1900315 Requisition #

Barco is a global market leader in professional AV & IT solutions, and is currently looking for talent to further grow its Meeting Experience business in the Americas region. Spearheaded by the ClickShare product line, this business plays a crucial role in Barco’s future growth.


The role 

You are responsible for a true outside-in view on the Corporate & Meeting Room segment, for which you define and implement winning business strategies. You don’t think product but buyer: you understand the market segment, the buyers & their needs.


You will be responsible for establishing the Go-To-Market development programs for our Meeting Experience business. 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 form lobby to meeting room, including projectors, video walls and control software. This role is based in Atlanta, Georgia, and will report to the Segment Marketing Director, based in Barco’s HQ in Belgium



Essential Duties and Responsibilities


·    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 the North American Go-To-Market plan, including:

o   Drive and coordinate marketing and sales programs both in channels as well as segments

o   Commercialization strategy and key messages.

o   Assess segments, channels, value proposition, competitive differentiation and positioning to ensure strongest competitive advantage.

o   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.

·    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

·    Support the sales & channel enablement teams


  • Minimum of 8 years of upstream marketing and/or strategy experience
  • Experience in defining market strategies and creating value propositions
  • Experience in complex value chains with different influencers and go-to-market approaches
  • Collaboration market experience
  • Familiar with working in a matrix organization



  • Fast thinker with solid strategic insights
  • Strong business acumen; customer- and market driven orientation
  • Excellent verbal, written and presentation communication skills



  • Pragmatic, energetic, self-starting leader and highly motivated achiever
  • Eagerness to learn and understand market
  • Natural team player, working together with stakeholders from across the company
  • Drive and confidence to converge to aligned strategy and winning value propositions
  • Drive, passion and enthusiasm to rally the troops



  • Market sizing & segmentation.  Buyer & journey mapping.
  • Strategy setting, upstream marketing and value propositions
  • Understanding the Corporate & Meeting Room and UC&C segments is a +
  • Regular overnight travel, 20-40% of time, with some international travel
  • Experience and ability to work across time zones with Europe and Asia

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