• Develop and execute annual North America marketing plans for IVF consumables including media, culture, cryo, embryo handling, labware, and workflow-support products. • Lead portfolio positioning, segmentation, value propositions, and messaging based on customer insights and competitive analysis. • Manage lifecycle strategy including new product introductions, phased enhancements, portfolio rationalization, and end-of-life planning. • Own regional pricing strategy and margin optimization in collaboration with regional commercial teams. • Identify and size market opportunities using market data, voice-of-customer research, and clinical trends in ART. • Lead campaigns to grow category awareness, including digital marketing, KOL engagement, and participation in global congresses (ASRM). • Support sales organizations with content, tools, and targeted programs to improve conversion and utilization. • Develop educational pathways and content to increase product competency for embryologists and clinicians. • Drive launch readiness and go-to-market execution for new consumable products. • Build sales tools, training materials, clinical evidence summaries, objection-handling guides, and digital assets. • Maintain a strong understanding of IVF lab processes, embryology workflows, quality control considerations, and clinical pain points. • Build relationships with key IVF clinics, lab directors, and embryologists to gather insights and test new concepts.