Director of Commercial Marketing

About the Opportunity

We 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 Responsibilities

Technology 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.

Qualifications

Required

• 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.