Cochlear is the global market leader in implant hearing solutions. Cochlear's mission is to help people hear and be heard. Around the world, more people chose a Cochlear-branded hearing implant system than any other. A Cochlear Implant is an electronic device that is surgically implanted under the skin near the ear that restores hearing to those who suffer from severe hearing loss. It’s an incredible piece of engineering and the only product in the world that restores a sense through technology. Imagine using your experience to help people around the world to hear again. We can offer a unique opportunity to join Cochlear, an iconic Australian company, leading the world in implantable hearing solutions. Our mission is to help more people to hear.
Introduction
Cochlear’s mission is to help people hear and be heard. As the global leader in implantable hearing solutions, Cochlear is dedicated to helping people with moderate to profound hearing loss experience a life full of hearing. We aim to give people the best lifelong hearing experience and access to innovative future technologies. We collaborate with the industry’s best clinical, research and support networks. That’s why more people choose Cochlear than any other hearing implant company. Learn and grow with us as we tackle the most complex challenges in helping more people to hear and experience life’s opportunities.
Cochlear Japan: The Japan operations (NCC) is one of Asia Pacific’s longest established operations, with the Tokyo office opening in 1989. Japan is an ageing country, and the ageing population is growing, leading to a higher incidence of hearing loss in over 65-year-olds. Hearing loss among the elderly is a huge opportunity. Our work in Japan focuses on raising awareness amongst the elderly whilst increasing better access and service to the Paediatric Market.
Job Overview & Purpose
The Associate Director, Marketing, Japan is responsible for developing and implementing insight-driven strategies and tactics to drive the business priority of market growth, especially in the adult/seniors segment. The role will integrate geographic strategies, patient segment strategies, strategic channels, and long-term and short-term initiatives to realise Cochlear’s ambitions for growth.
In addition, in partnership with regional and cross-functional leaders, this role will engage the team to develop, shape and deliver aligned strategic and operational plans to deliver outcomes that drive growth for Cochlear’s implantable hearing business and builds brand momentum and sustainable competitive advantage in the Japan region.
Success in this role requires the ability to work cross functionally within a matrix organisation, so strong communication skills, cultural understanding and knowledge of the broader medical device & Consumer space will be critical. With growth of the business at the forefront of each decision we make this role is critical in leading that growth across Japan – and champion a learning/sharing culture to strengthen the marketing function at Cochlear as a whole.
Accountability 1
Develop and lead an integrated growth strategy for the adult/seniors segment in Japan
· Define the customer segment (size, potential value, key geographies. sub segments, channels), key opportunities for achieving growth/share or both for the segment
· In consultation with regional and cross functional stakeholders, develop segment specific strategy and tactics required to achieve the strategic vision for the segment
· Prioritise the initiatives for the segment strategy across the entire customer journey and ensure the successful execution of the integrated strategy
· Identify and develop potential internal and external partners in development of these opportunities
· Develop strong integrated channel insights, strategies and tactics from direct-to-consumer, professional referral channel and traditional professional pathways
· Lead specific strategic Market Development initiatives to drive growth including, Adult Standard of Care initiative, and target market partnership opportunities to accelerate growth opportunities
· Closely work with GM Japan to formulate and implement growth strategies of Japan market and well communicate & collaborate with APAC/Global team to achieve business growth in Japan.
Accountability 2
Develop and lead the strategic planning process for Japan
· Partner with the Japan Leadership, regional and cross-functional teams to develop an integrated strategic plan and process that considers the opportunities and market dynamics across all customer segments and markets
· Optimise investment opportunities across various market share, market growth, lifetime value initiatives across various segment strategies to deliver short and long-term growth and competitive advantage
· Lead, support and guide cross-functional teams to develop and deliver specific plans for various segments and initiatives, and develop strong relationships and practical solutions for country teams to effectively deliver growth plans
· Collaborate closely with Sales, Clinical Affairs, Finance, RQR and APAC to align plans and resources to support the growth strategy
· Foster a culture of data and insight driven decision making and dashboard tracking, across multiple sources of data to evaluate, inform and validate growth strategies
Accountability 3
Development of the overarching strategy, management, implementation of best in class digital marketing programs
· Direct and lead the planning and implementation of digital marketing campaigns, budgets and strategies that support business objectives across the Japan region
· Collaborate with APAC Marketing to optimise digital strategies: SEO/SEM, cochlear.com and the digital channel experience, and all other digital properties (web, blogs, microsites, etc.).
· Support the marketing automation strategy to support business objectives. Partner with APAC HQ to deliver correct digital assets timely, as per business requirements.
· Manage and support campaigns (as applicable) from start to finish, including planning, testing, evaluating, and reporting.
· Manage and optimize lead nurturing campaigns (as applicable) with APAC markets to deliver exceptional results.
· Establish and implement the social media strategy and platforms aligned to operational plans. Develop and optimize social media content with campaign owners and ensure alignment globally.
Accountability 4
Development and implementation of customer-focussed marketing capabilities enabling leadership and direction, resulting in driving measurable levels of business growth.
· Development & execution of the consumer marketing function that will drive leadership, direction and education of the regions markets resulting in driving measurable levels of business growth.
· Collaborate with regional HQ to develop and lead segmented consumer marketing messaging and programs targeted to new candidate acquisition and conversion.
· Develop consumer marketing strategies to successfully drive sales through traditional and new media channels, including marketing through referral channels.
· Engage and develop relationships with Key opinion Leaders, develop and drive educational programs and develop professional marketing campaigns to support strategy.
· Partner with Clinical Affairs in developing a proactive engagement strategy for traditional hearing partners (THP).
Develop sales enablement toolkits that supports the Sales strategy and operational plans of the business.
Accountability 5
Development of the Marketing effectiveness function: With the purpose to understand, measure, adjust and execute our overall marketing program.
· Establish the marketing effectiveness function in the Japan region with the purpose of developing key measurable across critical elements of marketing and reporting, and track these to understand the effectiveness of the marketing function.
· Develop and establish a process to gain an understanding of the key growth drivers across the different stakeholders, including other markets and recommend demand drivers to accelerate the growth.
· Create reporting metrics that illustrate overall success, such as cost of acquisition, conversion growth, overall ROI, opportunity cost analysis.
· Develop key measures and report against collateral development to support positive ROI and understanding of the overall effectiveness across Japan.
Accountability 6
Team Building and Talent Development
· Coach and lead marketing direct reports, define KPI’s and performance goals annually, and monitor, with guidance and feedback, consistently to maximize individual and team success.
· Partner with talent development to build organizational effectiveness and skills.
· Nurture collaboration across the region and the resulting way of working. Team Role (Manager of people managers):
· Actively promote the quality management system and ensure that all staff are trained, so that everyone delivers the highest quality products and services.
· Build capability of people managers and their teams to attract, develop and retain the best team and top talent, to deliver Cochlear’s current and future business objectives by:
o Ensuring people understand and are held accountable for the Cochlear leadership standards (see Compass/HR/Leadership)
· Demonstrate WH&S leadership and due diligence through active promotion of Health and Safety standards and procedures and ensure that people are suitably trained to perform roles effectively and safely
Team Role
Manager of people:
-
Demonstrate active involvement in the implementation and improvement of relevant quality procedures.
-
Attract, develop, and retain the best team to deliver Cochlear’s current and future business objectives, for example, by:
-
Ensuring clarity of expectations and outcomes for individuals and team
-
Providing regular feedback on performance and alignment with the HEAR behaviours
-
Providing coaching for growth and success to build individual and team capability
-
Demonstrate due diligence commitment to workplace health and safety through active involvement and implementation of Cochlear’s WHS and injury management procedures including adherence to any local legislative requirements.
Minimum:
-
· Significant experience in strategic marketing and commercial roles, including significant demonstrated experience leading teams and business strategy development
· Strategic mindset and strong business acumen, and Ability to think and work creatively
· Self-starter capable of leading and/or participating effectively on matrixed teams
· Strong communication skills and the ability to articulate complex concepts to cross-functional audiences (both in Japanese and English)
· Core project management capabilities including the management of risks/issues, budget, resources and the development and ongoing management of project plans
· Experience managing a diverse set of stakeholders to achieve common goas and Ability to communicate with a range of stakeholders clearly and effectively at various levels in the organization
· Previous Marketing Manager experience with successful track record more than 5-10 years, with good coaching and management skills.
· Project management skills and process improvement experiences essential
· Demonstrated results focus with team player and collaboration mindset
· Travel (up to 20%-30%) per year is expected in this role
Desired Skills
-
· Advanced degree (e.g. MBA) preferred.
· Worked in a senior marketing role within the life sciences or adjacent industry
· Experience within the hearing market e.g. implantable hearing or hearing aid markets.
· Market development, strategic/solution selling experience preferred.
· Proven business model development capability
· Experience across the APAC region
Certifications
Education
degree qualified with MBA desired
Languages
· Native level Japanese and business level English proficiency
Work Experience
· Worked in a senior marketing role within the life sciences or adjacent industry
· Experience within the hearing market e.g. implantable hearing or hearing aid markets.
· Market development, strategic/solution selling experience preferred.
· Proven business model development capability
· Experience across the APAC region
Key Incumbents Substitutions / Transferable Skills
· This role has a significant strategic element that will provide opportunities to influence corporate strategy decisions
· Visibility to the Japan Leadership, APAC Leadership and Global Executive teams
· This is a role that will help accelerate the change from a product focused organisation to a customer focused organisation
· Opportunity to play a lead role in key initiatives
· Strong impact on the effectiveness of key customer facing staff and the lives of their customers
· Engage in the delivery of life changing technology and Opportunity to work in the company constantly offering new technology and solution
· High level of job satisfaction to contribute to bring new hearing technology to people in Japan
· Recognition of the outcomes from internal people and external customers.
· Opportunity to work in a global company
· Enthusiasm – willingness to go above and beyond what’s required
· Engage in the new Marketing team building
How to apply:
If you are excited about what you have read and would like to be considered for this role then please submit your resumes (English and Japanese) and a covering letter detailing your suitability for this role.
Cochlear’s mission is to help people hear and be heard. As the global leader in implantable hearing solutions, Cochlear is dedicated to helping people with moderate to profound hearing loss experience a life full of hearing. We aim to give people the best lifelong hearing experience and access to innovative future technologies. We collaborate with the industry’s best clinical, research and support networks. That’s why more people choose Cochlear than any other hearing implant company. Learn and grow with us as we tackle the most complex challenges in helping more people to hear and experience life’s opportunities.
If you feel that you have the skills and experience to be successful in this role and take on new challenges to build your career with Cochlear, please start your application by clicking the apply button below.
#CochlearCareers
How we recognise your contribution
We want Cochlear to be a place where our people truly enjoy coming to work. Through our internal programs and employee benefits, we aim to create an environment where our people will feel value and supported. Whether your focus is on continuous learning, professional development or simply finding an environment which enables you to thrive whilst balancing family or personal life commitments, then we have several programs in place to support you.
For more information about Life at Cochlear, visit www.cochlearcareers.com
At Cochlear we value and welcome the unique contributions, perspectives, experiences, and backgrounds of our employees and aim to build a culture that celebrates and leverages these differences, creating a sense of belonging and enabling our people to realise their full potential. We offer flexible working arrangements, and we understand flexibility is not the same for everyone. We're open to a conversation about what flexibility means for you.
What We Do
Hear now. And always
As the global leader in implantable hearing solutions, at Cochlear (ASX: COH) we are committed to our mission to help people hear and be heard. Our story started more than four decades ago when Professor Graeme Clark pioneered the world's first multi-channel cochlear implant and created an entirely new treatment for hearing loss.
Since our formation in 1981, we continue Professor Clark’s work to help people with moderate to profound hearing loss experience a life full of hearing.
We have provided more than 650,000 implantable devices. Each recipient helps form a global community of millions, through families, friends, colleagues, teachers and more. And they’re not just connected to their own community — each shares a link with each other and to Professor Clark’s childhood desire to help people hear.
We aim to give people the best lifelong hearing experience and access to innovative future technologies. We understand the privilege of connecting people to a life lived with hearing. And we listen, respond and move with the times – to continue to bring hearing within reach of all those who need it.
That's how we live our mission every day. Our global workforce of more than 4,000 people shares a collective determination to give more people the opportunity to enjoy a life of hearing.
Cochlear’s global headquarters are on the campus of Macquarie University in Sydney, Australia with regional headquarters in Asia Pacific, Europe and the Americas. Through our offices in over 180 countries we help people of all ages to hear.
Social Media Terms of Use http://bit.ly/2qRMEvY
