Vice President of Marketing

Job Description

Job Description

POSITION SUMMARY

We are seeking an experienced Vice President of Marketing to lead marketing strategy and build the commercial infrastructure needed to scale a healthcare technology business. This is a hands-on leadership role for someone who is comfortable setting the strategy, doing the work, and creating the processes, tools, and team needed for the company’s next stage of growth. This executive will own upstream and downstream marketing, product marketing, demand generation, sales enablement, brand strategy, customer and market insights, and commercial operations. The role also oversees marketing automation, lead management, and the processes connecting marketing activity to qualified pipeline and revenue.

The ideal candidate has more than 15 years of progressive leadership experience in healthcare technology. Experience with Real-Time Location Systems (RTLS), nurse call, medical devices, electronic health records (EHR), and clinical communication and collaboration solutions is highly desirable.

Location: Raleigh, NC or Remote

Key Responsibilities

Marketing Strategy & Leadership

• Develop and execute the company’s marketing strategy in support of growth, pipeline generation, revenue, and market expansion goals.
• Lead annual and quarterly planning, budgeting, resource allocation, and performance measurement.
• Strengthen the company’s brand, positioning, messaging, and differentiation within healthcare technology.
• Identifypriority markets, healthcare use cases, buyer personas, and growth opportunities.
• Build and lead a high-performing marketing and commercial operations team.

Upstream Marketing

• Lead market development, product strategy support, and long-range portfolio planning.
• Develop a structured voice-of-the-customer program involving healthcare executives, clinical leaders, IT, biomedical engineering, facilities, frontline clinicians, and channel partners.
• Plan andfacilitatecustomer advisory group meetings, executive councils, focus groups, and user forums.
• Translate customer, market, and competitive insights into product requirements, roadmap priorities, positioning, and go-to-market plans.
• Conduct segmentation, market sizing, customer-needs analysis, buying-process research, and win-loss analysis.
• Lead competitive analysis across RTLS, nurse call, medical devices, EHR platforms, and clinical communication and collaboration solutions.
• Maintain competitive profiles,battle-cards, pricing comparisons, and market-trend analysis.
• Develop business cases and launch recommendations for new products, services, partnerships, and market segments.
• Lead naming, packaging, positioning, pricing input, and value-proposition development.

Downstream Marketing

• Develop and execute go-to-market plans for products, solutions, features, and strategic partnerships.
• Lead account-based marketing, digital marketing, content, events, public relations, customer communications, and industry thought leadership.
• Create messaging that connects technical capabilities to clinical, operational, financial, workforce, and patient outcomes.
• Develop sales enablement tools, including presentations, case studies, solution briefs, competitive tools, proposal content, and ROI models.
• Build customer-reference, advocacy, and case-study programs thatdemonstratemeasurable outcomes.
• Measure campaign performance, pipeline contribution, conversion, cost effectiveness, and return on marketing investment.

Sales Development & Demand Generation

• Co-develop and execute demand-generation strategies that produce qualifiedpipelineacross priority healthcare markets and target accounts.
• Partner with Sales leadership to define target accounts, buyer personas, outreach strategies, campaign priorities, and pipeline goals.
• Support Sales with messaging, content, outreach sequences, competitive insights, training, and account-level engagement data.
• Establish clear definitions and handoffs across inquiry, MQL, SQL, sales-accepted lead, and qualified opportunity stages.
• Own lead scoring, routing, nurturing, follow-up expectations, recycling, and conversion reporting.
• Build account-based programs for health systems, channel partners, and strategic healthcare accounts.
• Monitor performance by campaign, channel, segment, solution, and target account.
• Measure MQL-to-SQL conversion, meeting conversion, opportunity creation, pipeline contribution, sales-cycle velocity, and marketing return on investment.
• Partner with Sales to identify pipeline gaps and launch focused programs to address them.

Commercial Operations

• Own the marketing automation platform, including segmentation, campaign workflows, lead scoring, nurturing, attribution, and CRM integration.
• Manage the MQL-to-SQL process, including qualification criteria, routing, acceptance, response times, recycling, and conversion measurement.
• Build dashboards covering funnel health, pipeline generation, conversion, sales-cycle length, forecast accuracy, and commercial performance.
• Partner withOperations tomaintainintegrations across CRM, marketing automation, customer, finance, and reporting systems.

Pipeline, Revenue & Customer Growth

• Partner with Sales, Operations,and Finance toestablishpipeline targets aligned with bookings and revenue goals.
• Co-develop pipeline coverage, conversion, velocity, and aging metrics by segment, solution, representative, channel, and customer type.
• Partner with Customer Success to support adoption, retention, expansion, customer advocacy, and references.
• Develop partner marketing programs and track direct, partner-sourced, and partner- influencedpipelineand revenue.

Key Performance Indicators

• Marketing-sourced and marketing-influenced pipeline; pipeline coverage, quality, velocity, and conversion.
• MQL volume and quality; MQL-to-SQL, SQL-to-opportunity, and opportunity-to-close conversion.
• Lead acceptance, response time, meeting conversion, and sales-cycle length.
• Marketing automation performance, campaign attribution, customer acquisition cost, and marketing ROI.
• Competitive win rate, product-launch performance, bookings, CARR growth, retention, and expansion.
• Customer advocacy, reference participation, and partner-sourced revenue.

Qualifications

• More than 15 years of progressive experience in marketing, product marketing, commercial operations, revenue operations, or go-to-market leadership.
• At least 8 years of experience leading teams and cross-functional initiatives.
• Significant experiencein healthcare technology, healthcare IT, enterprise software, medical technology, or connected clinical solutions.
• Bachelor’s degree in marketing, business, healthcare, communications, or a related field; advanced degree preferred.
• Demonstrated success marketing complex healthcare technology to hospitals, health systems, clinical teams, IT organizations, and executive buyers.
• Strong understanding of enterprise healthcare sales cycles, procurement, integrations, implementation requirements, and recurring-revenue models.
• Expertisein upstream marketing, including VOC, advisory groups, segmentation, competitive intelligence, product strategy, and portfolio planning.
• Expertisein downstream marketing, including launches, demand generation, account-based marketing, sales enablement, content, events, and advocacy.
• Experience leading CRM governance, marketing automation, lead scoring, funnel management, and MQL-to-SQL conversion.
• Strong analytical, executive communication, and presentation skills.

Desired Industry Experience

• Real-Time Location Systems (RTLS)
• Nurse call systems.
• Medical devices and connected medical equipment.
• Electronic health record platforms and integrations.
• Clinical communication and collaboration solutions.
• Healthcare software platforms, cloud applications, integrations, APIs, and workflow automation solutions.
• Asset tracking, staff safety and duress, patient workflow, healthcare IoT, analytics, and AI-enabled healthcare solutions.

Leadership Profile

• Healthcare-focused, strategic, hands-on, commercially driven, customer-centered, and data-driven.
• Operationally disciplined and able to build repeatable processes without unnecessary complexity.
• Technically credible and able to communicate complex healthcare workflows, integrations, and outcomes.
• Collaborative across Sales, Engineering, Finance, Operations, Deployment, and Customer Success.
• Clear, accountable, adaptable, and comfortable in a fast-growing environment.

Reporting Relationship

The Vice President of Marketing will report to the SVP of Sales & Marketing. The role will work closely with Sales, Engineering, Finance, and Operations.