Sr. Manager Product Marketing

The Senior Manager, Product Marketing, leads the development and execution of strategic portfolio plans designed to drive capital equipment and consumable sales in alignment with Candela’s annual financial objectives. This role is accountable for defining product positioning, crafting messaging, shaping go-to-market strategies, and ensuring commercial readiness across global markets. Responsibilities also include enabling sales teams, generating demand, and establishing competitive differentiation. Marketing plans must specifically address key HCP and MedSpa segments, with tactical programs tailored to these audiences, as well as the creation of practice-level marketing assets to support patient outreach -ultimately fostering market adoption, accelerating commercial growth, and strengthening brand leadership. This is an individual contributor position. Primary Responsibilities 1. Market Positioning and Messaging• Build clear, compelling strategic positioning and messaging that differentiates in a highly competitive aesthetic landscape (with guidance from Sr/Director of Product Marketing) in alignment with annual financial targets• Articulate the product opportunity in market and provide product insight and leadership from introduction through end-of-life• Translate clinical, technical, and user insights into clear, simple, language that resonates with HCPs and their patients• Partner with Clinical, Regulatory, and Medical Affairs to ensure scientific and compliant accuracy • Partner with Regional Leads in other markets to share best practices, strategies, and tactics2. Go-To-Market Strategy• Develop GTM plans for defined product launches, line extensions, promotions, and campaigns• Build GTM playbooks, sales tools, talk tracks, and training assets that drive commercial readiness• Partner with Channel Marketing (Paid Ads, Search, Email, Events, and KOLs) to coordinate multi-channel execution across target segments and customer archetypes• Develop clear competitive claims, objection handling, and talk tracks to support field efforts• Ensure all marketing activities comply with regulatory requirements and ethical standards3. Sales Enablement • Build high impact sales tools including ROI models, pitch decks, one pagers, demo videos, objection handling guides, and training materials• Drive alignment with Inside Sales, Field Sales, Clinical Training, and Customer Support on messaging, pricing, and promotions• Create content for sales meetings, webinars, product training, and KOL-led education4. Demand Generation • Partner with Growth & Channel Marketing to develop campaigns (B2B2C) that generate qualified leads• Support content development for paid media, social, email, influencer, and experiential marketing• Work PR agencies to pitch stories, awards, and thought leadership angles that reinforce category leadership• Build provider and patient facing narratives that increase interest, trial, and adoption5. Product Leadership• Serve as the internal champion and commercial voice for the product(s); collaborate with Global Business Units to continue to define unmet needs and gaps in the market • Align Product Management, Sales, Clinical, Customer Support, Training, and Executive teams around a unified GTM strategy and messaging• Ensure all assets, activities, and programs ladder up to one cohesive narrative• Partner with Clinical, Regulatory, and R&D Teams to drive post market studies to expand treatment indications, as required6. KPIs• Develop, design, and implement strategies and tactics that deliver against measurable KPIs to drive significant and profitable year-over-year growth of product lines (with guidance from Sr/Director Product Marketing)• Monitor and analyze marketing initiatives' brand performance metrics, market share, and ROI.• Monitor funnel performance and adjust messaging and assets to improve MEL to MQL to SQL conversion• Provide regular reports and insights to senior management on brand performance and market dynamics• Adjust strategies and tactics based on data-driven insights and market feedback Knowledge/Educational Requirements1. Bachelor’s degree in business administration, public health, marketing; MBA (preferred) 2. 5+ years in product marketing with 2+ years with global responsibilityEssential Job Requirements: (Mandatory for Clinical and Regulatory Affairs Employees) 1. Proven success in launching and scaling B2B and B2C products in the aesthetics industry (preferred)2. Proven success launching and scaling FDA-cleared or CE-marked product technologies3. Proficient understanding of customer lifecycle, buyer personas, and sales funnels4. Demonstrated business acumen - ability to identify, plan and deliver on annual operating plan (AOP) targets and business objectives5. Thorough knowledge of marketing principles, product marketing, and brand management6. Knowledge and experience using marketing channels to conceptualize and drive lead generation 7. Demonstrated experience collaborating with commercial and cross-functional leaders, globally and works effectively in a matrix organization8. Exceptional communication, storytelling, and analytical skills; exhibits conceptual and critical thinking capability to solve complex problems9. Lead multiple projects, self-motivated and entrepreneurial with strong multi-tasking skills; organized and attentive to details; high level of integrity and commitment to ethical standards10. Emotional maturity and flexibility ability to adapt to change in a fluid, fast-paced workplace and market environment 11. Able to work in an environment where sharing responsibility for success and failure of others on the team is critical to the overall success of the company12. Conversant in the English language, excellent verbal/written communication; exhibits excellent proficiency in Microsoft word, excel, and PowerPoint programs, SalesForce platform This job description is not all inclusive and is intended to capture a majority of the job functions. Special projects and other tasks may be required by management.

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