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Requisition Number 17-0069
Post Date 11/21/2017
Title Vice President and General Manager, Products and Services
Department Product and Marketing
City Silver Spring
State MD
Description The American Nurses Association (ANA) is the premier organization representing the interests of the nation's 3.6 million registered nurses. ANA advances the nursing profession by fostering high standards of nursing practice, promoting a safe and ethical work environment, bolstering the health and wellness of nurses, and advocating on health care issues that affect nurses and the public. ANA is at the forefront of improving the quality of health care for all.

Responsible for developing a shared vision for strategic and operational planning and sales growth that supports the successful execution of the ANA Enterprise product portfolio. This is a pivotal role in leading sales, conference and meeting services operations, product management and product development teams supporting the ANA Enterprise . Develops a clear understanding of customer needs, digital media and event market environments, purchasing trends and competitive pressures and effectively translates these into articulated strategies for profitable growth. Works collaboratively with subsidiary leaders and cross-functional teams to create a balanced and coordinated product strategy that includes benchmarks, metrics and the use of evidence in portfolio decisions to assess product performance. Demonstrates the ability to integrate measurements in product evaluation metrics.

Develops robust sales plans to drive targeted growth in line with product strategies. Accelerates product growth through the launch of new products and by aggressively leveraging existing products and services to drive sales, customer retention, and positive customer support. Directs necessary research and critical analyses to continually monitor market position, competitive movements, pricing policies, customer trends, and other forces that may impact the product portfolio. Ensures operations perform to target with a strong focus on asset effectiveness, labor efficiency and reliability of product quality. Provides outstanding service to subsidiary leaders and customers.

Builds and maintains a team of commercially focused managers and future leaders by demonstrating the ability to hire, coach, develop, and retain A-players and remove C-players. Leads Enterprise cultural transformation efforts through modeling the ANA Enterprise values and associated behaviors. Leads teams by practicing generous listening and cultivating a culture of accountability and autonomy by all team members. Demonstrates the ability to stay open to others ideas, styles, and approaches to achieving product portfolio goals. Engages all five generations in the workplace, including all aspects of diversity to work collaboratively to accomplish a shared vision and goals.

The position works in concert with the VP Marketing and Business Development and subsidiary Program VP’s to achieve sales and product growth market strategies. This is a high profile position within the ANA Enterprise at a national and international level.

Product Portfolio Strategy and Product Performance
• Assess the current situation and provide a renewed shared strategic vision that drives updated business plans with sales and marketing plans that result in realizing profitable returns with consistent growth.
• Successfully develop strong, collaborative cross-functional relationships across all levels of the organization to achieve improved profits and product growth.
• Design core licensing business models that can be replicated in achieving the content and app aggregation goals. Work collaboratively with business development and finance to model domestic and international templates that achieve time to market in six months or less.
• Work collaboratively with cross-functional teams to establish product roadmap and delivery strategies. Drive product lines and support services in a results oriented manner that meets customer and subsidiary needs. Demonstrate the ability to think strategically and to successfully execute tactics to achieve product goals. Brief peers and C-suite management on material changes in product, price, promotion and distribution tactics and provide recommendations to leverage product opportunities.
• Establish and drive the overall product portfolio strategy and development roadmap. Create and maintain product prioritization tactics that balance budget targets and strategic plan commitments with a flexibility to rapidly respond to new market opportunities and competition.
• Staff and lead a conference and B2B Account Sales function to achieve product, sponsorship, exhibitor and advertising targets. Work with the Product Managers and the Account Sales Manager to identify best practices and new models of products that support conference and B2B activities that include digital content sponsorships.
• Develop data driven product metrics based on an analysis of product line performance to pinpoint new product features and potential efficiency opportunities. Integrate digital media metrics in product decision making.
• Develop and execute P&L plans that achieve ANA Enterprise revenue and profit goals.

Management and Staff Development
• Evaluate talent within the product unit and be responsible for cultivating a culture that is market driven and highly competitive.
• Model ANA Enterprise values and associated behaviors. Coach team members to embrace the values and guide results that contribute to a high performing organization.
• Staff and lead a team of directors, program managers, product managers and service teams, providing guidance and direction to achieve ANA and ANCC product visions in the US and in targeted international markets.
• Plan and manage the product portfolio budget and all staffing, including the hiring and separation of staff within the teams. Recognizes the achievements of staff and makes appropriate staffing recommendations to achieve product portfolio goals.

Enterprise Collaboration
• Establish relationships to work closely with program leaders, finance, legal, marketing and other internal teams to deliver products nationally and in selected global markets.
• Collaborates with Human Resources to achieve staff development objectives within the management unit.
• Collaborate with business development to define processes and metrics that seamlessly integrate business case product specifications into product design and build schedules.
• Collaborate with the finance team and external consultants to prepare product forecasts that are tracked in Salesforce and other budget systems supporting the ANA Enterprise.
• Collaborate with marketing to conduct product research, environmental scans, and analyses to produce reports on competitor issues that affect product viability. Employ critical thinking to analyze, evaluate, and formulate conclusions and product recommendations.

• Reports to Executive Vice President, Chief Product and Marketing Officer.
• Supervises staff in the product and services functions which include Directors, Program Managers, Product Managers I and II, Product Development Teams, Product Sales, Editors, Fulfillment Marketing Data Specialist, Senior and Junior Meeting Planners, Registrars, Administrative Assistant, intermittent personnel, and temporary and contract employees.

• Revenue: $17.1 million

Education: Masters degree in business, technology or management required with a BA/BS in business, nursing or relevant field. Experience in health care sector required. Related credentials in digital media management, product marketing and/or product management preferred.

Related Work Experience: Minimum 5 years’ experience in related duties with increasing responsibility for product portfolio management and product development. Plus five years’ experience managing and leading a team to meet aggressive revenue goals with high judgment applied on how products are prioritized, constructed and launched. Progressively responsible managerial experience requiring independent decision-making in a business unit environment. Knowledge of distribution modes supporting digital content delivery, Web accessible and Mobile applications, LMS and Print-on-Demand platforms with a global view of evolving customer and product needs.

High level of competency in executive level critical thinking demonstrated by an ability to work in unchartered areas in rapidly changing industries. Capable of integrating large amounts of information to address complex issues. Challenges conventional wisdom when required. Engages in intellectually challenging product debates that lead to decisions driven by commercially viable judgment. Simultaneously manages several products at strategic and tactical levels to ensure results are achieved.

Ability to organize, plan and implement a wide range of highly detailed projects to achieve multiple objectives in a highly pressured, visible environment. Ability to understand and discuss technical platform concepts, schedule tradeoffs and business opportunities with technical and non-technical employees. Operates independently and pays attention to details.

Ability to quickly establish and maintain excellent interpersonal relationships across all levels of the organization. Creates an accountable team atmosphere that leads to achieving goals. Demonstrates the ability to recruit, retain, motivate, and inspire staff. Possesses an open, friendly communications style that embraces generous listening and openness to others ideas, styles and approach to work. Engages all five generations in the workplace, including all aspects of diversity to work collaboratively to accomplish a shared vision and goals.

Verbal and written communications are of paramount importance as the individual interfaces with examination candidates and representatives of higher education institutions, state nurses associations, specialty nursing organizations, potential partners in the negotiation and delivery of products to the marketplace, and international non-governmental organizations as well as governmental organizations. As a representative ambassador of the ANA Enterprise, the individual must present as a knowledgeable, accomplished and credible professional. A high degree of synthesis and analysis is required to evaluate the feasibility of developing collaborative initiatives or partnership efforts with organizations external to the ANA Enterprise. Able to serve as a key strategic partner with the senior leadership team and board members on ANA Enterprise and subsidiary vision and direction.

ANA’s state of the art office is located in the heart of downtown Silver Spring, Maryland, just blocks from the Metro and a wide range of restaurants and shops. ANA offers competitive salaries, a flexible work schedule and great benefits that include the following and many more:
• Attractive benefit plan for Health, Dental, Vision, RX
• 3 weeks paid vacation (accrued) and Christmas week off (paid)
• 9 paid holidays, 3 personal days, birthday holiday, and 12 sick days
• Excellent matching 401K plan
• Tuition Reimbursement and Professional Development
• Flexible Spending Accounts

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