Responsibilities

• Go-to-Market Strategy & Positioning: Support go-to-market strategy, positioning, and growth initiatives for the Flow Cytometry portfolio.
• Develop messaging and value propositions grounded in real scientific workflows, customer pain points, and buyer needs.
• Help define target segments, buyer personas, key use cases, and growth opportunities across both sales-led and product-led motions.
• Partner with Product and Commercial GTM teams to shape sales plays, product narratives, and market-facing messaging.
• Support product launches, campaign rollouts, and growth initiatives across the portfolio.
• Ensure positioning supports both enterprise/sales-led opportunities and lower-friction product-led acquisition paths.
• Demand Generation, Inbound Growth & Performance Marketing: Drive integrated marketing campaigns across digital, email, webinars, content, paid media, and tradeshow/ event channels.
• Increase inbound demand through SEO, website optimization, campaign strategy, content programs, paid digital, and conversion-focused initiatives.
• Partner with demand generation and marketing operations teams to optimize campaign performance, lead quality, pipeline contribution, and revenue impact.
• Own campaign strategy and execution aligned to growth objectives across both PLG and SLG motions.
• Monitor and improve conversion metrics across the full marketing funnel, from awareness and engagement through trials, purchases, leads, opportunities, and revenue.
• Product-Led Growth, Trials & Customer Onboarding: Support product-led growth initiatives including free trials, online purchases, self-service conversion paths, and customer onboarding programs.
• Develop programs that help users understand product value quickly and move from trial to adoption, purchase, expansion, or sales engagement.
• Identify opportunities to improve the customer journey through automation, lifecycle marketing, segmentation, and targeted communications.
• Support strategies to grow new users, increase product adoption, and drive revenue from online and self-service channels.
• Content & Thought Leadership: Develop compelling scientific and commercial content including webinars, blogs, customer stories, presentations, campaign assets, nurture content, and event materials.