Product Manager NPD & Content

Department - Marketing

Reports To - Head Marketing

Key Internal Stakeholders - Marketing, Sales, Training & Development (T&D), Research & Development (R&D), Quality & Regulatory, Procurement, E-Commerce, Exports

Position Summary

The Manager – New Product Development & Commercialisation will be responsible for identifying market opportunities, supporting new product development initiatives, and driving successful commercialisation of products across Mobility, Orthopaedic, Wound Care, Rehabilitation and future healthcare product categories.

The role will act as a critical link between customers, healthcare professionals (including orthopaedic surgeons, physiotherapists, rehabilitation specialists, and other clinical stakeholders), Sales, Design & Product Innovation, R&D, Marketing, and other cross-functional teams to ensure that products are developed in alignment with market needs and successfully commercialised.

The incumbent will be responsible for market intelligence, competitor benchmarking, customer insights, product requirement inputs, commercialisation planning, scientific product communication, and product launch readiness.

The role will not be responsible for product engineering, technical development, regulatory documentation, brand strategy, or day-to-day marketing campaign execution. These responsibilities will remain with the respective functional teams. The role will provide product strategy, positioning, commercialisation, launch, and portfolio management inputs to support cross-functional business objectives.

Key Result Areas (KRAs)

1. Market Intelligence & Opportunity Assessment

Market Research & Customer Insights

• Conduct market research to identify emerging healthcare trends, unmet customer needs and growth opportunities.
• Gather market feedback from healthcare professionals, distributors, retailers, patients, caregivers and internal stakeholders.
• Analyse market dynamics, category developments and industry trends.
• Identify opportunities for portfolio expansion, category development and product line extensions.

Competitor Benchmarking

• Monitor competitor products, innovations, pricing strategies, packaging formats and positioning approaches.
• Conduct product benchmarking studies and comparative analyses.
• Identify product differentiation opportunities and improvement recommendations.

Opportunity Evaluation

• Support development of business cases for new product opportunities.
• Evaluate commercial attractiveness, market potential and feasibility of new product concepts.
• Present findings and recommendations to management for decision-making.

2. New Product Development Support

Product Requirement Definition

• Translate customer and market insights into product requirement inputs.
• Support development of Product Requirement Specifications (PRS) in collaboration with Design & Product Innovation and R&D teams.
• Ensure customer, clinical and commercial requirements are adequately represented during product development discussions.

Cross-Functional NPD Coordination

• Coordinate with Design & Product Innovation, R&D, Quality, Procurement and Manufacturing teams during NPD projects.
• Monitor progress of assigned product development initiatives.
• Support the timely completion of project milestones and launch readiness activities.

User Feedback & Validation Support

• Coordinate user evaluations, clinician feedback sessions and product validation activities.
• Collect and document user feedback for incorporation into product improvement initiatives.
• Support product refinement discussions based on customer and healthcare professional insights.

3. Product Commercialisation & Launch Management

Commercialization & Go-to-Market Strategy

• Lead the development and execution of commercialisation strategies for new products in collaboration with Marketing, Sales, Regulatory Affairs, Supply Chain, and Manufacturing.
• Define product positioning, target customer segments, value propositions, pricing recommendations, and go-to-market plans for new product introductions.
• Drive cross-functional launch readiness by ensuring alignment of product, commercial, operational, and regulatory requirements.
• Develop launch success metrics and monitor achievement against commercialisation objectives.

Product Launch Management

• Lead end-to-end product launch planning and execution to ensure the successful market introduction of new products.
• Ensure timely availability of product literature, feature-benefit documentation, packaging content, training materials, sales enablement tools, and marketing collateral.
• Coordinate with internal stakeholders to address launch dependencies and mitigate risks impacting launch timelines.
• Conduct post-launch reviews to evaluate market acceptance, sales performance, customer feedback, and achievement of launch objectives.

Product Lifecycle Management

• Analyse market trends, customer insights, competitive developments, and sales performance to identify opportunities for portfolio optimisation.
• Recommend product enhancements, line extensions, repositioning strategies, and product rationalisation initiatives based on business needs and market dynamics.
• Develop and execute lifecycle management strategies to maximise product value and sustain long-term portfolio competitiveness.
• Partner with Design & Development, Regulatory Affairs, R&D, and Sales teams to drive continuous product improvement initiatives.

4. Scientific Product Communication

Product Knowledge Development

• Develop scientifically accurate product information and technical content.
• Develop and maintain product feature-benefit documentation, competitive product comparison matrices, and product knowledge resources for internal and external stakeholders.
• Develop technical product descriptions and usage guidance content.

Scientific Content Support

• Provide technical and scientific inputs for brochures, catalogues, packaging content, instructions for use, videos and digital product content.
• Review product-related communication materials for technical accuracy in collaboration with Quality and Regulatory teams.
• Ensure consistency and accuracy of product-related information across channels.

Healthcare Professional Engagement Support

• Develop product presentations and technical communication material for healthcare professional interactions.
• Support product evaluation, feedback and engagement initiatives involving clinicians and healthcare professionals.

5. E-Commerce & Digital Product Support

Product Information Management

• Develop product descriptions, product features and technical information for websites and e-commerce platforms.
• Ensure accuracy and consistency of product information across digital channels.

Digital Product Content Support

• Support creation of product education content, demonstration material and digital product resources.
• Coordinate with Marketing and E-Commerce teams to maintain product information quality.

6. Export Market Commercialisation Support

• Support export teams with product information, product presentations and technical content.
• Develop product communication inputs required for international markets.
• Support product launch and commercialisation initiatives for export markets.
• Conduct product knowledge sessions for export teams where required.

Key Success Measures

• Number of successful product launches
• Commercialisation project completion timelines
• Quality of market intelligence and competitor benchmarking
• Product launch readiness effectiveness
• • Sales enablement supports effectiveness
• Healthcare professional engagement initiatives completed
• Product portfolio enhancement contributions
• Cross-functional collaboration effectivenessRole & responsibilities

Preferred candidate profile