Unclassified - Redwood City, CA
posted 4 months ago
Etalon, Inc. is a privately held Silicon Valley biotechnology company that has developed a revolutionary veterinary genetic profiling service, primarily focused on the preclinical and agricultural markets, with an initial emphasis on horses as a model species. As the Director of Marketing, you will be responsible for setting and delivering the overall marketing strategy to meet business objectives. This encompasses a wide range of strategic initiatives including thought leadership, product marketing, event marketing, strategic partnerships, VIP relationships, affiliate marketing programs, and customer referral programs. Your role will be crucial in ensuring that Etalon is perceived as a premium, cutting-edge biotech brand within the equine and other animal market segments. In this position, you will champion the product roadmap in alignment with the marketing and sales strategy, while also preparing and managing the marketing department's monthly, quarterly, and annual budgets. You will set, monitor, and report on the company's marketing goals, with success measured by traditional marketing metrics such as brand awareness, customer acquisition, website traffic, customer value, brand engagement, and revenue growth through sales. Your responsibilities will include direct interaction with breeders, horse owners, veterinarians, genetic specialists, and other equine thought leaders globally, as you test, market, and sell Etalon's products. You will actively manage the marketing team and collaborate with other departments to execute the product roadmap. Understanding clinical unmet needs through voice-of-the-customer analyses and Key Opinion Leader (KOL) relationships will be essential. You will identify unmet equine genetic-centric needs, define product requirements, conduct global market assessments, and develop business case models and pricing strategies. Additionally, you will drive the product roadmap, lead market research, monitor trends, competitive activity, and industry developments. You will market-test and sell new concepts as well as existing products and services to the equine community. Understanding Etalon's target audiences, segmenting them, and defining the targeting strategy will be key, alongside working with product, sales, and technical teams. You will leverage data and customer insights to recommend growth opportunities, including new services and distribution channels. Collaborating with Etalon's Founders, you will develop cohesive messaging for broad audiences and create product-oriented marketing assets and educational materials. Your role will also involve planning and producing thought leadership, press, and partner engagement events to build brand awareness and adoption.