VP of Marketing

SoftWave TRT | Alpharetta, GA

SoftWave TRT is transforming the way healthcare providers deliver non-invasive pain and tissue care through our FDA-cleared, broad-focused shockwave technology.

Our capital equipment is used by independent chiropractors, physical therapists, podiatrists, and other outpatient healthcare providers across the U.S. With approximately 2,500 active systems in the market, we have built a strong foundation and are entering an exciting phase of growth across both our core and emerging clinical markets.

We are looking for a Vice President of Marketing to help lead that next chapter.

The VP of Marketing will lead SoftWave’s demand generation strategy and own the marketing funnel from first touch through completed sales call.

This is a highly hands-on leadership role for a marketer who understands how to generate demand among practice owners making significant capital investments—and who knows how to connect marketing activity directly to revenue.

You will work closely with the CEO and VP of Sales to build a scalable, measurable marketing engine, strengthen SoftWave’s market positioning, expand into new clinical verticals, and equip our sales team with the messaging, content, and leads they need to succeed.

• Develop and execute the marketing strategy supporting SoftWave’s growth goals across channels and clinical verticals.
• Own marketing-sourced revenue and the performance of the demand-generation funnel.
• Lead digital acquisition across paid search, paid social, content, email, website, and other relevant channels.
• Establish clear attribution between marketing investment, leads, completed sales calls, and closed revenue.
• Partner closely with Sales to improve lead quality, conversion rates, and overall funnel performance.
• Develop positioning and messaging that clearly differentiates SoftWave within the shockwave therapy market.
• Create compelling content and sales enablement materials, including provider ROI stories, educational content, video, and patient-demand resources.
• Identify and develop opportunities within new markets, including physical therapy, podiatry, regenerative and primary care, and multi-site healthcare groups.
• Build and optimize marketing programs that help SoftWave customers generate patient demand and grow their own practices.
• Evaluate and optimize agency and external partner relationships based on measurable performance.
• Build and develop a high-performing marketing team and establish efficient operating processes.
• Partner with clinical and regulatory leadership to ensure marketing communications maintain appropriate claims and compliance standards.
• Bring a data-driven perspective to executive decision-making, forecasting, budgeting, and growth planning.

We are looking for a senior marketing leader who combines strategic thinking with hands-on execution.

You likely have:

• 10+ years of B2B or B2B2C marketing experience, including significant experience leading a marketing function.
• Experience marketing products or services directly to independent healthcare practice owners or other small-business healthcare decision makers.
• Experience with capital equipment, medical devices, aesthetics, rehabilitation, dental technology, practice-growth technology, or another comparable healthcare environment.
• A track record of owning a marketing-sourced revenue or pipeline number.
• Strong experience leading digital demand generation, including paid search and paid social.
• Experience connecting marketing activity to revenue through CRM and marketing automation platforms such as HubSpot, Salesforce, or similar systems.
• Experience building or rebuilding marketing infrastructure, processes, and teams.
• The ability to translate complex technology and clinical concepts into compelling positioning and content.
• Experience launching into new markets, segments, or customer verticals.
• Comfort working in a regulated healthcare environment where claims accuracy and compliance are critical.
• A highly analytical approach to marketing performance, attribution, and ROI.
• Strong executive presence and the ability to partner effectively with Sales, Finance, Clinical, and executive leadership.

This role is particularly well suited for someone who enjoys being both strategist and operator.

You won't be managing marketing from 30,000 feet. You'll be expected to understand the numbers, challenge assumptions, dig into campaigns, review creative, and work directly with the team to improve performance.

• Join a growing medical technology company with an established installed base and significant opportunities ahead.
• Help shape the marketing strategy for an innovative, FDA-cleared technology.
• Work directly with executive leadership and have meaningful ownership over growth.
• Help expand SoftWave into new healthcare markets and customer segments.
• Build a modern, measurable marketing organization.
• Make a direct connection between your work and company revenue and growth.

SoftWave offers a competitive base salary plus performance-based variable compensation tied to marketing and company growth objectives.

Additional benefits and compensation details will be discussed throughout the interview process.