Vice President Of Marketing

Vice President Of Marketing & Commercial Strategy

A growing diagnostics organization is seeking an experienced Vice President of Marketing & Commercial Strategy to lead the development and execution of its marketing and commercial strategy, with a primary focus on accelerating growth of its diagnostic products business.

This is a senior, hands-on leadership role responsible for building a scalable marketing engine that drives clinical awareness, clinician engagement, product adoption, customer acquisition, and revenue growth.

The ideal candidate will bring deep experience in clinical and molecular diagnostics, ideally within oncology and/or hematology, and a demonstrated ability to translate complex scientific and clinical differentiation into compelling commercial strategies.

A key priority will be developing a strong Key Opinion Leader (KOL) network, physician-led education programs, clinical advocacy, and clinician-driven demand generation that accelerate awareness and adoption of diagnostic products.

The role will also develop a broader marketing strategy that leverages the organization's clinical laboratory and pathology capabilities as a strategic advantage for product development, clinical validation, customer education, and market adoption.

Key Responsibilities

• Lead the marketing and commercialization strategy for the diagnostic products portfolio, including current and future assays and technologies.
• Develop product positioning, messaging, segmentation, competitive differentiation, and go-to-market strategies.
• Develop clear clinical and economic value propositions for key customer segments, including: Hospital laboratories, Reference laboratories, Physician office laboratories, Molecular laboratories, Cytogenetics laboratories, Oncology networks, Academic medical centers, Distributors and international partners.
• Develop marketing programs that generate qualified opportunities for the sales organization.
• Partner closely with Sales to define target accounts, campaigns, lead-generation programs, account-based marketing strategies, and customer-conversion programs.
• Develop launch strategies and commercialization plans for new products and assays.
• Establish measurable metrics connecting marketing activity to pipeline creation, customer acquisition, product utilization, and revenue.
• Build and expand a strong network of Key Opinion Leaders, physician advocates, laboratory leaders, and clinical experts within relevant diagnostic, oncology, and hematology communities.
• Identify and cultivate relationships with clinicians who can support education, advocacy, clinical awareness, and product adoption.
• Develop and manage advisory boards and other expert-engagement initiatives.
• Partner with KOLs and clinical experts to develop educational content, clinical programs, case studies, webinars, conference presentations, and other physician-facing initiatives.
• Incorporate KOL and physician insights into product positioning, messaging, commercialization strategies, and market development.
• Establish the organization as a credible clinical and scientific voice within priority diagnostic markets.
• Develop physician and clinician education programs designed to increase understanding of diagnostic technologies, clinical utility, and appropriate testing.
• Create programs that translate clinical evidence and scientific differentiation into meaningful clinician engagement and demand.
• Develop physician-facing campaigns across digital, educational, conference, webinar, and other professional channels.
• Partner with Sales and clinical leadership to identify barriers to testing adoption and develop programs that address those barriers.
• Develop strategies that move clinicians from awareness and education to appropriate test utilization.
• Measure clinician engagement and demand-generation programs against meaningful commercial outcomes.
• Develop a broader market strategy that leverages the organization's combination of diagnostic products and clinical laboratory expertise.
• Position the clinical laboratory and pathology operation as a strategic advantage supporting: Product development, Clinical validation, Real-world utilization, Laboratory workflow expertise, Clinical credibility, Customer education, Market adoption.
• Identify opportunities for cross-business growth and customer expansion.
• Work with leadership to develop an integrated customer journey across the organization's diagnostic ecosystem.
• Maintain clear and differentiated value propositions for the Products and Pathology businesses while identifying opportunities for strategic integration.
• Develop a deep understanding of customer needs, physician behavior, laboratory workflows, purchasing dynamics, competitive offerings, reimbursement considerations, and market trends.
• Identify attractive market segments and prioritize commercial opportunities based on market size, competitive position, customer need, and revenue potential.
• Develop market-development strategies for expansion into new diagnostic markets as products and technologies are introduced.
• Identify opportunities to expand clinician adoption within academic, hospital, community, and laboratory settings.
• Support domestic and international market expansion strategies.
• Work closely with Medical, R&D, Regulatory, and Commercial teams to translate complex scientific and technical information into compelling customer and clinician value propositions.
• Develop clinical marketing programs incorporating: Clinical studies, Publications, Posters and abstracts, Case studies, Customer and clinician testimonials, KOL relationships, Advisory boards, Webinars, Conference presentations, Clinical education.
• Build clinical evidence and educational programs that support market awareness and product adoption.
• Partner with scientific and clinical experts to ensure marketing communications accurately reflect available evidence.
• Develop the tools required for the sales organization to effectively commercialize diagnostic products, including: Product messaging, Competitive positioning, Customer presentations, ROI/value calculators, Workflow analyses, Case studies, Objection-handling tools, Clinical evidence packages, Product comparison materials, Customer implementation materials.
• Work directly with Sales leadership to ensure marketing programs translate into measurable commercial activity.
• Ensure Sales teams have the clinical, scientific, and commercial resources required to effectively communicate product value.
• Develop a digital marketing strategy targeting laboratory, oncology, and clinical decision-makers.
• Oversee: Website strategy, Search strategy, LinkedIn and professional digital channels, Email campaigns, CRM marketing programs, Account-based marketing, Marketing automation, Content development, Lead nurturing, Campaign analytics.
• Build measurable demand-generation programs that support clinician engagement and product adoption.
• Use customer and campaign data to continuously optimize marketing performance.
• Develop a clear and consistent brand architecture connecting clinical services, diagnostic products, and emerging technologies.
• Strengthen the organization's position within the diagnostics technology market.
• Ensure customers, clinicians, partners, investors, and industry stakeholders understand the organization's differentiated clinical and commercial value.
• Support corporate communications and investor-facing messaging as needed while maintaining primary responsibility for commercial marketing.

Experience & Qualifications

The ideal candidate will have 10+ years of marketing and commercialization experience in clinical diagnostics, molecular diagnostics, laboratory medicine, life sciences, or a closely related field, including meaningful leadership responsibility.

Strong preference for candidates with direct experience in one or more of the following:

• Molecular diagnostics
• Oncology diagnostics
• Hematology / hematopathology
• Clinical laboratory products
• PCR-based diagnostics
• Laboratory-developed tests
• Diagnostic reagents and assay kits
• Companion diagnostics
• Laboratory instrumentation or workflow solutions

Additional qualifications include:

• Demonstrated success launching and growing diagnostic products.
• Proven experience building and leveraging KOL and physician relationships.
• Experience developing physician education, clinical education, or medical marketing programs.
• Demonstrated ability to generate clinician demand and influence diagnostic adoption.
• Experience developing product positioning and go-to-market strategies.
• Strong understanding of clinical and laboratory workflows.
• Understanding of decision-making processes within hospital laboratories, reference laboratories, academic laboratories, physician offices, and oncology practices.
• Ability to communicate effectively with laboratory directors, pathologists, oncologists, physicians, scientists, and commercial decision-makers.
• Experience working closely with Sales, Medical, R&D, Regulatory, and other cross-functional teams.
• Experience working with direct sales organizations and distributors.
• Strong understanding of CRM, marketing automation, digital marketing, and marketing analytics.
• Ability to operate effectively in a growing, entrepreneurial organization.
• Comfortable working both strategically and hands-on.