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The Global Product Marketing Manager drives upstream marketing for Agfa Radiology, translating product capabilities into compelling market narratives that resonate with clinical and commercial audiences. This role bridges R&D; and commercial teams to define positioning, messaging, and go-to-market strategy for the full DR portfolio across all tiers and regions, ensuring the portfolios value proposition is understood, differentiated, and consistently communicated globally.

Key Responsibilities

- Define and maintain global positioning, value proposition, and messaging architecture for the full DR product portfolio.
- Develop Product Launch Plans (PLPs) in coordination with GPM, Sales, and regional Hub Leaders.
- Create and maintain sales enablement assets: product briefs, battle cards, objection-handling guides, and ROI calculators.
- Conduct ongoing competitive intelligence on key competitors and emerging OEMs.
- Own the VOC (Voice of Customer) process with Global Application: co-run KOL interviews, user research, and clinical advisory board inputs.
- Support regional Hub Leaders in customizing global messaging for Tier 1 markets.
- Maintain deep understanding of market and clinical trends, customer segmentation, competitor strategy, performance and market share, and pricing and positioning across the DR category.
- Serve as the general subject-matter expert on portfolio positioning for executive, investor, and analyst-facing communications.
- Partner with the Global Ad&Promo; Leader and Global Digital Marketing Specialist to ensure product messaging is embedded consistently across campaigns, content, and digital channels.




- Track competitive win/loss trends and provide input into pricing strategy and product roadmap prioritization.
- Support M&A;, partnership, and new-market entry evaluations with product and market positioning input.

Experience & Background

- B2B marketing experience in medical imaging.
- Demonstrated track record of full-cycle product launches in international markets.
- Experience working with clinical stakeholders and KOLs in radiology or related specialties.
- Experience in product positioning & messaging, competitive intelligence, and VOC & market research.
- Typically, 5-8+ years in product marketing or upstream marketing roles, ideally in medical imaging or another regulated capital equipment industry.

Technical & Functional Skills

- Strong analytical capability: market sizing, competitive benchmarking, pricing analysis.
- Ability to translate complex technical specifications into clear customer value language.
- Digital radiography fundamentals.
- CRM familiarity (Microsoft Dynamics preferred).

Language & Interpersonal Skills

- Cross-functional leadership and influence without authority.
- Executive storytelling and the ability to present complex market narratives to senior stakeholders.
- Strong written and verbal communication skills in English.

Success Metrics / KPIs

- Adoption and consistency of global positioning and messaging across regions.
- On-time delivery and quality of Product Launch Plans (PLPs).
- Sales team utilization and effectiveness of enablement assets (battle cards, ROI calculators).
- Accuracy and timeliness of competitive intelligence delivered to sales and leadership.
- VOC program coverage and its influence on product roadmap decisions.

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📌 Global product marketing manager (Barcelona)
🏢 Agfa
📍 Barcelona