Regional Product Manager DTH - APAC

Position: Regional Product Manager

Region: APAC, India

Product range: DTH

Mission:  Bring competitive and innovative productivity solutions to customers to address their needs, which differentiates Epiroc from competitors. In doing so, enable division / Epiroc to increase market share and improve profitability in relevant product areas. Manage products life cycle, take full ownership of products. 

Lead the way towards becoming the solid market leader in the DTH tooling segment, develop and guide the divisional teams and CC teams to become the number one in the market.

KPIs: Business indicators such as, Market share, year on year growth, Revenue. Financial indicators such as, Profitability, Marketing indicators such as, time to market of new products.

Roles and responsibilities for Regional DTH Product Manager APAC: Reports to Global DTH Product Manager

1. Strategy and Product Planning: Develop product strategy and roadmap based on understanding of customers, applications, market segments, and competition for APAC region with a strong focus on the India market.

• Segment market and propose where to focus based on analysis of market attractiveness and Epiroc’s ability to compete, present clear strategy roadmaps for success
• Generate business and product ideas through analysis of customer applications, market changes, competitive offerings, and CC / customer feedback
  • Ideas may range from innovative to incremental
• Prioritize ideas based on attractiveness and feasibility to Epiroc
• Based on prioritized ideas, develop product strategy and roadmap for next 3-5 years –including making potential phase-out decisions
• Review product strategy and success roadmap with Global Product Manager / VP Marketing, and adjust as needed
• Support Global Product Manager in creating product portfolio

2. Development to launch: Based on understanding of customer’s problem, define product functional specs, do business case and make ‘go’ / ‘no-go’ recommendation; in case of ‘go’ plan and execute launch

• For each (major) idea, describe customer problem in more detail, e.g., make customer problem statement and draft minimum viable solution, estimate customer value
• Develop business cases for prioritized ideas, then seek Global Product Manager approval
• Based on customer need, draft functional specs, set product targets (e.g., safety, quality, cost, lead time), and define technical specs (as needed, technical specs jointly with R&D)
• Ensure development of a robust launch plan and make sure it delivers in time – depending on divisional set-up, either by yourself or with project manager
• During product development, work closely with R&D, sourcing, and manufacturing to ensure product meets specs and targets, and is ready for launch and delivery in time
• Provide detailed customer value proposition to be used in sales communication
• Draft promotion plan. Provide input to marketing team to design marketing assets, e.g., brochure, product specification literature, presentation, video / animation, case study

3. Sales and after sales support: Train CCs to sell product and support them in their sales activities. Collect CC ideas and monitor product performance including TCO development, take action based on them

• Provide high-quality sales materials and training to CC to help them drive sales and monitor performance and profitability targets to support meeting all KPIs
• Support CC in their sales and other customer-facing activities as needed, e.g., customer visits, campaigns, roadshows, exhibitions
• Monitor product performance and ask CCs to provide improvement ideas to better meet customer needs
• Proactively come up with ideas to better meet customer needs and improve performance (e.g., product improvements, pricing changes, promotion ideas), inform Global Product Manager about product gaps in the portfolio.

4. Operations: Follow and take active role in improving product safety, quality, and lead time – immediately after launch and throughout product lifetime

• Closely follow product safety, quality, and performance after launch, take action as needed
• Work with operations to ensure product competitiveness, e.g., propose initiatives for cost reduction and / or quality improvement, and play an active role in them
• Take an active role in resolving potential safety and quality issues arising from the field by working closely with DTS product support team.

Skills, Knowledge, and Competencies for this role:

Professional Education: University degree in, e.g., Engineering, Mining, Business or similar through experience.

Master customer needs, market, and competition (as per product range per Division)

• Understand market trends, market segments, competitive intensity and dynamics, business models, ecosystems
• Understand customer applications and needs
• Understand competitive landscape and dynamics

Understand technology and products

• Understand technology landscape and trends, including IoT / digital
• Understand Epiroc’s offering / products and their relative strengths / development needs
• Understand competitive offering

Set strategic direction, prioritize, and innovate

• Understand ambition and priorities by segment – and turn into execution plan
• Come up with and drive innovative ideas leading throughout the organization
• Understand (product) performance and apply right levers to drive it e.g. data driven decisions

Be commercial

• Clearly formulate customer problems / needs
• Develop and articulate customer value propositions
• Develop robust business cases – and make the right recommendations based on them
• Ensure that the portfolio meets profitability expectations according to divisional plans

Be a product marketing professional

• Master core product marketing skills, e.g., roadmap design, making product specs, executing launch
• Interact with customers to understand needs and test / innovate new ideas

Make decisions, influence, and execute

• Independently make business-oriented recommendations and decisions
• Know your interfaces / stakeholders, influence them effectively, collect relevant data/input from them
• Lead execution on schedule, in budget, and to deliver target outcome

Relevant Experience: Overall, 5 - 10 years of DTH experience preferred in Marketing, Engineering or Sales Organisation