Segment Marketing Manager
Laerdal Medical · United States
- Hybrid
- Full-time
- $125,000 / year
- United States
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Job highlights
- Lead Healthcare segment GTM strategy execution.
- Develop and execute integrated marketing campaigns.
- Analyze market trends and customer needs.
- Collaborate with sales and product teams.
- Drive revenue growth and market position.
About the role
Segment Marketing Manager - Healthcare & Adjacent Verticals
Laerdal Medical is seeking a dynamic and experienced Segment Marketing Manager to own the go-to-market (GTM) strategy execution for the Healthcare vertical and adjacent segments, including Home Health and Long-Term Care. This role focuses on enhancing customer experience, driving funnel growth, increasing revenue, and strengthening our market position through integrated campaigns. You will develop and execute marketing strategies tailored to specific customer segments, ensuring messaging, content, and GTM plans resonate with their unique needs and behaviors. Continuous learning and digital marketing mastery are key to keeping the segment at the forefront of industry trends. You will report on activities, results, and insights to the Senior Manager, Healthcare Segment Marketing.
Responsibilities:
- Segment Strategy & Planning: Execute annual/quarterly marketing plans, build deep understanding of segment trends, challenges, and opportunities. Maintain market insights and key segment metrics. Identify funding opportunities, policy changes, and emerging needs. Provide actionable insights for marketing plans and product development. Align marketing plans with sales priorities and revenue targets.
- Messaging & Positioning: Develop and refine segment-specific messaging and value propositions. Create customer personas and map buyer journeys. Collaborate with product marketing to adapt offerings to segment needs.
- Campaign & Program Leadership: Lead integrated segment-specific campaigns across digital, events, field, and content channels. Ensure marketing programs resonate with the segment and drive demand. Partner with Sales to support regional/industry-specific activities.
- Sales & Partner Alignment: Provide sales with segment-specific playbooks, pitch decks, and collateral. Develop enablement materials addressing segment challenges and solutions. Collaborate with partner marketing for co-marketing into the segment.
- Market Insights & Thought Leadership: Track competitors and industry developments. Produce insights to influence product roadmaps and GTM strategies. Build credibility through thought leadership programs. Represent the segment in cross-functional meetings.
- Performance & Optimization: Define KPIs (pipeline contribution, segment revenue growth, campaign ROI). Monitor campaign performance and adjust based on results. Report segment-specific marketing impact to leadership.
Requirements:
- Must reside in Eastern or Central Time Zones.
- Bachelor’s Degree in Marketing, Business, or related field required; MBA preferred.
- 7-10 years of B2B marketing experience, with 3-5 years in segment/vertical/industry marketing.
- Experience marketing into healthcare or clinical experience in the healthcare market is desirable.
- Proficiency in CRM (Salesforce.com) and marketing automation platforms.
- Collaboration with International team members may require flexible work hours.
- Approximately 30-40% travel expectation.
- Proven ability to develop and execute segment marketing strategies.
- Ability to communicate with influence and develop scalable, cross-functional solutions.
Benefits:
- Generous PTO & Holidays
- Comprehensive Medical, Dental, and Vision
- HSA & FSA Account Options, with employer HSA contribution
- 401k with Employer Match & Profit Sharing
- Tuition Reimbursement
- Wellness Reimbursement Program
- Professional Development Opportunities
- Pet Insurance
- Subsidized Cafeteria in NY based office
Key skills/competency:
- Segment Marketing
- Healthcare Marketing
- Go-to-Market Strategy
- B2B Marketing
- Campaign Management
- Digital Marketing
- Market Insights
- Sales Enablement
- CRM (Salesforce.com)
- Marketing Automation
Skills & topics
- Segment Marketing Manager
- Healthcare Marketing
- B2B Marketing
- Marketing Strategy
- Go-to-Market Strategy
- Campaign Management
- Digital Marketing
- Market Insights
- Sales Enablement
- Laerdal Medical
How to get hired
- Tailor your resume: Highlight B2B marketing experience, segment/vertical marketing expertise, and healthcare industry knowledge. Quantify achievements in campaign ROI and revenue growth.
- Craft a compelling cover letter: Emphasize your understanding of the healthcare market and how your segment marketing strategies align with Laerdal Medical's goals.
- Showcase digital marketing skills: Provide examples of successful digital campaigns, CRM (Salesforce.com), and marketing automation platform experience.
- Prepare for interviews: Be ready to discuss your segment strategy development, campaign execution, market insights, and collaboration with sales and product teams.
Technical preparation
Master Salesforce.com CRM functionalities.,Become proficient in marketing automation tools.,Analyze campaign performance data thoroughly.,Develop segment-specific buyer journey maps.
Behavioral questions
Describe a successful segment marketing strategy you developed.,How do you approach collaboration with sales teams?,Share an example of influencing product roadmaps.,How do you adapt marketing to market changes?
Frequently asked questions
- What is the primary focus of the Segment Marketing Manager role at Laerdal Medical?
- The primary focus is to lead the go-to-market strategy execution for the Healthcare segment and adjacent verticals, concentrating on customer experience, funnel growth, revenue increase, and market position strengthening through targeted marketing campaigns.
- What are the key responsibilities of a Segment Marketing Manager at Laerdal Medical?
- Key responsibilities include executing segment marketing plans, developing deep market insights, crafting segment-specific messaging, leading integrated campaigns, aligning with sales priorities, and tracking campaign performance against KPIs.
- What qualifications are essential for the Segment Marketing Manager position?
- A Bachelor's Degree in Marketing or Business, 7-10 years of B2B marketing experience (3-5 in segment marketing), proficiency in CRM (Salesforce.com) and marketing automation, and residency in the Eastern or Central Time Zones are essential.
- Is experience in the healthcare industry required for this role?
- While not strictly required, experience marketing into healthcare or clinical experience within the healthcare market is highly desirable and would be a significant advantage for candidates applying for this Segment Marketing Manager role.
- What is the expected travel for the Segment Marketing Manager at Laerdal Medical?
- The role has an approximate travel expectation of 30-40%, which may involve collaborating with international team members and potentially requiring flexible work hours.
- What benefits does Laerdal Medical offer its employees?
- Laerdal Medical offers a comprehensive benefits package including generous PTO, medical, dental, and vision insurance, HSA/FSA options with employer contributions, 401k with match, tuition reimbursement, wellness programs, and more.
- What is the salary range for the Segment Marketing Manager position?
- The salary range for this position is $100,000 to $125,000 annually, with eligibility for a 9% annual bonus, in addition to other compensation and benefits.
- How does Laerdal Medical support professional development for its employees?
- Laerdal Medical supports professional development through opportunities for tuition reimbursement, wellness reimbursement programs, and dedicated professional development initiatives to help employees grow in their careers.