Global Product Marketing Manager
Agfa-Gevaert · Barcelona
Global Product Marketing Manager
Job Purpose
The Global Product Marketing Manager drives upstream marketing for Agfa Radiology, translating product capabilities into compelling market narratives that resonate with clinical and commercial audiences. This role bridges R&D and commercial teams to define positioning, messaging, and go-to-market strategy for the full DR portfolio across all tiers and regions, ensuring the portfolio's value proposition is understood, differentiated, and consistently communicated globally.
Key Responsibilities
- Define and maintain global positioning, value proposition, and messaging architecture for the full DR product portfolio.
- Develop Product Launch Plans (PLPs) in coordination with GPM, Sales, and regional Hub Leaders.
- Create and maintain sales enablement assets: product briefs, battle cards, objection-handling guides, and ROI calculators.
- Conduct ongoing competitive intelligence on key competitors and emerging OEMs.
- Own the VOC (Voice of Customer) process with Global Application: co-run KOL interviews, user research, and clinical advisory board inputs.
- Support regional Hub Leaders in customizing global messaging for Tier 1 markets.
- Maintain deep understanding of market and clinical trends, customer segmentation, competitor strategy, performance and market share, and pricing and positioning across the DR category.
- Serve as the global subject-matter expert on portfolio positioning for executive, investor, and analyst-facing communications.
- Partner with the Global Ad&Promo Leader and Global Digital Marketing Specialist to ensure product messaging is embedded consistently across campaigns, content, and digital channels.
- Track competitive win/loss trends and provide input into pricing strategy and product roadmap prioritization.
- Support M&A, partnership, and new-market entry evaluations with product and market positioning input.
Profile, Skills & Competencies
Experience & Background
- B2B marketing experience in medical imaging.
- Demonstrated track record of full-cycle product launches in international markets.
- Experience working with clinical stakeholders and KOLs in radiology or related specialties.
- Experience in product positioning & messaging, competitive intelligence, and VOC & market research.
- Typically, 5-8+ years in product marketing or upstream marketing roles, ideally in medical imaging or another regulated capital equipment industry.
Technical & Functional Skills
- Strong analytical capability: market sizing, competitive benchmarking, pricing analysis.
- Ability to translate complex technical specifications into clear customer value language.
- Digital radiography fundamentals.
- CRM familiarity (Microsoft Dynamics preferred).
Language & Interpersonal Skills
- Cross-functional leadership and influence without authority.
- Executive storytelling and the ability to present complex market narratives to senior stakeholders.
- Strong written and verbal communication skills in English.
Success Metrics / KPIs
- Adoption and consistency of global positioning and messaging across regions.
- On-time delivery and quality of Product Launch Plans (PLPs).
- Sales team utilization and effectiveness of enablement assets (battle cards, ROI calculators).
- Accuracy and timeliness of competitive intelligence delivered to sales and leadership.
- VOC program coverage and its influence on product roadmap decisions.
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