Responsibilities

• Go-to-Market Strategy, Positioning & Messaging
• Own positioning, differentiated messaging, and segmentation for the Services portfolio, ensuring they flex across Americas and EMEA markets without losing a consistent global voice
• Translate global positioning into regional execution, working with regional teams under Hexagon's hub-and-spoke model to keep messaging aligned globally while feeling locally relevant
• Set the segmentation strategy that determines how offers, messaging, and programs differ across installed base segments, from new customers to long-tenured accounts
• Act as the creative architect who pairs segmentation with messaging, content, and highly creative delivery, treating aftermarket's significant revenue potential as something to be unlocked through creativity, not just process
• Develop messaging and thought leadership that shows how Hexagon's Services portfolio helps customers get more value from their investment, bringing a strong creative point of view that stands out against a mature, competitive market
• Lifecycle Growth & Demand Generation
• Build and run education, nurturing, and lifecycle programs that improve adoption, renewals, conversions, service attachment, aftermarket revenue, and second-device sales
• Own demand generation across the full aftermarket customer lifecycle: onboarding, adoption, upsell, renewal, and recovery, including paid service recovery and re-engagement of lapsed accounts
• Lead demand generation for MyCare services adoption and expansion, training and certification enrollment, and modernization and upgrade campaigns

Requirements

• Bachelor's degree in Marketing, Business, or related field, or equivalent experience
• 10+ years of experience spanning product marketing and demand generation, including positioning, messaging, and segmentation as well as campaign strategy and execution
• Demonstrated track record as a creative campaign architect, someone who pairs segmentation and messaging with content and delivery that breaks through rather than reads as generic aftermarket marketing
• Proven ability to own go-to-market execution end to end, from positioning and messaging through activation, across multiple channels and global markets
• Hands-on experience with Pardot or equivalent marketing automation, Salesforce CRM, and multi-channel campaign orchestration
• Experience managing external agencies and creative partners, holding them accountable to performance and creative standards
• AI-forward marketer with demonstrated experience building AI-assisted workflows into campaign and content operations
• Confident, commercially oriented leader who can hold their own alongside technically rigorous product and sales stakeholders in a matrixed, hub-and-spoke organization

Preferred

• Experience with Qualified, a core tool in the aftermarket campaign stack
• Background in hardware device, industrial technology, manufacturing, or aftermarket services marketing
• Familiarity with 6Sense, Seismic, Stensul, or similar ABM, sales enablement, and content platforms
• Experience working across global and regional marketing teams in Americas and EMEA