Head of Marketing & Sales – Surgical & Medical Devices

Head of Marketing & Sales – Surgical & Medical Devices

• Sri Lanka

Job Purpose

The Head of Marketing & Sales – Surgical & Medical Devices will lead the integrated marketing and sales strategy to drive revenue growth, strengthen market presence, and improve commercial performance across surgical products and medical devices.The role will oversee marketing strategy, brand positioning, distributor and channel partner management, and sales performance through the Sales Manager, appointed sales agency, or equivalent commercial structure. The successful candidate must have hands-on experience in surgical products and a strong understanding of Sri Lanka’s healthcare market, including hospitals, surgeons, consultants, and institutional customers.

Key Responsibilities

• Develop and execute integrated marketing and sales strategies aligned with business objectives and annual revenue targets.

• Lead the Sales function through the Sales Manager, appointed sales agency, or equivalent commercial structure.

• Establish clear sales targets, marketing priorities, performance indicators, and action plans to achieve business growth.

• Ensure marketing initiatives translate into qualified sales opportunities, customer acquisition, and revenue generation.

• Lead the positioning, promotion, and commercial development of surgical products, surgical instruments, medical devices, and related healthcare products.

• Develop product-specific marketing strategies based on market demand, customer requirements, competitor activity, and growth opportunities.

• Support product launches, product demonstrations, clinical workshops, and educational initiatives for healthcare professionals.

• Work closely with international principals and suppliers to strengthen product portfolios, improve market penetration, and support business development.

• Develop revenue-generation strategies to expand market coverage, grow sales, and improve gross margins.

• Manage and strengthen relationships with distributors, channel partners, key accounts, and institutional customers.

• Monitor sales performance, pipeline development, order conversion, and distributor effectiveness.

• Identify new business opportunities across hospitals, healthcare institutions, and other relevant customer segments.

• Collaborate with the Sales Manager and sales teams to improve customer acquisition, account development, and sales execution.

• Build and maintain strong relationships with surgeons, consultants, hospital management, procurement teams, key opinion leaders (KOLs), and other healthcare stakeholders.

• Develop a strong understanding of hospital purchasing processes, institutional requirements, and market trends affecting surgical products and medical devices.

• Identify opportunities to expand product adoption, strengthen key accounts, and develop new customer segments.

• Conduct market intelligence and competitor analysis to identify emerging opportunities, market challenges, and areas for business growth.

• Plan and execute integrated marketing campaigns, product launches, healthcare conferences, exhibitions, clinical workshops, and digital marketing initiatives.

• Develop effective product positioning and promotional strategies to increase brand awareness, generate demand, and support sales conversion.

• Monitor campaign performance and optimize marketing investments based on measurable business outcomes.

• Ensure consistent brand messaging and alignment between marketing activities, customer needs, and commercial objectives.

• Establish and monitor key performance indicators covering sales revenue, gross margin, sales pipeline, distributor performance, marketing ROI, and business development.

• Work closely with Business Development, Tender, Supply Chain, the Sales Manager, appointed sales agencies, and international principals to deliver commercial priorities.

• Use market insights and sales data to support pricing decisions, product prioritization, demand planning, and growth strategies.

• Lead continuous improvements in marketing and sales processes to strengthen accountability, efficiency, and profitability.

Requirements & Qualifications

• Minimum 10 years of experience in marketing, sales, or commercial management, with demonstrated marketing leadership and responsibility for sales performance.

• Mandatory: Hands-on experience in surgical products, surgical instruments, surgical consumables, or related medical devices.

• Experience in the healthcare industry, preferably with a medical device, surgical products, hospital supplies, or pharmaceutical company.

• Proven experience developing marketing strategies, managing distributors, driving revenue growth, and improving commercial performance.

• Strong understanding of the Sri Lankan healthcare market, including hospitals, surgeons, consultants, institutional customers, and healthcare procurement processes.

• Demonstrated success in product positioning, brand development, marketing campaigns, sales pipeline management, and key-account growth.

• Experience working with international principals, suppliers, sales teams, and cross-functional stakeholders.

• Strong commercial acumen, with the ability to link marketing investments to sales revenue, gross margin, and business results.

• Excellent leadership, communication, presentation, negotiation, and stakeholder-management skills.

• Strategic thinking combined with strong analytical, planning, and execution capabilities.

Ideal Candidate Profile

The ideal candidate is a commercially driven healthcare professional with substantial experience in surgical products and medical devices, capable of leading both marketing strategy and sales performance. The candidate should understand how to build demand for surgical products, develop strong relationships with healthcare professionals, manage distributor networks, and convert marketing initiatives into measurable business growth.