AVP Product Marketing

JOB SUMMARY

The Assistant Vice President, Product Marketing is responsible for leading Baylor Genetics' downstream product marketing and commercialization strategy across the company's product portfolio.

This role owns product positioning, value proposition development, messaging architecture, competitive intelligence, win/loss analysis, sales enablement, commercialization, and product launch readiness. The role ensures Baylor Genetics' portfolio is effectively positioned, differentiated, and commercially successful by equipping the organization with the strategies, tools, insights, and resources needed to win in the marketplace.

Working closely with Product Management, Commercial Marketing, Sales, Medical Affairs, Commercial Operations, and Corporate Affairs, this leader serves as the strategic bridge between product strategy and commercial execution—driving commercialization strategies that improve product adoption, competitive performance, share of wallet, and portfolio growth.

Success in this role is measured through improved product adoption, competitive win rates, sales effectiveness, share of wallet growth, account expansion, successful commercialization, and market penetration across Baylor Genetics' priority portfolio.

KEY RESPONSIBILITIES

Product Commercialization & Go-to-Market Strategy

• Lead downstream commercialization strategy across Baylor Genetics' product portfolio.
• Develop go-to-market strategies that define target customers, value propositions, positioning, commercialization priorities, and adoption plans.
• Translate product strategy into actionable commercial plans that accelerate market adoption.
• Partner with Product Management to align commercialization strategies with product roadmaps and customer needs.
• Establish commercialization strategies that support product adoption, utilization, customer retention, and portfolio growth.

Product Positioning & Messaging

• Own Baylor Genetics' product positioning and messaging architecture.
• Develop differentiated value propositions that communicate clinical, operational, and economic value.
• Translate complex scientific and technical capabilities into compelling customer-focused messaging.
• Ensure consistency of product messaging across sales enablement, campaigns, digital content, events, and customer-facing communications.
• Establish governance for product positioning and messaging across the organization.

Sales Enablement & Commercial Readiness

• Own Baylor Genetics' enterprise sales enablement strategy.
• Lead development of commercial readiness programs supporting new products, strategic initiatives, and ongoing portfolio growth.
• Own the strategy, governance, adoption, and continuous optimization of the company's sales enablement platform (e.g., Showpad).
• Develop and maintain sales playbooks, product guides, battlecards, objection handling tools, competitive resources, presentations, and customer-facing collateral.
• Partner with Sales Leadership to develop onboarding, field training, certification, and continuous learning programs.
• Measure utilization, adoption, and effectiveness of enablement content, tools, and training, continuously optimizing based on field feedback and business performance.
• Ensure commercial teams have the messaging, training, and resources required to effectively position Baylor Genetics' portfolio.

Competitive Intelligence, Win/Loss & Market Insights

• Own the enterprise competitive intelligence and win/loss program.
• Develop structured processes for monitoring competitors, market trends, pricing strategies, customer needs, and industry dynamics.
• Lead formal win/loss interviews and analyses to understand customer buying decisions, competitive strengths, objections, and market opportunities.
• Analyze competitive trends, account expansion opportunities, share of wallet, and customer feedback to identify commercial opportunities and risks.
• Translate competitive intelligence into recommendations that strengthen positioning, messaging, commercialization strategies, pricing, and sales execution.
• Develop executive briefings, battlecards, competitive reports, and field guidance.
• Serve as the organization's primary advisor on competitive positioning and market dynamics.
• Ensure competitive intelligence and win/loss insights are integrated into product strategy, sales enablement, commercial planning, and marketing campaigns.

Portfolio Performance & Commercial Growth

• Monitor portfolio performance across products, customer segments, and strategic accounts to identify opportunities for increased adoption and expansion.
• Partner with Commercial Leadership to improve product utilization, testing volume, market penetration, and commercial performance.
• Develop strategies that increase share of wallet within existing customers and expand adoption across priority accounts.
• Identify commercialization opportunities based on customer needs, competitive dynamics, utilization trends, and market performance.
• Recommend portfolio optimization strategies that improve commercial outcomes and long-term growth.

Product Launch & Lifecycle Strategy

• Lead downstream commercialization planning for new product launches, portfolio expansions, and strategic initiatives.
• Develop launch strategies, commercialization plans, and cross-functional launch readiness programs.
• Coordinate launch readiness across Product Management, Commercial Marketing, Sales, Medical Affairs, Commercial Operations, and Customer Support.
• Monitor post-launch performance and recommend optimization strategies that improve adoption and commercial success.
• Develop lifecycle marketing strategies that maximize product utilization, customer retention, and portfolio growth.

Commercial Marketing Collaboration

• Partner with Commercial Marketing to translate product strategy into integrated commercial marketing campaigns.
• Provide product positioning, messaging, target audience guidance, competitive insights, and commercialization priorities that inform campaign strategy.
• Review customer-facing campaigns and content to ensure consistency with approved positioning and messaging.
• Support campaign optimization through customer insights, market intelligence, and competitive analysis.
• Collaborate on commercialization strategies supporting strategic accounts, product launches, and enterprise growth initiatives.

Cross-Functional Leadership

• Serve as a strategic partner to Product Management, Commercial Marketing, Sales, Medical Affairs, Commercial Operations, and Corporate Affairs.
• Influence product strategy through market insights, customer feedback, competitive intelligence, and commercial performance.
• Build alignment between portfolio strategy, commercialization priorities, and commercial execution.
• Foster collaboration across functions to ensure successful commercialization throughout the product lifecycle.
• Support executive decision-making through commercialization recommendations, competitive intelligence, and market analysis.

Product Launch & Lifecycle Strategy

·         Own downstream go-to-market strategy for new product launches and portfolio expansion

·         Ensure successful market introduction, adoption, and competitive positioning

·         Support lifecycle strategies to drive utilization, retention, and expansion

Performance & Commercial Impact

• Define and monitor KPIs that measure commercialization effectiveness and commercial readiness.
• Partner with Commercial Leadership to improve:
• Competitive win rates
• Share of wallet within strategic accounts
• Product adoption and testing utilization
• Market penetration across priority customer segments
• Account expansion opportunities
• Measure adoption and effectiveness of sales enablement platforms, content, and training.
• Analyze win/loss trends, competitive performance, product adoption, and customer feedback to improve positioning and commercialization strategies.
• Deliver executive reporting and recommendations that strengthen commercial execution and competitive differentiation.
• Partner with Commercial Marketing, Commercial Operations, and Sales Leadership to optimize go-to-market performance and portfolio growth.

Team Leadership

• Lead and develop a high-performing Product Marketing organization.
• Build the organizational capabilities required to support Baylor Genetics' commercialization strategy.
• Foster a culture of accountability, collaboration, innovation, and continuous improvement.
• Coach and mentor team members while establishing clear performance expectations and career development opportunities.
• Manage departmental budgets, technology investments, agency relationships, and external partners.

Success Metrics

Success in this role will be measured by:

• Successful commercialization of new products and portfolio enhancements.
• Increased product adoption and testing utilization across priority customer segments.
• Improved competitive win rates across priority products.
• Growth in share of wallet within strategic and enterprise accounts.
• Increased market penetration and account expansion.
• Sales enablement platform adoption, engagement, and content utilization.
• Sales readiness and field confidence in positioning Baylor Genetics' portfolio.
• Completion and business impact of the win/loss program.
• Adoption and consistency of product positioning across customer-facing channels.
• Executive satisfaction with commercialization strategy, competitive intelligence, and sales enablement.
• Strong partnership with Product Management, Commercial Marketing, Sales, Medical Affairs, and Commercial Operations.

QUALIFICATIONS

Required

• Bachelor’s degree in Marketing, Business Administration, or related field required

·         12+ years of experience in product marketing, go-to-market strategy, or commercial roles

·         Proven experience leading downstream product marketing and go-to-market execution

·         Strong track record of driving sales effectiveness, market share growth, and competitive performance

·         Experience owning sales enablement systems and commercial execution strategy

·         Experience leading win/loss and competitive intelligence programs

·         Demonstrated ability to influence cross-functional teams and senior stakeholders

·         Experience in healthcare, biotech, diagnostics, or life sciences preferred

Preferred:

• MBA or advanced degree preferred

COMPETENCIES

• Commercial Execution Leadership: Drives how the company wins in the market
• Sales Enablement Expertise: Builds systems that improve sales effectiveness
• Market Insight: Translates customer and competitive insights into action
• Execution Excellence: Delivers measurable business outcomes
• Influence & Alignment: Aligns Product, Sales, and Marketing
• Data-Driven Decision Making: Uses insights to continuously improve performance

PHYSICAL DEMANDS AND WORK ENVIRONMENT

·         Frequently required to sit.

·         Frequently required to stand.

·         Frequently required to utilize hand and finger dexterity.

·         Frequently required to talk or hear.

EEO STATEMENT

Baylor Genetics is proud to be an equal opportunity employer committed to fostering an inclusive and diverse workplace. We welcome and encourage applicants from all backgrounds to apply. We do not discriminate on the basis of race, color, religion, national origin, sex, sexual orientation, gender identity, age, veteran status, disability, genetic information, pregnancy, childbirth, or any other status protected by applicable federal, state, or local law. If you need an accommodation during the application process, please contact our Human Resources team.

Note to Recruiters:  

We value building direct relationships with our candidates and prefer to manage our hiring process internally. While we occasionally partner with select recruitment agencies for specialized roles, we do not accept unsolicited resumes from recruiters or agencies without a written agreement executed by the authorized signatory for Baylor Genetics ("Agreement"). Any resumes submitted to Baylor Genetics in the absence of an Agreement executed by Baylor Genetics' authorized signatory will be considered the property of Baylor Genetics, and Baylor Genetics will not be obligated to pay any associated recruitment fees.