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Kortrijk, BE

Job ID:  241

Segment Marketing Manager Workplace

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 3,600 employees, located all around the globe, we realized sales of 1,082.6 million euro in 2019. 



You are responsible for a true outside-in view on the Workplace segment, spearheaded by our ClickShare product line, or which you define and implement winning business strategies. You don’t think product but customer: you understand the market segment, the buyers & their needs. In close cooperation with Regional Sales and Business Development, Customer Experience & Product Management and our Marketing team you identify best fit market segments through research and interviews, and you come with winning strategies to activate them.


You focus on customer demands and regional market trends, and as such are the bridge between strategic/product marketing and the sales force/customer. You map out the opportunity of segments, how to activate them, and follow up on business results. You are the driving force to build or increase brand recognition in new and existing segments. Next to that you will also play an active role in our enterprise-wide offering of solutions, spanning from lobby to meeting room, including projectors, video walls and control software. 





  • Build a profound understanding of the segment: overall trends, eco-system, market size & segmentation, customer and buyer types & their journey, needs, competitors, …  
  • Define the overall strategy for Barco in your segment  
  • Establish for your regions the Go-To-Market plan, including:  
    • Drive and coordinate marketing and sales programs both in channels as well as segments  
    • Commercialization strategy and key messages.  
    • Assess segments, channels, value proposition, competitive differentiation and positioning to ensure strongest competitive advantage.  
    • Activate strategic partnerships
  • Prepare planning and management of GTM strategy and specific programs or local campaigns. Assess and report on the success of the programs.  
  • Create a differentiating Barco segment portfolio with its value propositions, across hardware, software & services, based upon customer needs and Barco right to play and win.  
  • Target audiences are C-level (mostly IT) functions in corporations, as well as distributors and resellers.  
  • Identify the key target audience for the value propositions based upon data-driven customer segmentation  
  • Provide fact based market and buyer insights and needs as the basis of any business case  
  • Determine & manage the Routes-to-Market strategy and channel price setting, in close collaboration with sales leaders. Give clear recommendations to product management for end-user pricing.  
  • 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 marketeer 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  
  • You understand how IT organizations in companies live and breathe, and know the ins and outs of SaaS, licensing and subscriptions.  
  • Support the sales & channel enablement teams



We are looking for a new colleague who


  • Has minimum of 8 years of upstream marketing and/or strategy experience 
  • Has experience in defining market strategies and creating value propositions
  • Has experience in complex value chains with different influencers and go-to-market  approaches
  • Is familiar with working in a matrix organization
  • Is a fast thinker with solid strategic insights 
  • Has strong business acumen; customer- and market driven orientation
  • Has excellent verbal, written and presentation communication skills
  • Is pragmatic, energetic, self-starting leader and highly motivated achiever
  • Has eagerness to learn and understand market
  • Is a natural team player, working together with stakeholders from across the company
  • Has drive and confidence to converge to aligned strategy and winning value propositions
  • Has drive, passion and enthusiasm to rally the troops 
  • Understanding the Corporate & Meeting Room and UC&C segments is a +
  • Is open to regular overnight travel, up to 25 % of time