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Kortrijk, BE

Date:  Jul 21, 2021
Job ID:  1583

Segment Marketing Director

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. 

You are responsible for a true outside-in segment strategy, value proposition & enablement for Barco’s Themed Entertainment (museums and theme parks) portfolio. 
In close cooperation with Regional Sales and Business Development, Customer Journey & 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 are the expert of your Themed Entertainment 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 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; 
  • Analyze win/loss results, and propose corrective actions as necessary; 
  • Collaborate with Field Marketing on events, conferences and trade shows. 



We are looking for a new colleague who 

  • Holds a Master’s degree/MBA (preferably), or equivalent by experience; 
  • Demonstrates a minimum of 5 to 10 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 a strong business acumen; customer- and market driven orientation; 
  • Has excellent verbal, written and presentation communication skills; 
  • Is a pragmatic, energetic, self-starting leader and highly motivated achiever; 
  • Shows eagerness to learn and understand Barco’s Themed Entertainment (ProAV) market; 
  • Is a natural team player, working together with stakeholders from across the company; 
  • Demonstrates drive and confidence to converge to aligned strategy and winning value propositions – and shows the same drive, passion and enthusiasm to rally the troops; 
  • Has 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; 
  • Is flexible to travel internationally ca. 30% of your time.