Director, Digital Health Marketing

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At Baxter, we believe every person—regardless of who they are or where they are from—deserves a chance to live a healthy life. It was our founding belief in 1931 and continues to be our guiding principle. We are redefining healthcare delivery to make a greater impact today, tomorrow, and beyond.

Our Baxter colleagues are united by our Mission to Save and Sustain Lives. Together, our community is driven by a culture of courage, trust, and collaboration. Every individual is empowered to take ownership and make a meaningful impact. We strive for efficient and effective operations, and we hold each other accountable for delivering exceptional results.

Here, you will find more than just a job—you will find purpose and pride. 

Summary:

Baxter is committed to driving connectivity for patients, clinicians, and customers across healthcare settings. Baxter’s Connected Care Group focuses on two critical areas: (1) Digital Products, delivering connected devices and software to customers, and (2) Digital Platforms, facilitating software development across Baxter’s medical devices with a unified architecture to accelerate customer-focused solutions. The portfolio includes key offerings that drive revenue and advance Baxter’s mission to save and sustain lives while shaping the future of healthcare.

The Director of Digital Health Marketing serves as the marketing leader for Baxter's Connected Care portfolio, responsible for shaping portfolio growth strategy, customer adoption, market expansion, and commercial performance across Digital Products and Digital Platforms. In partnership with Product Management, Sales, and other cross-functional teams, this leader translates market opportunities, customer insights, and competitive dynamics into portfolio strategies that accelerate revenue growth, strengthen customer value realization, and expand market penetration.

This role owns portfolio positioning, marketing strategy, customer adoption strategy, and commercial growth initiatives while leading upstream and downstream marketing teams. The Director will modernize marketing capabilities through data-driven decision making, AI-enabled marketing approaches, customer adoption strategies, and scalable commercial processes that improve marketing effectiveness and business outcomes.

This role sits within the Connected Care Group and reports into the Senior Director of Product Management. There will be a team of 2-5 direct reports that will be responsible for driving growth of the portfolio. Key stakeholders in the Connected Care Group include Product Management, Sales, Marketing Communications (MarCom), Project Management, Operations, and R&D. Across the broader organization, she/he will also interact with other marketing, product management, medical affairs, sales, regional, and quality teams. She/he will have responsibility to communicate milestones and progress to BU leadership and executives as appropriate.

To be successful, this leader must balance near-term commercial priorities with long-term portfolio growth and market development objectives. The ideal candidate will be a strategic and data-driven marketing leader who can influence across a matrixed organization, build high-performing teams, and drive measurable business outcomes through modern marketing capabilities and customer-centric growth strategies.

This role requires adaptability in a fast-paced and evolving environment, balancing strategic leadership with operational engagement. Success requires a highly collaborative, visible leader who can effectively influence across virtual and in-person teams while navigating changing business priorities. While this is primarily a strategic leadership role, the Director is expected to remain close to execution and contribute directly where appropriate to ensure speed, quality, and alignment with business priorities. We are seeking a collaborative, high-energy, and agile individual who has an in-depth knowledge of the healthcare and technology ecosystem.

Essential Duties and Responsibilities

Core Responsibilities

• Shape portfolio growth strategy and influence business unit priorities through market insights, customer understanding, competitive intelligence, and commercial analytics.
• Lead upstream and downstream marketing teams to drive portfolio adoption, market expansion, customer value realization, and revenue growth across Connected Care offerings.
• Build and modernize marketing capabilities, including customer adoption programs, digital and AI-enabled marketing approaches, commercial analytics, and scalable demand generation processes.
• Ensure alignment between product strategy and commercial execution through effective positioning, go-to-market strategies, and cross-functional leadership.
• Develop and lead a high-performing marketing organization while managing marketing investment to maximize business impact and ROI.

Marketing Capability and Commercial Transformation

• Lead the modernization of marketing across Connected Care through data-driven decision making, AI-enabled marketing approaches, digital engagement strategies, and scalable commercial processes.
• Establish metrics and analytics that connect marketing investments to customer adoption, pipeline creation, revenue growth, and marketing ROI.
• Drive continuous improvement of marketing operations, customer journey management, demand generation, and portfolio performance measurement.

Upstream Marketing

• Lead market and customer insight generation and partner with Product Management and business leadership to translate those insights into portfolio strategy, product investment priorities, market expansion opportunities, and long-term growth initiatives.
• Own portfolio-level positioning and narrative, ensuring clear articulation of platform value and differentiation across interconnected solutions.
• Analyze market size, growth, and competitive dynamics to inform strategic priorities; develop deep subject matter expertise across the portfolio.
• Capture and communicate customer intelligence and other learnings back across the Baxter organization.
• Understand key growth drivers and pricing.
• Clarify the portfolio and product-specific value propositions and positioning relative to customer pain points and competitors.
• Segment customers and inform priorities.
• Understand decision-making and purchasing processes for customers.
• Help craft internal and external messaging.
• Develop OUS marketing plan and enable growth outside developed markets.
• Create multi-year plans to build the Connected Care brand through a long- term marketing strategy.
• Manage 1-3 Upstream Marketing individuals

Downstream Marketing

• Ensure the organization has effective marketing processes, tools, content, and enablement capabilities required to support commercial success
• Communicate and implement messaging across functional and geographic partners – and help shape their communications.
• Develop and execute integrated marketing campaigns, content, and omnichannel strategies to drive awareness, demand generation, and sales enablement.
• Develop segment-specific messaging, value propositions, and clinical/economic narratives to drive targeted campaigns and market engagement.
• Deliver high-quality pre launch, launch, and post-launch promotional programs that maximize product adoption and penetration within the market.
• Support regional commercial marketing teams to help achieve growth and profitability with support for messaging.
• Work cross-functionally with business units, region/country teams, and functions to brainstorm, develop, launch new processes and improvements.
• Work with internal teams to develop clinical and economic messaging.
• Lead product launches, field sales support, and other marketing activities.
• Generate/analyze competitive intelligence and promote understanding of competitive tactics with the sales team.
• Partner with marketing communications to create innovative and forward-looking content to drive market awareness, lead generation, leading to deal closure.
• Develop relationships and regularly interact with customers through presentations, interviews, tradeshows, professional societies, and site visits.
• Collaborate with global portfolio marketing to understand issues related to product quality/customer complaints; ensure feedback is communicated back to respective owners for input into recommendations and resolution to identified issues.
• Manage agencies and external stakeholders where needed.
• Collaborate with Medical Affairs to aid in guiding high-value studies to support key claims in marketing materials and establish Baxter’s presence as a thought leader.
• Manage 1-3 Downstream Marketing individuals.

Qualifications:

• Experience marketing complex, software-enabled or platform-based healthcare solutions, with a demonstrated ability to drive enterprise adoption.
• Strong understanding of digital health ecosystems, including interoperability, clinical workflows, and enterprise IT environments.
• Highly organized, self-starter who can lead and collaborate across the organization effectively.
• Ability to operate with ambiguity in volatile environments, leading a function in and through the face of change, setting clear direction and guidance for the team you lead.
• Ability to work and influence across business units and functions. Demonstrated track-record of leading and influencing in a matrixed environment.
• Excellent written & verbal communication and presentation skills
• Needs to work independently without supervision on most initiatives.
• Team player with a strategic partnership mindset. 
• Must be available to travel to customer sites and team meetings frequently.
• Entrepreneurial spirit and growth mindset.
• Ability to prioritize and influence others while exercising proper judgement for sound decision making and trade-off analysis.
• Strong ability to communicate effectively at all levels inside and outside of the organization.
• Strong work ethic and comfort with ambiguity.
• Experience and knowledge of trends shaping product development and customer behavior.
• Take a collaborative approach by openly discussing issues in a way that brings out the best thinking, attitude, and performance in others. Works effectively and productively with others running functional and support areas. Consider effect of decisions on other parts of the company.
• Ability to travel up to 50% of the time, including international.

Education and Experience:

• Requires a bachelor’s degree. MBA and/or graduate degree is a plus.
• 10+ years marketing experience (preferably in Healthcare IT) with a proven track record of developing and executing successful marketing campaigns.
• 10+ years of direct and cross-functional leadership
• Technical understanding of IT and connected care environments and robust knowledge of clinical processes and workflows. Understanding of IP networking and enterprise IT/IoT solutions. Understanding of cloud and on-prem solutions.
• Demonstrated career progression in previous roles.

We understand compensation is an important factor as you consider the next step in your career. At Baxter, we are committed to equitable pay for all employees, and we strive to be more transparent with our pay practices. The estimated base salary for this position is $184,000 - $253,000 annually. The estimated range is meant to reflect an anticipated salary range for the position. We may pay more or less than of the anticipated range based upon market data and other factors, all of which are subject to change. Individual pay is based on upon location, skills and expertise, experience, and other relevant factors. This position may also be eligible for discretionary bonuses, commission, and/or long-term incentive. For questions about this, our pay philosophy, and available benefits, please speak to the recruiter if you decide to apply and are selected for an interview.

Baxter is committed to supporting the needs for flexibility in the workplace. We do so through our flexible workplace policy which includes a required minimum number of days a week onsite. This policy provides the benefits of connecting and collaborating in-person in support of our Mission. The flexible workplace policy is subject to local laws and legal requirements. At its discretion, Baxter may decide to adjust, suspend, or discontinue as business needs change.

US Benefits at Baxter (except for Puerto Rico)

This is where your well-being matters. Baxter offers comprehensive compensation and benefits packages for eligible roles. Our health and well-being benefits include medical and dental coverage that start on day one, as well as insurance coverage for basic life, accident, short-term and long-term disability, and business travel accident insurance. Financial and retirement benefits include the Employee Stock Purchase Plan (ESPP), with the ability to purchase company stock at a discount, and the 401(k) Retirement Savings Plan (RSP), with options for employee contributions and company matching. We also offer Flexible Spending Accounts, educational assistance programs, and time-off benefits such as paid holidays, paid time off ranging from 20 to 35 days based on length of service, family and medical leaves of absence, and paid parental leave. Additional benefits include commuting benefits, the Employee Discount Program, the Employee Assistance Program (EAP), and childcare benefits. Join us and enjoy the competitive compensation and benefits we offer to our employees. For additional information regarding Baxter US Benefits, please speak with your recruiter or visit our Benefits site: Benefits | Baxter

Equal Employment Opportunity

Baxter is an equal opportunity employer. Baxter evaluates qualified applicants without regard to race, color, religion, gender, national origin, age, sexual orientation, gender identity or expression, protected veteran status, disability/handicap status or any other legally protected characteristic.

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