Product Director in Madison, Wisconsin at Orascoptic

Date Posted: 8/3/2019

Job Snapshot

Job Description

Job ID: ORA000361

About Us

Our purpose at Orascoptic is to assist clinicians in delivering better procedural outcomes through superior visualization. We do this by providing magnification with the best resolution, across the widest and through the deepest field of view.

Founded by a dentist in 1981, Orascoptic has been designing and manufacturing award-winning loupes and light systems in Madison, Wisconsin for 30 years. Now a business unit within the Nobel Biocare platform of Danaher, we remain committed to establishing enduring customer relationships. Our goal is to have customers for life – from residency to retirement.


Orascoptic seeks an outstanding, customer-focused product leader to define, manage and leverage the company’s winning product portfolio. 
Reporting to the General Manager, Orascoptic’s Product Director will lead definition of the products the company will develop and sell in the future, will enable the sales channel to better sell its current offering, and will sustain current products through effective pricing, maintenance of line (MOL) and obsolescence activities.  Additionally, the Product Director will play an important role in the development and execution of the company’s strategic plan, including entry into new market segments and geographies. 

The Product Director will be Orascoptic’s product visionary and champion, leading the product management function and collaborating closely with peers across the senior leadership team in achieving Orascoptic’s growth and profitability goals.

Orascoptic has a rich history of innovation and a capable sales organization. The Product Director will work closely with Orascoptic’s leaders of R&D, sales, marketing, production, quality, finance, IT and regulatory affairs to achieve unprecedented innovation, agility, execution and growth. 
Define & Launch Future Product Portfolio:
  • Propose, create and maintain Orascoptic’s product development roadmap through insightful voice-of-customer (VOC), voice-of-sales (VOS), market research and competitive analysis
  • Lead the development of individual Product Requirement Specifications, proposing new products for development including specific functionality, volume and margin estimates and required cost points.
  • Propose the prioritization/reprioritization of New Product Development projects (NPD), carefully weighing tradeoffs of functionality, cost and time to market to best utilize finite R&D / NPD resources.  Achieve via close engagement with R&D and Sales organizations.
  • Define and lead the introduction of new products into the market through outstanding product launches, thoughtfully leveraging both the sales and marketing channels.  
  • Act as a passionate and articulate champion of new product launches to the market, direct sales teams and international channel partners, including through outstanding sales guidance and training.
  • Monitor and report-out on the financial and functional performance of new products against NPD goals in the 12 months following launch, executing cross-functional 
  • countermeasures as necessary.

Leverage Current Product Portfolio:
  • Create, maintain and share a first-hand understanding of the market by traveling with sales representatives and engaging frequently with customers and key industry experts.
  • Identify and define best practices among the sales organization related to product sales, including optimal product positioning and product demonstration tactics.  
  • Establish a cadence of regular communications to the sales organization, ensuring that Product Management is providing actionable, evidence-based guidance related to company products, competitor products and market opportunities.
  • Define and deploy sales tools that demonstrate the performance, difference or value of company products.
  • Regularly analyze product sales data to identify trends, opportunities and risks.
  • Define and manage the product training that company employees receive during initial onboarding and as part of continuing education.
  • Assesses market competition by comparing the company's products to competitors' products.  Define and conduct third-party testing or evaluations as needed.
  • Develop a nuanced understanding of why customers choose Orascoptic products.  
  • Report in senior leadership meetings on the status of product management initiatives (weekly) and on the trends and performance of company products vs. expectations (monthly).
  • Monitor and manage the product mix sold through the sales channels, implementing countermeasures where necessary to meet company growth, margin and strategic targets.
  • Identify and launch promotional packages and pricing to support the sales organization, encouraging focus appropriately within the product portfolio.
  • Set and monitor product pricing by utilizing market research data, balancing profitability and volume goals.
  • Create and distribute all product line communications to internal company audiences, especially guidance to the direct and distributor sales organizations.
  • Define core product messaging and positioning to be used by marketing organization for all communications to external audiences.
  • Support marketing organization in the development of effective lead generation materials, leveraging selected products to engage existing and prospective new customers.
  • Engage directly with Orascoptic’s largest distribution partners in support of account growth strategies.
  • Directly own sales performance results of select distributors in international markets.
  • Maintain professional and technical knowledge by attending educational workshops; reviewing professional publications; establishing personal networks with dental/medical customers and opinion leaders; participating in professional societies and fairs.

Sustain Current Product Portfolio:
  • Collaborate with the manufacturing and quality teams to identify and prioritize production and quality improvements based on relevance to customers and sales channel.
  • Facilitate inventory turnover and product availability by developing and maintaining product model sales forecasts.  Partners with the Materials Management/PSI team.
  • Support Quality Assurance, Sustaining Engineering, Regulatory Affairs, and Production to ensure appropriate Maintenance of Line (MOL) activities are completed to sustain availability of the existing product portfolio.
  • Support, in partnership with Finance and Sales, the annual price evaluation/increase process.
  • Provide product line volume and ASP estimates necessary for Orascoptic annual financial planning.
  • Communicate all changes to product features, availability or obsolesce plans to internal and external constituencies, including customers (through Marketing/Customer Care), direct sales representatives and international distributors.

Supervisory Responsibility:
  • Directly lead a Product Management team of 1-2 team members, including definition of roles, daily management, goals & objectives, reviews, engagement and development. 

Job Requirements


  • Bachelor’s degree required
  • 8+ years experience in product management, marketing, sales or similar commercial experience, including defining, deploying and selling great products in close collaboration with direct and indirect sales teams.
  • 5+ years strong leadership skills, including inspiring and guiding teams of direct/indirect reports and cross-functional colleagues.
Preferred Skills/Experience:
  • MBA strongly preferred.
  • Excellent leadership experience and growth potential, including demonstrated experience gaining action and followership from sales and marketing teams.
  • Strong analytical and quantitative skills, including proficiency using Excel and product/market data to develop and articulate viewpoints. 
  • Ability to deliver inspiring presentations to customer gatherings and sales meetings. 
  • Ability to identify and articulate commercial obstacles and opportunities.
  • Ability to build consensus and generate alignment across peers on the senior leadership team regarding product management performance, priorities and opportunities.
  • Eagerness to go into the market to build perspective, traveling to engage directly and regularly with customers, sales representatives, distributors and dental/medical opinion leaders. 
  • Ability to identify, articulate and countermeasure commercial obstacles to growth 
  • Commercial instincts and ability to achieve both customer experience and revenue objectives.
  • Clear and swift critical thinking abilities to contribute on a daily and strategic level 
  • Facility with data and ability to use to uncover insights and drive decisions about daily and strategic priorities.
  • Ability to develop and manage a team, take initiative and follow through on tasks and commitments.
  • Ability to create followership through cross-functional collaboration.
  • Ability to implement strong Daily Management practices within the Product Management function and in support of Sales and Marketing teams.

Danaher Corporation and all Danaher Companies are equal opportunity employers that evaluate qualified applicants without regard to race, color, national origin, religion, sex, age, marital status, disability, veteran status, sexual orientation, gender identity, or other characteristics protected by law. The “EEO is the Law” poster is available at:


Danaher Corporation Overview

Danaher is a global science & technology innovator committed to helping our customers solve complex challenges and improve quality of life worldwide. Our world class brands are leaders in some of the most demanding and attractive industries, including life sciences, medical diagnostics, dental, environmental and applied solutions. Our globally diverse team of 71,000 associates is united by a common culture and operating system, the Danaher Business System, which serves as our competitive advantage. We generated $19.9B in revenue last year. We are ranked #162 on the Fortune 500 and our stock has outperformed the S&P 500 by more than 5,200% over 25 years.

At Danaher, you can build a career in a way no other company can duplicate. Our brands allow us to offer dynamic careers across multiple industries. We're innovative, fast-paced, results-oriented, and we win. We need talented people to keep winning. Here you'll learn how DBS is used to shape strategy, focus execution, align our people, and create value for customers and shareholders. Come join our winning team.

Danaher is committed to competitive compensation that typically has key components including base salary, variable annual incentive compensation based on personal and company performance, and long-term incentive.


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