Sr. Director, Commercial Marketing - Connected Care

This is where you save and sustain lives

At Baxter, we are deeply connected by our mission. No matter your role at Baxter, your work makes a positive impact on people around the world. You’ll feel a sense of purpose throughout the organization, as we know our work improves outcomes for millions of patients. 

Baxter’s products and therapies are found in almost every hospital worldwide, in clinics and in the home. For over 85 years, we have pioneered significant medical innovations that transform healthcare.

Together, we create a place where we are happy, successful and inspire each other. This is where you can do your best work. 

Join us at the intersection of saving and sustaining lives— where your purpose accelerates our mission. 

There are several core responsibilities:

Help develop and influence the business unit strategy Create and execute strategic marketing plan while managing the budget Work with key stakeholders (e.g., sales and product management) to deliver impactful collateral, projects, media, and events Hire, train, and lead the marketing team

This role sits within the Connected Care Group and reports into the Vice President, Product Management & Innovation. There will be a team of 2-4 direct reports that will be responsible for driving growth of the portfolio. Key stakeholders in the Connected Care Group include Sales, Product Management, Marketing Communications (MarCom), Project Management, Operations, and R&D. Across the broader organization, one will also interact with other marketing, product management, medical affairs, sales, regional, and quality teams. She/he will have responsibility to communicate milestones and progress to BU leadership and executives as appropriate.

The position is accountable for ensuring the sales team has what they need to be successful and that the strategy and value propositions are effectively communicated externally. This role will support and influence strategy efforts, intimately understand the direction from upstream, and package complex concepts in a simple/effective manner. There is the need to drive a cohesive portfolio-level message with a modern approach, backed by data and analytics.

In order to be successful, she/he will balance quick results for the sales team with a longer-term approach to the strategy and portfolio. There is the need for someone who can build a team, produce at an individual level, and modernize the role while thinking strategically.

This role will require flexibility (e.g., projects changing weekly) and hard work – where one is highly present in a virtual and in-person environment. We are seeking a collaborative, high-energy, and agile individual who has an in-depth knowledge of the healthcare and technology ecosystem. Although this will be a leadership role, individual contribution will be expected and standard.

Essential Duties and Responsibilities:

• General
  • Run global commercial marketing (synonymous with product marketing and downstream marketing) for Digital Products in the Connected Care Group.
  • Partner with sales and product management in the prioritization of work, ensuring the tools, materials, sales aides, competitive positioning, value propositions and positioning statements, and outcome improvements align to the needs of the customer and speak directly to the products and services provided by Baxter.
  • Develop strategic marketing direction for Connected Care Group portfolio. Ensure effective translation into marketing strategies at the global and regional level.
  • Understand customer and commercial needs.
  • Work closely with Sales and Product Management for defining projects, informing project requirements, and communicating with customers.
  • Communicate and implement messaging across functional and geographic partners – and help shape their communications.
• Business and Marketing Strategy
  • Analyze size and growth of relevant markets, companies, and products.
  • Understand key growth drivers and pricing.
  • Segment customers and inform priorities.
  • Understand decision-making and purchasing processes for customers.
  • Help craft internal messaging.
  • Become an internal subject matter expert across your portfolio.
  • Capture and communicate customer intelligence and other learnings back across the Baxter organization.
  • Define success for Commercial Marketing, create multi-year plans to build the Connected Care brand through a long- term marketing strategy.
• Marketing Plan
  • Develop wide-scale branding and awareness campaigns designed to position Baxter within our industry, focused on thought leadership, education, and positioning of value aligned to capabilities.
  • Clarify the portfolio and product-specific value propositions and positioning relative to customer pain points and competitors.
  • Capture key features, benefits, and clinical/economic messaging.
  • Develop tactics for key customer segments and achieving optimal reach.
  • Create omnichannel strategy and modernize Baxter’s approach to media, content, and events.
  • Ownership of a marketing budget prioritized to cover all aspects of a marketing plan.
  • Develop OUS marketing plan and enable growth outside developed markets.
  • Consider direct vs distributor selling models and how to optimize.
  • Lead tactical execution plan with launch timeline, milestones, marketing campaigns, initiatives, sales tools, segment targeting, customer targeting, and customer education programs.
  • Consider ROI on programs, campaigns, and projects.
  • Develop KPIs and metrics to track progress; report to senior leadership and persistently measure effectiveness of wide-scale Connected Care campaigns.
• Stakeholder management and project delivery
  • Development and management of effective industry-facing content (e.g., web content, social media, etc.); Content development and rapid delivery aligned to the needs of sales and the business.
  • Delivery of high-quality pre launch, launch, and post-launch promotional programs that maximize product adoption and penetration within the market.
  • Development of lead generation campaigns and the measurements of effectiveness (e.g., MQL/SAL metrics).
  • Be an expert on competitors’ connected care portfolio.
  • Support regional commercial marketing teams to help achieve growth and profitability with support for messaging
  • Work cross-functionally with business units, region/country teams, and functions to brainstorm, develop, launch new processes and improvements
  • Work with internal teams to develop clinical and economic messaging
  • Salesforce development and training
  • Work with sales, product management, and project management to deliver key account management
  • Lead product launches, field sales support, and other marketing activities
  • Generate/analyze competitive intelligence and promote understanding of competitive tactics with the sales team
  • Partner with marketing communications to create innovative and forward-looking content to drive market awareness, lead generation, leading to deal closure
  • Coordinate social media and other materials to fuel sales pursuits; Orchestrate portfolio social media calendars and the respective content/materials
  • Develop relationships and regularly interact with customers through presentations, interviews, tradeshows, professional societies, and site visits
  • Collaborate with global portfolio marketing to understand issues related to product quality/customer complaints; ensure feedback is communicated back to respective owners for input into recommendations and resolution to identified issues
  • Manage agencies and external stakeholders where needed
  • Collaborate with Medical Affairs to aid in guiding high-value studies to support key claims in marketing materials and establish Baxter’s presence as a thought leader
• Team development and management
  • Skills development and ensuring teams are fulfilled and aligned to the mission
  • Define clear goals and objectives (including goals and KPIs)
  • Build a culture of creativity, speed, product knowledge, and customer focus
  • Identify skill gaps and provide training/development opportunities (e.g., books, courses)
  • Be a culture carrier for the organization and drive positive, ownership mindset
  • Identify process gaps and simplify the content creation process

Qualifications: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily

• Highly organized, self-starter who can lead and collaborate across the organization effectively
• An ability to operate with ambiguity in volatile environments, leading a function in and through the face of change, setting clear direction and guidance for the team you lead
• Ability to work and influence across business units and functions. Demonstrated track-record of leading and influencing in a matrixed environment
• Excellent written & verbal communication and presentation skills
• Needs to work independently without supervision on most initiatives
• Team player with a strategic partnership mindset. 
• Must be available to travel to customer sites and team meetings frequently.
• Entrepreneurial spirit and growth mindset.
• Ability to prioritize and influence others while exercising proper judgement for sound decision making and trade-off analysis.
• Strong ability to communicate effectively at all levels inside and outside of the organization.
• Strong work ethic and comfort with ambiguity
• Experience and knowledge of trends shaping product development and customer behavior
• Take a collaborative approach by openly discussing issues in a way that brings out the best thinking, attitude, and performance in others. Works effectively and productively with others running functional and support areas. Consider effect of decisions on other parts of the company.
• Ability to travel up to 50% of the time, including international.
• 3 days in office per week at Raleigh (NC) office. Secondary preference for the Deerfield (IL), Skaneateles (NY), Batesville (IN), Bellevue (WA) offices

Education and Experience:

• Requires a bachelor’s degree. MBA and/or graduate degree is a plus.
• 12+ years marketing experience (preferably in Healthcare IT) with a proven track record of developing and executing successful marketing campaigns
• 10+ years of direct and cross-functional leadership
• (Preferred) Technical understanding of IT and connected care environments and robust knowledge of clinical processes and workflows. Understanding of IP networking and enterprise IT/iOT solutions. Understanding of cloud and on-prem solutions
• Demonstrated career progression in previous roles

We understand compensation is an important factor as you consider the next step in your career. At Baxter, we are committed to equitable pay for all employees, and we strive to be more transparent with our pay practices. The estimated base salary for this position is $208,000 - $286,000 annually. The estimated range is meant to reflect an anticipated salary range for the position. We may pay more or less than of the anticipated range based upon market data and other factors, all of which are subject to change. Individual pay is based on upon location, skills and expertise, experience, and other relevant factors. This position may also be eligible for discretionary bonuses, commission, and/or long-term incentive. For questions about this, our pay philosophy, and available benefits, please speak to the recruiter if you decide to apply and are selected for an interview.

Baxter is committed to supporting the needs for flexibility in the workplace. We do so through our flexible workplace policy which includes a required minimum number of days a week onsite. This policy provides the benefits of connecting and collaborating in-person in support of our Mission. The flexible workplace policy is subject to local laws and legal requirements. At its discretion, Baxter may decide to adjust, suspend, or discontinue as business needs change.

US Benefits at Baxter (except for Puerto Rico)

This is where your well-being matters. Baxter offers comprehensive compensation and benefits packages for eligible roles. Our health and well-being benefits include medical and dental coverage that start on day one, as well as insurance coverage for basic life, accident, short-term and long-term disability, and business travel accident insurance. Financial and retirement benefits include the Employee Stock Purchase Plan (ESPP), with the ability to purchase company stock at a discount, and the 401(k) Retirement Savings Plan (RSP), with options for employee contributions and company matching. We also offer Flexible Spending Accounts, educational assistance programs, and time-off benefits such as paid holidays, paid time off ranging from 20 to 35 days based on length of service, family and medical leaves of absence, and paid parental leave. Additional benefits include commuting benefits, the Employee Discount Program, the Employee Assistance Program (EAP), and childcare benefits. Join us and enjoy the competitive compensation and benefits we offer to our employees. For additional information regarding Baxter US Benefits, please speak with your recruiter or visit our Benefits site: Benefits | Baxter

Equal Employment Opportunity

Baxter is an equal opportunity employer. Baxter evaluates qualified applicants without regard to race, color, religion, gender, national origin, age, sexual orientation, gender identity or expression, protected veteran status, disability/handicap status or any other legally protected characteristic.

Know Your Rights: Workplace Discrimination is Illegal

Reasonable Accommodations

Baxter is committed to working with and providing reasonable accommodations to individuals with disabilities globally. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application or interview process, please click on the link here and let us know the nature of your request along with your contact information.

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