Director, Commercial Marketing Acute Care

Director, Commercial Marketing Acute Care

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.

• 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.

• 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.

• Create and maintain sales enablement tools and resources, including presentations, brochures, product decks, playbooks, case studies, objection-handling guides, and competitive battle cards.
• 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.

• 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.

• 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.

• 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…