Segment Marketing Manager - Healthcare

Key Responsibilities

• Build a profound, data-driven understanding of target clinical segments, end customers, personas, and channels, including market definition, segmentation, market size, customer and buyer types, and their journey.
• Conduct win/loss analyses and assess competitors to define Barco’s positioning.
• Document key market problems and requirements.
• Develop and strengthen Barco’s brand equity and awareness with end-users and partners through clear clinical and economic value propositions.
• Create and maintain a comprehensive view of personas, including their needs and challenges.
• Translate value propositions into clear, targeted messaging across all segments within scope.
• Develop, manage, and implement innovative product launch programs.
• Enable channel and regional teams, including key partners, to successfully bring solutions to market.
• Ensure accurate and effective presentation of products across channels, including the website.
• Develop product collateral and tools in close collaboration with Product Management to communicate value propositions to different stakeholders.
• Work closely with Sales to identify required sales support tools, determine the most effective assets, and manage their creation and accessibility.
• Manage and support regular internal and external sales communications.
• Leverage partner-owned relationships to deliver aligned messaging that clearly communicates combined clinical, operational, and economic value.
• Engage directly with end users (e.g. hospitals, physicians, IDNs, ASC networks) to define and execute clinical thought leadership initiatives such as webinars, conference presentations, studies, and white papers.
• Define and execute claim roadmaps for different solutions, including validation studies with end customers.
• Collaborate closely with Sales, Product Management, Communications, and Regulatory teams to ensure marketing activities support commercial objectives.
• Validate all materials with the Regulatory team to ensure compliance.

Competencies

• Deep customer empathy; skilled at conducting various forms of customer and market research, and claim validation studies.
• Strong data-analytics skills.
• Excellent communication, presentation, and interpersonal skills.
• Ability to work independently and collaboratively in a fast-paced, dynamic, and cross-functional environment.
• Profound in English language.

Tools

• Advanced in Microsoft tools (Word, Excel, PowerPoint).
• Advanced in Marketing tools (SFDC, Marketo (marketing automation)).
• Reporting tools.
• Teams, Zoom, CoPilot.