About the OpportunityWe are seeking a Director of Commercial Marketing to lead commercialization and procedure adoption of the Focalist System. This leader will drive market development, hospital selling strategies, KOL engagement, and clinical evidence programs-positioning Focalist to elevate needle-based procedures.
Key ResponsibilitiesTechnology Footprint- Lead commercial marketing efforts to sell the Focalist platform into hospitals and health systems, working closely with Sales leadership.
- Develop value propositions tailored to hospital administrators, service line leaders, and economic buyers-highlighting ROI, efficiency gains, and clinical differentiation.
- Support the sales process with hospital-facing presentations, negotiation frameworks, and competitive positioning tools.
Clinical Expansion- Develop and continuously refine clinical value propositions for each procedure and specialty Focalist competes in-grounded in procedure-level insights and translated into messaging that drives adoption and utilization across physician, care team, and hospital audiences.
- Develop and execute specialty-level market development programs-peer-to-peer events, case observation programs, symposia, and conference presence-designed to build procedural competency and expand the base of trained, active Focalist users.
- Serve as the internal clinical marketing authority for each specialty-translating field feedback, surgeon insights, and competitive intelligence into updated messaging, tools, and programs that keep the commercial org aligned and focused. Champion voice-of-customer (VOC) initiatives to ensure continuous input from clinicians and care teams informs strategy, content, and program design.
KOL Relationships, Clinical Advocacy & Society Outreach- Build a layered KOL network spanning Speaker/Reference KOLs, Teacher/Proctor KOLs, and Society/Executive KOLs-developing each tier's ability to present, teach, and champion Focalist procedures.
- Engage with clinical societies, guideline committees, and academic programs to elevate awareness and credibility.
- Partner with Clinical Affairs and Medical Affairs to develop and execute a publication strategy supporting procedure adoption goals-including outcomes data, case series, and health economics evidence.
- Partner with KOLs to develop and deliver high-impact podium presentations across virtual and in-person formats-including society symposia, peer-to-peer programs, proctored case observations, and conference abstracts. Support KOLs in translating clinical experience with Focalist into compelling narratives for surgeon and care team audiences.
Marketing & Sales Content Creation- Create impactful marketing assets: case studies, procedure videos, brochures, and value stories that quantify clinical, economic, and strategic impact for physicians and hospital decision-makers.
- Build and maintain ROI models, cost-effectiveness tools, and health economics evidence that support hospital and payer conversations.
- Partner with Sales to deliver enablement tools: pitch decks, objection handling guides, competitive positioning, and training kits.
- Produce thought-leadership content including white papers, KOL testimonials, and conference abstracts that bring Focalist's value story to life.
- Ensure all materials reflect Mendaera's human-centered mission and resonate with physicians, administrators, and healthcare systems.
Cross-Functional Program Leadership- Align with Product, Clinical Affairs, Regulatory, Sales, and Marketing Communications to deliver cohesive commercialization strategies.
- Serve as the primary commercial marketing partner to both capital and clinical sales teams, providing tools, messaging, and programs that drive system placement and procedure utilization.
- Provide briefings to Mendaera Sr. Staff as needed.
Pilot Launch & Measurement- Lead early adopter programs, pilot launches, and reference site development to measure outcomes, adoption, and workflow impact-building a replicable model for national scale.
- Build marketing capabilities to measure clinical program impact, track procedure-level KPIs, and enable real-time tactical adjustments. Communicate findings and strategic implications to Sr. Staff.
Team Leadership & Development- Build and lead a high-performing clinical marketing team over time-fostering capabilities across specialty marketing, hospital audience engagement, and clinical evidence development. Champion a culture of accountability, customer insight, and commercial impact.
- Foster collaboration, innovation, and accountability across functions.
QualificationsRequired- Bachelor's degree; MBA or advanced degree preferred.
- 7+ years of progressive clinical or commercial marketing experience in medical devices, robotics, or capital equipment, with demonstrated success in procedure/specialty-specific commercialization.
- Minimum 5 years of surgeon-facing clinical marketing with a track record of driving procedure adoption and utilization growth in a therapeutic medical device or surgical robotics company. Direct OR experience strongly preferred.
- Proven capability in KOL development, clinical society engagement, market development, and health economics-along with demonstrated experience in customer segmentation, persona development, and voice-of-customer (VOC) programs that inform strategy and content.
- Analytical and strategic thinker with strong executive presence; ability to influence cross-functional stakeholders and communicate compellingly to clinical, administrative, and executive audiences.
- Willingness to travel (30%) for customer visits, conferences, case observations, and institutional engagement.
Preferred- Direct experience in procedural robotics, capital equipment, or minimally invasive surgical technology.
- Familiarity with image-guided procedures, ultrasound, and interventional or procedural specialties (urology, IR, transplant, emergency medicine, or regional anesthesia).
Prior leadership of clinical pilots, early adopter programs, or reference site development-including measurement of outcomes, workflow impact, and replication strategies.
Compensation: The annual salary range for this role is $190,000 - $219,000.
