Director, Global Brand Marketing
Edwards Lifesciences
Summary
This role leads global brand strategy for upstream marketing and global product launches, partnering with product management, innovation teams, and executive stakeholders to define product positioning, value propositions, naming strategies, and launch plans that drive long-term growth and market differentiation.
Job description
Responsible for integrating brand strategy throughout the innovation lifecycle, this leader ensures successful global product launches by aligning commercialization strategies, launch readiness, and cross-functional execution with business objectives and customer needs.
- Lead global brand strategy across the portfolio, defining upstream marketing and product launch strategies that drive growth, differentiation, market leadership, and alignment to business objectives.
- Partner with executive leadership, upstream marketing, and product management teams to shape portfolio strategy, commercialization priorities, and innovation opportunities across current and future offerings.
- Develop and steward the global portfolio brand architecture, product naming strategy, and brand governance framework, ensuring consistency, scalability, differentiation, and long-term brand equity.
- Lead strategic brand development for new products, platforms, and indications, including positioning, product naming, value proposition development, messaging frameworks, and launch strategy.
- Serve as the primary strategic brand partner throughout the innovation lifecycle, integrating brand strategy from concept development and market assessment through launch readiness and commercialization.
- Leverage customer, market, and competitive insights to identify growth opportunities, inform portfolio strategy, strengthen product differentiation, and guide commercialization decisions.
- Establish global launch frameworks, governance, and best practices to drive consistent, successful product launches across regions and markets.
- Provide strategic direction to downstream and regional marketing teams, ensuring global positioning and launch strategies are effectively translated into local commercialization and customer engagement plans.
- Champion the consistent application of corporate and business unit brand standards, visual identity systems, messaging principles, and trademark requirements worldwide.
- Collaborate with Legal, Regulatory, Clinical, Medical Affairs, and Trademark teams to develop, secure, and protect product brands, naming assets, and intellectual property throughout the product lifecycle.
- Lead cross-functional alignment across upstream marketing, commercial, clinical, and regional stakeholders to ensure launch readiness and successful global commercialization.
- Oversee agency and strategic partner relationships, define success metrics, and manage investments to drive measurable impact across brand strategy, launch performance, adoption, and business outcomes.
Requirements
- Bachelor's Degree in related field
- Experience in marketing
- Demonstrated track record in people management
- Experience working in a regulated industry
- Proven successful project management leadership skills
- Proven expertise in Microsoft Office Suite and related tools and systems
- Excellent problem-solving, organizational, analytical and critical thinking skills
- Excellent written and verbal communication skills
- Interpersonal relationship skills including negotiating and relationship management
- Expert understanding of marketing concepts and principles
- Expert understanding of market and competitive dynamics
- Expert knowledge of financial mechanisms related to marketing including forecasting, expense budgeting and management, purchase order compliance and processing, and 3rd party vendor compliance management
- Demonstrated ability to manage one or more teams and provide coaching and feedback
- Ability to develop and integrate metrics into projects and operations
- Expert understanding of marketing content approval processes and systems, regulatory guidelines and legal boundaries
- Strict attention to detail
- Ability to interact professionally with all organizational levels
- Ability to work and excel within a fast paced, dynamic, and constantly changing work environment
- Ability to prioritize work within the team based on critical business needs
- Ability to articulate the vision of the business unit and function
- Demonstrated performance track record within relevant industry/function including talent management responsibilities
- Frequently interacts with customers, and internal and external management
- Lead briefings and technical meetings for internal and external representatives
- Ability to change the thinking of, or gain acceptance from others in sensitive situations
- Develop peer, cross functional and cross business relationships
- Provide leadership and direction to cross-functional teams
- Develop relationships and leverage them to influence change
- Support and solicit input from team members at all levels
- Adhere to all company rules and requirements
Benefits
- Competitive salaries
- Performance-based incentives
- Diverse benefits programs
Company overview
Edwards Lifesciences (NYSE: EW) is the leading global structural heart innovation company, driven by a passion to improve patient lives. Founded in 1958 and headquartered in Irvine, California, the company specializes in developing breakthrough technologies for cardiovascular diseases. As a pioneer in the medical device industry, Edwards focuses on transcatheter heart valves, surgical heart valves, hemodynamic monitoring systems, and vascular solutions. The company's patient-focused culture inspires its 16,000+ employees worldwide to deliver life-changing innovations that address complex heart health challenges. Edwards serves patients in over 100 countries through its comprehensive portfolio of products including the SAPIEN transcatheter heart valve system, INSPIRIS surgical valves, and advanced monitoring technologies. With a commitment to research and development, the company invests 17-18% of its revenue back into R&D efforts, maintaining its position at the forefront of structural heart innovation. Edwards Lifesciences has impacted over one million patients globally through its transformative medical technologies.