VP, Commercial Marketing

About the Job

The Vice President, Clinical Commercial Marketing, is a key member of FMI's Clinical Commercial Business Unit (BU) and Leadership Team (CLT). This entrepreneurial, hands-on leader is tasked with building and driving the end-to-end marketing capability for the business unit. This role is responsible for leadership of market insights & analytics, marketing strategy, downstream marketing to providers, payers and patients, branding and creative, channels marketing, and commercial thought leader engagement. This matrixed role also partners closely across FMI, including with the Product organization, BioPharma, Medical and counterparts within the Roche ecosystem.

Reporting into the Chief Commercial Officer, the Vice President, Clinical Commercial Marketing, is a key member of the Commercial Leadership Team (CLT). The Commercial Business Unit is one of three business units at FMI (US Clinical, International Clinical, Biopharma), building deep relationships with FMI's clinical customers to advance the practice of precision oncology and transform cancer care. The Clinical Commercial unit has great ambition to further increase our growth and leadership position and help shape the future of cancer treatment.

The ideal candidate is a broadly experienced marketer, with deep oncology and molecular diagnostics experience preferred. The VP is an exceptional leader-by-influence and matrix navigator who advances FMI's mission beyond the boundaries of the role.

Key Responsibilities

• Hire, develop, and motivate a high-performance team of marketers. Build an effective organizational structure, processes, and a collaborative culture that emphasizes the achievement of both short- and long-term business objectives with measurable impact on customers including providers, payers and patients.
• Develop a comprehensive strategy and marketing plan to drive brand awareness and market share that competitively position FMI for success.
• Create demand for products in a customer-centric manner by developing and overseeing the execution of the marketing plan. This includes defining and segmentation of the market, targeting and positioning, and all aspects of the marketing mix (product, place/distribution, price, and integrated marketing/promotion).
• Lead all product launches, promotional marketing campaigns, and marketing communication efforts, aligning them with the company's commercial strategy.
• Commercialize new product launches, including but not limited to, development of product marketing strategy, value proposition, positioning, messaging, and sales content.
• Actively manage the advertising agency relationship and deliverables, ensuring a cost-effective approach.
• Manage enterprise Creative Team in managing the corporate brand and developing high-impact creative content to drive programs for Commercial, BioPharma, Internal Communications and External Communications.
• Develop and launch commercial thought leader engagement strategy in collaboration with Commercial, Medical Affairs, Clinical Development, R&D and BioPharma colleagues.
• Serve as a member of the Commercial Leadership Team (CLT) to lead and participate in strategy development, decision making, and creating a great place to work in Commercial.
• Cultivate a strong alliance with the Sales, National Accounts, Payer, and the Commercial Execution teams to constructively partner and contribute to corporate/commercial goals and objectives.
• Develop and manage metrics to track and maintain an active awareness of marketing program success. Distill findings into actionable insights to evolve program success.
• Leverage market research and third-party data to size the market opportunity and translate this knowledge into successful marketing programs. Perform in-depth analysis with critical external and internal stakeholders to understand adoption barriers.
• Integrate marketing communication promotional plans into the marketing foundation, develop communications tools, and define key conferences that enhance the company's presence and complement the overarching marketing business plan.
• Drive an integrated market approach, ensuring "voice of customer" information is considered for all new products and identifying present and future business needs, trends, and opportunities.
• Establish necessary collaborative processes and forums to internally gather, synthesize, and communicate market insights.
• Collaborate with key internal stakeholders across multiple organizations (Product, Medical, BioPharma, and others) to ensure strategic co-development and positioning of data, assay, and medical solutions within the portfolio.
• Develop global relationships and build credibility with critical internal cross-functional stakeholders from Foundation Medicine and Roche.
• Travel domestically and internationally up to 40% of the time.
• Other projects as periodically assigned.

Qualifications:

Basic Qualifications:

• Bachelor's Degree in Scientific, Marketing or Business Concentration, OR equivalent work experience.
• 15+ years of progressive marketing experience in biotechnology, pharma, or clinical diagnostics
• 5+ years of experience leading and managing teams.

Preferred Qualifications:

• Advanced Degree, such as an MBA, MPH, JD or PhD
• 15+ years of work experience in upstream and downstream marketing, preferably including Commercial and diagnostics, of which 5+ years are in Oncology
• 7+ years of experience leading and managing teams
• Experience in healthcare with an emphasis on diagnostics and genomics
• Globally focused marketing or sales experience and a deep understanding of the end-to-end oncology marketplace
• Direct product launch experience including regulatory, access, marketing, and sales
• Experience building relationships with key customers, cross-functional partners, and external business partners
• Experience developing an organizationally aligned culture that enables team members to do their best work
• Familiarity with developing global marketing strategies and marketing plans to drive organizational growth
• Knowledge of gathering industry trends, generating deep customer insights and competitive intelligence to target global market segment
• Entrepreneurial mindset, with a bias for action and ability to deal with extreme ambiguity and rapidly changing environments
• Excellent communication and interpersonal skills at senior executive and stakeholder levels
• Understanding of HIPAA and importance of privacy of patient data
• Commitment to FMI values: patients, innovation, collaboration, and passion

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