We understand that the world we want tomorrow starts with how we do business today, and that’s why we’re inspired to make A Better World for Pets. Antech is comprised of a diverse team of individuals who are committed to each other’s growth and development. Our culture is centered on our guiding philosophy, The Five Principles: Quality, Responsibility, Mutuality, Efficiency and Freedom. Today Antech is driving the future of pet health as part of Mars Science & Diagnostics, a family-owned company focused on veterinary care.
Antech is seeking an experienced and highly driven Senior Product Commercialization Manager – Reference Lab (Europe & APAC) to lead the commercialization strategy, portfolio management, and growth initiatives for our Reference Laboratory services.
This role focuses on driving commercialization and market growth across Antech’s highest‑potential Reference Lab markets, with responsibility for developing differentiated strategies, supporting customer acquisition, retention and expanding utilization in key diagnostic categories where Antech has strong competitive advantage.
The role requires strong strategic capability, commercial acumen, market insight, and the ability to drive cross‑functional initiatives across Marketing, Sales, Medical, and Lab Operations.
Essential Duties and Responsibilities:
Market Research & Insights
- Leverage internal data, customer insights, and operational performance metrics to inform market research, identify growth opportunities, and shape commercialization strategies.
- Conduct market research to understand testing behaviors, customer needs, competitive dynamics, and category opportunities.
- Translate insights into clear commercialization strategies and growth priorities.
- Partner with Sales, Medical, and Lab Operations to identify market gaps and opportunities.
Portfolio, Pricing & Commercial Strategy
- Partner with Lab Operations and Commercial teams to evaluate and design the most competitive test portfolio for each market, harmonizing across geographies where relevant.
- Conduct competitive pricing assessments and develop pricing recommendations that balance market competitiveness, customer value, and profitability.
- Ensure clear alignment between operational capabilities, portfolio strategy, and commercial messaging.
- Provide commercial teams with guidance on new test introductions, portfolio optimisation, and phase-out decisions.
- Use market insights, customer behaviour data, and partner with finance to inform portfolio and pricing strategies.
Value Proposition Development
- Conduct market research to inform insights, pain points and areas of opportunity to develop compelling value propositions against Antech’s Reference Lab Services.
- Develop and refine differentiated value propositions for Reference Lab services based on customer needs and scientific credibility.
- Ensure consistency across customer touchpoints, sales materials, and marketing communications.
Commercial Marketing Planning & Growth Execution
- Develop and execute annual and quarterly commercialization plans aligned to business objectives, revenue targets, and market opportunities.
- Support the forecasting process with Lab Operations to ensure accurate demand planning, capacity alignment, and operational readiness.
- Define target customer segments, messaging, activation tactics, channels, and success metrics to drive measurable commercial outcomes.
- Create and implement insight‑led initiatives to drive growth in priority diagnostic categories, supporting customer acquisition, reactivation of lapsed accounts, and expanded utilisation among existing customers.
- Partner with Sales, Medical, Education, Lab Operations, and Customer Support Teams to ensure unified execution across all customer touchpoints.
- Continuously monitor performance, analyse results, and optimise strategies to improve conversion, retention, and category utilisation.
- Ensure strong commercial enablement through effective sales tools, training materials, and coordinated launch plans.
- Partner closely with Marketing to ensure timely, accurate, and customer‑centric communication of service updates, portfolio changes, and new offerings, ensuring the Reference Lab experience is clearly and consistently articulated across all channels.
- Drive the development of customer‑facing brochures, product service directories, and educational materials for Reference Lab services in partnership with Marketing, ensuring messaging aligns with the value proposition and commercialization priorities.
Customer Experience, Measurement & Insights
- Manage the design and continuous improvement of the Reference Lab customer onboarding experience in partnership with Sales, Marketing, Lab Operations, IT/Connectivity, and Medical - ensuring a seamless, consistent, and customer‑centric start that accelerates adoption and retention.
- Define onboarding and early‑life success KPIs and dashboards, drive cross‑functional accountability, and lead root‑cause/continuous‑improvement actions when performance falls short.
- Own the NPS framework for Reference Lab - including targets, cadence, segmentation, and reporting.
- Convert NPS insights into commercial and CX improvements, influencing onboarding, service quality, communications, and growth initiatives.
- Report NPS performance and trends to leadership with clear priorities and action plans.
Education and Experience:
- Bachelor’s degree in Marketing, Business, Life Sciences, or related field.
- 5–7+ years of strategic marketing or product management experience in Lab Services, diagnostics, medical devices, healthcare, or similar
- Proven success developing and executing commercialization strategies.
- Experience working cross‑functionally in complex or matrix environments.
- Experience within veterinary or human diagnostics strongly preferred.
- International experience would be a plus.
- Fluent in English. Additional European language skills beneficial.
About Antech
Antech is a leader in veterinary diagnostics, driven by our passion for innovation that delivers better animal health outcomes. Our products and services span 90+ reference laboratories around the globe; in-house diagnostic laboratory instruments and consumables, including rapid assay diagnostic products and digital cytology services; local and cloud-based data services; practice information management software and related software and support; veterinary imaging and technology; veterinary professional education and training; and board-certified specialist support services.
Note to Search Firms/Agencies
Antech Diagnostics, Inc. and its subsidiaries and affiliates (Antech) do not compensate search firms for unsolicited assistance unless they have a written search agreement with Antech and the requisition is position-specific. Any resumes, curriculum vitae, and other unsolicited assistance from search firms that do not have a written search agreement or position-specific requisition submitted to any Associate of Antech will be deemed the sole property of Antech and no fee will be paid in the event the candidate is hired by Antech.
