Director, Digital Health Marketing

Core Responsibilities

• Shape portfolio growth strategy and influence business unit priorities through market insights, customer understanding, competitive intelligence, and commercial analytics.
• Lead upstream and downstream marketing teams to drive portfolio adoption, market expansion, customer value realization, and revenue growth across Connected Care offerings.
• Lead the modernization of marketing across Connected Care through data-driven decision making, AI-enabled marketing approaches, digital engagement strategies, and scalable commercial processes.
• Ensure alignment between product strategy and commercial execution through effective positioning, go-to-market strategies, and cross-functional leadership.
• Develop and lead a high-performing marketing organization while managing marketing investment to maximize business impact and ROI.

Marketing Capability and Commercial Transformation

• Drive continuous improvement of marketing operations, customer journey management, demand generation, and portfolio performance measurement.
• Establish metrics and analytics that connect marketing investments to customer adoption, pipeline creation, revenue growth, and marketing ROI.

Upstream Marketing

• Lead market and customer insight generation and partner with Product Management and business leadership to translate those insights into portfolio strategy, product investment priorities, market expansion opportunities, and long-term growth initiatives.
• Own portfolio-level positioning and narrative, ensuring clear articulation of platform value and differentiation across interconnected solutions.
• Analyze market size, growth, and competitive dynamics to inform strategic priorities; develop deep subject matter expertise across the portfolio.
• Capture and communicate customer intelligence and other learnings back across the Baxter organization.
• Understand key growth drivers and pricing.
• Clarify the portfolio and product-specific value propositions and positioning relative to customer pain points and competitors.
• Segment customers and inform priorities.
• Understand decision-making and purchasing processes for customers.
• Help craft internal and external messaging.
• Create multi-year plans to build the Connected Care brand through a long-term marketing strategy.
• Manage 1-3 Upstream Marketing individuals.

Downstream Marketing

• Ensure the organization has effective marketing processes, tools, content, and enablement capabilities required to support commercial success.
• Communicate and implement messaging across functional and geographic partners – and help shape their communications.
• Develop and execute integrated marketing campaigns, content, and omnichannel strategies to drive awareness, demand generation, and sales enablement.
• Develop segment-specific messaging, value propositions, and clinical/economic narratives to drive targeted campaigns and market engagement.
• Deliver high-quality pre launch, launch, and post-launch promotional programs that maximize product adoption and penetration within the market.
• Support regional commercial marketing teams to help achieve growth and profitability with support for messaging.
• Work cross-functionally with business units, region/country teams, and functions to brainstorm, develop, launch new processes and improvements.
• Develop clinical and economic messaging.
• Lead product launches, field sales support, and other marketing activities.
• Generate/analyze competitive intelligence and promote understanding of competitive tactics with the sales team.
• Partner with marketing communications to create innovative and forward-looking content to drive market awareness, lead generation, leading to deal closure.
• Collaborate with global portfolio marketing to understand issues related to product quality/customer complaints; ensure feedback is communicated back to respective owners for input into recommendations and resolution to identified issues.
• Manage agencies and external stakeholders where needed.
• Collaborate with Medical Affairs to aid in guiding high-value studies to support key claims in marketing materials and establish Baxter’s presence as a thought leader.
• Manage 1-3 Downstream Marketing individuals.