WHAT DOES A GLOBAL MARKETING DIRECTOR DO?

Published: Apr 18, 2025 - The Global Marketing Director leads strategy and execution to drive growth across CFEP product groups. This role manages a cross-functional team, oversees product launches, and integrates market insights to support business goals. The director strengthens brand presence through coordinated communications and customer engagement initiatives.

A Review of Professional Skills and Functions for Global Marketing Director

1. Global Marketing Director Duties

  • Multichannel Planning: Full accountability for developing and delivering the multichannel communication plan component of the Global Marketing Plan
  • Digital Brand Planning: Direct accountability for developing digital brand plans to support pre-launch strategic imperatives
  • Digital Execution Support: Support the GMDs and GMMs in the Gepo Global Team with the execution and monitoring of digital tactics to deliver the wider strategy
  • Evidence Integration: Integrate medical evidence generation, antibiotic surveillance tools and predictive treatment algorithms into the wider marketing plan as appropriate
  • Digital Strategy: Lead digital strategy development for commercial and medical teams
  • Brand Strategy Execution: As a core member of the commercial working group (CWG), shape brand strategy and lead execution aligned to strategy
  • Launch Planning: Lead digital launch planning and launch excellence activities for key LOC launches
  • Launch Support: Support LOCs' launches and tracking performance
  • Promotional Review: Influence execution and serve as a Global reviewer for promotional materials
  • Performance Management: Drive improvement performance management processes to better leverage insights and continuously improve the use of Global and LOC metrics to drive performance and optimal decision making
  • Innovation Exploration: Explore innovative Gepotidacin service delivery models that leverage new remote diagnosis and surveillance tools, coupled with the shift to the use of Telehealth for the treatment of UTIs
  • Digital Capability Building: Build digital capability in the broader Global Gepotidacin Marketing team, and lead wider team development and excellence in DDCx
  • Agency Leadership: Lead relationship with the lead Digital Agency partner

2. Global Marketing Director Details

  • Commercial Strategy: Accountable for the development and implementation of the global commercial strategy and delivery of the global business plan and sales targets
  • Lifecycle Management: Commercial representative at the cross-functional lifecycle management of a Vaccine commercialization
  • Portfolio Deployment: Drive the deployment of the portfolio strategy and the allocation of R&D resources for lifecycle management
  • Investment Planning: Lead/contribute to lifecycle planning and long-term investment proposals to strengthen brand value
  • Innovative Solutions: Lead the identification and delivery of industry-leading innovative solutions to resolve customer pain points, utilizing outside industry concepts, interfacing with TECH and third parties
  • Cross-Functional Alignment: Work across the matrix and partner with Medical Affairs, Pricing, Communication, Government Affairs, Regulatory, Manufacturing and R&D to ensure successful strategy creation, implementation and/or go-to-market activities
  • Performance Tracking: Monitor and track performance metrics (lead and lag measures) to enable the execution of critical activities
  • Customer Insights: Collaborate with the cross-functional team to develop deep insights into the customer pain points and competitor activity to enable the development of industry-leading initiatives
  • Campaign Development: Lead development of global marketing campaigns, delivered through integrated channels to ensure a best-in-class customer experience
  • Local Engagement: Collaborate with countries to ensure full engagement and, therefore, adoption and implementation are performed
  • R&D Allocation: Drive the deployment of the portfolio strategy and the allocation of R&D resources for lifecycle management
  • Governance Proposals: Lead/contribute to investment and governance proposals
  • Portfolio Ownership: Be the custodian and co-pilot of the RC Healthy Pet Portfolio within the Royal Canin Demand organization

3. Global Marketing Director Responsibilities

  • Category Strategy: Utilize customer, competitor, channel and influencer insights and trends to develop and implement global category strategies that grow profit and volume
  • Brand Promotion: Market and sell category awareness and brand benefits to drive business results
  • Product Launch: Ensure products are appropriately launched with the sales force and effectively communicate positioning, target market and pricing strategies
  • Channel Planning: Assist in route-to-market planning across channels and develop solutions for key reseller partners, both traditional and expansive
  • Lead Generation: Drive B2B lead generation activities and other marketing levers for growth
  • Business Planning: Be responsible for the implementation, control and subsequent evaluation of the annual business plans and budget appropriations, including the delivery of KPIs
  • Portfolio Management: Partner with and support Product Groups in portfolio lifecycle planning, management and multigenerational roadmap development
  • Strategic Planning: Develop and execute a global strategic plan that defines objectives to gain market share and drive accelerated sales growth to maximize profit
  • Value Alignment: Drive the value propositions of the business unit with those in the sales organization and industry to achieve continuous alignment with targeted strategic accounts
  • Sales Enablement: Partner heavily with sales leaders to develop key messages, product positioning, training and resources to implement category tactics
  • Industry Representation: Represent business initiatives and develop positioning of products to accounts and at industry events
  • Commercial Input: Provide commercial input to core business processes (eg, Finance updates, Long Range Forecasts, manufacturing)
  • Market Support: Provide support to countries, review and challenge plans and performance when appropriate, share best practices across markets

4. Global Marketing Director Job Summary

  • Market Segmentation: Identify, quantify, and prioritize strategic market segments
  • Competitive Mapping: Develop a competitive landscape and map out next-best-alternative technology solutions
  • Value Chain Analysis: Build a value chain analysis, including key relational players and the industry ecosystem
  • Customer Research: Conduct primary market research through voice of customer (VOC) collection at key customers and other influencers to refine the strategy
  • Business Planning: Develop and execute business plans for target markets
  • Market Development: Work closely with regional teams to drive the market development strategy
  • Product Innovation: Develop next-generation product concepts that solve unmet needs of the marketplace
  • Business Cases: Develop business cases, value proposition and pricing strategy
  • Product Development: Sponsor and drive New Product Development initiatives
  • Product Launch: Plan, execute, and support commercial launch
  • Marketing Communications: Initiate and support the development of marketing communications (product literature, advertising, trade shows, press releases, website content, feature articles, etc.) to help penetrate target markets and increase the acquisition of new sales prospects
  • Branding Strategy: Develop and execute a channel and branding strategy
  • Influencer Engagement: Identify and engage key buying influencers in target markets
  • Sales Collaboration: Partner with Sales to promote Michelman solutions

5. Global Marketing Director Accountabilities

  • Market Tracking: Responsible for tracking market share, price and NPS across their segment and identifying ways to improve or maintain these key metrics
  • Customer Insights: Align market insights with technology trends and competitive dynamics to assist Product Management in product planning and representing the voice of the customer in product roadmap decisions
  • Portfolio Strategy: Creates a global product/portfolio strategy including product positioning and current portfolio
  • Trend Analysis: Perform clinical and industry trend analysis, market share and competitive analysis and win/loss tracking to identify product and commercial strategies for growth
  • Opportunity Prioritization: Quantify and prioritize market opportunities
  • Competitive Landscape: Collect and prioritize product introduction and improvement recommendations and analyze the competitive landscape
  • Budget Planning: Identify budget requirements to ensure proper execution
  • Market Research: Orchestrate research to assess market and customer environments and to discover unmet needs, buying cycles and personas
  • Needs Identification: Identify customers’ clinical and economic needs, values and desired benefits
  • Risk Management: Identifying and assessing market and distribution risks, and developing a plan to mitigate those risks
  • Product Input: Working with Region Product Marketing, Product Management, Engineering and Global Design to provide input to the product development roadmap and to develop, test and prototype new product ideas
  • Loyalty Programs: Working with Region Product Marketing to perform installed base analysis to define programs needed to improve customer loyalty, share of wallet and retention
  • Roadmap Collaboration: Collaborating with Product Management to include these programs on product roadmaps
  • Evidence Planning: Developing a plan and budget for evidence generation to support selected NPIs and installed base products, working with the Market Insights team

6. Global Marketing Director Functions

  • Business Case Development: Developing inputs to support the business case for NPI (incl. target pricing) and product positioning
  • Brand Positioning: Defining brand (naming and trademarks), value proposition(s), and competitive positioning claims roadmap for new and existing products
  • KOL Identification: Interviewing professional societies and advocacy groups to identify and select KOLs for thought leadership and awareness building
  • KOL Development: Supports the development of regional KOLs in collaboration with Regional Product Marketing
  • Product Launch Planning: Building and executing a global product launch plan, including value proposition, segmentation/positioning, target pricing, awareness and advocacy strategies, channel strategy and sales enablement (in coordination with Regional Product Marketing)
  • Marketing Asset Development: Coordinating the development of marketing assets and product training materials (in cooperation with Marketing Communications)
  • Customer Experience Programs: Developing programs that improve the customer experience of the installed base in support of installed base retention
  • Marketing Plan Execution: Utilizing the NPI Commercial Activation rigor to develop a global marketing plan (portfolio management, marketing strategy, customer segmentation and targeting, positioning and value proposition development, message and market assets development, etc.) to grow global orders and share
  • Regional Alignment: Ensuring that regional marketing plans are aligned with the global marketing plan and collaborating with regional marketing on selecting the appropriate marketing mix
  • Communications Planning: Collaborating with Public Relations and Marketing Communications to develop a communications plan in support of the marketing objective
  • Budget Management: Developing and managing a budget needed to execute the marketing plan, and ensuring the timely implementation of programs in the marketing plan
  • Sales Collaboration: Working with regional sales and marketing teams to establish regional goals, drive consistency in product development, deliver sales forecasts, understand global customer needs and provide input into regional marketing campaigns

7. Global Marketing Director Job Description

  • Market Strategy Development: Responsible for working with the management team to formulate the company's domestic and overseas market development strategies
  • Operational Planning: Establish and improve the market operation model, and formulate online and offline marketing goals and implementation for the entire year of serving existing businesses and channel development based on the company's strategic planning path
  • Team Building: Responsible for building the team, and organising the market research and analysis of the marketing team
  • Global Coordination: Coordinate across multiple facets of the company as well as the management team across the globe, to help build the company's business unit
  • Team Leadership: Lead/coach and develop Brand Managers to their highest potential, helping on their career path progress (directly or indirectly leading)
  • Marketing Transformation: Lead the mindset shift across the organization on the role of marketing to focus on data and a learn approach
  • Risk Management: Identify commercial business risks or critical issues and their mitigation actions
  • Portfolio Tracking: Track and report deployment of the portfolio strategy and propose corrective actions
  • Brand Awareness: Create and execute a global marketing strategy to build awareness and reputation of the company's brands/service lines across both online and offline channels
  • Stakeholder Engagement: Drive the critical direct relationship between The Company and its staff, customers, and other key stakeholders
  • Business Growth: Drive the growth of the organisation, particularly from a new business perspective, and track ROI on marketing activities
  • Campaign Development: Develop timely campaigns with rich multi-media collateral that resonate with key audiences and that help the regional sales teams to win business
  • Lead Generation: Develop strategies designed to generate qualified leads for key brands and products with a focus on designing and implementing automated lead-nurturing programmes that increase engagement, conversion, and sales
  • Go-To-Market Strategy: Deliver go-to-market strategies for various business lines, which include positioning, messaging, and identifying the key audiences against given targets
  • Relationship Management: Build and maintain strong relationships with the global sales team, global management team, external vendors, delivery partners and marketing agency
  • Corporate Representation: Represent the company at conferences and events

8. Global Marketing Director Overview

  • Commercial Representation: Serve as the commercial representative on multiple global product teams across the mid and early-stage portfolio
  • Partner Collaboration: Ensure a successful commercial partnership with the external partner to drive aligned and optimized brand success
  • Brand Development: Develop global strategy, brand planning, positioning, messaging, and INN and brand name work
  • Market Insights: Develop and deliver insights on the external environment, including competitive landscape, market requirements, and unmet medical needs
  • KOL Development: Identify and develop key opinion leaders
  • Advisory Boards: Seek medical expert insights by arranging and conducting advisory boards
  • Product Feedback: Provide commercial feedback to impact formulation and packaging development decisions
  • Forecasting Models: Work with the Global market insights team to develop forecasting assumptions and models
  • Opportunity Assessment: Complete market opportunity assessments and make recommendations on future indications
  • Biomarker Strategy: Drive all commercial considerations of biomarker identification and companion diagnostic development
  • Regional Alignment: Partner with regional teams to ensure diverse commercial insights are brought into the development process
  • Medical Collaboration: Partner with Medical Affairs on publication planning and medical education strategies
  • Access Strategy: Partner with Market Access and HEOR teams to help develop the value proposition and access/reimbursement strategies
  • Launch Transition: Effectively transition brands to regional marketing teams in preparation for launch

9. Global Marketing Director Details and Accountabilities

  • Brand Strategy: Develop brand strategy and deliver launch/brand plan in accordance with Integrated Asset Plan (IAP) across customer segments including Patient, HCP, and Payer, in partnership with key cross-functional partners and LOCs
  • Differentiation Insights: Understand, value, and prioritize sources of differentiation by leveraging cross-functional insights
  • Competitive Analysis: Elucidate implications of emerging data and competitive launches across cross-functional teams and strategies
  • Strategic Planning: Develop strategic choices (positioning, segmentation, targeting, etc) and promotional strategy – both in non-dialysis and dialysis
  • Forecast Alignment: Partner with Insights to deliver the Global Forecast aligned to strategy, generating recommended assumptions and strategic input
  • Commercial Optimization: Elucidate SG&A and commercial model to optimize asset performance in Global markets
  • Governance Management: Drive governance deliverables and workstreams including MCT, FRC and PIB submissions aligned to key decisions for the organization (including 1Q21 global forecast revision and C2F/L decision)
  • Cross-Functional Leadership: Lead the CCG (co-creation group) with key cross-functional and LOC representation
  • Work Package Development: Lead development/refinement of IAP work packages, working with cross-functional teams, as C2FL approach
  • LOC Engagement: Drive LOC engagement strategy with CCG
  • Regional Integration: Integrate learnings from Japan and China into the Global brand strategy
  • Label Strategy: Lead labelling discussions aligned with the strategy
  • Lifecycle Strategy: Lead lifecycle management strategy as a means to drive additional value for the asset, including paediatrics

10. Global Marketing Director Tasks

  • Marketing Leadership: Provide global and regional leadership in developing and, together with the team, executing marketing strategy and identifying opportunities for future growth across all product groups falling under CFEP
  • Team Management: Lead, motivate and effectively manage a team of 7–8 marketeers across product marketing, regional marketing and communication
  • Market Insights: Drive actionable market insights to inform R&D direction and business strategy, as well as support the customer dialogue
  • Market Knowledge: Build a deep knowledge of markets, customers and competitors
  • Trend Monitoring: Keep up-to-date on new developments and trends to understand customer and market needs
  • Market Research: Conduct qualitative and quantitative market and customer and consumer research
  • Product Launch Management: Manage new CFEP product launches, including pre-launch alignment across commercial teams, internal and external product introduction, and post-launch follow-up to secure new product revenue targets
  • Communication Strategy: Develop and execute an integrated communication and promotion approach for new and existing products and markets that covers PR, web/social media, brochures, customer events, sales force communication, digital media, etc.
  • Customer Engagement: Develop deep market insights and support the business in key customer meetings and build relationships with product development and marketing at key target customers to have a finger on the pulse of the market
  • Internal Collaboration: Develop effective, collaborative partnerships with internal teams including product line management, marketing, sales, application and innovation, to develop and execute business growth strategies
  • Strategy Execution: Plan and execute a marketing strategy for the organisation and for new and existing products or services
  • Global Strategy Implementation: Oversee the implementation of the global marketing strategy
  • Brand and Budgeting: Develop a brand strategy and set an annual marketing budget
  • Event Planning: Create and manage a calendar of events such as webinars, conferences and thought leadership contributions
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