The Role
Leads Fotona’s U.S. marketing organization, strategy, budget, brand positioning, demand generation, product commercialization, digital channels, customer engagement, events, analytics, and agency relationships. Partners with sales, product, clinical, service, and global teams to drive pipeline and revenue growth. Builds and develops a high-performing marketing organization while expanding consumer awareness across aesthetic, medical, and dental markets.
Summary Generated by Built In
Globally recognized for exceptional product performance and versatility, Fotona develops award-winning aesthetic, medical, and dental laser technologies. With 50+ years of laser expertise and industry leadership, Fotona has sold more than 30,000 systems across 60+ countries. Our reputation for excellence is fueled by our commitment to R&D, uncompromising product quality, and long-term reliability.Fotona is seeking a strategic, commercially minded Vice President of U.S. Marketing to lead the full U.S. marketing organization and help drive the next stage of growth in our largest and most strategic market. Reporting to the Vice President & General Manager, this leader will own the U.S. marketing strategy and serve as a key member of the U.S. leadership team, partnering closely with Sales, Clinical, Product, Service, and Global Marketing.The ideal candidate combines sophisticated brand and consumer marketing capabilities with strong commercial instincts and a hands-on leadership style. This individual will be expected to elevate Fotona's business-to-consumer capabilities, accelerate demand generation, strengthen customer engagement, lead successful product commercialization, and build a high-performing marketing organization that can scale with the business.Key Responsibilities
- Own the overall U.S. marketing strategy, annual plan, priorities, and budget in alignment with company growth objectives.
- Serve as a strategic business partner to the Vice President & General Manager and U.S. leadership team, bringing a strong marketing perspective to commercial strategy and business decisions.
- Build and execute integrated demand-generation strategies that increase awareness, customer acquisition, qualified leads, pipeline contribution, and revenue growth.
- Elevate Fotona's business-to-consumer strategy to create greater consumer awareness and demand for Fotona technologies, treatments, and healthcare provider partners.
- Strengthen Fotona's brand positioning and customer experience across aesthetics, medical, and dental markets while ensuring consistency across channels.
- Lead U.S. product positioning, launches, commercialization, lifecycle marketing, and go-to-market planning in close partnership with Product, Clinical, Sales, and Global teams.
- Develop clear customer segmentation, value propositions, messaging, and marketing programs tailored to key specialties, customer types, and stages of the customer journey.
- Lead digital marketing, paid media, social media, content, email, marketing automation, website strategy, customer marketing, public relations, and other integrated channels.
- Oversee national trade shows, customer events, educational programs, symposiums, and experiential marketing initiatives to maximize customer engagement and commercial impact.
- Build and advance KOL, physician advocacy, influencer, and customer-reference strategies that strengthen credibility, education, and market adoption.
- Establish clear marketing KPIs, dashboards, attribution, and ROI measurement to improve decision-making, optimize investment, and increase marketing effectiveness.
- Leverage Salesforce (SFDC) and marketing automation tools to optimize lead generation, funnel management, lead nurturing, campaign attribution, pipeline visibility, and conversion of marketing activity into revenue.
- Manage external agencies, vendors, media partners, and other strategic relationships to maximize quality, speed, efficiency, and return on investment.
- Partner closely with the sales organization to improve lead quality, lead conversion, field effectiveness, customer engagement, and alignment between marketing investment and commercial priorities.
- Partner effectively with Global Marketing and other global cross-functional stakeholders while ensuring the unique needs and opportunities of the U.S. market are clearly represented.
- Lead, coach, develop, and continuously assess the U.S. marketing organization, building the capabilities, structure, talent, and culture required for the company's next stage of growth.
- Bachelor's degree in Marketing, Business, Communications, or a related field required; MBA strongly preferred.
- 12+ years of progressive marketing experience with significant leadership responsibility; current Senior Director, Vice President, or equivalent-level experience strongly preferred.
- Demonstrated success owning a meaningful marketing function, business, or portfolio with accountability for strategy, execution, team leadership, and measurable commercial outcomes.
- Strong consumer marketing and brand-building experience, including business-to-consumer demand creation, digital customer acquisition, segmentation, and customer journey development.
- Experience within aesthetics, medical devices, consumer health, beauty, skincare, wellness, premium consumer products, or another relevant category strongly preferred.
- Ideal background includes experience in both a sophisticated larger organization and a smaller, entrepreneurial or growth-oriented environment.
- Ability and willingness to travel up to 50% of the time, including evenings and weekends, as business needs require.
- Proven ability to translate sophisticated consumer marketing principles into a professional, provider, or B2B selling environment.
- Strong commercial orientation with a track record of partnering closely with sales organizations and connecting marketing investment to pipeline, conversion, and revenue growth.
- Demonstrated success launching and commercializing new products, developing differentiated positioning, and building adoption in competitive markets.
- Strong analytical capabilities and experience using data, attribution, customer insights, and performance metrics to prioritize investments and improve marketing ROI.
- Strong working knowledge of Salesforce (SFDC), marketing automation, and modern demand generation practices, with demonstrated experience using data and funnel analytics to improve lead quality, conversion, pipeline, and marketing ROI.
- Proven ability to build, lead, coach, and upgrade high-performing teams while creating a culture of accountability, urgency, innovation, and continuous improvement.
- Executive presence and the ability to influence senior leaders, cross-functional partners, global stakeholders, customers, and external partners.
- Hands-on, agile leadership style with the ability to operate strategically while remaining close enough to the work to drive execution in a fast-moving environment.
- Competitive executive compensation package, including base salary, performance-based incentive opportunity, and comprehensive medical, dental, vision, life insurance, AD&D, and 401(k) with matching.
- A high-impact leadership role with ownership of marketing for Fotona's largest and most strategic market.
- The opportunity to shape U.S. growth strategy, build the next generation of marketing capabilities, and have a meaningful impact on an established global technology brand.
- Professional growth opportunities within a fast-growing, innovative organization with a strong commitment to technology, clinical excellence, and customer success.
Skills Required
- Bachelor’s degree in Marketing, Business, Communications, or a related field
- 12+ years of progressive marketing experience with significant leadership responsibility
- Experience owning a marketing function, business, or portfolio with accountability for strategy, execution, team leadership, and commercial outcomes
- Strong consumer marketing and brand-building experience, including B2C demand creation, digital acquisition, segmentation, and customer journey development
- Strong commercial orientation and experience partnering with sales organizations to connect marketing investment to pipeline, conversion, and revenue growth
- Experience launching and commercializing products, developing positioning, and building adoption in competitive markets
- Strong analytical capabilities and experience using data, attribution, customer insights, and performance metrics to improve marketing ROI
- Working knowledge of Salesforce, marketing automation, and demand generation practices
- Experience building, leading, coaching, and upgrading high-performing teams
- Executive presence and ability to influence senior leaders, cross-functional partners, global stakeholders, customers, and external partners
- Ability to travel up to 50% of the time, including evenings and weekends
- MBA
- Experience in aesthetics, medical devices, consumer health, beauty, skincare, wellness, premium consumer products, or a related category
- Current Senior Director, Vice President, or equivalent-level experience
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The Company
What We Do
Fotona’s decades-long experience in the laser industry began 50 years ago in 1964, producing frontline laser devices for defense, optical communications, industrial, dental and medical applications throughout this time. Fotona today is a world-leading medical laser company recognized for its innovative, award-winning laser systems for applications in aesthetics & dermatology, dentistry, surgery and gynecology. Based in the US and EU, with corporate headquarters in Dallas, Texas and Ljubljana, Slovenia, Fotona’s business philosophy is to continuously choose perfection to meet the needs of a highly demanding marketplace. The company has one of the most highly educated workforces in the industry, with an exceptionally high number of PhDs specializing in laser and medical technology. Strong R&D capabilities have always been a key competitive advantage of the company, resulting in many patented solutions, including the OPTOflex® articulated arm, QSP (Quantum Square Pulse) and VSP (Variable Square Pulse) technologies, SMOOTH mode, Vacuum Cell technology, and many more. In addition to its direct presence in the US and EU, Fotona Laser’s global distribution network spans across more than 60 countries, ensuring comprehensive support and service for Fotona Laser users, including clinical training, workshops and practical hands-on demonstrations. By establishing the Laser and Health Academy*, Fotona has partnered with world-leading clinical experts to provide medical practitioners with a platform for continuing their professional growth. Fotona Lasers customers receive access to professional workshops, individual training sessions, hands-on demonstrations, as well as participation in international clinical studies and international scientific symposiums. When you choose Fotona Lasers USA, you choose - the highest performance, best made laser systems in the world!
