Director, Product Marketing

Candela Corporation is a leading global aesthetic device company with a comprehensive product portfolio and a global distribution footprint. We are the market leader in thedevelopment, manufacturing, and distribution of medical and aesthetic laser and light-based technologies. The Company’s technology enables physicians to provide advanced solutions for a broad range of medical-aesthetic application including hair removal, wrinkle reduction, tattoo removal, improving the skin’s appearance through the treatment of benign vascular and pigmented lesions, and the treatment of acne, leg veins, scarring and other common indications.

Candela develops products for the global aesthetic market. These products begin as concepts developed by Candela’s world-class team of scientists and engineers or as acquired or licensed technologies. These programs are supported by Candela’s global business unit, clinical, regulatory, and quality teams and are managed through our Product Development Process (PDP) and Quality Management System (QMS).

The Company’s headquarters are in Marlborough, Massachusetts, US, with an additional R&D facility in Yokneam, Israel and commercial locations across Asia Pacific, and Europe. Products are sold direct in 18 countries worldwide and through distributors in over 60 others and are supported by field sales, field service, clinical education and marketing organizations.

General Summary

The Director, Product Marketing, leads the development of strategic portfolio plans, product positioning, and go-to-market execution that drive capital equipment and consumable sales in alignment with Candela’s annual financial objectives. This role operates with high independence, defining product strategy and narrative and driving business outcomes across the product line. Responsibilities include product positioning, messaging, go-to-market strategy, commercial readiness, demand generation, and competitive differentiation across global markets. 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

·Market Positioning and Messaging

oDefine and protect the product narrative, ensuring clear differentiation across the portfolio in a highly competitive aesthetic landscape and in alignment with annual financial targets

oArticulate the product opportunity in market and provide product insight and leadership from introduction through end-of-life

oTranslate clinical, technical, and user insights into clear, simple, language that resonates with HCPs and their patients

oPartner with Clinical, Regulatory, and Medical Affairs to ensure scientific and compliant accuracy

oPartner with Regional Leads in other markets to share best practices, strategies, and tactics

·Customer & Market Research

oDefine research priorities and ensure customer and market insights directly inform business decisions and investment

oOwn ongoing market understanding, including competitive dynamics, customer needs, and patient demand signals, and translate that understanding into strategy

·Competitive Strategy

oLead competitive strategy across the portfolio; anticipate market shifts and define how to win

oDevelop clear competitive claims, objection handling, and talk tracks to support field efforts

oEnsure all marketing activities comply with regulatory requirements

·Go-To-Market Strategy

oDevelop GTM plans for defined product launches, line extensions, promotions, and campaigns

oBuild GTM playbooks, sales tools, talk tracks, and training assets that drive commercial readiness

oPartner with Channel Marketing (Paid Ads, Search, Email, Events, and KOLs) to coordinate multi-channel execution across target segments and customer archetypes

·Sales Enablement & Commercial Alignment

oBuild high impact sales tools including ROI models, pitch decks, one pagers, demo videos, objection handling guides, and training materials

oDrive commercial adoption of strategy in the field

oEnsure 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 education

·Demand Generation

oPartner with Growth & Channel Marketing to develop campaigns (B2B2C) that generate qualified leads

oSupport content development for paid media, social, email, influencer, and experiential marketing

oWork PR agencies to pitch stories, awards, and thought leadership angles that reinforce category leadership

oBuild provider and patient facing narratives that increase interest, trial, and adoption

·Product Leadership

oServe 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

oAlign Product Management, Sales, Clinical, Customer Support, Training, and Executive teams around a unified GTM strategy and messaging

oEnsure all assets, activities, and programs ladder up to one cohesive narrative

oPartner with Clinical, Regulatory, and R&D Teams to drive post market studies to expand treatment indications, as required

·KPIs

oUse analytics to guide strategic decisions, including investment allocation, portfolio trade-offs, pricing strategy, and growth modeling

oDevelop, design, and implement strategies and tactics that deliver against measurable KPIs to drive significant and profitable year-over-year growth of product lines

oMonitor and analyze marketing initiatives' brand performance metrics, market share, and ROI.

oMonitor funnel performance and adjust messaging and assets to improve MEL to MQL to SQL conversion

oProvide regular reports and insights to senior management on brand performance and market dynamics

oAdjust strategies and tactics based on data-driven insights and market feedback

Knowledge/Educational Requirements

·Bachelor’s degree in business administration, public health, marketing; MBA (preferred) 7+ years in product marketing with 2+ years with global responsibility (preferred)

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.

Originally posted on Himalayas