Segment Marketing Leader

About the Role:

The Segment Marketing Lead (SML) is responsible for developing and executing a multi-year segment strategy that creates a sustainable competitive advantage within the U.S. market. This role drives the strategy and develops an actionable go-to-market (GTM) plan(s) for their respective customer segments that enable the applicable sales channels to accelerate growth across defined segments and customer call points. This role is responsible for gathering segment insights, developing segment specific strategies and owning the implementation & execution of those strategies for their respective customer segments.

The SML defines the value proposition and corresponding customer segment messaging. The SML will be responsible for the creation of a situational analysis for their respective market segments. They will accomplish this by leveraging market insights to prioritize and tailor the downstream product marketing strategies based on unique segment opportunities, challenges, and internal & external customer dynamics. The SML is responsible for developing, implementing relevant commercial plans for their assigned market Segments and accountable to the business results against clearly specified performance targets. Success requires close partnership with sales leadership, product marketing, and cross-functional stakeholders to ensure alignment, effective execution, and measurable impact.

This role requires strong market and customer insights, competitive awareness, and active field engagement to identify opportunities, mitigate risks, build segment strategies and influence senior leadership with data-driven recommendations.

Responsibilities:

• Own the creation of a detailed situational analysis for their assigned market and customer segments.
• Develop and execute multi-year segment marketing strategies to drive growth and market share for both the Strategic Sales Group (Surgical Endoscopy, Multi-Disciplinary Therapies and Capital Management Teams) and the Commercial Contracting & Strategy organization.

• Gather and interpret insights impacting the segment, identify and implement optimal segment strategies to minimize threats and address unique opportunities, including education, promotion, targeting and segmentation opportunities.
• Acts as the voice of the customer segment to influence product, commercial, and enterprise strategy

• Gather market insights and competitive intelligence to create actionable strategies and solutions that uniquely address the opportunities and minimize commercial threats for their respective market segments.
• Partner with sales leadership and downstream product marketing to deliver effective commercial plans, sales channel priorities, key Qtr. objectives and tactics with KPIs.
• Collaborate with CCS leaders on GPO / Contract Strategy & Activation
• Partner with Market Access, Pricing, and Strategic Accounts to support GPO contracting strategy, including: Pre-contract positioning and value articulation, competitive differentiation within GPO portfolios, translate contract terms (pricing tiers, tiers compliance requirements, committed volume agreements) into clear, actionable marketing programs
• Collaborate with CCS leaders on Contract Pull-Through & Compliance by owning marketing strategy to drive contract pull-through across IDNs and health systems, ensuring contracted products are adopted at the facility level.
• Partner with Strategic Accounts and Sales to identify and address underperforming accounts or leakage within contracted systems
• Collaborate with CCS leaders on IDN / Health System Engagement by designing and executing account-based marketing strategies targeting priority IDNs and health systems aligned to contract coverage and growth opportunity.
• Support Strategic Accounts teams with: System-specific opportunity assessments, Tailored engagement plans to drive system-wide adoption, and Develop marketing programs that support system standardization initiatives and multi-site conversions
• Serve as a thought partner and contributing member of sales channel leadership teams to ensure tactical sales plans align with overarching segment strategy, including product priorities.
• Serve as the primary bridge between Sales and Marketing functions (e.g., Professional Education, Sales Training, HEMA), acting as the voice of the internal customer
• Elevate sales communications by tailoring messaging to internal customer needs, ensuring relevance and impact.

• Define and own segment-specific messaging, value propositions, and conference strategies with cross-functional stakeholders (product management, customer solutions, IMC, professional education, professional affairs and events) to deliver an omni-channel experience for targeted customers within assigned market segments.

• Partner with the Commercial Sales Excellence Team to synthesis market analytics, identify trends and opportunities for revenue growth across assigned segments.
• Coordinate with other Segment Marketing Leads to ensure alignment and communication across US Sales Channels.

Required Qualifications:

• Bachelor’s Degree
• Minimum of 8 years of experience within healthcare/medical device industry in a commercial role (i.e downstream marketing or sales)
• Understanding of: Healthcare contracting structures (tiers, compliance, admin fees), and Supply chain, and procurement decision-making
• Strong financial acumen and analytical skills
• Strong written and verbal communication skills
• Demonstrated success in leading cross-functional teams
• Presentation skills and executive presence
• This is a field-based position that requires frequent domestic travel

Preferred Qualifications:

• Previous Corporate/Strategic Accounts IDN sales experience within the medical device/healthcare industries
• Direct experience supporting or working with: GPO contracts and processes, IDNs / health systems, Contract pull-through or access-driven initiatives
• Storytelling expertise
• Ability to work and thrive in a cross functional matrixed Division with various key stakeholders
• Ability to lead through others and influence without authority