Product Manager

Description of Responsibilities Position Summary The Product Manager is a key marketing role within BioFire Defense responsible for the successful commercialization and lifecycle management of assigned products and portfolios. This role serves as the commercial owner following product definition and development, ensuring successful product launches, sales enablement, customer adoption, and ongoing commercial performance. The position is accountable for executing the commercial strategy for assigned products by partnering with the commercial organization and other cross-functional teams. This role requires strong commercial execution skills, deep customer understanding, and the ability to translate product strategy into measurable business impact. A candidate who can hold themselves accountable to the highest standards of performance, precision, & integrity will excel in this position. Primary Duties Develop and execute commercialization strategies for assigned product lines throughout the product lifecycle. Lead cross-functional launch planning and execution for new products, product revisions, software updates, and end-of-life transitions. Support Marketing Manager to develop product positioning, value propositions, messaging, and customer-facing content aligned with overall product strategy. Partner with Marketing Management and Marketing Communications to ensure effective promotional campaigns, customer engagement, and lead generation activities. Develop and maintain sales enablement materials including presentations, competitive battlecards, objection handling guides, product literature, and demonstration tools. Train direct sales teams, distributors, and technical support personnel on product features, clinical value, competitive differentiation, and customer use cases. Monitor commercial performance including revenue, product utilization, customer adoption, market trends, and competitive activity, recommending corrective actions as needed. Gather and synthesize Voice of Customer (VOC), Voice of Sales (VOS), and competitive intelligence to identify commercial opportunities and provide actionable feedback to marketing leadership. Support monthly revenue forecasting, demand planning, and Sales & Operations Planning (S&OP) activities. Collaborate with Sales on strategic customer opportunities, product demonstrations, proposal support, and customer business reviews. Work closely with Regulatory Affairs and Quality to ensure marketing claims, product messaging, and customer communications remain compliant. Collaborate with Operations and Supply Chain to support launch readiness, inventory planning, and customer fulfillment. Assist in the development of strategic and tactical marketing plans for assigned products. Support government proposals, RFP responses, and customer presentations. Responsible for achieving commercialization objectives, launch milestones, and lifecycle performance goals within the scope of marketing. Comply with company quality management systems, policies, and procedures. Perform additional duties and responsibilities as required by business needs. Qualifications Training and Education Bachelor’s degree in marketing, Business, Life Sciences, Biomedical Engineering, or related field required. MBA preferred. Experience & Skills 5+ years of relevant commercial experience supporting product launches, sales enablement, and product lifecycle management in the medical device or In Vitro Diagnostics industry. Ability to make an impact by focusing on outcomes and putting the customer at the heart of everything. Strong commercial execution and project management skills. Ability to translate technical products into compelling customer value propositions. Excellent presentation and customer-facing communication skills. Experience leading cross-functional commercialization efforts without direct authority. Strong analytical skills with the ability to interpret commercial performance data and market trends. Demonstrate…