Raindance Partners has been retained to conduct a search for our client, a Bay Area-based life science company that provides innovative genomic services to the research and biotechnology communities. Experience in Life Sciences, Biotechnology, or Scientific Services required. Please note that this opportunity is with our client and not with Raindance Partners.
Position Summary
We are seeking a highly motivated Senior Manager, Downstream Marketing to drive demand generation, commercial execution, launch excellence, customer engagement, sales enablement, and market adoption initiatives across our product and services portfolio.
This individual will serve as the enabler and convergence of Product Development, Digital Marketing, Sales, and Customers to ensure highly successful product positioning, launch execution, demand generation, and accelerated market growth.
The ideal candidate combines strong commercial acumen and experience in identifying optimal market opportunities with the ability to translate technical products and services into compelling customer value propositions and pipeline growth.
This role requires exceptionally close collaboration with Sales, Product Managers, Digital, R&D, Finance, Sales Operations, Software, and Executive Leadership to support revenue/profit growth and share gain.
Key Responsibilities
- Commercial Strategy, Execution, and Demand Generation
- In partnership with other key stakeholders, drive marketing contribution to pipeline generation, opportunity acceleration, and revenue growth across target segments.
- Track marketing contribution to pipeline generation, opportunity progression, bookings, and customer retention.
- Develop and execute downstream marketing strategies and plans that drive product adoption, revenue/profit growth, share gain, brand awareness, and customer engagement.
- Create and refine product positioning, messaging, and differentiation strategies based on customer needs, account segmentation, and competitive insights.
- Partner closely with Sales and Commercial Leadership to develop tools, campaigns, and programs that support pipeline generation, sales effectiveness, and closing.
- Support territory expansion and penetration initiatives.
- Own thought leadership programs that strengthen market credibility and demand generation, working closely with Product Management, Sales, R&D, and other key internal stakeholders.
- Create and execute segment-specific marketing and GTM programs across Bio
- Pharma, Biotech, and Academic/Government segments.
- Account-Based Marketing (ABM): Develop and execute account-based marketing strategies for strategic accounts to accelerate pipeline creation, expansion opportunities, and large deal progression.
- Launch Leadership
- Products, Services, and Key Commercial Initiatives
- Partner with Product Managers and Digital Marketing to lead commercial launch planning and execution for new products and services and key commercial/sales programs and initiatives.
- Develop launch materials including presentations, brochures, digital content, customer-facing collateral, and sales training/enablement tools.
- Monitor performance post-launch and implement optimization strategies to improve market penetration.
- Ensure compliance with the Company's brand strategy, graphic guidelines, and brand identity.
- Support Product Managers in lifecycle management initiatives including market expansion, product updates, and competitive response strategies.
- Customer lifecycle management: Drive customer retention, expansion, cross-sell, upsell, and advocacy programs to maximize customer lifetime value.
- Pricing and commercial packaging: Partner with Product Management, Finance, Sales, and Leadership to support pricing, packaging, and offer development strategies that maximize market adoption and profitability.
- Sales Enablement
- Develop sales training materials and conduct training sessions to ensure the sales team is highly effective at identifying target customers, communicating product value, and closing.
- Partner with Product Managers to create sales and customer-facing tools such as case studies, white papers, competitive battle cards, and FAQs. Partner with sales, commercial partners, and distributors to gather market feedback and improve commercial execution.
- Global channel and distributor enablement: Develop and support distributor enablement programs, tools, and regional marketing initiatives to drive consistent commercial execution across global markets.
- Market Intelligence and Customer Insights
- Partner with Product Managers to conduct market research and competitive analysis to identify trends, opportunities, and risks.
- Partner with Product Managers to gather voice-of-customer insights through customer interactions, conferences, and market feedback.
- Lead voice-of-customer, win/loss, and customer journey analysis to identify unmet needs, optimize customer experience, and inform commercial strategy.
- Analyze commercial metrics and campaign performance to guide marketing decisions and resource allocation.
- Industry Events, Conferences, and Customer Engagement
- Own the strategy, planning, execution, and ROI measurement of the Company's global conference, tradeshow, workshop, and customer event portfolio.
- Partner with Sales, Product Management, and Executive Leadership to determine event objectives, target attendees, sponsorship strategy, speaking opportunities, and lead generation goals.
- Manage event budgets, logistics, vendor relationships, booth design, promotional campaigns, and post-event follow-up processes.
- Develop conference-specific demand generation campaigns before, during, and after events to maximize pipeline creation and acceleration.
- Establish event ROI metrics and report on contribution to pipeline, bookings, customer engagement, and brand awareness.
- Identify opportunities for customer presentations, KOL engagement, scientific posters, publications, and thought leadership activities at key industry meetings.
- Digital Marketing and Campaign Management
- Collaborate with Digital Marketing on lead generation campaigns, webinars, email marketing, and social media initiatives.
- In partnership with Product Managers, coordinate and drive content creation for websites, conferences, product campaigns, and thought leadership activities.
- Commercial analytics and performance management: Partner closely with Digital Marketing and Sales Ops in establishing and tracking commercial KPIs, including funnel conversion, campaign ROI, marketing attribution, customer acquisition costs, and segment performance to guide investment decisions.
- Track promotion and campaign effectiveness and optimize programs based on data-driven insights.
- In partnership with Product Managers, identify, select, coordinate, and support key industry conferences, customer meetings, and trade shows.
- Cross-Functional Collaboration
- Work closely with a broad range of functional partners including Sales, Product Managers, Digital Marketing, R&D, Finance, Software, and Sales Operations.
- Partner with Executive Leadership on strategic planning, forecasting, and other commercial initiatives.
Qualifications
- Minimum bachelor's degree in Life Sciences or related field required;
- MBA preferred. 7+ years of downstream marketing, product marketing, or commercial marketing experience.
- Experience in Life Sciences, Biotechnology, or Scientific Services required.
- Demonstrated experience driving measurable pipeline and revenue growth through integrated marketing campaigns.
- Demonstrated success supporting product and services launches and commercial growth initiatives, as well as working directly with sales professionals.
- Strong understanding of sales enablement and customer engagement strategies.
- Excellent written, verbal, and presentation communication skills.
- Ability to translate technical concepts into clear customer value propositions and develop into sales training tools and processes.
- Strong project management and cross-functional leadership capabilities.
- Proficiency with CRM and marketing automation tools.
- Direct experience managing website content and digital marketing.
- Familiarity with consultative sales environments.
- Willingness to travel as needed for customer visits and industry events.
- Minimum three days per week in the office at headquarters.
Preferred Experience
Experience marketing and supporting sales organizations selling complex services. Experience supporting global commercial/sales organizations and distributor networks. Knowledge of digital marketing analytics and campaign measurement tools. Marketing experience in genomic services. Experience working in a fast-paced, highly technical services company.
Compensation and Benefits
Competitive base salary. Performance-based annual bonus opportunity. Equity participation. Medical, dental, and vision coverage. Paid time off and company holidays.
Professional development opportunities.
