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Director of Product Launch

Company: TINA Healthcare
Location: Palo Alto
Posted on: September 17, 2022

Job Description:

TINA Healthcare is looking for a Commercialization Manager (CM) to bring our innovative product, TINA: the tampon insertion aid, to market. Who are we? The tampon is an antiquated product that has not been redesigned in 90 years and was not designed with accessibility in mind. A group of researchers at Georgia Tech and Stanford has spent the last 5 years envisioning what a world with accessible menstrual care would look like. Through market research and thousands of interviews, we discovered thay people with limited mobility, particularly those with dexterity limitations and pain in the joints, struggled to use modern applicator tampons. The alternatives were extreme and sometimes permanent, such as a hysterectomy, or uncomfortable and unsanitary, like the use of adult diapers every month. This was an unacceptable realization. To help these people regain independence, comfort, and improved quality of life every month, we developed TINA, the Tampon INsertion Aid. TINA is a reusable device that clips onto off-the-shelf tampons and makes them easier, more consistent, and comfortable to use. Beyond individuals with limited mobility, TINA will improve the quality of menstrual care for millions, such as first time users, people with obesity, and people just looking for an easier way. This is a novel product entering a untapped and unexplored market, marking a massive opportunity; we already have hundreds of pre-orders from a wide range of user profiles. We need a data-driven self-starter to lead TINA's product launch and accelerate relentlessly towards product market fit. Who are we looking for? After just completing our final beta-testing round, TINA, who has seen over eight complete product iterations, is fully formed and ready. The next step is to identify and execute TINA's road to market. If you get excited at the thought of leading and owning the go-to-market process for an already completed DTC product, this role is for you. RequirementsThe Commercialization Manager (CM) will own the end-to-end GTM process for the TINA product. This person will lead in the process of developing a GTM plan and lead the plan's execution and continuous evolution. What are the CM's Roles and Responsibilities? The CM's overall responsibility will be to build a GTM Plan based on iterating online reach within our various target groups (limited mobility, obesity, young learners, and easier way) to create a business that has a sustainable CAC and an accelerating ramp. As in any product launch, there will be tactics that work, tactics that don't, and tactics that need to be modified. We know there are a number of sizable markets, but we do not know how to cost effectively reach these markets. The CM will manage this critical GTM iterative cycle, ultimately selecting and scaling our deployment strategy. The CM will be responsible for managing the Marketing Director, Customer Success Lead, and the Product Design/Manufacturing Team. Additional Responsibilities will include:

  • Create, track, and update operational and business goals/metrics before and after product launch,
    • Work with the Marketing Director to strategize a data-centric, experimental pipeline that allows for the testing and iterating on potential target markets and product positioning
      • Liason between the Customer Success Lead and Product Designer to interpret post-launch data and feedback as it pertains to product development and feature addition/retraction
        • Check in with teams (marketing, customer success, and engineering/product) on a weekly basis to update GTM milestones, strategy, and opportunities as new data is introduced. The CM will be tasked with
          • Create the support process for how the data collected during the product launch will elucidate what is not working, and he/she will work with relevant teams to decide what can be adjusted or modified, what needs to be replaced, and what is working effectively.

            BenefitsNegotiable Salary 401(k) Medical Insurance

Keywords: TINA Healthcare, Palo Alto , Director of Product Launch, Executive , Palo Alto, California

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