The Marketing Manager is responsible for leading the commercial marketing direction of the Interventional Cardiology business in Thailand, with full accountability for portfolio revenue, market share performance, pricing discipline, and effective budget utilization. This role owns portfolio management and positioning, new product and therapy launch success, KOL strategy, and sales enablement, and ensures consistent, high-quality delivery across all commercial marketing activities.
Responsibilities
1) Business & Portfolio Strategy
- Develop and execute annual and long-term marketing strategies for the IC portfolio.
- Define portfolio priorities, product positioning, pricing strategy, and commercial differentiation.
- Lead market sizing, segmentation, targeting, and opportunity mapping.
- Analyze competitor activities, pricing, and market share trends.
2) New Product & Therapy Launch Leadership
- Own end-to-end new product launches (planning, training, targeting, execution).
- Work with regional teams on launch readiness.
- Lead value proposition development tailored to Thailand.
- Track launch performance vs. forecast and drive corrective actions.
3) Sales Enablement & Commercial Execution
- Design and lead the development of selling approach, commercial playbooks, core sales tools: competitive positioning, product decks, clinical evidence, competitive comparisons, objection handling, economic value tools.
- Support key accounts, major bids, and therapy conversion projects.
- Conduct regular joint calls to sharpen execution and messaging.
4) KOL & Therapy Development
- Own KOL strategy.
- Lead the development of National Speakers, Reference Centers, Training Hubs.
- Lead therapy development programs e.g. local publications, case studies, real word data where applicable
5) Marketing Programs & Demand Generation
- Lead the design and execution of national marketing campaigns e.g. local congresses, symposiums, and scientific events.
- Allocate and control marketing budget.
- Ensure full compliance with regulatory & ethical standards.
6) Forecasting, Budget & Business Performance
- Own marketing inputs into sales & operation and demand planning.
- Develop and manage the annual marketing budget.
- Track ROI of campaigns, events, and launches.
- Review product-level performance, competitive price moves
- Drive corrective actions
7) People and Cross-Functional Coordination
- Directly manage, coach, and performance-manage Country Product Manager, including objective setting, execution quality, training standards, and product adoption performance
- Partner closely with: Sales, Regional Marketing, Regulatory, Sales Operation, Customer Service, and Finance to ensure demand accuracy, launch readiness, price discipline, margin protection, and revenue delivery
Qualifications & Experience
- Bachelor's degree in Life Sciences, Business, Marketing, or related field
- 5-10 years of experience in medical device or pharmaceutical marketing
- Strong background in Interventional Cardiology, Cath Lab is a must
- Proven success in: Portfolio strategy, New product launches, KOL development, Sales enablement
- Product launch management
- Experience working in a direct sales organization is essential
- Excellent command of Thai and English.
Core Competencies
- Strong commercial & analytical mindset
- High ownership and execution discipline
- Ability to work in a high-pressure, price-competitive environment
- Strong cross-functional influence
- Excellent project & launch management
