Segment Marketing Manager Workplace & Broadcast Visualization

☞ Barco

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Update day: 26-11-2025

Location: Kortrijk West Flanders

Category: Marketing / PR Sales

Industry: IT

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Job content

Location: Kortrijk, BE
Date: Sep 6, 2021
Job ID: 2986
Segment Marketing Manager Workplace & Broadcast Visualization

Barco designs technology that makes everyday life a little better. Seeing beyond the image, we develop sight, sound, and sharing solutions to help you work together, share insights, and wow audiences. Our focus is on three core markets: Enterprise (from meeting and control rooms to corporate spaces), Healthcare (from the radiology department to the operating room), and Entertainment (from movie theaters to live events and attractions). With a team of over 3,300 employees, located all around the globe, we realized sales of 770.01 million euro in 2020.

Purpose of the job



You are responsible for a true outside-in segment strategy, value proposition & GTM enablement for Barco’s Large Video Wall Experience BU. One that will differentiate Barco to lead for higher growth. In close cooperation with Regional Sales and Business Development, Customer Journey & Product Management and our Marketing teams you identify best fit market (sub)segments through research and interviews, and you come with winning strategies to activate them and drive the Go-To-Market execution.


You are the expert of your Segment “Workplace & Broadcast visualization” and are responsible for selling and implementing this winning business strategy. You don’t think product but customer: you understand the market segment (definition, problems, size), the buyer persona’s & their needs.


You focus on customer demandsandregional market trends, and as such are the bridge between marketing team and the sales force/customer.


Key Responsibilities



  • Build a profound understanding of the segment: overall trends, eco-system, market problems, market definition, segmentation and size, customer and buyer types & their journey, win/loss, competitors and our positioning
  • Define the overall market segment strategyfor Barco in your segment
  • Create a differentiating Barco segment portfolio with its value propositions, across hardware, software & services, based upon customer problems/needs and Barco right to play and win.
  • Assess segments, channels, value proposition, competitive differentiation and positioning to ensure strongest competitive advantage. Document market problems/requirements.
  • Identify the key target audience for the value propositions based upon data-driven customer segmentation.
  • Provide fact-based market/end-user and buyer persona’s, insights and needs as the basis of any business case. Be a driver to create roadmaps and business casesfor new value proposition in your segment
  • Determine & manage theGo-To-Market strategy, in close collaboration with sales leaders. Give clear recommendations to product management for

end-user and channel pricing (product management owns pricing/business case)
  • Collaborate closely with product management to translate the value propositions into a winning product portfolio and concrete product and services development
  • Support the segment marketing communication manager, the product marketer and the field marketing colleagues in building targeted strong marketing campaigns and messaging
  • Be sparring partner / coach of customers, regional segment marketers and sales teams on your segment’s strategy, products, solutions, services and marketing
  • Support the sales & channel enablement teams.
  • Analyse win/loss results, and propose corrective actions as necessary.
  • Collaborate with Field Marketing on events, conferences and trade shows
  • Required education, experience, and competencies

Your profile



  • You hold a higher degree (Bachelor’s degree required-Master’s degree/MBA preferred), combined with a minimum of 8 years professional experience in upstream marketing and/or strategy experience.
  • You have experience in defining market strategies and creating value propositions.
  • You have experience in complex value chains with different influencers and Go-To-Market approaches.
  • You are familiar with working in a matrix organization.
  • You are a fast thinker with solid strategic insights.
  • You have strong business acumen with a customer- and market driven orientation.
  • You have excellent verbal, written and presentation communication skills.
  • You are pragmatic, energetic, self-starting leader and highly motivated achiever.
  • You have the eagerness to learn and understand market.
  • you are a natural team player, working together with stakeholders from across the company.
  • You have the drive and confidence to converge to aligned strategy and winning value propositions.
  • You have the passion and enthusiasm to rally the troops.
  • You have a strong knowledge of:
  • Market problems definition, sizing & segmentation. End-user and Buyer persona and journey mapping.
  • Strategy setting, upstream marketing and value propositions.
  • Understanding of your Segment’s market or related experience-focused markets is a plus.
  • You are willing to travel internationally up to 20% of your time.
  • You are fluent in English.
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Deadline: 10-01-2026

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