Head of Marketing EMEA

1. POSITION SUMMARY

Reporting to the VP - General Manager EMEA, this position will lead the O&M Halyard EMEA Marketing organisation ensuring brand stewardship, driving digital acceleration, creative excellence, and executional efficiency in the delivery of internal and external communications programs, in addition to directing the activities of a diverse group of personnel providing strategic planning, execution, financial management and measurement of programs. All of this in alignment with key marketing initiatives in EMEA that help drive the business objectives and growth strategies.

Simultaneously, this role will focus on leading the Acute Care segment and the alternate sites segments (Adjacent Healthcare, Controlled Environment) from a marketing perspective to ensure the segment meets/exceeds expectations and support the achievement of the company’s overall strategy and goals.

The post holder is also member of the EMEA Leadership Team reporting to the Vice-President – Regional General Manager Europe, Middle East & Africa and interlinks with the International Markets Marketing leader as well as with the Global Marketing leaders in the USA. As a member of the ELT he/she has a strategic impact on the EMEA wide strategy by contributing and actively participating in key strategic projects.

Scope – Global Products, Europe, Middle East & Africa

2. JOB FUNCTIONS

Marketing

• Lead the development, implementation and monitoring of the strategic plan for the different product categories and segments across the region while translating the sales strategy into marketing activities
• Develop strategic and tactical plans and programs to achieve business objectives and expand Halyard brand’s presence in the respective markets
• With business in both direct and indirect markets, this role will focus on accelerating growth in high margin categories and optimizing the portfolio to improve competitiveness and profitability. Additionally, developing new strategies and partnerships in a highly competitive space dominated by several large and established players.
• Interacting daily with sales teams, distributors, clinical/non-clinical customers and other external stakeholders in order to gain direct customers insights on treatment options/alternatives, selling message and competitive intelligence
• Establish pricing policies and growth initiatives to drive revenue and growth
• Drive portfolio and Project Management (New Product Launches, customized product development for the different segments, Brand Building, Value proposition,…)
• Develop a Clinical Education strategy for EMEA
• Develops individual category marketing plans: market segmentation, product positioning, customer targeting, launch planning, product life-cycle management, product training, advertising and promotion in cooperation with Global Strategic Marketing (based in the US) and Regional Sales Management
• Drives marketing execution and marketing excellence to maximise profitable growth
• Consolidates and rolls-up category plans and forecasts

Marketing Communications

• Responsible for the development and implementation of integrated marketing communication programs and tools for key segment, channel & new product initiatives to support the achievement of the EMEA strategic imperatives, key initiatives, and business objectives. This includes vendor management, contract negotiations and agency selection for outsourced work.
• Develop and implement strategic brand management plans in line with the global brand positioning, both from an internal as well as external communication perspective, including the development and implementation of an OMI Halyard Brand Activation Communications Plan.
• Develop Advertising & Promotion budget and Marcom’s contribution to the deliverables. Drive ROI and coordinate the planning and tracking of programs to ensure the programs stay within budget.
• Lead the development and implementation of quarterly initiatives to help deliver the expected sales growth by closely aligning the tactical sales and marketing programs. Regular review and measurement of the ROI and effectiveness of the programs.
• Lead the organisation and deployment of all major EMEA trade shows, seminars & conferences, as well as smaller local country exhibitions (+/- 40 in total).
• Steer and lead the overall management and execution of the annual sales conference to ensure a high impactful conference that boosts confidence of the sales team.
• Develop and implement an annual roadmap and deployment plan for accelerating the overall EMEA digital presence and impact. Interact with business leadership on business requirements and work with global Marketing Communications and CRM counterparts to translate web requirements into the broader CRM/Digital/Demand Generation vision and customer journey.
• In concert with Global IT and Communications, lead the implementation of a long-term strategic vision for all EMEA Halyard Health websites, SEO, SEM, e-Commerce, microsite, and social/mobile strategy.
• Develop a strategic vision and possess sufficient understanding of the company and the business to provide insights and recommendations leading to growth. Provide sound interpretation of business dynamics in order to deliver strategic and creative recommendations.
• Steer the development and implementation of PR campaigns and programs in cooperation with external PR agencies to strengthen OMI Halyard’s brand reputation and to create awareness and sales leads for our solutions.
• Lead internal communications for OMI Halyard EMEA to support the messaging and delivery of the strategic business directions and priorities among internal employees. This includes internal organisational, business critical as well as crisis communication. Serve as main point of contact between EMEA and Corporate Communications in the US HQ.
• Partner effectively with sales leadership, marketing & product management, sales operations as well as the overall commercial organisation to support business needs.
• Manage a team of Marketing Communications Specialists and Marketing Managers.

3. EDUCATION & EXPERIENCE REQUIRED

• Bachelor's degree in Marketing/Marketing Communications or Business Management - MBA preferred
• Min. 10 years of business experience, incl. 5 years of all-round marketing & marketing communications experience and minimum 5 years in the health care industry

4. KNOWLEDGE SKILLS & ABILITIES

• Strong commercial acumen is a must – experience in the health care sector is also a must
• Successful track record of implementation marketing & marketing communications plans in a B2B market
• Robust negotiation skills and proven track record in budget management
• Successful track record of product portfolio management (product development, product launch, product life-cycle management) and team leadership of minimum 5 years
• Leadership experience both with hierarchical team management and cross-functional stakeholder management, ideally in an international company with a complex multi-cultural matrix environment
• Strong project/time management & organisational skills; ability to set priorities and manage multiple projects simultaneously
• Outstanding communication skills, strong writing skills, team-player, and team coach
• Experience exposing to and collaborating with (senior) sales and marketing management
• Heavy operational / hands-on mentality and a desire to work in a mid-size medical company with an entrepreneurial culture
• Must have a flexible approach to work and be capable of handling multiple priorities in a fast paced environment.
• Strong attention to detail with a high degree of accuracy and excellent organisational and communication skills.
• Fluency in English + minimum 1 other European language (NL/FR/GE)
• Solid knowledge of MS Office & e-marketing/ digital tools such as Showpad, Salesforce.com, Marketo, Qliq View, SharePoint, CMS, SEO, SEA, Pardot, HubSpot, and social media

5. KEY COMPETENCIES

• The person in this role understands that he/she will operate in an ISO9001 controlled environment and is willing to implement and understand the basic principles of such ISO quality standard.
• Must actively demonstrate Owens & Minor’s ideal values: Integrity, Development, Excellence, Accountability and Listening.

Owens & Minor is an equal opportunities employer