Segment Marketing Manager - Healthcare
Location:
Kortrijk, BE Duluth, GA, US
As Segment & Clinical Marketing manager you are responsible for the value messaging of the Healthcare Portfolio from launch throughout the full sales journey, developed to target the different clinical segments, customers, personas and channels.
You work with a cross-functional team of sales leaders, product managers, communications specialists and regulatory specialists to assure that the marketing activities support commercial objectives.
Key responsibilities
Market & Customer Insights
1. 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
2. Conduct win/loss analyses and assess competitors to define Barco’s positioning
3. Document key market problems and requirements
Value Proposition & Messaging
4. Develop and strengthen Barco’s brand equity and awareness with end-users and partners through clear clinical and economic value propositions
5. Create and maintain a comprehensive view of personas, including their needs and challenges
6. Translate value propositions into clear, targeted messaging across all segments within scope
Go-to-Market & Launch Execution
7. Develop, manage, and implement innovative product launch programs
8. Enable channel and regional teams, including key partners, to successfully bring solutions to market
9. Ensure accurate and effective presentation of products across channels, including the website
Content Development & Sales Enablement
10. Develop product collateral and tools in close collaboration with Product Management to communicate value propositions to different stakeholders
11. Work closely with Sales to identify required sales support tools, determine the most effective assets, and manage their creation and accessibility
12. Manage and support regular internal and external sales communications
Clinical Engagement & Thought Leadership
13. Leverage partner-owned relationships to deliver aligned messaging that clearly communicates combined clinical, operational, and economic value
14. 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
15. Define and execute claim roadmaps for different solutions, including validation studies with end customers
Cross-functional Collaboration & Governance
16. Collaborate closely with Sales, Product Management, Communications, and Regulatory teams to ensure marketing activities support commercial objectives
17. Validate all materials with the Regulatory team to ensure compliance
Your Profile
Education & Experience
18. Preferably you have a Master's degree or equivalent through experience
19. Educated or experienced marketing professional with experience in the medical domain, such as Radiology, Breast Imaging, Surgery and/or Digital Pathology
Competencies
20. Deep customer empathy; skilled at conducting various forms of customer and market research, and claim validation studies
21. Strong data-analytics skills
22. Excellent communication, presentation, and interpersonal skills
23. Ability to work independently and collaboratively in a fast-paced, dynamic, and cross-functional environment
24. Profound in English language
25. Team player
Tools
26. Advanced in Microsoft tools (Word, Excel, PowerPoint)
27. Advanced in Marketing tools (SFDC, Marketo (marketing automation))
28. Reporting tools
29. Teams, Zoom
30. CoPilot
Excited to drive meaningful impact? Apply today!
🛡️ We are committed to conducting our business activities with the highest standards of integrity, responsibility and compliance across all aspects of our operations. This includes adherence to applicable laws, regulations and internal policies related to ethical conduct, quality standards, cyber security, sustainability, data protection & confidentiality and safety.
D&I Statement
At Barco, innovation drives everything we do. We believe that diversity fuels creativity, bringing us closer to our colleagues and customers. Inclusion and equity aren't just values—they're core capabilities that propel us toward our shared goals and mission.
About Barco
At Barco, we design cutting-edge technology that enhances everyday life through advanced visual experiences.
As a global leader in collaboration and imaging, we serve the Enterprise, Healthcare, and Entertainment industries with innovative tools that empower professionals to communicate and perform at their best. With a strong commitment to quality, reliability, and sustainability, our technologies are trusted in over 90 countries.
Backed by a team of 3,+ employees, we continue to push boundaries and shape the future of digital imaging and connectivity.