Strategic Marketing Associate Director, Specialized Modalities
Location : Hyderabad, India
This is an office‑first role. Working together in person supports close, real‑time collaboration and team alignment, enabling us to deliver our best work. You will work primarily in the office, with the flexibility to work remotely for 40% of your time (two days per week).
The actual location of this job is in Hyderabad, India. Relocation assistance is available for eligible candidates and their families, if needed.
Intro Summary of the Role
The Associate Director of Strategic Marketing is responsible for ensuring that Specialized Modalities (SPM) business strategy and key decision-making is “market led”, and for developing and executing promotional strategies to drive growth in their assigned business area (or modality) by raising awareness, generating demand and nurturing communities.
Key responsibilities are 1) being an active player in the Business Platform strategic planning process, ie “where to play, how to win”, especially in market segmentation, crafting compelling value propositions, and in facilitating the development of new offerings; and 2) leading the creation of annual modality-specific marketing plans with campaigns to deploy the right message to the right audience, with a focus on production and dissemination of new content to drive customer engagement across the buying journey.
Essential for success are strong strategic thinking, story-telling and messaging ability, execution skills, business acumen, and cross-functional collaboration.
What you will get:
An agile career with the opportunity to drive global HR transformation and continuous improvement initiatives
An inclusive and ethical workplace where you collaborate with senior stakeholders across a global organization.
The chance to shape the future of HR through automation, digital solutions, and innovation
Meaningful work that enhances employee experience, operational excellence, and delivers lasting business impact
Access to global benefits via https://www.lonza.com/careers/benefits
What you will do:
Key Responsibilities (for assigned modality or modalities)
Market Strategy:
Facilitate the modality or Business Platform Strategic Planning Process, ensuring that decisions are “market-led” with high quality STP marketing (Segmentation, Targeting and Positioning)
Identify and/or champion market and competitive intelligence exercises from across the organization to support market strategy
Value Propositions:
Understand customer needs
Analyze the competitive landscape
Create compelling and differentiating value propositions
Source proof points for the highest performance value propositions
Assure high quality value-based messaging in written content and collaterals, and where necessary provide hands-on messaging support
Customer Segmentation & Targeting
Drive the identification and segmentation of target markets
Assist in setting criteria to prioritize customer segments based on potential value and alignment with business goals
Support the Sales targeting process.
Offerings Development:
Facilitate the development of winning offerings aligned with business strategy and value proposition gaps/opportunities, in collaboration with CD, Sales, R&D and other functions
Develop launch plans, aligning with key stakeholders, to ensure new offerings are introduced to the market in an efficient and impactful way.
Where appropriate, support development and positioning of cross-modality or platform end-to-end offerings
Marketing Strategy & campaigns:
Develop and drive execution of go-to-market strategies and
12-month tactical plan to maximize growth of the modality in line with set business platform objectives.
Develop targeted marketing campaigns to engage with specific customer groups both on- and offline; reach the right customers with the right message to raise awareness, generate demand and nurture communities.
Define a content plan in close collaboration with subject matter…