Senior Manager, Segment Marketing – Medical Device Industry

Role Overview

• Own the segment marketing strategy for Medical Device Industry.
• Establish and lead ongoing market, customer, consumer behavior, and competitive intelligence processes.
• Create and maintain personas, value propositions, and messaging frameworks for institutional buyers and perioperative professionals.
• In collaboration with the Sr Director and LOB leaders, translate market and member insights into clear go‑to‑market (GTM) plans, competitive messaging, customer journeys and customer experiences.
• Drive acquisition, onboarding, engagement, renewal, and re‑engagement campaigns to grow qualified leads and revenue.
• Promote AORN’s mission-driven programs through tailoring offers and journeys for the Medical Device Industry.
• Plan and execute integrated campaigns across email, web, paid, social, content, and events with defined KPIs, budgets, and timelines.
• Partner with digital, web, and creative team to deliver targeted, accessible, and compliant content across channels.
• Ensure quality control of all externally facing assets, including content accuracy, visuals, URLs, and links.
• Create and manage clear creative briefs outlining audience insights, competitive context, and success metrics.
• Collaborate with the Medical Device Industry Sales team and LOB leader on offers, pricing narratives, objections, and competitive strategy.
• Build and evolve sales enablement tools (pitch decks, one-pagers, case studies, email sequences) and incorporate field feedback.
• Define, track, and report funnel KPIs (lead quality, conversion, revenue/ARR, member growth, retention, engagement, and ROI).
• Assess channel and platform performance; test and optimize to improve efficiency and impact; deliver regular performance reports.
• Lead and manage employees and contractors supporting assigned segments.
• Provide coaching, mentorship, and performance feedback to team members.
• Collaborate cross-functionally with the Membership, Education, Events, Policy/Advocacy, Sales, and Analytics teams.
• Other duties as assigned.

Requirements

• Bachelor’s degree in marketing, business, communications, healthcare administration or related field.
• 8+ years of progressive strategic marketing experience in the medical device industry, hospitals/health systems, or related healthcare industries.
• 3+ years of experience managing a team.
• Experience marketing to or partnering with medical device or B2B healthcare manufacturers (preferred).
• Experience working for a membership association (preferred).
• Experience in an agency setting, internal or external (preferred).
• Experience developing sales enablement assets and collaborating closely with sales teams (preferred).
• Experience with best practices for digital and traditional channels (preferred).
• Experience using data and analytics to inform strategy and optimize performance (preferred).
• Proficiency with marketing technology (CMS, CRM, marketing automation, paid media, social, analytics).

Benefits

• Health insurance package options that include a HDHP plan and a PPO plan.
• Dental and vision coverage.
• Flexible Spending Account (FSA) and Healthcare Savings Account (HSA) options.
• Employer paid short
• and long-term disability, accidental death and dismemberment, and life insurance coverage.
• Voluntary Life Insurance options including critical illness and accident insurance.
• 401(k) plan with immediate vesting.
• Pet insurance.
• Udemy Learning.
• Paid time off and 10 paid holidays per year.
• Paid sick time.
• Paid parental leave.
• Free subscription to Calm.
• Up to 8 hours of paid volunteer time.
• Employee Assistance Programs.
• Staff Incentive Bonus.