Sr. Manager Product Marketing

The Senior Manager, Product Marketing, leads the development and execution of strategic portfolio plans designed to drive capital equipment and consumable sales in alignment with Candela’s annual financial objectives. This role is accountable for defining product positioning, crafting messaging, shaping go-to-market strategies, and ensuring commercial readiness across global markets. Responsibilities also include enabling sales teams, generating demand, and establishing competitive differentiation.

Marketing plans must specifically address key HCP and Med Spa segments, with tactical programs tailored to these audiences, as well as the creation of practice-level marketing assets to support patient outreach
-ultimately fostering market adoption, accelerating commercial growth, and strengthening brand leadership.

This is an individual contributor position.

• Build clear, compelling strategic positioning and messaging that differentiates in a highly competitive aesthetic landscape (with guidance from Sr/Director of Product Marketing) in alignment with annual financial targets
• Articulate the product opportunity in market and provide product insight and leadership from introduction through end‑of‑life
• Translate clinical, technical, and user insights into clear, simple, language that resonates with HCPs and their patients
• Partner with Clinical, Regulatory, and Medical Affairs to ensure scientific and compliant accuracy
• Partner with Regional Leads in other markets to share best practices, strategies, and tactics
• Develop GTM plans for defined product launches, line extensions, promotions, and campaigns
• Build GTM playbooks, sales tools, talk tracks, and training assets that drive commercial readiness
• Partner with Channel Marketing (Paid Ads, Search, Email, Events, and KOLs) to coordinate multi‑channel execution across target segments and customer archetypes
• Develop clear competitive claims, objection handling, and talk tracks to support field efforts
• Ensure all marketing activities comply with regulatory requirements and ethical standards
• Build high impact sales tools including ROI models, pitch decks, one pagers, demo videos, objection handling guides, and training materials
• Drive alignment with Inside Sales, Field Sales, Clinical Training, and Customer Support on messaging, pricing, and promotions
• Create content for sales meetings, webinars, product training, and KOL‑led education

• Partner with Growth & Channel Marketing to develop campaigns (B2B2C) that generate qualified leads
• Support content development for paid media, social, email, influencer, and experiential marketing
• Work PR agencies to pitch stories, awards, and thought leadership angles that reinforce category leadership
• Build provider and patient facing narratives that increase interest, trial, and adoption
• Serve as the internal champion and commercial voice for the product(s); collaborate with Global Business Units to continue to define unmet needs and gaps in the market
• Align Product Management, Sales, Clinical, Customer Support, Training, and Executive teams around a unified GTM strategy and messaging
• Ensure all assets, activities, and programs ladder up to one cohesive narrative
• Partner with Clinical, Regulatory, and R&D Teams to drive post‑market studies to expand treatment indications, as required

• Develop, design, and implement strategies and tactics that deliver against measurable KPIs to drive significant and profitable year‑over‑year growth of product lines (with guidance from Sr/Director Product Marketing)
• Monitor and analyze marketing initiatives’ brand performance metrics, market share, and ROI.
• Monitor funnel performance and adjust messaging and assets to improve MEL to MQL to SQL conversion
• Provide regular reports and insights to senior management on brand performance and market dynamics
• Adjust strategies and tactics based on data‑driven insights and market feedback