DescriptionReporting to the Director of Marketing in Canada, the Senior Marketing Manager, Special Markets will be responsible for the development and execution of targeted marketing strategies that drive growth of both Invisalign and iTero in the DSO (Dental Service Organizations) customer segment.
With a focus on B2B and B2C, as an experienced marketer, you will lead the development of the strategy through to the execution and management of traditional and digital marketing plans that drive demand across multiple channels that align to the Dental Support Organization (DSO) business objectives in support of our brand and customer experience. Specifically, the individual will develop and execute channel strategy and program(s) that strengthen our product utilization via GTM programs, sales enablement, education initiatives and consumer marketing strategies.
As a member of the Canadian Marketing team and in close collaboration with the North American Marketing team, you demonstrate an ability to work collaboratively through a matrix environment demonstrating the ability influence stakeholders across the consumer, professional, and sales teams. This person must be customer-centric, a self-starter with proven ability to execute and work independently. She/he must work effectively cross-functionally, leading collaborative efforts with sales, product management, clinical education, R&D, Legal, and outside agencies. Role includes all aspects of marketing such as positioning, messaging, product adoption, sales force partnership & enablement, pricing and promotions, trade shows, and key opinion leader programs.
Key Responsibilities

• Manage a range of projects, coordinate activities, work cross-functionally and collaboratively with the North American organization including alignment with business development managers and channel marketing teams to develop programs and strategies.
• Develop strategies for, build, execute professional engagement programs targeting general dentists, orthodontists, and their teams with the objective of fortifying clinical confidence and deepen customer relationships to facilitate the continued digital adoption evolution.
• Understand customer mindsets/behaviors and key barriers to adoption. Develop strong relationships with marketing/communications counterparts within DSOs to understand their business
• Effectively incorporate insights into development of strategic B2B and B2C marketing plans, programs, and communications to grow Align's DSO channel revenue and market share. Success is measured by case volume growth and performance against forecast.
• Develop metrics and measure ROI on Corporate Accounts marketing initiatives. Understand and communicate Corporate Accounts business trends.
• Lead and collaborate with Align consumer marketing and professional marketing colleagues to share experiences, ideas, and insights to strengthen Align Technologies' competitive advantage.
• Represent Corporate Accounts perspectives on platform development, product strategy and launches.
• Contribute to the Annual Operating Plan by defining strategic initiatives, and lead agencies through to implementation
• Develop and maintain collaborative relationships with North American counterparts and cross functional internal partners to champion initiatives and ensure adequate support and resourcing to ensure success
• Lead DSO event planning and execution
• Develop and maintain relationships with external agencies/vendors and stakeholders across the NA organization, including sales, marketing, finance, and operations.
• Take on other special projects or duties as required or assigned

Skills, Knowledge & Expertise

• Bachelor's degree in marketing or equivalent experience required, preferably in a B2B and/or B2C environment
• 10+ years of professional marketing experience with a background in marketing management (including messaging, promotions and program) in a B2B industry. Preference will be considered for candidates with pharma, medical device, corporate dental experience is an asset.
• Strong knowledge of marketing automation demonstrating a clear familiarity with Customer Relationship Management and Content Management System software
• Solid track record of success working with traditional and digital marketing tools, Salesforce/Pardot preferred
• Proficiency with MS Office suite including Word, Excel, Outlook, Adobe Photoshop illustrator, InDesign and PowerPoint required.
• Creative, self-disciplined, and capable of identifying and completing critical tasks independently with a high sense of urgency
• Proven ability to learn technical product knowledge in a highly complex industry
• Track record of being a balanced (analytical and creative) strategic thinker who demonstrates strong problem-solving skills, analytical capabilities, project management, business analysis experience (including implementation, tracking, problem resolution and reporting)
• Superior written, oral and presentation English communication skills, with French/English bilingualism an asset
• Confident and dynamic personality that is an effective & engaging presenter to audiences of varying sizes and composition (including study clubs, conferences etc.)
• Legally entitled to work in Canada and travel within Canada and occasionally to the US (about 20% of the time)