Primary Purpose and Overall Objective of the Job
The Industrial Applications Communications Specialist develops and executes impactful marketing campaigns that leverage customer, market and brand insights to drive lead generation, sales enablement, market penetration, and revenue growth for the business. They use marketing communications strategies, digital tools, and expertise to build brand awareness, execute online and offline campaigns, generate engaging content, coordinate customer events, and drive lead generation. Effectively, they translate strategic marketing objectives into impactful campaigns, ensuring professional execution for measurable outcomes in lead management and sales opportunity pipeline.
Job Description
1. Campaign Management & Execution
- Identify the optimal mix of communication channels that align with defined market segmentation and buyer personas to guide the customer journey;
showcase the value of our offer and generate demand from prospects and our customers.
Develop and execute localized, multi-channel marketing campaigns (digital, email, events) for product launches, promotional priorities, and other commercial initiatives.Manage the cluster’s Industrial Applications marketing communications calendar, facilitating alignment with global campaigns, and driving focus on local sales priorities.Drive lead management from generation to conversion;track MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads);work with sales for timely lead follow-up and opportunity creation.
Oversee content management in coordination with external agencies, global and regional Communications teams, Scientific Affairs, and local commercial teams for engaging content creation or localization, digital advertising, and events.Coordinate with global and regional collaborators to update and localize content for web pages, ensuring SEO / SEA best practices and global / regional / local alignment.Analyse campaign performance using CRM (Salesforce) and marketing automation (Marketo) to track lead generation and Marketing Influenced Opportunities (MIOs);report on campaign ROI and optimize marketing communications tactics accordingly.
2. Sales Enablement
Create bioMérieux brand awareness through online and offline campaigns, social media activities (e.G. LinkedIn), and bioMérieux brand guidelines compliance.Collaboration with Segment and Solution Managers to develop / localize and curate ready-to-use, brand-compliant sales assets : battle cards, white papers, case studies, presentations, and competitive comparisons.3. Channel & Key Account Marketing
Support development and execution of channel marketing programs for authorized distributors, including multi-channel campaigns and bioMérieux brand management.Support RFP (Request for Proposal) and tender processes by providing relevant marketing collateral and, when appropriate, Account Based Marketing activities.Skills and Qualifications :
Essential Skills :
Possesses a broad understanding of marketing communication principles, with a track record of executing impactful marketing campaigns using diverse digital and / or traditional tactics and tools for lead generation and contributing to brand management.Strong project management skills with demonstrable ability to manage multiple priorities, sustain attention to detail, and drive pragmatic and timely execution.Outcome-oriented mindset with analytical skills to measure, communicate and evolve campaign effectiveness.Excellent collaboration skills to work effectively with local and regional marketing teams, regional colleagues, and local commercial organizations.Proficiency with CRM platforms (Salesforce preferred), Marketing Automation (Marketo preferred), and digital marketing tools (email, video editing and hosting, LinkedIn, web content management systems, etc.)High level proficiency with Microsoft 365 tools (PowerPoint, Excel, Word, Outlook, Teams, etc.). Experience with Adobe Photoshop, InDesign, AEM, etc.Is highly desirable.Desirable Skills
Experience in the food or pharma manufacturing, safety and / or quality testing industry.Knowledge of local market dynamics and / or multi-country marketing.Competencies
Drive for Results : Focuses on achieving goals and measurable outcomes.Execution Excellence : Meticulous attention to detail, strong planning and organization skills, and commitment to timeliness, quality and adoption of best practices.Collaboration : A team player who can work effectively across organization levels, functions, cultures and time zones, communicating and influencing effectively.Customer Centricity : Understands, anticipates and prioritizes the needs of sales teams, business partners, and customers.Education
Bachelor’s degree in communications, Marketing, or a relevant scientific field (e.G. Life Sciences, Microbiology), or equivalent relevant commercial experience.
Experience
3-5 years of experience in digital marketing or marketing communications, preferably in life sciences or diagnostics. Digital marketing expertise is highly desirable.
Language
Excellent English language proficiency, and proficiency in local language(s).
