B2B Marketing Manager (Medical Devices/MedTech)
Explorer Surgical was founded in 2015 to provide medical device companies with a cloud-based, digital playbook to increase the efficiency and consistency of surgeries and interventional procedures. The company was originally created in 2011 as a research project at the University of Chicago Medical Center in the Department of Surgery, along with Dr. Alex Langerman, studying operating room workflow and operation room efficiency. Our mission is to relentlessly innovate and build scalable digital technologies that put best practices in the hands of all surgical teams.
Reporting to the Vice President of Operations, this newly created marketing role will be responsible for developing marketing campaigns to build awareness of Explorer Surgical to the medical device community, activate these prospective customers to request capabilities meetings/demos, and implement campaigns to buy/renew solutions throughout the customer life cycle. The medical device buyer works within professional education and training, field sales, and/or product/marketing – and is seeking innovative collaboration solutions to disseminate procedural best practices to their providers and the procedural care team. The ideal candidate is highly collaborative and team-oriented and will work closely with the CEO, Sales, Sales Operations, Content Marketing and Product to develop effective lead gen programs and participate in achieving the company’s sales targets.
Role & Responsibilities
Day-to-day management of demand generation and lead generation programs to significantly increase Explorer Surgical brand awareness, drive preference towards Explorer Surgical commercial products over competition, and contribute to the growth of the sales pipeline
End-to-end campaign management from identification of opportunities, structuring programs to yield desired KPIs, contracting with media partners/vendors, technical and data campaign set-up, develop the creative assets, and manage campaign launches with vendors (occurring on a weekly basis)
Promotional channels include but not limited to professional social media, email marketing, live and virtual events, SEO/SEM, and digital retargeting campaigns, etc.
Own the social media channel specifically the daily paid and organic LinkedIn content reaching followers and prospective customers
Work with marketing team to manage live and virtual event calendar and ongoing deliverables per event with intent to build brand awareness and generate qualified leads. Recommend new events to test/add to promotional plan.
Campaign Measurement: Create and manage the performance reports, dashboards, and analytics tools used to measure/track ROI of all B2B marketing campaigns
Own the tools that collect customer inquiries and leads and proactively structure customer data to be most effective for marketing use cases
Present annual/quarterly performance reports to stakeholders
Work closely with the Content Marketing owner to get the desired product-specific and industry-related content needed for this role’s marketing campaigns
Work with internal and external Graphic Designer/Copywriter/Agency resources to design the creative assets used across this role’s marketing campaigns
Work with Sales to develop win-back digital marketing campaigns (e.g. emails, direct LinkedIn outreach, etc.) to reactivate customers/dormant leads
Work closely with Sales to translate initial interest from customers into qualified leads co-developing lead scoring methodologies, analyzing target audience/addressable market data, lead optimization, etc.