• Execute elements of GTM launches — merchandising units, single-SKU launches, lifecycle moments, and campaigns — to a high quality bar, with regular feedback and guidance on sequencing and prioritization. • Own a single launch, campaign, or tactic end to end, with well-defined objectives and one GTM surface in focus at a time. • Measure and analyze the performance of your launches and tactics — pulling the data, reading the results, and turning them into clear takeaways that inform the next iteration. • Conduct competitive and category research, and surface clear, actionable learnings to your manager and cross-functional stakeholders. • Create and produce GTM assets — from briefs and messaging to merchandising and campaign content — partnering with creative and cross-functional teams to bring launches to life. • Partner with cross-functional teams (Product, Growth, Lifecycle/CRM, Ops) to deliver on commitments, communicating blockers and risks proactively and early. • Use AI tooling to speed up your own execution — drafting, research, and first-pass analysis — and build fluency in where automation fits the workflow. • Contribute to team culture, actively seek and act on feedback, and support the onboarding of newer teammates.

• own the strategic positioning, messaging, and enablement • act as a subject-matter expert on messaging, market position, and competition • develop GTM assets, case studies, and battlecards • manage a company-wide launch process • stay ahead of market trends, customer needs, and competitor moves • build a compelling narrative around our products and value • collaborate with other teams to align GTM strategy

• Own positioning and messaging for our API products, grounded in a real understanding of the technical capabilities and how developers evaluate them. • Plan and execute product launches and feature announcements, from technical narrative to go-to-market assets. • Write high-quality, developer-facing content: landing pages, launch posts, comparison pages, email sequences, in-product copy, and sales enablement materials. • Partner with product and engineering to develop deep product knowledge. You should be comfortable reading docs, testing the API yourself, and asking sharp technical questions. • Collaborate with the docs/DX team to improve the developer journey: onboarding flows, quickstarts, and the overall experience of evaluating and adopting the API. • Conduct win/loss analysis, customer interviews, and competitive research to sharpen messaging and inform roadmap conversations. • Define and track the metrics that matter for product marketing: activation, adoption, and content performance. • Act as the developer's internal voice and the product's external voice.

Role Description Drives the U.S. commercial growth, market adoption, and day-to-day product management of our core molecular portfolio—including the MagnaPure System, LightCycler Pro System, LightCycler 480 System, cobas z480 Analyzer, and TIB Molbiol LightMix Modular Assay Kits. This role serves as a key technical and strategic bridge between front-line field teams, clinical laboratory customers, and Global product roadmaps to advance our footprint in the Laboratory Developed Test (LDT) and RUO spaces. Key Responsibilities - 6-Month Deliverables - Portfolio SME Mastery: Develop deep technical and clinical fluency to become the internal Subject Matter Expert (SME) on the assigned instrumentation and assay portfolios. - Installed Base & Market Audit: Map out the current U.S. installed base to evaluate system utilization trends and identify immediate conversion opportunities for LightMix assay menus. - Field Stakeholder Discovery: Complete a listening tour with sales, technical support, and applications teams to document active customer pain points and system validation hurdles. - Immediate Sales Enablement: Target immediate gaps in current marketing collateral and training tools, delivering quick-turn resources to help the sales team progress active pipeline opportunities. - 12-Month Deliverables - Field Technical Consultation: Travel into the field to engage directly with Lab Directors, PhDs, and laboratory scientists, leading peer-level technical discussions around assay development techniques and validation protocols. - Technical Storytelling: Deliver high-impact technical presentations to prospective customers, translating complex molecular data and instrument specifications into value-driven stories that resonate with clinical decision-makers. - Peer Network Building: Connect existing power users with prospective accounts to build an informal "knowledge-exchange" network where labs can share workflow optimization and LDT validation experiences. - Competitive Workflow Analysis: Evaluate competitive open-channel extraction and PCR platforms to map out our portfolio's technical and operational advantages. - Scientific Asset Mapping: Partner with Medical Science Affairs (MSA) to organize customer validation protocols and peer-reviewed data into a practical reference library for the sales force. - 24-Month Deliverables - Establish Diagnostic Center of Excellence (DCOE) Sites: Partner with high-volume accounts to establish reference laboratory models running standardized sample-to-answer workflows (MagnaPure extraction to LightCycler Pro/z480). - Global Pipeline Advocacy: Act as the primary technical advocate for U.S. laboratory requirements within the Global Life Cycle pipeline, directly influencing future software, hardware, and open-channel capabilities. - Assay Menu Scalability: Standardize the validation pathways for TIB Molbiol LightMix® assays across major accounts, turning assay validation into a predictable, repeatable process. - Sales/Field Support - Travel up to 25% of time in the field supporting the field teams and developing relationships with KOLs. - Competitive Positioning: Maintain deep market intelligence regarding competitive automated extraction platforms, open-system box-swaps, and alternative open-channel solutions. - Lead Generation Engine: Initiate key marketing and lead-generation activities, such as digital marketing, presence at key diagnostic trade shows (e.g., AMP, ADLM), white papers, and regional sales-enablement tools. - Product Management Operations: Perform daily product management tasks for the core portfolio, including pipeline forecasting, tracking in Salesforce.com, pricing coordination, and back-order monitoring. - Commercial Content Creation: Manage the creation of technical sales enablement collateral, white papers, regional toolsets, and digital marketing programs. - Cross-Functional Strategy Alignment: Work closely with Sales leadership, local applications/support teams, and Global lifecycle partners to align regional tactics with corporate revenue targets. - Voice of Customer (VoC): Translate field insights regarding software performance, assay compatibility, and competitive threats into technical feedback for Global lifecycle product updates. - Manage the development and execution of promotional marketing programs, messaging, collateral, and advertising. - Develop business plans and product positioning in the marketplace, while monitoring competitive activity. - Collaborate with the leadership of Sales and Marketing, Global partners, and local Sales and Support & Applications teams to create continuous alignment for business strategy and tactics and help the Sales teams reach their revenue goals. - Align with Launch Change Management to drive new LightMix assays through the US TAB launch process. - Instill leadership through others by acting as a role model to drive impactful business solutions and positive change, encouraging, motivating, and empowering others and helping others to succeed. Qualifications - You hold a Bachelor's degree in marketing, business, communications, or a related field. - You hold 5 years of marketing, business, sales or relevant business experience. - Preferred: - Prior experience in product marketing, technical sales, or working directly in a high-complexity clinical laboratory supervising/developing Laboratory Developed Tests (LDTs). - Master of Business Administration Degree. - Master or Doctorate Degree in Life Science. - Demonstrated ability to break down complex molecular biology concepts into clear, valuable business or clinical stories. - Basic to deep understanding of the U.S. clinical molecular diagnostics landscape, including compliance with LDT validation guidelines (CLIA/CAP) and clinical regulatory environments. - Hands-on experience or deep technical familiarity with real-time PCR (qPCR) systems, automated nucleic acid extraction, or assay design/development. - Expertise in competitive systems also running LDTs in clinical laboratories. - Proven ability to navigate a fast-paced, matrixed team environment alongside diverse stakeholders (Sales, Medical Affairs, Supply Chain, and Global teams). - Business acumen paired with organizational skills to manage multiple product lines and customer initiatives simultaneously. Location Preferred location based onsite in our Indianapolis campus; however we will consider remote candidates based in the U.S. near a major airport due to travel requirements of the role. No relocation benefits are provided for this role. Salary The expected salary range for this position based on the primary location of Indiana is $101,700 - $188,900. Actual pay will be determined based on experience, qualifications, geographic location, and other job-related factors permitted by law. A discretionary annual bonus may be available based on individual and Company performance. This position also qualifies for the benefits detailed at the link provided below.