's level)/ BDS

Minimum Years of Experience:

• 5 years in marketing, product marketing or management or sales positions in the dental industry.
• 2 years in digital marketing with focus on social media
• Track record of successfully implemented marketing projects in an indirect business model
• Experience in event management and working with external contacts, such as agencies, business partners, dental associations and KOLs

Required Skills

Minimum skills

• Proven track record in implementing marketing and lead pipeline generation programs, including managing campaigns from concept, implementation to ROI analysis
• Excellent interpersonal and presentation skills, both on site and virtual
• Sales oriented mind set and ability to quickly build networks
• Ability to communicate fluently in English (verbal and written)
• Ability to manage timelines and establish clearly defined goals and objectives to manage multiple projects and tasks simultaneously.
• Dynamic, motivated and entrepreneurial mindset, with a strong drive to achieve goals and meet deadlines.
• Excellent planning, project management and organizational skills.
• Strategic thinker with a hands-on approach.
• Strong analytical skills, with the ability to review performance and recommend future actions.
• Proficient in MS Office 365, CRM, SAP and virtual presentation/meeting tools such as GTW, GTM and Showpad.
• Experience with CRM systems such as Salesforce to track and report lead conversions.
• Flexible and adaptable, with the ability to work in a fast-changing environment.
• Good team player with the ability to work independently.
• Willingness to travel nationally and internationally as required.
• Experience working with both direct and indirect business models.
• Marketing or product management experience in dental applications and software products.
• Knowledge of the orthodontic and implant markets.
• Application and clinical knowledge of workflows in dental practices and laboratories.