AORN

Marketing

• 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.

Senior Manager, Segment Marketing – Medical Device Industry