VP of Marketing

Responsibilities

• Upstream marketing (product and portfolio strategy)
• Own the voice of the customer: run structured clinician interviews, site visits, advisory boards, and win/loss analysis to identify unmet clinical and workflow needs.
• Size and segment target markets (by specialty, care setting, and geography) and maintain a clear view of competitors, pricing, and reimbursement trends.
• Build and maintain the multi-year product portfolio roadmap with R&D, translating market needs into user needs and marketing requirements that feed the design control process.
• Develop business cases for new products, features, probes, and software, including forecasts, pricing, and ROI.
• Lead product launches end to end: positioning, messaging, pricing, launch plans, training, and post-launch performance tracking.
• Partner with Clinical and Regulatory Affairs on claims strategy, clinical evidence plans, and compliant promotional materials.
• Downstream marketing (commercial execution)
• Build a demand generation engine that delivers a predictable, measurable pipeline of qualified opportunities for direct sales and distributors.
• Manage the trade show and medical conference program, including booth strategy, hands-on scanning workshops, and KOL-led sessions.

Requirements

• 10+ years of marketing experience in medical devices, including 5+ years leading marketing teams.
• Direct experience in both upstream (product management, roadmap, launches) and downstream (demand gen, sales enablement, brand) marketing.
• Medical imaging or capital equipment experience; ultrasound strongly preferred.
• Track record of launching products that hit revenue targets.
• Working knowledge of FDA design controls, 510(k) processes, and regulated promotional review.
• Comfort with data: forecasting, pricing, funnel metrics, and marketing ROI.
• Bachelor’s degree in business, engineering, life sciences, or a related field.

Preferred

• MBA or advanced degree. Experience at a company growing from roughly $20M to $50M+, or in a similar small-company environment. Point-of-care ultrasound (POCUS), AI-enabled imaging, or software/SaaS business model experience. Established relationships with clinical societies and KOLs. Experience supporting international distributors.