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Kortrijk, BE

Date:  Jun 22, 2022
Job ID:  4289

Segment Marketing Manager weConnect

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: 

As a Segment Marketing Manager for Barco's weConnect platform you are responsible for a true outside-in segment strategy, value proposition & enablement. One that will differentiate Barco to lead for higher growth.

You are the expert of your segment and are responsible for selling and implementing this winning business strategy. You don’t think product but buyer: 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. 


Key accountabilities: 


  • Build a profound understanding of the segments weConnect is positioned in: 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 concrete product and services development.
  • Support all weConnect Marketing colleagues in building targeted strong marketing campaigns and messaging.
  • Be sparring partner / coach of customers 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 combined with 8 to 15 year’s of marketing experience focusing strategic / segment / upstream Marketing.
  • Having experience in a SaaS business is a plus.
  • Being familiar with working in a matrix organization is also considered a plus.
  • You have excellent verbal, written & presentation communication skills. You are fluent in English. Additional languages are a plus.
  • Your analytical skills and strong customer focus help you to fully grasp the needs of your market.
  • You are a results oriented professional with a can do & self-starting attitude.


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