Overview

In this role you drive upstream marketing for Agfa Radiology, translating product capabilities into compelling market narratives for clinical and commercial audiences. You define global positioning, messaging, and go-to-market strategies for the full DR portfolio, bridging R&D; and commercial teams. You own VOC processes, conduct interviews, and translate insights into actionable collateral and PLPs. You collaborate with regional leaders and campaigns teams to ensure consistent messaging and informed pricing and product roadmap decisions. You will influence executive communications and support growth across regions.

Responsabilidades

- Define and maintain general 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 global 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

Requisitos principales

- 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

- 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
- Strong analytical capability: market sizing, competitive benchmarking, pricing analysis
- Ability to translate complex technical specifications into clear customer value language
- Digital radiography fundamentals

📌 Global Product Marketing Manager - Agfa (Barcelona)
🏢 Agfa
📍 Barcelona