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Kortrijk, BE Duluth, GA, US Fredrikstad, NO Rancho Cordova, CA, US Singapore, SG

Date:  Aug 6, 2022
Job ID:  5761

Segment Marketing Manager Live Events (Immersive Experiences)

Barco designs technology that makes everyday life a little better. Seeing beyond the image, we develop sight, sound, and sharing solutions to help you work together, share insights, and wow audiences. Our focus is on three core markets: Enterprise (from meeting and control rooms to corporate spaces), Healthcare (from the radiology department to the operating room), and Entertainment (from movie theaters to live events and attractions). Our solutions make a visible impact, allowing people to enjoy compelling entertainment experiences; to foster knowledge sharing and smart decision-making in organizations and to help hospitals provide their patients with the best possible healthcare. Headquartered in Kortrijk (Belgium), Barco realized sales of 804 million euro in 2021 and has a global team of 3,000+ employees, whose passion for technology is captured in +500 granted patents.

Purpose of the job

You are responsible for a true outside-in segment strategy, value proposition & GTM enablement for Barco’s Immersive Experience Business Unit, focusing on Live Events. One that will differentiate Barco to lead for higher growth. In close cooperation with Regional Sales and Business Development, Customer Journey & Product Management and our Marketing teams you identify best fit market (sub)segments through research and interviews, and you come with winning strategies to activate them and drive the Go-To-Market execution.
You are the expert of your Segment and are responsible for selling and implementing this winning business strategy. You don’t think product but customer: you understand the market segment (definition, problems, size), the buyer persona’s & their needs.
You focus on customer demands and regional market trends, and as such are the bridge between marketing team and the sales force/customer.
Here’s a flavor of what we do: Barco, enabling bright outcomes - YouTube


Key Responsibilities

  • Build a profound understanding of the segment: overall trends, eco-system, market problems, market definition, segmentation and size, customer and buyer types & their journey, win/loss, competitors and our positioning
  • Define the overall market segment strategy for Barco in your segment
  • Create a differentiating Barco segment portfolio with its value propositions, across hardware, software & services, based upon customer problems/needs and Barco right to play and win.
  • Assess segments, channels, value proposition, competitive differentiation and positioning to ensure strongest competitive advantage. Document market problems/requirements.
  • Identify the key target audience for the value propositions based upon data-driven customer segmentation.
  • Provide fact-based market/end-user and buyer persona’s, insights and needs as the basis of any business case. Be a driver to create roadmaps and business cases for new value proposition in your segment
  • Determine & manage the Go-To-Market strategy, in close collaboration with sales leaders. Give clear recommendations to product management for
  • end-user and channel pricing (product management owns pricing/business case)
  • Collaborate closely with product management to translate the value propositions into a winning product portfolio and concrete product and services development
  • Support the segment marketing communication manager, the product marketer and the field marketing colleagues in building targeted strong marketing campaigns and messaging
  • Be sparring partner / coach of customers, regional segment marketers and sales teams on your segment’s strategy, products, solutions, services and marketing
  • Support the sales & channel enablement teams.
  • Analyse win/loss results, and propose corrective actions as necessary.
  • Collaborate with Field Marketing on events, conferences and trade shows



Your profile 


  • You hold a higher degree (Bachelor’s degree required-Master’s degree/MBA preferred), combined with a minimum of 8 years professional experience in upstream marketing and/or strategy experience.
  • You have experience in defining market strategies and creating value propositions.
  • You have experience in complex value chains with different influencers and Go-To-Market approaches.
  • You are familiar with working in a matrix organization.
  • You are a fast thinker with solid strategic insights.
  • You have strong business acumen with a customer- and market driven orientation.
  • You have excellent verbal, written and presentation communication skills.
  • You are pragmatic, energetic, self-starting leader and highly motivated achiever.
  • You have the eagerness to learn and understand market. 
  • You are a natural team player, working together with stakeholders from across the company.
  • You have the drive and confidence to converge to aligned strategy and winning value propositions.
  • You have the passion and enthusiasm to rally the troops.
  • You have a strong knowledge of:
    • Market problems definition, sizing & segmentation.  End-user and Buyer persona and journey mapping.
    • Strategy setting, upstream marketing and value propositions.
    • Understanding of your Segment’s market or related experience-focused markets is a plus.
  • You are willing to travel internationally up to 20% of your time.
  • You are fluent in English. 


Our offer

  • Working for a high-tech company with a strong focus on innovation and customer success in the exciting live event market segment
  • An interesting, challenging job with lots of autonomy and impact in a dynamic team 
  • Opportunity of 2 days per week telework
  • Continuous training & development opportunities through our own Barco University
  • We offer you a competitive salary incl. extra-legal benefits, in line with your experience 

Apply now »