Director, Corporate Marketing

Information Technology
in Mountain View
, CA
Reference: 19-02853

Major Functional Areas/Projects for the Corporation:

  • Marketing communications
  • Corporate communications and branding
  • Public and media relations
  • Website strategy
  • Tradeshow strategy


  • Key support for investor relations during quarterly quiet periods
  • As a key member of the Management team, this position is responsible for developing and implementing a marketing and communications strategy to various audiences – field force and customers (working with product management and sales), employees (working with HR), media and investors/analysts (working with CFO and investor relations)
  • This individual will also coordinate and supervise the work with outside communications agencies (advertising, PR, etc.)
  • The incumbent sets goals, monitors work, and evaluates results to ensure that departmental objectives and operating requirements are met and to ensure that strategy and messaging are carried out in a consistent manner with visible results and that these are in line with the needs and mission of the organization
  • Work directly with members of the senior staff to set overall organizational communications and public relations policies and priorities
  • Consider and analyze the implications of proposed actions and decisions on the whole organization
  • Work with marketing and sales management to coordinate customer communication
  • Work with HR to ensure clear employee communication of vital corporate information

Strategic Planning and Execution: 

  • Assist in developing the Marketing department’s strategic plan, which addresses critical issues in the communications area
    • The plan will set out objectives for each strategic area of his/her department and outlines plans for achieving those objectives.
  • Develop and recommend an annual plan for the Marketing and Communications department
    • The plan will set out objectives, plans, budgets, and specific activities to be pursued in each area of responsibility. This plan will be developed in the context of the organization’s strategic and operating plans and will be directed at supporting the objectives established in those plans
  • Responsible for the development and implementation of an annual strategic communications calendar to ensure coordinated campaigns are well-timed throughout the year across all product lines, with higher levels of activity around tradeshows and other media events as warranted in order to provide the greatest return to the organization
  • Ensure all events are planned to capture the attention of the intended audience and the media
  • Make presentations to senior management on marketing and communications strategies and activities
  • Create both strategic and tactical marketing and communications plans to achieve branding, imaging and other key marketing goals
  • Supervise execution of said plans
  • Coordinate with the Market Intelligence department in order to keep abreast of changing demographics and other relevant issues in order to evaluate marketing and communication activities and to monitor emerging issues
  • Keep abreast of all trends in the industry
  • Develop and implement communications and media strategies that successfully deliver information and key messages to target audiences
  • Develop and maintain a strong and productive relationship utilizing both print and electronic media, including innovative, appropriate strategies using social networking sites
  • Ensure the organization is understood by the media and the media are interested in presenting information to target audiences in a manner that informs and educates them on the organization
  • Provide ongoing media training to the management team and volunteers
  • Ensure management and volunteers have the skills and confidence to deliver appropriate messages during interviews with the media
  • Manage the use of external resources as they pertain to the marketing and communications function (e.g. advertising agency, PR firm, printers, etc.)
  • This position has responsibility for working with the Marketing, Sales, and Management teams to develop and implement marketing and communications strategies and approaches
  • Strong leadership, detail-minded, demonstrable experience with foresight, and interpersonal savvy as it relates to diplomacy with internal and external stakeholders is mandatory

Marketing Communications:

  • Work closely with the Product / Market Management team to optimize the execution of strong, targeted, and well-communicated product launches and special campaigns
  • Spend time traveling in the field to understand the communications needs of the salesforce
  • Execute on that understanding with relevant and high-impact marketing collateral
  • Consider impact on international customer base of all marketing campaigns and collateral
  • Ensure the creation of modular marketing materials that can be used for various audiences
  • Understand the hospital environment and the sensitivities of that customer base, including regulatory (FDA, among others), data publication and dissemination, and promotional limitations and communications material controls
  • Has experience in running a communications department compliant with FDA and ISO regulations

Department Management:

  • Make decisions relative to the selection, promotion, utilization, retention and compensation of the communications staff
  • Make decisions relative to the selection and utilization of outside communications vendors and manage and monitor their progress
  • Provide strong, effective and highly visible leadership to the Marketing and Communications team in order to capitalize on the full potential of this most critical resource
  • Ensure that all employees are stimulated, motivated and guided to contribute fully to the realization of the mission, vision, goals and objectives
  • Empower employees to identify innovative approaches to enhance organizational performance
  • Develop and manage the annual budget based on carefully planned needs in communications, advertising, promotions and media relations

The Ideal Candidate: 

  • Individual must possess a minimum of seven years of combined senior management and communications experience in the healthcare arena
  • Experience must include strategic planning, communications planning and management, marketing and media relations
  • Must have experience in successfully positioning a company or major brand, including execution of rollout strategy
  • Experience with managing and developing people
  • Must have prior experience and understanding of working in a public company
  • Prior experience with investor relations is highly desirable
  • Demonstrated project management skills
  • Individual must be a strong communicator, have excellent written, presentation, oral communications and interpersonal skills
  • Must be a motivated self-starter who can work independently but also have proper sense about when to check in with manager
  • Must possess strong leadership skills, be able to motivate and influence others, even non-direct reports
  • Must have ”business savvy” and understand the impact of their decisions in a broader corporate / industry environment
  • Must be able to think creatively and strategically and see the “big picture”
  • Must have excellent judgment and be able to work in a changing environment
  • Must have knowledge of the medical sales process
  • Must be comfortable with medical capital equipment solutions which are complex products involving hardware and software

Basic Qualifications:

  • 5+ years of marketing experience to include managing strategic communications efforts, public relations, investor relations, tradeshows, advertising and collateral creation
  • Bachelor’s degree in business, marketing, communications or an equivalent combination of education, training and expertise

Preferred Qualifications:

  • 3+ years of experience in marketing within the medical device industry
  • 2+ years in a healthcare industry
  • MBA
  • 8+ years of marketing experience to include managing strategic communications efforts, public relations, investor relations, trade shows, advertising and collateral creation