Product Marketing Manager
Location:
Shanghai, CN
About the Role
We are the global leader at the forefront of medical display market, dedicated to enhancing the precision and efficiency of clinical diagnosis and treatment through innovative smart Human-Machine Interface (HMI) and medical visualization solutions. Our portfolio encompasses a full range of offerings for diagnostic, surgical, interventional, and endoscopic applications, serving leading global medical device manufacturers and healthcare institutions for a diverse range of modalities and clinical segments. We seek a strategic and execution-driven product marketing expert to drive our next phase of growth globally.
As a global Product Marketing Manager, you will translate segment-based products offerings into clear market value and commercial success across Diagnostic Imaging, Surgical Imaging and Custom Modality businesses.
Key Responsibilities
1. Market Insight & Strategy
2. Conduct in-depth analysis of the global and China medical display markets by segments, including trends, competitive landscape, customer and user needs (e.g. medical device manufacturers, healthcare providers), and regulatory dynamics.
3. Develop and execute differentiated market entry and growth strategies for the product portfolio.
4. Define and consolidate value propositions and co-develop segment-specific Go-to-Market (GTM) strategies with Product Management and Sales.
5. Track market performance and competitive intelligence to inform strategic decisions.
6. End-to-End Marketing Management
7. Develop globally consistent core messaging and marketing frameworks. Lead their precise adaptation and execution for global and China markets. Plan and manage marketing budgets with clear ROI measurement.
8. Create comprehensive marketing collateral (whitepapers, case studies, sales tools, digital content). Strategically plan and execute global campaigns, trade shows, webinars, and digital marketing (SEO, email, social media, website) to generate leads and build brand visibility.
9. Co-develop value proposition with product managers, competitive positioning, pricing strategy, sales toolkit creation, and product training to ensure business objectives are met. Manage product phase-in/phase-out communications and ensure market feedback informs the innovation pipeline.
10. Manage external agencies and vendors for efficient, high-quality execution of marketing programs.
11. Sales Enablement & Channel Support
12. Act as the primary product and market expert for global sales teams, channel partners and key customers.
13. Lead product and competitive training sessions to equip commercial teams with deep knowledge and effective response strategies.
14. Develop sales tools (e.g., scripts, presentation decks, battlecards, demo guides) to improve customer engagement and conversion rates.
15. Directly support strategic commercial opportunities and key customer engagements to win business.
Qualifications：
Education:
16. Bachelor's degree or higher in Marketing, Business, Engineering, or a related field.
Experience & Skills:
17. 5+ years of experience in product marketing, product management, or technical marketing, with at least 3 years focused on medical devices, especially medical imaging systems (endoscope, interventional, procedural and radiology systems). Experience with medical display solutions is a significant plus.
18. Proven end-to-end experience in market analysis, GTM planning, and sales enablement, with a track record of measurable commercial results.
19. Deep knowledge of medical device development practice (V-model, Agile, DHF/DMR, FDA/MDR/NMPA, IEC/ISO standards). Knowledge of medical device regulatory environment, tender processes, and customer procurement practices is preferred.
20. Business & Analytical Skills: Strong business acumen with the ability to make data-driven decisions. Proficient in using data analysis and visualization tools (e.g., Excel, Power BI, Tableau) to derive market insights and track performance.
21. Communication & Tools: Exceptional communication, presentation, and stakeholder influence skills in both English and Chinese. Advanced proficiency in MS PowerPoint and other presentation/collateral creation tools are required.
Behavioral Competencies:
22. Collaborative & Constructive: Actively builds trust and seeks win-win solutions in a global, matrixed environment. Maintains a positive, problem-solving attitude under pressure.
23. Proactive owner with a Growth Mindset: Driven by results and customer impact. Takes end-to-end accountability, sees challenges as opportunities to learn and improve.
24. Decisive & Influential Leader: Drives alignment and commitment across diverse stakeholders with clarity and respect.
25. Adaptable Innovator: Anticipates market and technology trends, demonstrating curiosity and business intuition to guide evolution.
26. Resilient & Organized Achiever: Excels at prioritization and delivers high-quality work consistently, even with ambiguity or tight deadlines.
🛡️ 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.