Responsibilities

• Channel Strategy & Segmentation: Identify and prioritize high-yield physician sub-segments (e.g., Cardiology, ENT, Primary Care) and map their specific clinical and operational pain points regarding sleep diagnostics.
• Value Prop & Messaging: Refine our B2B narrative. You'll move beyond "we do sleep tests" to "how we improve patient outcomes and practice efficiency," creating tailored collateral for different stakeholders (Physicians vs. Office Managers).
• Demand Generation and Lead Conversion: Define, test and prove out a more efficient approach to driving both demand generation and lead conversion.
• Commercial Infrastructure: Refine (or redefine) the process for the sales team. This includes designing the sales stages, referral workflows, and incentive structures that enable our sales organization to scale referrals.
• Rollout Management: Lead the 90-day pilot of the new channel strategy. Coordinate between Marketing (lead gen), Sales (outreach), and Operations (fulfillment) to ensure a seamless provider onboarding experience.
• Data & Optimization: Establish the KPIs for channel health. Track conversion rates from "Initial Contact" to "Active Referring Provider" and provide a roadmap for post-contract scaling.

Requirements

• 5+ years in GTM Strategy, Product Marketing, GTM Consulting, B2B SaaS, Business Development, specifically within the Healthcare or HealthTech space.
• Familiarity with physician referral patterns, medical billing/reimbursement, or diagnostic services is a significant plus. Experience in clinical sleep care would be very beneficial, but not required.
• You don\'t just hand over a slide deck; you build the templates, the CRM workflows, and the talk tracks.
• Ability to look at a market map and identify where the "low-hanging fruit" meets long-term strategic value.