We are seeking a dynamic and results-oriented Product Manager to lead marketing initiatives for AED (Automatic External Defibrillator) products across Canada. This role focuses on driving both direct-to-consumer and indirect channel marketing, collaborating closely with 22 national distributors. The ideal candidate brings strong B2B or B2C marketing experience, digital marketing knowledge, and a proven ability to influence and engage business partners. This is an exciting opportunity to join a fast-paced, high-impact environment, shaping marketing strategies, driving campaigns, and delivering measurable results while supporting the growth of life-saving products.
What you will do:
• Understand customer groups, including why customers buy the product or service approach for the product or portfolio
• Understand the different marketing channel strategies and associated business implications
• Track and report results/KPIs to leadership and sales
• Understand key competitors and their relative strengths/weaknesses and maintain networks of people and resources for obtaining competitive information
• Explain different product features to different customers as appropriate to their needs
• Maintain customer engagement and deeply understand customer needs
• Play a role in developing key strategy documents: strategic plan, annual marketing plan, product launch plans, etc
• Understand what customers value and how they perceive different attributes of the product or portfolio
• Articulate why the product or portfolio adds value or solves problems for the customer
• Create marketing strategies to understand, develop, and enhance the relationship between the customer and the product or portfolio
• Propose objectives for generating clinical evidence and evaluating studies
• Tie the business goal of the product or portfolio to the overall goal of Stryker
• Synthesize market trends and make recommendations on areas of strategic focus
• Develop new strategies, sales tools, and communication plans for the product or portfolio
• Apply clinical knowledge in combination with technical knowledge to educate and articulate value
• Work closely with sales training/sales enablement to set the sales training strategy for the product or portfolio
• Responsible for the obsolescence plan
• Provide analytical support to set price
• Establish short-range and long-range improvement goals for the product management team, and under guidance, develop action plans to achieve those goals
• Analyze customer satisfaction to assess trends in customer engagement, and incorporate trends into strategic planning
• Provide marketing intelligence group with key objectives and inputs to drive customer insights
- Develop and implement a social media strategy to stimulate demand, increase brand awareness, and support partner onboarding, in alignment with corporate guidelines.
- Track and report digital engagement metrics, including reach, conversion, and resource downloads.
- Identify and prioritize vertical sectors (e.g., construction, schools, sports) for targeted market growth of AEDs, using customer segmentation and market analysis.
- Collaborate with professional associations and national bodies to expand reach and credibility, leveraging co-marketing initiatives and sponsorships.
What you will need
Required:
- Bachelor’s degree required
- 4+ years of work experience required
Preferred:
- 2+ years of medical device or marketing experience preferred
- B2B and/or B2C experience preferred
