• Create and manage the implementation of the annual strategic marketing plan for each customer segment within area of responsibility. • Plan and manage the customer segment marketing budget. • Launch new products, next generation products, and product enhancements, partnering with the Global Marketing Team, as the product changes to meet market needs. • Executing regional product launch, ensuring global consistency, regionally efficiency, and locally effective. • Collect secondary market research and provide to SBU, such as sales and market share by market, customer needs by market, product requirements by market. • Understands what drives market segmentation. • Contribute local market information based on customer needs/solutions, reimbursement information, competitive activities, market pricing, naming schemes to SBU for creation of business plan, marketing plan, and launch plan. • Continuously monitor market needs and customer acceptance through sales force contact, customer visits, attend key congresses and meetings, and conduct primary and secondary market research. • Adapt global content for regional marketing campaigns. • Create and conduct local Marketing campaigns. • Work with Marcom to develop promotional plans, including mailings, pitch-book creation and webinars/workshops based on local needs. • Develop and nurture local/regional and national KOL relationships and manage KOL contracts and consulting agreements. • Support Regional Sales Forces. • Prepare and participate in Sales and Marketing Advisory Council presentation/workshops and Education programs. • Provides Field Sales with updates on product services, and market changes. • Be a resource to Field Sales and respond to point of sales questions and requests. • Participate in Monthly/Quarterly Sales Forecasting meetings. • Support regional local sales training by providing strategic goals and marketing messages. • Liaise with regional Sales Training resources as content experts. • Perform Sales Training during phase training sessions, trade shows, and sales meetings. • Provide local customer support. • Consult with customers to identify potential marketing needs, to support product adoption and effectiveness. • Work with trade media to provide product specific information to assist with articles. • Collaborate with customers on landmark events, articles and studies supporting market development needs. • Support regional/local trade-show collateral/booth property needs, providing messaging & positioning to meet exhibit objectives. • Direct customer inquiries into appropriate resources. • Be a resource to support Regulatory activities as necessary. • Manage, lead, coach and develop people. • Lead cross functional teams to achieve digital excellence in customer communications.