Senior Market Development Manager, Therapy & Oncology

Position Overview
The Senior Market Development Manager, Therapy & Oncology serves as the national strategic marketing lead for Tactile Medical’s Therapy and Oncology provider segments. This role sets the long-range segment vision, identifies and sizes growth opportunities, develops market development strategies, creates provider adoption plans, and drives referral growth across assigned specialties.
Working at the intersection of Product Marketing, Sales, Field Marketing, Medical Affairs, Strategic Accounts, Market Access, and Marketing Ops, this individual translates business objectives, clinical insights, and product strategies into customer-focused programs that increase awareness, adoption, and market penetration.

The Senior Market Development Manager owns national segment strategy, annual market development planning, campaign direction, and portfolio prioritization. Field Marketing Managers partner with this role to localize and execute programs within regional markets. This is a highly collaborative leadership opportunity for a strategic marketer who can navigate ambiguity, influence senior cross-functional stakeholders, and turn complex market insights into scalable action.

This position is open to candidates residing anywhere in the United States and may be performed remotely. Employees who reside within 50 miles of our Minneapolis, MN office will be expected to follow the company's hybrid work policy.

What You’ll Do
Lead Market Development Strategy
• Serve as the national business and marketing strategy owner for assigned Therapy and Oncology segments.
• Develop annual market development plans and strategies aligned with commercial growth objectives.
• Build a clear segment thesis by identifying untapped patient populations, referral pathway gaps, adoption barriers, competitive threats, and unmet customer needs.
• Define customer segmentation, target audience priorities, provider archetypes, and national referral growth strategies.
• Map referral pathways, identify where patients are lost, and prioritize interventions that improve recognition, referral, and treatment.

Drive Integrated Campaign and Commercialization Strategy
• Create national campaign strategies and annual campaign roadmaps for assigned segments.
• Translate product positioning, clinical evidence, and commercialization priorities into provider-focused campaigns and market development programs.
• Define campaign objectives, target audiences, desired behavior changes, message priorities, activation requirements, and success measures.
• Develop segment briefs, message architecture, customer journeys, objection-handling strategies, and field activation playbooks.
• Maintain national campaign governance so programs operate as connected strategies rather than isolated tactics.
• Provide Field Marketing Managers with national strategy, campaign objectives, target account archetypes, audience priorities, and execution guidance for regionalization and delivery into the field for execution.
• Identify opportunities to build awareness and credibility through conferences, education, speaker programs, advisory boards, and provider initiatives.

What Success Looks Like
• Referral growth and increased market penetration across assigned Therapy and Oncology segments.
• Clear annual market development plans with measurable objectives, prioritized audiences, and defined interventions.
• Documented referral pathway maps with identified leakage points and strategies to address them.
• Integrated campaigns adopted by field teams and translated effectively into regional execution.
• Improved provider engagement and measurable behavior change in program-touched accounts.
• A disciplined portfolio of professional society, education, and commercial KOL activities tied to segment objectives.
• Strong cross-functional partnership and stakeholder satisfaction across the business.

What You’ll Bring
Required Qualifications
• Bachelor’s degree in Marketing, Business, Communications, Healthcare Administration, Life Sciences, or a related field, or an equivalent combination of education and relevant experience.
• 7+ years of progressive experience in healthcare marketing, market development, product marketing, commercial strategy, field marketing, or sales enablement, including experience leading complex, cross-functional strategies or programs.
• Experience developing and executing marketing, commercialization, or growth strategies that support measurable business objectives.
• Demonstrated success leading complex, cross-functional initiatives, aligning senior stakeholders, and influencing without direct authority.
• Ability to translate customer, market, clinical, and business insights into clear strategies, campaigns, and action plans.
• Strong analytical skills and demonstrated ability to use data to prioritize opportunities and make recommendations.
• Executive-level written, verbal, presentation, and facilitation skills, with the ability to communicate complex strategies clearly and drive decisions.
• Ability to travel approximately 30% for customer meetings, field engagement, conferences, and internal planning.

Preferred Qualifications
• Experience in medical device, pharmaceutical, diagnostics, digital health, healthcare services, or another regulated healthcare environment.
• Healthcare provider, referral, or HCP marketing experience, particularly within a referral-driven commercial model.
• Experience supporting a field sales organization and converting national strategy into field-executable programs.
• Experience developing go-to-market strategies, commercialization plans, integrated campaigns, or new-segment growth initiatives.
• Experience presenting recommendations and performance updates to senior commercial or executive leadership.
• Experience in oncology, rehabilitation, physical or occupational therapy, lymphatic health, wound care, vascular care, or chronic disease management.
• Experience launching new products, indications, clinical evidence, services, customer segments, or strategic initiatives.
• Experience with professional societies, commercial KOL programs, advisory boards, or healthcare provider education.
• Familiarity with marketing analytics, CRM platforms, marketing automation, and campaign performance reporting.
• MBA, MPH, MHA, or another advanced business, marketing, or healthcare degree.