Director, Product Marketing

Candela Corporation is a leading global aesthetic device company with a comprehensive product portfolio and a global distribution footprint. We are the market leader in thedevelopment, manufacturing, and distribution of medical and aesthetic laser and light-based technologies. The Company’s technology enables physicians to provide advanced solutions for a broad range of medical-aesthetic application including hair removal, wrinkle reduction, tattoo removal, improving the skin’s appearance through the treatment of benign vascular and pigmented lesions, and the treatment of acne, leg veins, scarring and other common indications. Candela develops products for the global aesthetic market. These products begin as concepts developed by Candela’s world-class team of scientists and engineers or as acquired or licensed technologies. These programs are supported by Candela’s global business unit, clinical, regulatory, and quality teams and are managed through our Product Development Process (PDP) and Quality Management System (QMS). The Company’s headquarters are in Marlborough, Massachusetts, US, with an additional R&D facility in Yokneam, Israel and commercial locations across Asia Pacific, and Europe. Products are sold direct in 18 countries worldwide and through distributors in over 60 others and are supported by field sales, field service, clinical education and marketing organizations. General Summary The Director, Product Marketing, leads the development of strategic portfolio plans, product positioning, and go-to-market execution that drive capital equipment and consumable sales in alignment with Candela’s annual financial objectives. This role operates with high independence, defining product strategy and narrative and driving business outcomes across the product line. Responsibilities include product positioning, messaging, go-to-market strategy, commercial readiness, demand generation, and competitive differentiation across global markets. Marketing plans must specifically address key HCP and MedSpa segments, with tactical programs tailored to these audiences, as well as the creation of practice-level marketing assets to support patient outreach -ultimately fostering market adoption, accelerating commercial growth, and strengthening brand leadership. This is an individual contributor position. Primary Responsibilities ·Market Positioning and Messaging oDefine and protect the product narrative, ensuring clear differentiation across the portfolio in a highly competitive aesthetic landscape and in alignment with annual financial targets oArticulate the product opportunity in market and provide product insight and leadership from introduction through end-of-life oTranslate clinical, technical, and user insights into clear, simple, language that resonates with HCPs and their patients oPartner with Clinical, Regulatory, and Medical Affairs to ensure scientific and compliant accuracy oPartner with Regional Leads in other markets to share best practices, strategies, and tactics ·Customer & Market Research oDefine research priorities and ensure customer and market insights directly inform business decisions and investment oOwn ongoing market understanding, including competitive dynamics, customer needs, and patient demand signals, and translate that understanding into strategy ·Competitive Strategy oLead competitive strategy across the portfolio; anticipate market shifts and define how to win oDevelop clear competitive claims, objection handling, and talk tracks to support field efforts oEnsure all marketing activities comply with regulatory requirements ·Go-To-Market Strategy oDevelop GTM plans for defined product launches, line extensions, promotions, and campaigns oBuild GTM playbooks, sales tools, talk tracks, and training assets that drive commercial readiness oPartner with Channel Marketing (Paid Ads, Search, Email, Events, and KOLs) to coordinate multi-channel execution across target segments and customer archetypes ·Sales Enablement & Commercial Alignment oBuild high impact sales tools including ROI models, pitch decks, one pagers, demo videos, objection handling guides, and training materials oDrive commercial adoption of strategy in the field oEnsure alignment with Inside Sales, Field Sales, Clinical Training, and Customer Support on messaging, pricing, and promotions Create content for sales meetings, webinars, product training, and KOL-led education ·Demand Generation oPartner with Growth & Channel Marketing to develop campaigns (B2B2C) that generate qualified leads oSupport content development for paid media, social, email, influencer, and experiential marketing oWork PR agencies to pitch stories, awards, and thought leadership angles that reinforce category leadership oBuild provider and patient facing narratives that increase interest, trial, and adoption ·Product Leadership oServe as the internal champion and commercial voice for the product(s); collaborate with Global Business Units to continue to define unmet needs and gaps in the market oAlign Product Management, Sales, Clinical, Customer Support, Training, and Executive teams around a unified GTM strategy and messaging oEnsure all assets, activities, and programs ladder up to one cohesive narrative oPartner with Clinical, Regulatory, and R&D Teams to drive post market studies to expand treatment indications, as required ·KPIs oUse analytics to guide strategic decisions, including investment allocation, portfolio trade-offs, pricing strategy, and growth modeling oDevelop, design, and implement strategies and tactics that deliver against measurable KPIs to drive significant and profitable year-over-year growth of product lines oMonitor and analyze marketing initiatives' brand performance metrics, market share, and ROI. oMonitor funnel performance and adjust messaging and assets to improve MEL to MQL to SQL conversion oProvide regular reports and insights to senior management on brand performance and market dynamics oAdjust strategies and tactics based on data-driven insights and market feedback Knowledge/Educational Requirements ·Bachelor’s degree in business administration, public health, marketing; MBA (preferred) 7+ years in product marketing with 2+ years with global responsibility (preferred) This job description is not all inclusive and is intended to capture a majority of the job functions. Special projects and other tasks may be required by management. Originally posted on Himalayas