About the role
As Head of Marketing at XO CARE, you own the XO brand and the full end-customer journey - from awareness to qualified leads and satisfied, engaged users of XO’s products. You lead a small marketing team and take full responsibility for brand and product marketing, marketing communications, events, partner enablement and the marketing technology stack. This is a modern, digitally driven and hands-on mandate: you must be as comfortable setting brand strategy as writing and running a paid SoMe campaign or configuring the CRM and executing exhibitions.
This is a marketing leadership role with a strong digital and data core, where you are expected to operate across both the strategic and the operational. Three areas carry particular weight:
1. Digital, data, CRM and AI as drivers of performance
You treat marketing as a data and technology discipline. You own the CRM and marketing systems - defining how they are used, enforcing adoption across the organisation, and continuously optimising them. You bring a strong digital and AI flair, using data and automation to personalise the journey, sharpen targeting, and measure and improve performance against clear KPIs. A deep technical background is not a prerequisite, but you must be genuinely comfortable owning marketing technology and setting the pace on data- and AI-driven marketing.
2. Brand and the customer journey
You define XO's brand positioning, value proposition and core messaging, and you own the end-to-end customer journey - especially in the digital channels: social media, email and marketing automation, the XO website and campaigns. You market to two audiences at once: the XO Certified Partners who sell XO, and the end-customer dentists who use it. You lead product and feature launches in close collaboration with the sales team and partners, and you turn awareness into qualified leads that convert to revenue.
3. Partner enablement and events
XO goes to market through its partners, so a central part of the role is making sure they represent XO well. You equip the XO Certified Partners with the assets, tools and joint-campaign support they need to promote XO's products in their markets, and you drive regional campaigns together with the sales team. You also own XO's presence at exhibitions - international events such as IDS and ADF as well as local XO events - making sure XO shows up strongly and that every event delivers measurable commercial output.
As Head of Marketing, you will be responsible for:
- Defining and strengthening the XO brand positioning, value proposition and core messaging, and executing it consistently across all communication and sales channels.
- Owning the end-to-end customer journey across social media, email, the XO website and campaigns, for both XO Certified Partners and end-customer dentists.
- Leading product and feature launches together with the sales team and XO Certified Partners.
- Owning the CRM and marketing technology stack - defining how it is used, enforcing adoption and continuously optimising it - including implementing Dynamics 365 Customer Insights and a Power Pages partner portal, or similar.
- Enabling the XO Certified Partners with the marketing assets, tools and joint campaigns they need to promote XO effectively, in close collaboration with the sales team.
- Planning and executing XO's presence at international exhibitions (such as IDS and ADF) and local XO events to maximise commercial output.
- Measuring and evaluating campaign and channel performance against clear KPIs, continuously optimising activities, and running the annual end-customer survey.
- Leading and developing the marketing team, and coordinating deliverables with external agency partners.
- Supporting the CSO in developing collaboration with ambassadors and strategic partners.
Success criteria
- A clear, consistent XO brand and value proposition that is well understood by both partners and end-customers.
- A measurable, data-driven customer journey that reliably increases awareness of the company’s products and generates qualified leads for the XO Certified Partners.
- An adopted, well-governed marketing technology stack - with Customer Insights and the partner portal live and actively used across the organisation
- XO Certified Partners actively and consistently promoting XO with the right tools, and a strong, high-impact presence at key exhibitions and events.
- A demonstrable contribution to revenue growth through stronger positioning, higher end-customer awareness and effective lead generation.
- An engaged, capable marketing team that scales in line with the company's growth.
Success criteria
Core competencies and experience
- Documented experience in product marketing and marketing communications in a B2B environment, ideally within medtech or medical devices.
- A strong digital marketing toolkit: social media, email and marketing automation, web, content and campaign management, with a firm grasp of KPIs and analytics.
- Proven experience developing and executing successful, measurable marketing campaigns.
- A pronounced flair for digital, data and AI, and how to apply them to marketing.
- Hands-on experience with CRM and a wide and deep marketing tech stack.
- Experience from a digital marketing agency is a plus.
- Experience from a B2B company with distributor-led or channel sales is a plus.
- Experience marketing to a professional or clinical end-customer is a plus.
- Experience building and leading a marketing team in a company under development is a plus.
Personal qualifications
- Curious, outgoing and collaborative.
- Commercially minded, holistic and impact-oriented.
- Independent, proactive and results-oriented, with strong execution.
- A strong communicator and storyteller across written, visual and verbal formats.
- Analytical and data-driven, comfortable steering on KPIs.
- Trust-building and relationship-oriented - across the organisation, partners and external stakeholders.
- Hands-on and self-driven, equally comfortable being strategic and operational.
- Flair for and curiosity about digital and AI.
Education and languages
- Relevant education, e.g. in marketing, communications, international business or a similar field.
- Fluency in English and Danish is preferred. Knowledge of German or French is an advantage.
