The Director, Commercial Marketing – Acute Care is responsible for leading the marketing strategy, planning, and execution of the Acute Care portfolio across key customer segments (e.g., hospitals, IDNs, health systems, laboratories). This role is accountable for driving demand, market share growth, and revenue by developing and implementing integrated commercial marketing programs that align with sales objectives and overall business strategy.
The Director will partner closely with Sales, Medical/Clinical Affairs, Market Access, Finance, and Product Management to position our Acute Care solutions, create differentiated value propositions, and deliver impactful campaigns that increase adoption and utilization in target segments and accounts.
Job Expectations
Strategy & Planning:
- Develop and own the commercial marketing strategy for the Acute Care business, aligned with corporate and business unit strategies and goals.
- Conduct market assessments, segmentation, and targeting to identify and prioritize high-value customer segments and growth opportunities.
- Define clear positioning, messaging, and value propositions for Acute Care products and services, tailored by segment and stakeholder (e.g., clinicians, administrators, procurement).
- Lead the annual and quarterly marketing planning process (objectives, strategies, tactics, budgets, KPIs) for Acute Care.
- Use market insights, competitive intelligence, and customer feedback to refine strategy and inform business decisions.
Demand Generation & Campaign Management:
- Design and execute integrated go-to-market plans and campaigns (digital, field marketing, events, content, and partner programs) that generate qualified leads and drive pipeline and revenue in Acute Care.
- Develop commercialization and commercial launch plans for new products, enhancements, and key initiatives.
- Partner with Sales Leadership to build account-based marketing (ABM) strategies for strategic health systems and IDNs.
- Optimize marketing mix and channels to maximize ROI; continuously test, learn, and refine programs based on performance data.
Sales Enablement & Commercial Support:
- Create and maintain sales enablement tools and resources, including presentations, brochures, product decks, playbooks, case studies, objection-handling guides, and competitive battlecards.
- Collaborate with Sales Training to ensure effective onboarding and ongoing training for Acute Care sales teams.
- Support the development of pricing, packaging, and promotional strategies to achieve commercial objectives.
- Provide ongoing marketing support for key customer engagements, RFP responses, and strategic deals.
Brand, Content, and Thought Leadership:
- Ensure consistent brand positioning and messaging for Acute Care across all customer touchpoints.
- Lead the development of high-impact content (e.g., white papers, clinical evidence summaries, customer success stories, videos, webinars) that demonstrate clinical, operational, and economic value.
- Partner with Medical/Clinical Affairs to translate clinical data into compelling, compliant customer-facing messages and tools.
- Identify and leverage KOLs, champions, and reference sites to support credibility, adoption, and advocacy within Acute Care settings.
Cross-Functional Leadership & Collaboration:
- Act as the primary marketing partner to the Acute Care business leadership, participating in strategic planning and forecasting.
- Collaborate with Product Management to input customer requirements, market insights, and commercial needs into product roadmaps.
- Work with Market Access/Health Economics teams to highlight value propositions for payers and administrators, where applicable.
- Partner with Corporate Marketing, Digital, and Communications teams to align Acute Care campaigns with broader brand initiatives.
- Lead and mentor a team of marketers (if applicable), providing coaching, performance management, and development.
Analytics & Performance Management:
- Define and track KPIs for Acute Care marketing activities (e.g., lead generation, funnel conversion, campaign ROI, share growth).
- Use CRM and marketing automation data to measure impact and inform decision-making.
- Prepare and deliver regular performance reports and business reviews for senior leadership.
- Manage marketing budget for Acute Care, ensuring efficient allocation of resources and strong return on investment.
Key Qualifications
- Educational Background: Bachelor’s degree in marketing, business, product management, or related field (MBA often preferred).
- Experience: 8 years of progressive experience in commercial marketing, product management, or related fields
- Minimum 3-5 years’ experience managing a team of direct reports.
- Proven track record of developing and executing successful commercial marketing strategies and campaigns to drive growth.
- Experience working closely with field sales organizations and supporting complex B2B or B2B2C sales cycles and commercialization in a regulated healthcare environment is preferred.
- Knowledge & Skills
- Strategic Thinking: Ability to develop and execute long-term strategies.
- Deep Understanding of the Acute Care Market: Including key stakeholders, decision processes, and reimbursement/financial drivers.
- Market Research Expertise: Strong understanding of market trends, customer behavior, and competitive analysis.
- Vendor Management: Deep understanding of vendor relations and management
- Communication Skills: Excellent verbal, written communication, and presentation skills utilized for cross-functional collaboration and stakeholder engagement. Ability to mentor and coach
- Leadership: Proven experience in managing and mentoring teams. Strong leadership and team management skills.
- Analytical Skills: Ability to interpret data and derive actionable insights to inform decisions.
- Problem-Solving: Ability to anticipate and identify issues and develop creative solutions to address them
- Industry: Familiarity with the acute care portfolios and hospital and lab markets, including trends, challenges, and key players, especially those relevant to the medical devices and diagnostics sector. Understand the processes and regulations in the customer working environment (e.g., Hospital/ Lab)
- Customer Insights: Deep knowledge of customer segments, buying patterns, and decision-making processes
Behaviors:
- Customer-Centric: Self-directed focus on understanding and fulfilling internal customer needs
- Proactive: Ability to anticipate challenges and take initiative to address them
- Collaborative: Works well with team members and internal teams such as product development, engineering, regulatory, etc.
- Adaptable: Flexible in the face of changing market conditions and customer requirements
- Ethical: Upholds the company's values and adheres to industry ethical standards, especially important in healthcare. Behave in an ethical way that represents Hologic values and challenge behaviors that do not align
- Resilience: Maintains a positive attitude and strong work ethic even in challenging situations
- Networking: Builds and leverages relationships at all levels and networks both internally and externally
Additional Requirements:
- Travel requirements: On average, 50% travel time – fluctuating with business requirements (10 days/month). Ability to attend in-house, corporate, and field-based meetings as needed.
This job description is intended to describe the general nature and level of work performed. It is not an exhaustive list of all responsibilities, duties, and skills required. Duties and responsibilities may be amended as business needs evolve.
The total compensation range for this role is $151,200 - $268,800. This is based on a base salary and commission plan combination. Final compensation packages will ultimately depend on factors including relevant experience, skillset, knowledge, territory/ geography, education, business needs, market demand and performance versus quota.
Agency And Third Party Recruiter Notice
Agencies that submit a resume to Hologic must have a current executed Hologic Agency Agreement executed by a member of the Human Resource Department. In addition, Agencies may only submit candidates to positions for which they have been invited to do so by a Hologic Recruiter. All resumes must be sent to the Hologic Recruiter under these terms or they will not be considered.
Hologic’s employees are subject to third-party COVID-19 vaccination requirements, including from customers and governmental entities. Hologic is an equal opportunity employer and consistent with federal, state, and local requirements, will consider requests for reasonable accommodation based on disability or sincerely-held religious beliefs where it is able to do so without undue hardship to the company.
Hologic, Inc. is proud to be an Equal Opportunity Employer inclusive of disability and veterans.
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