AVP Product Marketing

Job Category
:
Marketing and Communications

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.

• 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.
• 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.
• 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, battle cards, 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.
• 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, battle cards, 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…