Latam Brand Manager

JOB PURPOSE :

Develops and implements regional strategies for launching surgical franchise devices across LATAM markets, ensuring effective positioning, market penetration, and long-term growth. Conducts competitive analysis and market research to identify opportunities, assess consumer and professional behaviors, and evaluate the profitability and viability of new product launches. Ensure alignment with market needs. Provides strategic marketing direction, promotional strategies, lifecycle management for assigned products, and the integration of digital tools to enhance market engagement and operational efficiency. Serves as a key liaison between commercial teams, healthcare professionals, and internal stakeholders to drive product adoption and success.

MAIN ACCOUNTABILITIES :

• Market Development and Product Launches: Lead the introduction of surgical devices in established LATAM markets, ensuring proper market segmentation and positioning.
• Develop and execute strategic marketing and communication plans tailored to regional needs and opportunities.
• Responsible for regional product launches.
• Work in close collaboration with Brand Managers in each LATAM market to plan for product launches and marketing activities.
• Design and implement region-specific digital marketing strategies, including Salesforce, webinars, email marketing, lead generation, online training modules, virtual events, and data-driven decision-making tools.
• Drive the adoption and integration of digital platforms, tools, and analytics to enhance customer engagement, market intelligence, and operational efficiencies.
• Collaborate with IT and marketing teams to ensure seamless deployment of digital initiatives aligned with product and market objectives.
• Brand Positioning and Promotion: Oversee brand positioning strategies and promotional activities to establish leadership in the surgical ophthalmology space.
• Leverage product evaluation tools, samples, and strategic demonstrations to enhance customer engagement and product adoption.
• KOL and Stakeholder Engagement: Develop and maintain relationships with Key Opinion Leaders (KOLs), surgeons, and decision-makers to drive advocacy and adoption of advanced technology.
• Organize and support training programs for physicians, residents, and staff involved in the product's surgical processes.
• Product Knowledge and Technical Support: Serve as a technical advisor to internal and external stakeholders, providing expertise in product usage, troubleshooting, and demonstrations.
• Ensure a high level of knowledge about the company’s products and competitor offerings.
• Market Intelligence and Reporting: Gather, analyze, and report market data to identify trends, assess performance, and guide strategic decisions.
• Plan, report, and align daily activities with sales force teams to maintain strategic focus and execution excellence.
• Performance Monitoring and Compliance: Track and ensure compliance with KPIs related to product adoption, brand positioning, and customer satisfaction.
• Monitor the effective use of assigned tools and ensure the optimal management of samples and demonstration equipment.

REQUIREMENTS :

• Experience: At least 5 years of experience in medical device marketing, preferably in surgical ophthalmology or high-tech healthcare sectors. Proven track record of successful product launches in regional or new market contexts. Experience implementing digital tools and marketing strategies to enhance market engagement.
• Skills and Competencies: Strong analytical and strategic thinking capabilities. Exceptional communication and presentation skills for engaging with diverse stakeholders, including KOLs. Proficiency in managing and interpreting market research, competitive intelligence, and digital analytics.
• Education: Bachelor’s degree in marketing, Business Administration, Life Sciences, or related field (MBA preferred).
• Languages: Fluency in Portuguese, Spanish, and English.