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Kortrijk, BE

Date:  Oct 5, 2021
Job ID:  2986

Segment Marketing Manager Large Video Wall Experience

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). With a team of over 3,300 employees, located all around the globe, we realized sales of 770.01 million euro in 2020. 

Purpose of the job

You are responsible for a true outside-in segment strategy, value proposition & GTM enablement for Barco’s Large Video Wall Experience Business Unit, that serves different segments ranging from control rooms to workplace & broadcast visualization. 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: A smarter way to work, visualize and collaborate - 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
•    Required education, experience, and competencies


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.