Director of Product Management and Marketing

Job Description

Job Description

At HoverTech International, an Etac company, we care for and improve the well-being of patients and caregivers by delivering trusted and safe patient handling and mobility solutions.

We are seeking a collaborative, hands-on  Director of Product Management and Marketing,  for our HoverTech Acute Care business unit, who will lead   the product management and marketing   functions for a portfolio of   products sold primarily to acute-care hospitals and health systems. The Product Management and Marketing team plays a vital role in understanding customer needs, shaping product strategy, commercializing innovative products, equipping the sales organization for success, and driving sustainable business growth.

The  Director of Product Management and Marketing  will influence product strategy, lead and develop a high-performing team, collaborate with an experienced leadership group, and make a lasting impact on our customers, our business, and the future of patient care.

***Must have medical-device product management and marketing experience to be considered. 

HoverTech International offers:

• A competitive salary with bonus potential
• 8:00am-5:00pm M-F
• 100% employer paid benefits (for employee and family)
• Medical, dental, vision
• PTO
• 401K plan
• Life insurance
• Tuition reimbursement

Director of Product Management and Marketing Responsibilities: 

Leadership 

• Lead, coach, and develop a high-performing team, including Product Management, Marketing Communications, and Conferences & Events professionals, while actively contributing to key product management and commercialization initiatives. 
• Establish priorities, allocate resources, and ensure effective execution across Product Management, Marketing Communications, and Conferences & Events. 
• Foster a collaborative, accountable, and customer-focused team culture that supports continuous learning and professional development. 
• Build strong cross-functional partnerships with Sales, Clinical Education, Product Development, Operations, Quality/Regulatory, Customer Service, Finance, and Executive Leadership. 
• Develop annual departmental objectives, budgets, and performance metrics aligned with the company's strategic priorities.

Portfolio Strategy and Upstream Product Management 

• Lead portfolio strategy through market assessment, customer segmentation, competitive analysis, and portfolio planning. 
• Establish a structured Voice of Customer (VOC) process to identify, validate, and prioritize unmet customer needs and new product opportunities. 
• Lead the development of market assessments, business cases, market requirements, and commercial inputs to support stage-gate product development and represent the voice of the customer throughout the process.
• Manage the product portfolio throughout its lifecycle, including product enhancements, rationalization, and discontinuation recommendations. 

Commercialization and Downstream Product Management 

• Develop product positioning, value propositions, messaging, and commercialization strategies, and lead the successful launch of new products and significant product enhancements.
• Develop sales enablement tools and customer-facing materials, including presentations, competitive comparisons, case studies, and objection-handling resources.
• Monitor product performance, customer feedback, competitive activity, and market trends to identify opportunities for portfolio improvements and commercial growth.
• Collaborate with cross-functional teams to contribute to the evaluation, communication, and resolution of product issues.
• Partner with Sales leadership to support key-account strategies, customer engagement, and commercial execution.

Marketing Communications and Brand Management 

• Direct the company’s brand, messaging and marketing-communications strategy. 
• Oversee the development and execution of marketing communications, including graphic design, collateral, website content, digital marketing, email communications, social media, and video. 
• Ensure that promotional materials are accurate, consistent, appropriately substantiated, and compliant with applicable regulatory requirements. 
• Establish, monitor, and continuously improve performance metrics for digital engagement, campaign effectiveness, lead generation, and sales enablement.
• Manage external agencies, freelancers, and other marketing partners, as appropriate.

 Conferences and Events 

• Develop and execute the annual conference and event strategy, including conference selection, exhibit strategy, messaging, staffing, and logistics.
• Maximize the commercial return on conference investments through lead generation, sales follow-up, and post-event performance evaluation.

Director of Product Management and Marketing Qualifications:

***Must have medical-device product management and marketing experience to be considered. 

• Bachelor’s degree in marketing, business, healthcare, engineering, life sciences or a related discipline. 
• 8+ yrs. experience in medical-device product management and marketing. 
• Must have 3+ yrs. experience leading and managing product managers and marketing professionals. 
• Demonstrated experience with both upstream and downstream product management. 
• Experience marketing products to acute-care hospitals, IDNs or health systems. 
• Demonstrated experience conducting Voice of Customer (VOC) research, market assessments, business case development, and commercial input into new product development.
• Demonstrated success commercializing and launching medical-device products.
• Working knowledge of medical-device promotional-review and regulatory-compliance requirements. 
• Demonstrated success collaborating with Sales, Product Development, Clinical, Regulatory, Quality, Operations, and Finance. 
• Willingness and ability to obtain and maintain hospital vendor credentialing.
• Ability to travel domestically approximately 20%–30%. 

Director of Product Management and Marketing Preferred Qualifications:

• MBA or other relevant advanced degree.
• Experience in safe patient handling, pressure injury prevention, hospital consumables, or nursing products. 
• Experience in a middle-market or lean medical-device organization. 
• Experience marketing through a combination of direct and independent (1099) sales representatives, GPO contracts, and IDN relationships.