Director, Marketing, North America
GTM strategy and commercial leadership
Lead cross-functional development and execution of the North America go-to-market strategy for laboratories, healthcare professionals and patients. Align Product Marketing, Market Development, Digital Experience and Creative, Customer Success, and Marketing Operations and Events around differentiated value propositions, audience journeys, channel strategies and conversion objectives. Identify the highest-value growth opportunities, make clear portfolio and resource choices, and represent marketing in regional business decisions, STRAP planning and performance reviews.
Team and functional leadership
Lead five direct reports and an organization of approximately 15 colleagues across Marketing Operations and Events, Product Marketing, Digital Experience and Creative, Market Development, and Customer Success. Establish clear charters and interfaces across the functions, coach leaders, build succession and career pathways, address performance promptly, and foster an inclusive, accountable, customer-focused culture.
Revenue growth and market position
Translate business objectives into integrated go-to-market plans that grow utilization, share and revenue across Allergy and Autoimmunity. Anticipate market shifts, define contingencies, and focus resources on programs with the strongest commercial potential.
Demand generation and patient access
Build a connected demand-generation system across payor, healthcare professional, laboratory, health-system and patient audiences. Apply segmentation, targeting and positioning to advance education, awareness, guideline, reimbursement and new-access-point initiatives that move demand through the funnel and into measurable testing utilization.
Portfolio, brand, commercialization and new business
Own regional portfolio strategy, positioning, messaging and lifecycle priorities. Provide North America input to global strategy and lead regional readiness for product, assay and menu launches in partnership with Product Development, Medical Affairs, Regulatory, Operations and Sales. Explore, develop and integrate emerging business opportunities when they fit the regional or divisional growth strategy.
Digital and omnichannel customer experience
Set the vision for owned, paid and earned channels, including web, search, social, content, marketing automation and customer journeys. Ensure campaigns are insight-led, appropriately segmented, compliant and optimized for engagement, conversion and customer value.
Customer insight, KOLs and evidence
Maintain direct connection to strategic national laboratory, health-system, channel and distribution customers, key opinion leaders and other market stakeholders. Translate regional insight into global roadmaps, forecasts and portfolio decisions, and partner with Medical Affairs and Market Development on guidelines, reimbursement, health economics and clinical evidence strategies that accelerate adoption.
Sales enablement
Equip sales teams with compelling content, tools, platforms, training and field support that improve seller readiness, funnel progression and close rates. Lead marketing partnership for national sales meetings, new-hire education and priority commercial programs.
Events, thought leadership and reputation
Set strategy for congresses, trade shows, advocacy, public relations, influencer and thought-leadership programs. Create integrated experiences that strengthen share of voice, remove portfolio silos and deliver a consistent, differentiated customer experience.
Analytics, technology and continuous improvement
Establish marketing KPIs, closed-loop reporting and an ROI framework tied to commercial outcomes. Use data, AI, automation and Practical Process Improvement to increase speed, quality, personalization and productivity while maintaining responsible governance.
Financial and operational leadership
Own the regional marketing budget and forecast, prioritize investments against revenue and margin goals, and partner with Finance to manage spend with agility and transparency. Reduce low-value work and external dependency while protecting critical growth initiatives.
Compliance and quality
Ensure marketing activities, content, systems and customer communications meet company, regulatory, privacy, quality, cybersecurity and industry requirements. Partner with Regulatory and Quality on launch readiness, audits, product communications and issue response.