VP of Marketing

EchoNous; Seattle (WA); On-site; USD 180,000 - 260,000; Full time

Job summary

EchoNous, Inc. is seeking a VP of Marketing to own the full marketing lifecycle, spanning upstream market insight and portfolio strategy to downstream demand generation and brand initiatives.

You will lead a hands-on team, partner with R&D, Clinical, Regulatory, and Sales, and drive revenue growth through strategic launches and effective campaigns. This leadership role requires building a scalable function, aligning with executive strategy, and ensuring compliant, data-driven marketing across

Qualifications

• 10+ years of marketing experience in medical devices, including 5+ years leading marketing teams.
• Experience with upstream (product management, roadmap, launches) and downstream (demand gen, sales enablement, brand) marketing.
• Medical imaging or capital equipment experience; ultrasound preferred.
• Track record of launching products that hit revenue targets.
• Working knowledge of FDA design controls and regulated promotional review.
• Bachelor’s degree in business, engineering, life sciences, or a related field.

Responsibilities

• Own upstream marketing strategy: market insight, product strategy, positioning, and launches.
• Own downstream marketing: demand generation, sales enablement, brand and customer marketing.
• Lead a team of 6 across product management, marketing communications, and clinical marketing.
• Manage budget, ROI metrics, and marketing systems (CRM, automation, analytics).
• Ensure materials comply with FDA, EU MDR, and other regulatory requirements.

Skills

Marketing leadership

Upstream marketing

Downstream marketing

Medical devices marketing

Forecasting & ROI

Regulatory knowledge

Education

Bachelor's degree

Job description

EchoNous is a fast-growing medical device company building ultrasound systems that help clinicians make faster, more confident decisions at the point of care. We sell into hospitals, imaging centers, ambulatory surgery centers, and government entities through a mix of direct sales (in the US and UK) and distribution partners in the rest of the world.

We are at an inflection point: proven technology, loyal customers, and a clear path to scale, with an entirely new product category launching in 2027. We are hiring a VP of Marketing to build the function that takes us there.

The Role

The VP of Marketing owns the full marketing lifecycle, from defining what we build to driving demand for it. You will lead upstream marketing (market insight, product strategy, positioning, and launches) and downstream marketing (demand generation, sales enablement, brand, and customer marketing).

This is a hands-on leadership role. At our size you will set strategy with the executive team one day and rewrite a sales deck the next. You will partner closely with R&D, Clinical, Regulatory, and Sales to turn clinical needs into products and products into revenue.

Key Responsibilities

Upstream marketing (product and portfolio strategy)

• Own the voice of the customer: run structured clinician interviews, site visits, advisory boards, and win/loss analysis to identify unmet clinical and workflow needs.
• Size and segment target markets (by specialty, care setting, and geography) and maintain a clear view of competitors, pricing, and reimbursement trends.
• Build and maintain the multi-year product portfolio roadmap with R&D, translating market needs into user needs and marketing requirements that feed the design control process.
• Develop business cases for new products, features, probes, and software, including forecasts, pricing, and ROI.
• Lead product launches end to end: positioning, messaging, pricing, launch plans, training, and post-launch performance tracking.
• Partner with Clinical and Regulatory Affairs on claims strategy, clinical evidence plans, and compliant promotional materials.

Downstream marketing (commercial execution)

• Build a demand generation engine that delivers a predictable, measurable pipeline of qualified opportunities for direct sales and distributors.
• Manage the trade show and medical conference program, including booth strategy, hands-on scanning workshops, and KOL-led sessions.
• Develop sales tools and enablement: product training, competitive battlecards, ROI calculators, objection handling, and clinical case content.
• Recruit and manage key opinion leaders and clinical champions; build reference sites and peer-to-peer programs.
• Own brand, website, digital, social, and content, including clinical education and training resources.
• Support distributors and international partners with marketing kits, training, and co-marketing programs.
• Drive customer marketing that grows installed-base revenue: upgrades, probes, software, and service.

Leadership and operations

• Build and lead a team of 6 across product management, marketing communications, and clinical marketing; hire selectively and use agencies where they add leverage.
• Own the marketing budget and report ROI using clear metrics (pipeline sourced, cost per lead, win rate, launch revenue).
• Implement and maintain marketing systems (CRM, marketing automation, analytics) in partnership with Sales Operations.
• Act as a member of the executive leadership team, contributing to company strategy, annual planning, and board updates.
• Ensure all materials comply with FDA, EU MDR, and other applicable regulatory and advertising requirements.
  

EchoNous is a fast-growing medical device company building ultrasound systems that help clinicians make faster, more confident decisions at the point of care. We sell into hospitals, imaging centers, ambulatory surgery centers, and government entities through a mix of direct sales (in the US and UK) and distribution partners in the rest of the world.

We are at an inflection point: proven technology, loyal customers, and a clear path to scale, with an entirely new product category launching in 2027. We are hiring a VP of Marketing to build the function that takes us there.

The Role

The VP of Marketing owns the full marketing lifecycle, from defining what we build to driving demand for it. You will lead upstream marketing (market insight, product strategy, positioning, and launches) and downstream marketing (demand generation, sales enablement, brand, and customer marketing).

This is a hands-on leadership role. At our size you will set strategy with the executive team one day and rewrite a sales deck the next. You will partner closely with R&D, Clinical, Regulatory, and Sales to turn clinical needs into products and products into revenue.

Key Responsibilities

Upstream marketing (product and portfolio strategy)

• Own the voice of the customer: run structured clinician interviews, site visits, advisory boards, and win/loss analysis to identify unmet clinical and workflow needs.
• Size and segment target markets (by specialty, care setting, and geography) and maintain a clear view of competitors, pricing, and reimbursement trends.
• Build and maintain the multi-year product portfolio roadmap with R&D, translating market needs into user needs and marketing requirements that feed the design control process.
• Develop business cases for new products, features, probes, and software, including forecasts, pricing, and ROI.
• Lead product launches end to end: positioning, messaging, pricing, launch plans, training, and post-launch performance tracking.
• Partner with Clinical and Regulatory Affairs on claims strategy, clinical evidence plans, and compliant promotional materials.

Downstream marketing (commercial execution)

• Build a demand generation engine that delivers a predictable, measurable pipeline of qualified opportunities for direct sales and distributors.
• Manage the trade show and medical conference program, including booth strategy, hands-on scanning workshops, and KOL-led sessions.
• Develop sales tools and enablement: product training, competitive battlecards, ROI calculators, objection handling, and clinical case content.
• Recruit and manage key opinion leaders and clinical champions; build reference sites and peer-to-peer programs.
• Own brand, website, digital, social, and content, including clinical education and training resources.
• Support distributors and international partners with marketing kits, training, and co-marketing programs.
• Drive customer marketing that grows installed-base revenue: upgrades, probes, software, and service.

Leadership and operations

• Build and lead a team of 6 across product management, marketing communications, and clinical marketing; hire selectively and use agencies where they add leverage.
• Own the marketing budget and report ROI using clear metrics (pipeline sourced, cost per lead, win rate, launch revenue).
• Implement and maintain marketing systems (CRM, marketing automation, analytics) in partnership with Sales Operations.
• Act as a member of the executive leadership team, contributing to company strategy, annual planning, and board updates.
• Ensure all materials comply with FDA, EU MDR, and other applicable regulatory and advertising requirements.
  

Qualifications

Required

• 10+ years of marketing experience in medical devices, including 5+ years leading marketing teams.
• Direct experience in both upstream (product management, roadmap, launches) and downstream (demand gen, sales enablement, brand) marketing.
• Medical imaging or capital equipment experience; ultrasound strongly preferred.
• Track record of launching products that hit revenue targets.
• Working knowledge of FDA design controls, 510(k) processes, and regulated promotional review.
• Comfort with data: forecasting, pricing, funnel metrics, and marketing ROI.
• Bachelor’s degree in business, engineering, life sciences, or a related field.

Attributes

Builder who is equally comfortable with strategy and execution. Credible with clinicians, engineers, and sales reps alike. Clear communicator who makes decisions with incomplete data and adjusts quickly.

Preferred

MBA or advanced degree. Experience at a company growing from roughly $20M to $50M+, or in a similar small-company environment. Point-of-care ultrasound (POCUS), AI-enabled imaging, or software/SaaS business model experience. Established relationships with clinical societies and KOLs. Experience supporting international distributors.