The Marketing Manager will lead Rayner’s brand growth, market presence, and product promotion across China.
This role is accountable for accelerating revenue growth through localized marketing strategies, strong KOL engagement, and high‑impact congress and event execution. The position operates within a hybrid commercial model, collaborating closely with the Regional Manager, Advanced Technology Specialist, and Key Account Manager to support the distributor network in China.
Key Objectives:
These five objectives define the core outcomes expected from this role:
- Achieve annual revenue targets for the China region, with a specific focus on Premium IOL targets.
- Manage the China marketing budget effectively, ensuring annual spend remains under budget.
- Plan, prepare, and execute Rayner’s presence at all major Chinese congresses
- Increase Rayner’s brand recognition in China through advertising, promotion, congress activity, digital marketing, and KOL scientific share of voice.
- Support clinical research and evidence‑generation activities by acting as the conduit between research sites and Rayner’s clinical trial managers.
What You'll Be Doing: **
Strategic Marketing & Brand Growth
- Develop and execute localized marketing strategies aligned with global and regional plans.
- Increase Rayner’s brand recognition through advertising, digital marketing (using local Chinese platforms), congress presence, and KOL‑driven scientific communication.
- Champion Rayner’s corporate and product brand identity to ensure consistency across all activities.
KOL & Stakeholder Engagement
- Build and maintain strong relationships with KOLs, clinical partners, and external stakeholders.
- Drive Peer‑to‑Peer scientific programs and support KOL initiatives including PR, practice management, and national communications.
- Identify and develop Centers of Excellence to expand premium product adoption, especially in the private surgery market.
Congress, Events & Campaign Execution
- Plan, prepare, and execute Rayner’s presence at major Chinese congresses and stand‑alone events.
- Deliver high‑ROI customer events, educational programs, and promotional meetings.
- Localize and adapt global marketing materials for the Chinese market, if needed.
Commercial & Pricing Support
- Collaborate with commercial teams and distributors to develop tailored pricing strategies aligned with market needs.
- Support sales teams with localized promotional materials, social media content, brochures, and digital assets.
Clinical & Evidence Generation Support
- Act as the conduit between research sites and Rayner’s Clinical Eye Science team.
- Support planning and coordination of clinical studies, ensuring data collection, compliance with timelines and regulatory requirements.
- Assist with clinical trial budget planning, vendor selection, and vendor management.
Budget & Performance Management
- Manage the China marketing budget, ensuring optimized spend and alignment with business plans.
- Track ROI across marketing activities and ensure delivery against annual revenue targets, including EMV IOL objectives.
What Experience & Skills You Will Need: **
- Bachelor’s degree in marketing, Business Administration, Life Sciences, or related field.
- 3–5 years of marketing experience in ophthalmic/medical devices, healthcare, or pharma.
- Proven experience in product launches, marketing strategy, and campaign execution.
- Strong understanding of Chinese healthcare/ophthalmic market dynamics and KOL management.
- Familiarity with digital marketing and healthcare promotion tools.
- Excellent written and verbal communication in English and Mandarin.
- Ability to travel; self‑driven and collaborative.
