Downstream Marketing Associate

Competitive Insights

• Knows the market positioning and strengths/weaknesses of key competitors.
• Identifies key recipients of marketing intelligence and information
  
  

Customer Insights

• Understands the primary and secondary customer groups.
• Describes the offerings of a product line and their primary features.
• Understands the various reasons (variables) of why customers buy the product or service.
  
  

Customer Centric Development

• Identifies critical customer needs and preferences.
• Provides customer feedback to marketing leadership.
  
  

Developing the Strategy and Marketing Plan

• Contributes specific analyses to aid in the construction of the marketing plan using the
  
  

marketing plan template

• Understands the components of the Stryker marketing strategy framework and how they fit
  
  

into strategy and marketing plans.

• Understands the purpose of a marketing plan and the components of the Annual Marketing
  
  

Plan template. Understands all aspects of the marketing plan template.

• Provides metrics and updates back to the larger group on applicable individual segments of
  
  

the process.

Budgets

• Understands basic budget management principles.
  
  

Value Prop Segmentation

• Understands the different approaches to segmentation.
• Understands what segmentation is and why it provides efficiency to the commercial effort.
• Understands the concept of Main and Dynamic variable.
• Lends support and analytical help in segmentation work.
• Supports market research to collect customer insights for segmentation. Value Prop Targeting & Positioning
• Understands role of segmentation in defining a target audience.
• Understands the role and importance of positioning.
• Understands the role of the positioning statement in connecting Strategic (Marketing and Source of Volume) and Executional plan.
• Understands the major components of a target audience description (revealing behaviors, descriptions of the key main and dynamic variables, executional guidance, potential sales objections). Brand Stewardship
• Understands what a core competence is; knows the core competencies of the company as specified by the board.
• Understands the meaning of a core competence, of a strategic asset and how they connect to customer perceptions of the brand.
• Understands the meaning of a product or portfolio, approaches to brand structure (umbrella, distinct, hybrid) and their strategic implications. Evidence Generation
• Identifies key elements of the Value Proposition that require evidence. Marketing Objective
• Understands stakeholder roles in the context of the product or portfolio.
• Understands the difference between a customer acquisition and retention strategy.
• Identifies whether a business goal meets SMARTI criteria. Source Volume and Strategic Objective
• Defines each of the four customer groups of the product or portfolio: non-users, exclusive users, competitive users and multi-brand users.
• Understands the difference between stimulating demand and earning share strategies.
• Identifies each of the Big Picture strategic quadrants.
• Understands the impact of the category definition on key strategic variables (customer targets, core competence, competition) Sales Distribution Channel
• Identifies basic sales channels used by the organization.
• Cites examples of sales channels for specific products, services or customers. Sales Enablement
• Is the Subject Matter Expert for applicable products/product lines and able to field technical questions. [note: some products are more technical than others and will take longer to get to SME status]
• Familiar with the field sales structure and the role of sales in the overall marketing mix.
• Gathers information for documents such as presentations, proposals or product guides. Sales Training
• Supports sales training initiatives and programs throughout the year.
• Supports the on-label use and promotion of all products.
  
  

Supply Chain

• Understands a PLCM plan. Pricing
• Has a working knowledge of relevant internal and external data sources for pricing.
• Understands different approaches to setting price (financial, competitive, and customer value considerations). Communication Strategy
• Understands the various types of communications objectives and channels.
• Identifies the various types and formats of communication that are commonly used outside of the organization. Marketing Channel
• Understands the different channel strategies and associated business implications. Effectiveness Measurement
• Familiar with marketing metrics for the product or portfolio and the department.
• Uses appropriate scorecards to track results.
• Provides examples of business measurements used in own area. Customer Satisfaction
• Understands and educates sales on customer complaint process.
• Tracks existing KPIs and reports back to the organization.
• Understands customer satisfaction inputs.
• Shares basic customer satisfaction input trends with the salesforce. Business Analytics
• Describes key aspects and benefits of business analytics.
• Explains measurements of business performance and how to identify trends. Other
• Supports presentations to leaders, sales, and customers
• Leads the execution of key customer engagements and events that support critical business needs, including ensuring compliance requirements are understood and observed
• Intentionally learns while gaining experience.
• Builds stable relationships.
• Demonstrates ownership and integrity of work.
  
  

Health benefits include: Medical and prescription drug insurance, dental insurance, vision insurance, critical illness insurance, accident insurance, hospital indemnity insurance, personalized healthcare support, wellbeing program and tobacco cessation program. Financial benefits include: Health Savings Account (HSA), Flexible Spending Accounts (FSAs), 401(k) plan, Employee Stock Purchase Plan (ESPP), basic life and AD&D insurance, and short-term disability insurance. Stryker offers innovative products and services in MedSurg, Neurotechnology, Orthopaedics and Spine that help improve patient and healthcare outcomes. Alongside its customers around the world, Stryker impacts more than 150 million patients annually. Depending on customer requirements employees and new hires in sales and field roles that require access to customer accounts as a function of the job may be required to obtain various vaccinations as an essential function of their role.