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Sr. Director, Marketing

Company: SeraCare Life Sciences Inc.
Location: Milford
Posted on: September 13, 2020

Job Description:

LGC’s Clinical Diagnostic Business Unit (formerly Seracare Life Sciences and Maine Standards) is committed to supporting the success and development of our employees. We are continuously engaging with our leadership team and thinking of the best ways to expand the bright futures of each individual. Employees are encouraged to think outside the box, take initiative, and feel a sense of ownership. We take pride in our organization and are passionate about the endless success we know we can achieve.

We Grow Together as a Team With over 225 employees, LGC Clinical Diagnostics is right-sized to allow for meaningful, long-term career growth. Our close-knit culture fosters interaction between employees across all levels of the organization. Executives, managers, and mid- and entry-level employees collaborate in team discussions and stand-up meetings, strategize solutions as one team, and network across departments and locations. As part of LGC (, you also become part of a global network of colleagues and expertise across our scientific, operational and commercial functions and are encouraged to share your skill-sets and learnings with like-minded colleagues.

Explore Career Opportunities with LGC Clinical Diagnostics Find available career opportunities by using the search interface below and completing the online application.

Watch videos of our Maine and Maryland locations: Subscribe to One of Our Diagnostic Precision Blogs LGC’s Clinical Diagnostics Division develops and manufactures a comprehensive portfolio of catalogue and custom-developed diagnostic quality solutions and component materials for the extended life sciences industry. We partner with IVD assay developers, and pharmaceutical, CRO and academic institutions in commercialization activities across the entire diagnostic pipeline - from concept and early stage research, through expedited product development and onwards into routine clinical use. Laboratorians and diagnostic professionals across disciplines of clinical chemistry, immunochemistry, serology, molecular diagnostics and clinical genomics rely on LGC’s products to support accurate and reliable diagnostic results.

Our operating entities include SeraCare Life Sciences and Maine Standards Company, which are in vitro diagnostics (IVD) manufacturers of quality measurement tools (calibrators, controls, linearity, EQA/PT, biological materials) and the Native Antigen Company, which is a manufacturer and supplier of viral antigens. Our 300+ employees operate FDA-registered and ISO 13485-accredited facilities in Maine, Massachusetts and Maryland, USA, and an ISO 9001-accredited facility in Oxford, UK.

Each day, our world-class staff, scientific expertise, operational efficiency and superior quality systems are ready to support the range of advanced technologies that collectively improve patient outcomes - from the widely adopted and established through to cutting-edge NGS and precision diagnostics.

Job Purpose

The Sr. Director of Marketing is responsible for the development and implementation of “best-in-class” marketing strategies and tactics that support the business’ product and service offering. This position has direct oversight of activities across marketing functions including - channel management to include digital marketing, eCommerce and support of direct sales; business analytics; positioning and brand management; facilitation of thought leadership and internal and external communications. This position ensures that budgets, timelines and performance objectives are met.

Key Responsibilities

Champion the Voice of Customer.

Develop annual Marketing Budget.

Core member of the Commercial Leadership Team.

Leader of multiple work streams in support of key marketing activities.

Monitor, evaluate and report on all marketing activity, assessing impact across revenue, share growth and ROI

Works with Product Management/Portfolio Management in making critical decisions for the prioritization of future marketing initiatives.

Strengthen marketing competency across cross-functional teams within the business, improving the base level of knowledge and providing exposure to emerging marketing trends.

Execution of Marketing Strategies and Tactics Lead the systematic planning, development and delivery of robust marketing strategies and tactics that align to the Business Plan and support the business’ efforts to meet revenue and EBIDTA financial targets. Identify, qualify and manage external supplier relationships including agencies, PR and industry-relevant marketing organizations

Engage with Sales, Business Development and Portfolio Management leads to align marketing activities in support of both existing business and growth plans across all customer and market segments.

Employ market research to identify and interpret changing customer attitudes, demands and the unmet needs for global diagnostic products and services. Lead commercial product launch activities.

Lead product positioning and promotion activities for current product portfolio.

Champion the CRM program and develop relevant reporting tools and metrics.

Marketing Communications Use customer insights to inform and develop compelling communication strategies.

Oversee the development of creative content and collateral.

Manage marketing campaigns and coordinate the Media Plan.

Define and validate a messaging framework, informed by best-practice and using state of the art tools in order to promote market development and support sales efforts.

Implement a comprehensive digital strategy for the business, in areas including social media, SEO, PPC, e-Blasts and integrated digital and traditional marketing tools.

Develop tools and techniques to support indirect sales via In Vitro Diagnostic (IVD) manufacturers and/or distribution channels.

Manage the promotional materials review process for all public facing materials including regulatory, clinical and legal approval.

Brand Management & Identity Champion the “look and feel” of the brand to both internal and external audiences and monitor compliance to brand standards.

Manage tangible and intangible brand elements such that they reflect the business’ core values, establish credibility and strengthen the value proposition in order for price growth and increased customer loyalty.

Align the business’ brand with the corporate identity and engage with corporate marketing resources.

Coordinate with the Portfolio Management team: Leverage segmentation strategies and implement tactical marketing activities to support current products and new product launches to meet financial goals.

Establish feedback mechanisms and monitoring tools for new products and product enhancements.

Support the business’ growth with product and servicing offerings outside of its core lines.

Clearly define product and service positioning to target audiences.

Support new product launches by working closely with Product Management, Sales and business leadership to ensure messaging, positioning and effective content quality and consistency

Support the Portfolio Management team in managing a market-relevant pricing architecture for products, portfolio segments and sectors.

Thought Leadership Develop a cohesive strategy for the engagement of key internal (including corporate) and external stakeholders, key influencers and opinion leaders, and external bodies and other partners, in coordination with the CSO, for the advancement of LGC in our applied markets.

Personnel Lead the marketing team, implementing structures and processes that allow the team to deliver on objectives while fulfilling their roles and supporting their professional development.

Promote an environment supportive of positive communication and respect.

Build strong relationships with Sales, Portfolio Management, Business Development, Technical and Operations teams.

Knowledge, Experience and Technical Skills Demonstrated ability in marketing planning and execution, with outstanding commercial and marketing literacy

A track-record of delivering projects within set timelines and within budget.

Demonstrated ability to navigate quickly across complex strategic, commercial and regulatory terrain and make well-reasoned decisions.

Highly effective oral and written communication skills, with effective meeting and presentation skills.

Sound creative judgement, including the ability to write compelling, relevant and distinctive briefs for use inside and outside the business.

Highly effective analytical and financial skills, with a demonstrated ability to prepare business cases supporting them with financial justification and optimize campaign performance and inform future strategies.

Demonstrated ability to lead and motivate others, including managing complex projects and directing activities of multidisciplinary teams.

Narrative / storytelling ability to inspire and excite others around key recommendations.

Action-oriented, collaborative team player with a keen focus to executing tactical plans on time.

Fosters a culture of innovation by always being open to new ideas, encouraging employees to experiment and consider seemingly unconventional ideas, supporting others who take calculated risks, recognizing and rewarding innovation.

Continuous learner, always seeking opportunities to improve effectiveness of campaigns.

Flexible—able to work effectively in a variety of environments and situations.

Effectively applies insights of markets and customer behavior, communicates effectively and leverages knowledge to benefit business planning and strategy.

Strong leader in the development and execution of content marketing strategies and influencer development.

Education and/or Experience Bachelor’s Degree in Marketing, Business Administration or related scientific discipline. MBA preferred.

10+ years of marketing experience, including 5+ years in marketing execution strategy development and deployment.

Clinical diagnostic industry experience preferred.

Proven management experience with a track record of having planned and delivered significant growth.

Understanding of B2B and/or B2C content marketing, marketing automation (eg. Hubspot) and classical channel marketing.

Developing digital acquisition and retention strategies based on direct-response, data-driven insight.

Managing established KPIs spearheading analytics reporting, analysis and communication of implications.

PHYSICAL DEMANDS: The physical demands are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Requires prolonged sitting and working at a computer monitor. Repetitive motion using a keyboard for long periods of time. May occasionally be required to lift and move material weighing up to 10 lbs.

WORK ENVIRONMENT: The work environment characteristics are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Agreeable work environment typical of an open office setting with some exposure to noise from office machines.

Occasional travel, including overnight and international, is required.

Keywords: SeraCare Life Sciences Inc., Milford , Sr. Director, Marketing, Other , Milford, Connecticut

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