Position Overview

JOB DESCRIPTION

Position Title: Senior Product Department & Marketing Marketing Manager Cost Center: FLSA Status: Non-Exempt OR Exempt Supervisor: Director of Marketing (Circle One) Grade Level: 12 Date Approved 6/7/07 (HR Use Only) by HR:

Position Overview: Leading a team, as required, of Product Market Managers. Positioning of Laerdal products and services to new and current customers and distributors with focus on specified segment analysis. Actively develop and execute concepts, planning, implementation and evaluation of campaigns, programs, promotions and new product launches. Utilizes company resources to achieve annual sales, market share, and profitability objectives. Develop and implement sales related product and promotion information and training programs to support sales efforts.

Essential Duties and Responsibilities: Note – The role of Sr. Product Market Manager may include any and/or all of the functions outlined below depending on the specific needs of the assigned portfolio and/or individual assigned to a specific portfolio: 1. Provide quality service to Laerdal’s internal and external customers in all assigned tasks, while upholding Laerdal Values at all times

2. Product Management  Manage the portfolio of products and understanding market developments and proposing appropriate responses  Develop a marketing plan for the portfolio each year  Preparing for Group product launches at a national and/or international level  Bridging inputs between sales and R&D  Analysis of incoming data regarding market trends in the portfolio  Driving the product development activities for new product development

2. Regional Marketing Plan  Creation, implementation and maintenance of the Marketing Plan for the allocated product lines and ensuring team members develop adequate plans for their portfolios  Undertake specific initiatives for the complete marketing mix (product, price, promotion and place/distribution)  Maintain a current promotional schedule for product line and coordinate with Corporate Communications.

3. New Products and Product Innovation  Develop business rational for new products and raise them to the relevant Product Group Team  Work with appropriate development teams on innovation for the product line.  Provide leadership for all projects within his or her product line and serve as a lead member of the project team.  Undertaking the necessary work to identify potential solutions for unmet user needs

NOTE: This document is an outline of the primary tasks assigned and may be changed at the discretion of management, formally or informally, either verbally or in writing. All team members are expected to assist Laerdal in achieving its goals even if such tasks are beyond the scope of this outline. The job description does not constitute an employment contract, implied or otherwise, other than an “at will” relationship and is subject to change by the employer as the needs of the employer and requirements of the job change. Page 1 of 3 JOB DESCRIPTION

4. Product Forecasting and Inventory Management  Develop annual product line forecast and update monthly in conjunction with inputs from Sales.  Monitor forecast and inventory on a monthly basis and coordinate activities and information with the SC&M teams.

5. Product Line Performance and Profitability  Lead the development of the annual product line budget  Monitor sales and Gross Profit performance monthly.  Sales tracking and trending against budget.  Develop and Monitor price trend analysis and suggest corrective action.  Communicate product line performance by written report monthly, quarterly and annually.  Initiate end-of life activities for non-profitable products.

6. Product Support Information  Develop effective and necessary product support information for product line.  Solicit pertinent data and maintain a current Competitive SWOT and Market share Analysis for product line and share updates frequently with sales team.

7. Product Training  Maintain Product Training files for product line.  Develop and maintain product knowledge objectives and standards for new and current team members.  Assist in the delivery of training as needed.  Perform regular knowledge assurance reviews to ensure that the sales and support teams possess the necessary product knowledge to execute their responsibilities efficiently.

8. General  Work to find solutions to business challenges.  Help coordinate cross-functional activities for the product line.  Stay in close contact with customers and sales to assure a current understanding of market and product issues.

Responsibility and Decision Making Authority: Act independently; decision making within Company policy

Management/Supervisory Responsibilities: Marketing Coordinators Associate Product Marketing Managers

Qualifications/Competencies/Position Requirements: Knowledge, Skills, and Abilities:  .  Computer literate; able to utilize IBM PC's effectively, including word-processing and spreadsheet applications.  Strong interpersonal skills; utilizing positive reinforcement and teamwork.  Must be creative, imaginative, have ingenuity and ability to communicate effectively using verbal and written communication skills.  Ability to develop in-depth understanding of product line and its position in the marketplace. NOTE: This document is an outline of the primary tasks assigned and may be changed at the discretion of management, formally or informally, either verbally or in writing. All team members are expected to assist Laerdal in achieving its goals even if such tasks are beyond the scope of this outline. The job description does not constitute an employment contract, implied or otherwise, other than an “at will” relationship and is subject to change by the employer as the needs of the employer and requirements of the job change. Page 2 of 3 JOB DESCRIPTION

Education and Experience:  Bachelors degree, preferably in business administration or health sciences.  Minimum of six plus year’s marketing/sales experience demonstrating a hands-on approach.  Experience in medical product or service marketing is desired. Medical sales or clinical experience is advantageous.

Licensing and Certification:  CPR certification (or trained in first six months of employment).

Working Hours:  Hours may vary and will require evening and weekend work depending on business needs and will require working overtime.

Working Environment:  Work performed in office setting, with travel as needed.

Tools and Equipment Used: Personal computer, copier, fax, phone, and other typical office equipment.

Travel: Travel up to 10-20 days per quarter for fieldwork to maintain close familiarity with field and competitive market conditions through contact with key customers. Flexible travel schedules requiring some weekend travel.

Physical Demands: Ability to lift and carry demonstration product (maximum of 90 pounds).

NOTE: This document is an outline of the primary tasks assigned and may be changed at the discretion of management, formally or informally, either verbally or in writing. All team members are expected to assist Laerdal in achieving its goals even if such tasks are beyond the scope of this outline. The job description does not constitute an employment contract, implied or otherwise, other than an “at will” relationship and is subject to change by the employer as the needs of the employer and requirements of the job change. Page 3 of 3