Vertical Marketing Manager /Retail & Healthcare/

At Zebra, we are a community of innovators who create new ways of working. United by curiosity and a culture of caring, we develop smart solutions that anticipate our customers’ and partners’ needs and solve their challenges. Here you are part of a team pushing boundaries today to redefine the work of tomorrow for organizations, their employees, and those they serve. We offer opportunities to learn and lead, defining your path to a fulfilling career while channeling skills toward causes you care about locally and globally.

The Vertical Marketing Manager will take on a strategic leadership role, driving the pan‑EMEA Vertical Marketing Go‑To‑Market (GTM) strategy for Retail and Healthcare verticals. Working with Sales Strategy Leads and Global Vertical Marketing, the role will provide thought leadership, alignment, and business impact to increase Zebra brand preference and advocacy, and influence long‑term sustainable growth across EMEA. The candidate will leverage market insights and competitive intelligence to shape and guide vertical marketing strategies and value propositions for local market impact.

Key Responsibilities

• GTM Vertical Strategy: Define, own, and develop the GTM strategy for the Retail & Healthcare verticals in the EMEA region, ensuring alignment between marketing priorities and sales objectives. Partner with Vertical Sales Strategy Leads to build and implement joint business plans aimed at pipeline acceleration, revenue growth, and measurable regional success.
• Thought Leadership: Act as the primary industry expert, thought‑leader, spokesperson, and storyteller for the Retail and Healthcare verticals.
• Audience Targeting: Lead the definition of vertical audiences and personas and develop targeted strategies to effectively reach and engage them.
• Marketing Leadership: Own and maintain a laser focus on marketing initiatives for the assigned verticals, ensuring all activities align with strategic objectives.
• Brand & Awareness: Take responsibility for Zebra’s brand awareness and perception within the Retail & Healthcare sectors across EMEA.
• Vertical Content Development: Develop compelling content that targets key personas and aligns with Zebra’s vertical messaging and positioning to end users and channel partners.
• Stakeholder Collaboration: Collaborate across a dynamic ecosystem of global and regional stakeholders, including Vertical Sales Strategy Leads, Portfolio Marketing, Industry Sales Leaders, Global BMI, and the Global CoE, to define and develop successful vertical strategies and objectives.
• Budget Management: Manage the vertical marketing budget with clear accountability for delivering and reporting on ROI.

Key Skills And Competencies

• Proven experience in a vertical marketing, product marketing, or strategy role with a focus on the EMEA region, preferably in Retail and/or Healthcare.
• Deep expertise and a strong network within the relevant industry vertical.
• Demonstrated ability to develop and execute successful GTM strategies.
• Exceptional communication, presentation, and storytelling skills.
• Strong analytical skills and experience using market intelligence to make informed decisions.
• A collaborative mindset with a track record of influencing and working with cross‑functional teams.

Preferred Education And Experience

• Bachelor’s degree in Marketing, Communications, or a related field.
• 8+ years of B2B marketing experience, with Vertical or Field Marketing experience highly desired.
• Fluency in written and spoken English is required; proficiency in another European language is a strong advantage.

Incentive Compensation

In addition to base pay, Zebra offers the opportunity to earn a performance‑based annual cash incentive, at a target equal to 12% of base pay, in accordance with the applicable incentive plan.