Head of Marketing, Australia (Hybrid)

Insulet started in 2000 with an idea and a mission to enable our customers to enjoy simplicity, freedom and healthier lives through the use of our Omnipod® product platform. In the last two decades we have improved the lives of hundreds of thousands of patients by using innovative technology that is wearable, waterproof, and lifestyle accommodating.

Position Overview:

Insulet is seeking a motivated and experienced Senior Marketing Manager with both HCP & Direct-to-Consumer Marketing experience. Reporting into the Country Manager, the Marketing Manager is responsible for customer acquisition, audience lead generation, engagement, retention strategies & direct management of agency partners for the Omnipod brand in Australia which includes management of budget. A key objective of the role is to develop and implement the short and long-term strategy to continue building the Australian brand & product launch to deliver consistent growth.

Key duties will include the creation and implementation of an integrated marketing strategy for the launch of a new product. This includes product strategy, channel and customer propositions to both consumer and health care professionals, messaging, with an understanding of key metrics plus ability to design compelling marketing plans and programmes to drive awareness and uptake. Marketing strategies will include brand campaigns, channel strategies, digital content plans as well as patient programs, clinical training support, key opinion leader and HCP engagement (supported by the Market Access Manager), loyalty building initiatives such as events and local advocacy partnering.

The role will also be expected to work with Medical affairs to identify medical education and clinical evidence opportunities for the brand in Australia as well as coordinate with the Market Access team on any HEOR gaps. This position will support country sales teams in the delivery of effective Marketing resources.

Responsibilities

· Develop integrated marketing strategy and implementation plans for Brand and product launch. Maintain our global lead by delivering targeted localised online and offline strategies that adheres to our global brand strategy and resonates locally in Australian market.

· Responsible for developing the long term strategy (3-5 years) for growing the Diabetes portfolio across new segments in Australia.

· Has strong digital marketing experience and understanding. Develops the overall digital marketing strategy, manage and oversees all digital marketing campaigns, including SEO, SEM, social media, email marketing etc.

· Analyse key performance indicators (KPIs) to measure the success of digital marketing efforts and make data-driven decisions.

· Collaborate with cross-functional teams to ensure alignment of digital marketing initiatives with overall business objectives.

· Builds insights and knowledge of the customer and market and communicates this internally. Creates and drives successful customer orientated marketing plans.

· Develop and lead the execution of integrated commercial launch and market development plans in the Australian Diabetes Technology space including core strategies, tactics, financial objectives and budgets.

· Leads and delivers overall brand management for Australia. This includes a mix of marketing programs in order to drive key brand performance metrics such as sales, awareness and equity.

· Design and manage lead generation, nurture, and retention strategies across online and offline channels in all parts of the customer journey, and across supporting stakeholders and ecosystems

· Lead growth and development of all marketing channels - email, CRM, paid search, SEO, affiliates, partnerships, advertising, direct mail, promotions, events, social media

· Develop community strategy to improve engagement and awareness of the brand and product

· Drive business development by identifying new partners, channels and/or testing new media

· Test, track and refine all strategies and tactics using data and analytics

· Oversees adherence of internal/external approval and compliance process, ensure required

· Champion the brand within the business and ensuring creative output is of the highest quality, meets brand needs, and is produced in an efficient and cost-effective manner

· Development and management of the digital marketing channels for health care professionals, patients and health care providers supporting the digital strategy.

· Identifies key opinion leaders and drives programs to deliver thought leadership for the brand and lead the team to ensure we are always researching and identifying strategic marketing opportunities, new channel strategies, partnerships and alliances with a view to acquiring and converting new customers, solidifying brand positioning

· Manage budget for the Marketing function, be responsible for allocating and monitoring spend to ensure the budget is optimized and cost savings identified. Works closely with:

o Country Manager and global headquarters to ensure alignment of strategy, positioning, communications, and messaging

o Sales leader and Customer Operations teams to identify and act upon field insights around growth and retention opportunities

o Head of Medical Affairs (direct to Health Care Professionals) to ensure consistency around strategy, branding, positioning & messaging across channels

o Agency partners, in strategy & execution to identify and explore innovative ideas to leverage marketplace trends, campaign development, and reporting

Key Decision Rights

· The candidate will be responsible for key product portfolio decisions as well as championing the product, promoting understanding across the business, highlighting needs and issues and driving

Required Skills, Behaviours and Competencies

· Be confident & articulate when managing external partners like external agencies and internal stakeholders

· Strategic, creative, energetic, collaborative, analytical & critical thinker, have a growth mindset and be open minded

· Ability to lead and inspire a team

· Exceptional communication skills both written and spoken and ability to influence without authority, including demonstrated experience gaining senior leader perspectives and support. Familiarity with complex, competitive markets preferred.

· Ability to connect to the patient experience.

· Project Management ability.

· Builds relationships globally/EU with Marketing professionals and leaders. Works cross functionally and in a matrix environment with colleagues in all supporting functions.

· This is a Healthcare/patient facing role where the candidate must be able to credibly work with a range of Healthcare Professionals and Patient Organisations.

· Anticipates the needs of the market by understanding key dynamics including clinical trends and builds insights, knowledge and understanding of your Country/Region and local health care

Education and Experience

· Bachelor's Degree in Marketing/Business, MSc or MBA preferred

· 10-15 years' marketing experience through traditional and digital channels and platforms, building online communities, confident tweaking and iterating using digital metrics and data.

· Working with healthcare / health & wellness brands highly regarded but not essential.

Additional Information

· The position can be hybrid or in-person at our Sydney office. The preferred location is Sydney.

· Travel is estimated at 15% but will flex depending on business need.

NOTE: This position is eligible for hybrid working arrangements (requires on-site work from an Insulet office at least 1x/week; may work remotely other days). #LI-Hybrid