The Challenge
Barco's Healthcare unit needs a Field Marketing Manager who owns market growth from strategy through execution. You'll build and optimize go-to-market plans across events, paid media, and digital—then measure what actually moves the needle on customer acquisition and retention.
Your Mission
Audit current marketing spend and channel performance; identify quick wins in lead conversion across SFDC/Marketo
Launch Q1 event strategy and secure internal buy-in from sales, product, and regulatory teams
Establish baseline KPIs for lead intake, conversion rate, and campaign ROI by segment
Map the full lead funnel for Healthcare segment and identify 3-5 optimization opportunities
Execute 4+ planned events with measured post-event ROI and qualified lead generation targets met
Grow qualified lead volume by 25%+ through optimized paid media and digital campaigns
Establish 3-5 customer testimonials or case studies in production; integrate into campaigns
Deliver monthly insights reports on campaign performance, spend efficiency, and segment growth trajectory
KPIs You'll Own
Cost Per Qualified Lead (CPQL)
Track how much you're spending to generate each lead that sales qualifies; optimize by channel.
Lead-to-Conversion Rate
Measure what % of your marketing-generated leads close; benchmark by segment and campaign source.
Marketing-Influenced Revenue
Total revenue from deals where your campaigns touched the buyer journey; tie spend to actual growth.
Event ROI
Revenue generated from each event divided by total event spend (logistics, promotion, follow-up).
Campaign Engagement Rate
Open, click, and response rates on paid media and email campaigns; signals targeting and messaging fit.
Tools & Stack
Your Team
Your Manager
Healthcare Business Unit Marketing Lead / Director
Current Team
Cross-functional: sales team, product management, content/PR colleagues, regulatory team, field marketing peers across other segments
Backfill or new growth mandate for Healthcare segment expansion
The Package
Salary
€55K-€75K base
Remote
On-site in Kortrijk, Belgium
Benefits & Perks
Company Intelligence
Barco is a global technology company specializing in imaging and visualization solutions for healthcare, entertainment, and enterprise markets. The Healthcare business unit drives growth through clinical and operational imaging solutions. You'll operate within a structured enterprise environment with real revenue targets and cross-border go-to-market complexity.
Customers
Healthcare providers, hospitals, diagnostic imaging centers
Is This Role For You?
- You've executed 3+ years of B2B field marketing campaigns and can tie spend to pipeline/revenue
- You're fluent in Salesforce and marketing automation (Marketo experience is gold); you can pull your own reports
- You thrive owning budgets and making trade-off decisions between events, paid media, and digital without hand-holding
- You speak English fluently and can navigate multi-stakeholder alignment in regulated industries (healthcare compliance is a plus)
- You want to build a repeatable, measurable go-to-market engine—not just run one-off campaigns
- You need remote-first or hybrid flexibility; this is on-site in Belgium
- You've only done brand/content marketing and haven't managed budget or measured conversion-to-revenue pipeline
- You prefer strategic planning over execution; this role is 60% hands-on delivery
- You're uncomfortable with regulatory review cycles or complex approval workflows
Interview Process
Phone Screen
Hiring manager qualifies your field marketing depth, SFDC/Marketo fluency, and B2B/Healthcare exposure
Case Study / Scenario
Walk through a past campaign: budget allocation, channels chosen, results measured, what you'd optimize
Stakeholder Interview
Meet with sales leadership or product counterpart to assess cross-functional collaboration and communication style
Final Round / Manager + Leadership
Deep dive on strategy, growth mindset, ability to work in regulated environment, and organizational fit
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.