Summary: The Marketing Senior Product Manager is responsible for the strategic management and commercialization of the organization's entire orthodontic product portfolio – including appliances and related clinical solutions. This role serves as the connection between product development, Digital Dentistry, Sales, Marketing, Customer Support, and customers to ensure products successfully move from concept through launch, adoption, and ongoing lifecycle management.
This position is fundamentally a marketing and sales-driven role focused on bringing orthodontic and dental products to market, growing revenue, and driving customer adoption among orthodontic and dental practitioners. The Marketing Senior Product Manager drives product strategy, market analysis, customer insights, commercialization planning, and product lifecycle management while ensuring alignment with organizational goals and customer needs.
This position plays a critical role in identifying growth opportunities, improving customer adoption, and supporting the organization's transition toward increasingly digital clinical solutions.
Title: Marketing Senior Product Manager
Salary Range: $140,000 - $150,000
Position Type: Full-Time, Exempt
Schedule: M-F, 8:00 AM - 4:30 PM
Essential Duties and Responsibilities: The following statement reflects the general details considered necessary to describe the principle functions of the job identified and shall not be construed as a detailed description of all work requirements that may be inherent to the job.
Product Strategy & Portfolio Management
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Develop and maintain product strategies for entire orthodontic and dental device product portfolio aligned with organizational objectives.
- Manage product lifecycle activities — from clinical concept and product development through market retirement — for tangible, manufactured orthodontic products.
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Evaluate market opportunities, customer clinical needs, and competitive product positioning within the orthodontic and dental device landscape.
- Identify opportunities for enhancing and expanding entire product portfolio based on practitioner feedback and market demand.
Commercialization & Go-To-Market Leadership
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Lead product launch planning and commercialization activities for entire product portfolio.
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Partner closely with Sales, Marketing, and Customer Support departments to drive customer adoption.
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Partner with Marketing and Sales to create customer-facing collateral, product positioning materials for the entire product portfolio, clinical value propositions, and launch campaigns targeting orthodontists and dental professionals.
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Partner with Sales and Marketing to develop launch plans, training materials, sales tools, and customer-facing resources.
- Drive customer adoption of the entire product portfolio including new orthodontic products through sales enablement, clinician education, and trade show presence.
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Develop product positioning, value propositions, and launch strategies.
- Coordinate product communications and clinical training initiatives for internal sales teams and external customers such as orthodontists.
Customer & Market Intelligence
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Gather and analyze customer feedback directly from orthodontists, dental professionals, and clinical end-users regarding product performance and unmet needs.
- Monitor industry trends, competitive orthodontic products, and clinical technologies within the orthodontic and dental device market.
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Translate practitioner insights and market data into actional product recommendations.
- Participate in customer practice visits, orthodontic industry meetings, and trade shows to maintain firsthand clinical market knowledge.
Cross-Functional Leadership
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Partner closely with Digital Dentistry, Engineering, Manufacturing, Quality, Sales, Marketing, and Customer Support.
- Support prioritization, enhancements, and future developments of entire product portfolio in coordination with R&D Engineers and Manufacturing teams.
- Facilitate alignment between product strategy and operational execution across regulated medical device manufacturing environments.
Product Performance & Lifecycle Management
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Monitor product performance and adoption metrics for entire product portfolio across the customer base.
- Track adoption, margin, revenue contribution, customer feedback, and lifecycle performance of entire product portfolio.
- Recommend pricing, positioning, and orthodontic product improvement strategies.
- Support business case development and investment recommendations for new product development and product line expansions.
Qualification Requirements: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions:
Education:
Bachelor's Degree (MBA Preferred) in:
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Business
- Marketing
- Engineering
- Biomedical Sciences
- Healthcare Administration
- or related field
Experience:
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7 - 10+ years of product management, commercialization, marketing, business development, or related experience.
- Minimum 3 - 5 years of experience within:
- Orthodontic or Dental Devices (strongly preferred)
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Medical Device
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Healthcare Technology
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Healthcare Manufacturing
Other skills and Abilities:
- Strong strategic thinking and business acumen with the ability to connect customer needs, market opportunities, and business objectives through selling products from entire portfolio to healthcare or clinical customers.
- Excellent communication, presentation, and interpersonal skills with the ability to influence stakeholders at all levels of the organization.
- Ability to develop compelling clinical value propositions and commercialization strategies for physical, manufactured products.
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Proven ability to lead cross-functional teams across Sales, Marketing, Engineering, Manufacturing and Quality and Regulatory without direct authority.
- Strong analytical and problem-solving skills with the ability to evaluate market trends, customer feedback, financial data, and product performance metrics.
- Ability to translate complex technical concepts into customer-focused value propositions and commercialization strategies.
- Demonstrated ability to prioritize competing orthodontic opportunities and make sound business recommendations.
- Strong project management and organizational skills with the ability to manage multiple initiatives simultaneously.
- Customer-focused mindset with a strong understanding of customer experience of clinical outcomes, practitioner adoption, and product retention principles.
- Ability to gather, analyze, and synthesize information from multiple sources to support product and business decisions.
- Experience facilitating collaboration between Marketing, Sales, Engineering, Manufacturing, Quality, Customer Support, and executive leadership.
- Ability to thrive in a dynamic environment with changing priorities and evolving business needs.
- Strong financial acumen, including experience evaluating business cases, product profitability, and return on investment for manufactured product lines.
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Demonstrated leadership presence and the ability to effectively present product recommendations effectively to senior leadership.
Technical Knowledge:
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Microsoft Office Suite: Excel (advanced preferred), Word, PowerPoint, Outlook
- Customer Relationship Management (CRM) systems preferred: Sales Logix, Microsoft Dynamics, or equivalent
- Experience with product lifecycle management concepts and methodologies.
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Knowledge of product commercialization, go-to-market strategy, and product launch planning.
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Familiarity with market research, customer segmentation, competitive analysis, and customer journey mapping.
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Understanding of pricing strategies, product positioning, and value proposition development.
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Experience interpreting sales data, market trends, and product performance metrics.
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Familiarity with project management tools and collaboration platforms.
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Working knowledge of manufacturing environments and product development processes.
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Understanding of quality and regulatory considerations within medical device, dental device, healthcare technology, or regulated manufacturing environments preferred.
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Knowledge of digital workflows, CAD/CAM technologies, digital scanning, 3D printing, orthodontic technologies, or digital dentistry solutions preferred.
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Experience utilizing business intelligence, reporting, and data visualization tools preferred.
Reasoning Ability:
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Ability to apply common sense understanding to carry out detailed written and oral instructions.
- Ability to deal with problems involving several variables in standardized situations.
- Ability to review data, draw conclusions and make suggestions based on data.
Travel Requirements: Some travel required, including customer visits, trade shows, and industry events.
EEO/Disabilities/Veterans. Individuals with disabilities and protected veterans are encouraged to apply.
At Great Lakes Dental Technologies, we care about our employees, the people we do business with, and our community. We’ve been named one of Western New York’s Top Places to Work in 2023 and 2024 by the Buffalo News, Best Place to Work 2024 and 2025 by Buffalo Business First, and were awarded the Healthiest Workplace for 2024. We’re a team that works hard but understands the importance of work-life balance, teamwork, and on-site fun. As an employee-owned company, we strive to do the right thing for our employees, for our customers, and for our community. Great Lakes Dental Tech is an employee-owned dental manufacturer that offers over 4,000 products and operates one of the largest orthodontic laboratories in the United States. Located in Tonawanda, NY.
Why we're great at Great Lakes Dental Technologies:
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Established Legacy - Joining Great Lakes provides career advancement at a stable, industry-leading company that has grown from a 2-person lab in 1965 to a 200+ employee-owned organization.
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Employee Ownership - At Great Lakes, employee ownership means that each team member has a stake in the company's success, fostering a sense of responsibility, collaboration, and commitment to our shared goals. Employees earn company stock.
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Comprehensive Benefits – We provide an array of benefits that can help you enjoy increased well-being, deal with an unexpected illness or accident, build and protect your financial security, balance your personal and professional life and meet everyday needs.
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Wellness & Work-Life Balance - Enjoy an environment that promotes wellness events and a healthy work-life balance, ensuring a fulfilling and sustainable life and career.
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Diverse Opportunities - Find employment opportunities in various departments including laboratory, digital production, customer service, accounting, sales, marketing, warehouse, and shipping and receiving.
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Training and Innovation – Hands on training provides many opportunities to develop and enhance your skills to advance in your career.
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Community and Impact - Participate in various company-sponsored activities such as raffles for charity, fitness events, lunch and learns, craft nights, food trucks, company lunches, and outings.
Benefits:
401(k)
Dental Insurance
Vision Insurance
Employee Stock Ownership Plan
Health Insurance
Health Savings Account
Life Insurance
Paid Time Off
Employee Referral Program
Tuition Reimbursement
College Scholarships
Annual Bonus Opportunity
Annual Wage Increase
