Product Manager (IVD) – HCM

JOB SCOPE

Own the assigned brand / product portfolio end-to-end: full P&L accountability, a 3–5 year product and campaign development roadmap, and the leadership of one direct report (Product Specialist). The Product Manager translates Principal strategy and market insight into a long-range brand plan, secures the profitability of the portfolio, and builds the scientific and commercial platform that sustains growth beyond the current fiscal year.

KEY ROLES AND RESPONSIBILITY

1. Business Ownership & P&L Accountability

• P&L responsibility: own the full P&L of the assigned brand – instrument, reagent, service and consumable revenue, gross margin, product mix and profitability by account segment.
• Target setting & delivery: build the annual brand target together with Management, break it down by segment, region and account, monitor performance against plan and drive corrective actions when gaps appear.
• A&P budget: plan, allocate and control the annual marketing & promotion budget; report ROI by campaign and reallocate spending toward the highest-return activities.
• Pricing governance: lead transfer price negotiation with the Principal; own cost-per-test (CPT) modelling, price positioning versus competitors, tender price floor and compliance with company pricing SOP.
• Investment cases: build and defend business cases for analyzer lending / placement (LRI, payback, contract length) together with Finance and Sales Management.
• Demand & supply: own the rolling forecast for the portfolio; work with Supply Chain on stock coverage, slow-moving and expiry exposure.
• Business review: present monthly / quarterly brand performance reviews to Management and to the Principal, with clear diagnosis and action plan.

2. Long-range Strategy & Product Development (3–5 years)

• Brand roadmap: build and own a 3–5 year roadmap for the portfolio, installed base expansion and test menu expansion.
• Long-cycle campaign development: design multi-year scientific and medical education . Define the yearly checkpoint of each long-cycle campaign so that a multi-year platform can be assessed, adjusted and defended in the annual planning cycle.
• Market intelligence: segment the account base, maintain the competitive landscape (share, technology, price, tender behaviour) and translate it into strategic choices.
• Portfolio & business development: evaluate the Principal pipeline and new business opportunities; build the business case (volume, price, margin, investment, payback, portfolio fit) and obtain Management approval.
• Principal partnership: act as the primary strategic counterpart to the Principal (APAC / global) – annual business plan, budget and marketing support requests, product supply, training and joint projects.

3. Marketing Strategy & Execution

• Brand plan: define positioning, value proposition, key messages and differentiation for each product line; ensure consistency across all channels and all customer-facing teams.
• Campaign management: develop and execute multichannel campaigns (scientific events, digital, print, in-lab activities) aligned to the brand strategy and the long-range platform.
• Sales enablement assets: own the master set of battle cards, comparison files, CPT calculators, technical specification packs and tender dossiers for the portfolio.
• Measurement: define the KPI framework for every campaign (reach, conversion, funnel movement, revenue impact) and report results with insight, not only activity.

4. People Management & Development

• Direct report: lead, coach and develop Product Specialists – objective setting, KPI assignment, workload allocation, mid-year and year-end performance review.
• Delegation & quality control: delegate execution scope clearly, review deliverables for scientific accuracy and brand consistency, and provide on-the-job coaching.
• Individual development plan: build the IDP for the direct report and prepare the succession pipeline for the product role.

5. Commercial & Sales Support

• Lead tender strategy for the portfolio: technical specification, clarification letters, competitor defence and win/loss analysis.
• Provide the Sales team with the product knowledge, tools and pricing guidance needed to reach target; monitor product knowledge level and close gaps.
• Conduct field visits to key accounts to capture insight on product performance, competitive pressure and customer workflow.

6. Customer, KOL & Scientific Engagement

• Own the national KOL mapping and engagement plan for the portfolio; build advisory boards and long-term scientific partnerships.
• Drive guideline and standard-of-care advocacy for the assigned clinical areas in cooperation with medical societies and hospital experts.
• Collect and structure voice-of-customer feedback into product improvement requests and Principal feedback loops; oversee resolution of product-related complaints with Application, Service and RA.

7. Cross-functional Collaboration & Compliance

• Align the registration roadmap with Regulatory Affairs so that product availability supports the launch and tender calendar.
• Work with Application, Service, Supply Chain, Finance and IT (CRM / customer data) to ensure the brand strategy is executable end-to-end.
• Ensure that all promotional materials, claims and scientific content comply with local regulations, Principal guidelines and the company code of conduct.

• Other tasks assigned by the Marketing Manager.

JOB REQUIREMENTS

Education:

• Bachelor degree in Pharmacy, Medicine, Medical Laboratory, Biotechnology, Life Sciences or Marketing. A postgraduate qualification in business or marketing (MBA / equivalent) is an advantage.

Work Experience & Competencies:

• Priority is given to candidates with minimum 02 years of hands-on experience in the IVD industry (diagnostic reagents and analyzers), covering instrument placement, reagent pull-through and laboratory customers.
• Minimum 05 years of experience in marketing / product management within the pharmaceutical, IVD or medical device industry, of which at least 02 years in a product management role.
• Demonstrated ownership of a brand P&L: target setting, margin management, pricing and budget control.
• Proven experience leading a full product launch and a multi-year marketing or scientific campaign.
• People management experience is required.
• Experience working with international principals / regional headquarters is strongly preferred.
• Strong analytical capability: market sizing, CPT and pricing modelling, tender and customs data analysis, advanced Excel and PowerPoint.
• Strategic thinking with the discipline to convert strategy into an executable plan and to hold the plan through several planning cycles.
• Strong communication, presentation and influencing skills at KOL, Management and Principal level.
• Project management, cross-functional leadership and decision-making under incomplete information.

Languages:

Mandatory: (business proficiency, written and spoken) and Vietnamese.