Sr Director, Marketing

Senior Director, Marketing

Role Purpose

Provation is evolving from a predominantly U.S.- and GI-focused procedural documentation company into a global, multispecialty procedural healthcare intelligence platform.

The Senior Director, Integrated Marketing & Growth will build the marketing engine required to support that transformation — creating a compelling enterprise/platform narrative, translating it into scalable demand across markets and specialties, commercializing innovation, and establishing the operating discipline that connects marketing investment to customer engagement, pipeline, adoption and growth.

This is not primarily a corporate communications, traditional brand, or product marketing role. It is a growth-oriented operating role requiring strategic thinking, strong commercial instincts, modern demand-generation expertise and hands-on execution in a relatively lean organization.

What This Leader Must Build

Provation Platform Narrative & Brand

• Establish and activate a differentiated Provation corporate and platform narrative as the company evolves beyond its historical GI identity.
• Create a coherent story connecting GI, Anesthesia, Patient Engagement, multispecialty expansion, AI/intelligence and future platform capabilities.
• Translate that story across physicians and clinical leaders, CIO/IT and informatics, operational and financial buyers, IDNs, ASCs and international markets.
• Develop and activate Provation’s market and category thought leadership, working with Product Marketing and CEME to turn product insight, clinical evidence, customer experience, and executive perspective into differentiated market narratives that build awareness, credibility, and demand.
• Ensure consistency across digital channels, campaigns, events, executive communications and customer-facing experiences.

A Scalable Demand & Growth Engine

• Build a repeatable system that generates awareness, preference, engagement and qualified pipeline across Provation's priority markets.
• Own and develop capabilities across:
• Integrated demand generation and campaign orchestration
• Account-based marketing for priority enterprise accounts and segments
• Digital acquisition and engagementIntent-based targeting and account/buyer signals
• Lead and account nurturing
• Content activation across paid, owned and earned channels
• Installed-base adoption and expansion marketing
• International and multispecialty market activation
• Clear Sales handoffs and alignment on target accounts, demand quality and pipeline
• Marketing should be measured increasingly through business outcomes — qualified demand, pipeline, conversion, adoption and growth — rather than marketing activity alone.

Innovation Commercialization & Launch Activation

• Build a repeatable market-activation model for major product innovations, platform capabilities and new-market entries.
• Translate Product Marketing launch strategies into integrated campaigns across digital, ABM, events, content, customer advocacy and paid/earned media.
• Create launch playbooks that can scale while adapting by specialty, buyer persona and geography.
• Ensure launches create sustained awareness and demand rather than one-time announcements.
• Measure launch effectiveness through awareness, engagement, qualified opportunities, pipeline, adoption and expansion.

Global & Multispecialty Growth Activation

• Translate Provation's strategic growth priorities into executable market-development programs across Core GI, Anesthesia, Patient Engagement, additional procedural specialties, international markets and emerging intelligence capabilities.
• Create repeatable marketing playbooks rather than reinventing go-to-market for every new specialty or geography.
• Help sequence growth priorities and marketing investments as multiple opportunities compete for resources.
• Balance investment in new growth engines with continued support for the core GI franchise.

Digital, ABM & AI-Enabled Marketing

• Build a modern digital engagement strategy across the enterprise healthcare buyer journey.
• Use intent, behavioral and account-level data to improve targeting and prioritization.
• Establish strong ABM capabilities for high-value IDNs and other strategic accounts.
• Apply AI practically to personalization, content development, experimentation, insights and marketing productivity.
• Build a culture of continuous experimentation across messaging, audiences, channels and offers.

Marketing Operating Discipline & Measurement

• Establish clear funnel definitions and marketing-to-Sales handoffs.
• Develop KPIs connecting marketing investment to engagement, qualified opportunities, pipeline creation/influence, conversion and revenue where attribution is meaningful.
• Establish disciplined campaign planning and performance reviews.
• Own marketing budget allocation and ROI discipline.
• Create rapid learning loops so marketing priorities change as customer learning and performance data evolve.
• Provide leadership with clear visibility into marketing contribution and what we are learning from the market.

Build the Integrated Marketing Organization

• Assess the current organization and determine what capabilities Provation should build internally versus source externally.
• Build and develop a high-performing team across the critical integrated marketing capabilities.
• Establish clear accountability, operating discipline and high standards while retaining speed and experimentation.
• Personally engage in critical work when appropriate rather than operating only through layers of staff.
• Create an organization capable of scaling with Provation's growth ambitions.

Critical Cross-Functional Operating Model

This role must work seamlessly across three complementary marketing/market-facing capabilities.

• Product Marketing — What are we selling, to whom, why does it matter and how do we win?
  • Product Marketing owns product/solution positioning and messaging, value propositions, product-specific GTM strategy, launch strategy and readiness, competitive intelligence and Sales enablement.
• Clinical Excellence & Market Engagement (CEME) — What does the clinical community need, what evidence supports our value and how do we build credibility?
  • CEME owns clinical thought leadership, evidence and research, KOL/advisory relationships, academic and industry partnerships, customer advocacy and clinical content/expertise.
• Integrated Marketing & Growth — How do we turn strategy, products, evidence and customer value into awareness, preference, demand, adoption and measurable growth?
  • Integrated Marketing & Growth owns the Provation/platform narrative, corporate brand, integrated campaigns, demand generation, ABM, digital activation, launch activation, global/multispecialty activation, marketing operations and measurable pipeline contribution.

Simple model:

• Product Marketing defines the offer and differentiated value → CEME provides clinical insight, evidence and credibility → Integrated Marketing activates and amplifies it at scale → Commercial converts demand into revenue.

What Success Looks Like in the First 12 Months

• A compelling and consistently used Provation platform narrative supporting the evolution from GI documentation toward procedural healthcare intelligence.
• A repeatable demand-generation engine with clear priority segments/accounts, integrated campaigns, ABM, digital activation and strong Sales connectivity.
• Meaningful improvement in marketing-generated and marketing-influenced qualified pipeline.
• A repeatable launch activation model supporting priority innovation, new specialties and geographic expansion.
• Strong marketing operating discipline: priorities, funnel definitions, metrics, campaign reviews, budget allocation and learning loops.
• Clear and productive operating boundaries across Integrated Marketing, Product Marketing, CEME and Commercial.
• An upgraded marketing organization and external-partner model capable of scaling with Provation's strategy.

Candidate Profile

We are looking for a leader who combines strategic marketing depth with demonstrated growth execution.

The strongest candidates will bring:

• 8+ years of healthcare Saas experience
• Significant B2B enterprise technology, healthcare technology/SaaS or other complex healthcare marketing experience.
• Demonstrated success building or transforming an integrated marketing capability, not primarily brand or communications.
• Evidence of owning demand generation and measurable pipeline/   revenue contribution, including digital, ABM, analytics and marketing operations.

Success across both brand/positioning and demand generation — not simply one or the other.

• Experience translating multiple products or solutions into a coherent enterprise/platform narrative while maintaining segment-specific relevance.
• Experience with complex enterprise buying processes and multiple buyer personas, ideally within hospitals or health systems.
• Proven innovation commercialization and product-launch experience.
• Experience building and leading strong marketing teams.
• Strong digital and modern marketing orientation, including practical use of AI.
• Experience operating globally or entering new markets.
• Strong analytical and operating discipline, including budget prioritization and performance measurement.
• Ability to succeed in a lean, rapidly changing environment and personally engage where necessary.
• Ability to influence strong Product, Clinical and Commercial leaders without needing to own those functions.
• Clear, concise executive communication and willingness to challenge constructively.

Leadership Profile

• Strategic storyteller + Growth operator + Disciplined executor
• The leader needs enough strategic depth to help shape how Provation presents itself to the market, enough commercial orientation to turn strategy into demand and pipeline, and enough operating rigor and urgency to build a modern growth engine while learning and adapting quickly.

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Fortive Corporation Overview

Fortive’s essential technology makes the world stronger, safer, and smarter. We accelerate transformation across a broad range of applications including environmental, health and safety compliance, industrial condition monitoring, next-generation product design, and healthcare safety solutions.

We are a global industrial technology innovator with a startup spirit. Our forward-looking companies lead the way in software-powered workflow solutions, data-driven intelligence, AI-powered automation, and other disruptive technologies. We’re a force for progress, working alongside our customers and partners to solve challenges on a global scale, from workplace safety in the most demanding conditions to groundbreaking sustainability solutions.

We are a diverse team 18,000 strong, united by a dynamic, inclusive culture and energized by limitless learning and growth. We use the proven Fortive Business System (FBS) to accelerate our positive impact. 

At Fortive, we believe in you. We believe in your potential—your ability to learn, grow, and make a difference. 

At Fortive, we believe in us. We believe in the power of people working together to solve problems no one could solve alone. 

At Fortive, we believe in growth. We’re honest about what’s working and what isn’t, and we never stop improving and innovating.

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