VP, Commercial Strategy

Span-America Medical Systems Inc•Wade Hampton, SC

2d•Hybrid

About The Position

The Vice President of Commercial Strategy is a senior leadership role responsible for defining and driving the company’s long-term commercial growth strategy across acute and post-acute care markets. This role partners closely with Sales, Marketing, Product Management, Finance, and Operations to optimize portfolio strategy, pricing, go-to-market models, and channel effectiveness for a medical device portfolio that includes beds, therapeutic mattresses, and patient handling solutions. The VP of Commercial Strategy translates market insights into actionable strategies that accelerate revenue growth, expand market share, and improve profitability while ensuring alignment with clinical, regulatory, and customer value drivers.

Requirements

Bachelor’s degree required; MBA or advanced degree strongly preferred.
15+ years of progressive commercial, strategy, or general management experience within medical devices or healthcare.
Demonstrated experience serving acute and post-acute care markets, ideally with capital equipment and/or durable medical equipment.
Strong understanding of hospital procurement, GPOs, IDNs, long-term care operators, and reimbursement dynamics.
Proven track record of developing and executing successful commercial growth strategies.
Experience leading cross-functional teams and influencing senior stakeholders without direct authority.

Nice To Haves

MBA or advanced degree strongly preferred.

Responsibilities

Develop and own the enterprise-wide commercial strategy across acute care hospitals, post-acute care facilities, and long-term care settings.
Work with Corporate Account team to continue to develop relationships with the VA, targeted IDNs and group purchasing organizations (GPO).
Identify and prioritize growth opportunities by market segment, care setting, customer size, and channel.
Lead strategic planning processes, including annual operating plans, multi-year growth roadmaps, and portfolio optimization initiatives.
Partner with Product Management to define portfolio positioning, lifecycle strategies, and innovation priorities for beds, mattresses, slings, and patient lifts.
Guide market entry, expansion, and exit decisions based on customer needs, competitive dynamics, reimbursement trends, and regulatory considerations.
Conduct competitive intelligence and market analysis to inform differentiation and value propositions.
Define go-to-market models across direct sales, distribution partners, and strategic accounts.
Partner with Sales leadership to translate strategy into field execution and enablement.
Serve as a strategic advisor to executive leadership on market trends, commercial risks, and growth opportunities.
Drive alignment across Sales, Marketing, Product, Operations, and Customer Support to ensure integrated execution.
Oversee deal structure governance for IDNs, GPOs, regional health systems, and post-acute chains.
Establish pricing and contracting strategies that balance competitiveness, margin optimization, and customer value delivery.
Optimize sales coverage models, account segmentation, and resource deployment for acute and post-acute customers.
Establish KPIs and dashboards to track commercial performance, market penetration, and strategic initiative impact.
Leverage data and customer insights to continuously refine strategy and improve decision-making.
Develop and execute strategies to accelerate commercial growth in international markets, including Europe, Asia-Pacific, Middle East, and Latin America.
Define market entry and expansion models (direct, distributor, partnership, acquisition) tailored to regional dynamics.
Identify and remove barriers to growth in ROW markets, including regulatory, reimbursement, and channel constraints.
Work with Sales and Corporate Account teams to develop strategies to capture demand from new healthcare facility construction, including hospitals, long-term care facilities, and rehabilitation centers.
Accelerate the development of partnerships with architects, construction firms, healthcare planners, and procurement organizations to position the company early in the facility design cycle.
Identify opportunities to integrate products into standardized facility designs and capital equipment planning frameworks.