Director of Professional Marketing

Summary

Description

Accepting Applications until June 23, 2025

About the role

Cochlear is helping people hear, and be heard, all over the world. Come be a part of our amazing mission and join the number one most trustworthy company in the healthcare industry as recognized by Newsweek in its 2024 rankings of the World's Most Trustworthy Companies! In this role, you will be based in our Americas head office in Lone Tree, CO. This is a hybrid position, requiring you to be in the office 2 days per week minimum, with 3 days per week working from home.

We are seeking a dynamic and experienced Director of Professional Marketing to lead our integrated marketing strategy and execution. This role is pivotal in developing and implementing professional focused marketing strategies that align with our business objectives and regional initiatives. The Director will lead a cross-functional team including professional, clinical and indications marketing to drive revenue growth and expand market share through strategic marketing initiatives, market analysis, portfolio positioning, and targeted campaigns. Additionally, this role will focus on engaging various professionals via owned and earned marketing channels. 

Key Responsibilities

The Director of Professional Marketing is crucial for achieving our business objectives. This role will provide the strategic direction, market insights, and focused execution needed to drive revenue growth and expand our market share through an integrated professional marketing strategy

• Strategic Alignment: The Director of Professional Marketing will ensure that all marketing efforts are strategically aligned with our business goals, leading to more focused and effective campaigns.
• Enhanced Market Understanding: With a dedicated role for market analysis, we can gain deeper insights into customer needs and market dynamics, allowing us to stay ahead of competitors.
• Stronger Professional Presence: A strategic approach to portfolio positioning will enhance our visibility and reputation in the market, making us the preferred choice for customers.
• Revenue and ROI Focus: By prioritizing revenue-generating activities and optimizing marketing spend, this role will directly contribute to our financial performance.
• Market Expansion: Targeted efforts to explore new market segments and partnerships will help us capture a larger market share, driving long-term growth.

Strategy Development: Develop and implement a comprehensive marketing strategy that supports our business goals and regional initiatives. Lead and coordinate cross-functional teams to ensure cohesive and effective marketing efforts. Manage the professional marketing budget, ensuring efficient allocation of resources and maximizing ROI.

Demand Generation: Professional demand generation programs supporting Cochlear’s business objectives to expand access to hearing across all relevant medical and referral channels.

Professional Engagement: Create and implement marketing campaigns targeting healthcare professionals, including audiologists, ENT specialists, and other key stakeholders. Drive growth through engagement of various professionals via owned and earned marketing channels.

Clinical Marketing: Categorize and interpret real world evidence and insights to translate into compelling messaging that drives differentiation.

Digital Marketing: Lead digital paid marketing efforts, including search engine marketing (SEM), social media advertising, and other online marketing initiatives. This will also include ability for integrated marketing experience across other channels and platforms.

Market Analysis: Conduct market research and analysis to identify trends, opportunities, and competitive landscape to inform marketing strategies. Identify and target new market segments to expand our customer base. Develop partnerships and collaborations to enhance market reach.

Team Leadership: Provide strong leadership to a diverse team, fostering a collaborative and inclusive work environment. Set clear goals, provide regular feedback, and support team members in achieving their professional objectives.

• Demonstrate active involvement in the implementation and improvement of relevant quality procedures.
• Attract, develop, and retain the best team to deliver Cochlear’s current and future business objectives, for example, by:
  • Ensuring clarity of expectations and outcomes for individuals and team
  • Providing regular feedback on performance and alignment with the HEAR behaviors
  • Providing coaching for growth and success to build individual and team capability
• Demonstrate due diligence commitment to workplace health and safety through active involvement and implementation of Cochlear’s WHS and injury management procedures including adherence to any local legislative requirements.

Key Requirements

To add value to Cochlear in this role you'll be able to meet and demonstrate the following knowledge, skills and abilities in your application and at interview:

Minimum Key Incumbent Requirements

• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
• Minimum 8 years of experience in B2B, B2c and B2B2C, preferably within a heavily regulated industry
• Experience in leading diverse marketing teams and developing marketing talent

Required Skills

• Market Development: Leads strategic efforts in market development, designing and overseeing advanced strategies to drive significant business expansion, ensuring successful penetration and sustained growth in new and existing markets.
• Customer Journey Mapping: Leverages a deep understanding of the enterprise-wide customer journey and segment / persona nuances to develop journey maps and plays a key role in educating the broader business.
• Customer Experience Design: Leads the strategic development of the customer experience with cross-functional leaders, experimenting with AI and digital to drive enhancements, elevating brand perception and loyalty.
• Content Strategy Development: Facilitates cross-functional collaboration to craft a sophisticated content strategy driven by customer insight, using advanced storytelling to produce highly engaging, personalized, and effective content that drives significant business outcomes and brand loyalty.
• Integrated Marketing Campaigns: Orchestrates cross-functional and omnichannel campaigns, employing data-driven insights and strategic alignment to deliver a unified and highly effective marketing strategy that drives results.
• Marketing Performance Management: Defines metrics and implements performance measurement frameworks, leveraging analytics and real-time data to provide deep insights, optimize marketing strategies, and guide strategic decision making.

Desired Skills

• Customer Value Proposition: Crafts a compelling customer value proposition that differentiates Cochlear's offerings by highlighting specific emotional and rational benefits and outcomes tailored to customer segments.
• Brand Development: Develops and refines distinct key messages aligned to brand pillars and positioning strategy, using storytelling to effectively differentiate Cochlear vs competitors.
• Content Governance: Produces a wide range of high-quality content including, briefing agencies, applying strong emphasis on copywriting, reviews and approvals, while leveraging content management systems, data analytics, AI, and personalization tools.
• Content Delivery: Executes content distribution strategies by managing agencies, utilizing data-driven insights from analytics platforms, conducting testing, and applying audience segmentation to maximize performance and reach.
• Content Personalization: Implements marketing strategies to deliver more personalized and relevant content, by utilizing detailed customer data and behavioral insights, incorporating testing and leveraging customer technology platforms.
• Marketing Insights: Conducts in-depth market analysis, experimenting with AI-driven tools where relevant, identifying emerging technology trends, and performing competitor benchmarking to support strategic planning and identify growth opportunities.
• Data Management: Integrates and manages diverse marketing data sources, utilizing visualization tools to create insightful and comprehendible dashboards, and implementing data quality checks to support more sophisticated analysis and strategic decisions.
• Collaboration: Building partnerships and working collaboratively with others to meet shared objectives.
• Curiosity: Explore new trends, ask insightful questions, and seek out fresh ideas.
• Storytelling: Ability to craft compelling narratives that connect with audiences on an emotional level.

KPIs

• People leader goals & engagement
• Cross-channel integration
• Campaign ROI
• Lead volume
• Lead conversion

Total Rewards

In addition to the opportunity to develop your knowledge and grow professionally, we offer competitive wages and benefits.

• Pay Range in the United States: $165,000 – $185,000 based upon experience, as well as an annual bonus opportunity of 20% of base salary. Exact compensation may vary based on skills, experience, and location.
• Benefit package includes medical, dental, vision, life and disability insurance as well as 401(K) matching with immediate vesting, Paid Time Off, tuition reimbursement, maternity and paternity leave, Employee Stock Purchase Plan and pet insurance.

Who are we?

Human needs have always been our inspiration, ever since Professor Graeme Clark set out to create the first multi-channel cochlear implant because he saw his father struggle with hearing loss. We always start with people in mind – thinking about their needs.

For this reason, our products, services and support will continue to evolve and improve. We are by our customers’ side through the entire hearing journey, so they can experience a life full of hearing. Our employees tell us that the number one reason they enjoy working for Cochlear is the opportunity to make a difference to people’s lives and working in an organization where they can be part of bringing the mission to life each day.