Territory Market Development Manager

The Area Market Development Manager (AMDM) plays a critical leadership role in building the Athletico Brand presence and driving the overall health of a designated territory as measured by revenue and new patient growth. Has key business partnership with the area VP of Clinical Operations (VPCO) focused on growth, specifically new patient acquisition; act as a single point of accountability for prioritization, planning and execution of activities across channels – direct access, physician referrals, work comp, that are key sources of new patients.

• The AMDM is a ‘player/coach’ role, with direct responsibility for planning and executing sales activities that impact new patient referrals.
• Recruit, develop, manage and retain high‑performing team through on‑boarding, open communication, training and development opportunities and performance management processes; build and maintain employee morale and motivation; ensure the team is appropriately staffed with required competencies.
• Partner with their Director or VP of Sales to hire, train, develop and maintain Market Development Managers in the territory.
• Manage strategic sales growth activities including retention of key referral sources, identifying and winning new referral sources and building industry partnerships.
• Works in close partnership with the VP of Sales to establish territory strategies, priorities and plans for growth, including the deployment of resources against key activities that drive new patient referrals.
• Responsible for KPIs related to topline business performance where the market development resources can have the biggest impact – new patient growth, direct access patient growth, free assessment volume, new physician referrals, work comp partnerships.
• Partner with VPCOs, Regional Managers, Finance & Marketing Business Partners (MBPs) to establish new patient goals (Work Comp & Commercial) for territory, tied to Athletico goals.
• Lead relationship building and activity planning - inclusive of Work Comp, Clinician and MDM‑led activities based on local market needs and opportunities.
• Manage and present Salesforce activities and reporting on a regular basis, with core focus on new patient volumes by segment (direct, referral, work comp, etc.).
• Leverage analytics to assess regional performance, identify gaps, and recommend actions to guide relationship building strategies and course corrections based on new patient results.
• Take a leadership role in the relationship building planning and community activation for new clinic openings in assigned territory in partnership with Operations, MBP’s, Work Comp and Athletic Trainers.
• Communicate regularly with Operations and consolidates needs for Resource Center support, providing MBPs with feedback received from operations partners.
• Collect and communicate market intelligence and competitive activity as it relates to potential impact on new patient acquisition to field leadership.
• Create and maintain a regional stakeholder map based on local market knowledge that prioritizes key community partners (e.g. Chamber of Commerce, running clubs, schools, fitness centers, churches) that are relevant to building and maintaining brand awareness and new patient acquisition; refresh on a biannual basis.
• Own development of hyper local community engagement plans working with VP of Sales, VPCOs, RMs, FMs, ATs and MBPs to ensure alignment with local market needs, strategies, goals and inclusion in the 90‑day plans.
• Partner with Marketing Business Partners (MBPs) to amplify and supplement ‘global’ media plans for local market. Identify, plan and execute opportunities to drive awareness and uptake of free assessments through community educational and outreach events; leveraging clinicians and ATs to execute at scale.
• Maintain relationship management database (Salesforce), which includes details on activation opportunities, key contacts, sales activities and estimated audience reach.
• Act as brand ambassador for Athletico at community and business events; be responsible for training, scheduling and managing other Athletico colleagues who participate to ensure strong brand…