Territory Market Development Manager

About Us: 

At Athletico, we believe in the power of support – because a little help can lead to extraordinary achievements. Physical therapy isn’t just about recovery; it’s about transformation. Our team thrives on providing life-changing care for our patients, and we know that achieving this begins with taking care of our own. 

Our mission is simple yet powerful: Extraordinary people improving lives.

Position Summary:

The Area Market Development Manager (AMDM) plays a critical leadership role in building the Athletico Brand presence and driving the overall health of a designated territory as measured by revenue and new patient growth. Has key business partnership with the area VP of Clinical Operations (VPCO) focused on growth, specifically new patient acquisition; act as a single point of accountability for prioritization, planning and execution of activities across channels – direct access, physician referrals, work comp, that are key sources of new patients.

Essential Duties and Responsibilities:

• The AMDM is a ‘player/coach’ role, with direct responsibility for planning and executing sales activities that impact new patient referrals.
• Recruit, develop, manage and retain high-performing team through on‐boarding, open communication, training and development opportunities and performance management processes; build and maintain employee morale and motivation; ensure the team is appropriately staffed with required competencies.
• Partner with their Director or VP of Sales to hire, train, develop and maintain Market Development Managers in the territory.
• Manage strategic sales growth activities including retention of key referral sources, identifying and winning new referral sources and building industry partnerships.
• Works in close partnership with the VP of Sales to establish territory strategies, priorities and plans for growth, including the deployment of resources against key activities that drive new patient referrals.
• Responsible for KPIs related to topline business performance where the market development resources can have the biggest impact – new patient growth, direct access patient growth, free assessment volume, new physician referrals, work comp partnerships.
• Partner with VPCOs, Regional Managers, Finance & Marketing Business Partners (MBPs) to establish new patient goals (Work Comp & Commercial) for territory, tied to Athletico goals.
• Lead relationship building and activity planning - inclusive of Work Comp, Clinician and MDM-led activities based on local market needs and opportunities.
• Manage and present Salesforce activities and reporting on a regular basis, with core focus on new patient volumes by segment (direct, referral, work comp, etc.).
• Leverage analytics to assess regional performance, identify gaps, and recommend actions to guide relationship building strategies and course corrections based on new patient results.
• Take a leadership role in the relationship building planning and community activation for new clinic openings in assigned territory in partnership with Operations, MBP’s, Work Comp and Athletic Trainers.
• Communicate regularly with Operations and consolidates needs for Resource Center support, providing MBPs with feedback received from operations partners.
• Collect and communicate market intelligence and competitive activity as it relates to potential impact on new patient acquisition to field leadership.
• Create and maintain a regional stakeholder map based on local market knowledge that prioritizes key community partners (e.g. Chamber of Commerce, running clubs, schools, fitness centers, churches, ) that are relevant to building and maintaining brand awareness and new patient acquisition; refresh on a biannual basis.
• Own development of hyper local community engagement plans working with VP of Sales, VPCOs, RMs, FMs, ATs and MBPs to ensure alignment with local market needs, strategies, goals and inclusion in the 90-day plans.
• Partner with Marketing Business Partners (MBPs) to amplify and supplement ‘global’ media plans for local market. Identify, plan and execute opportunities to drive awareness and uptake of free assessments through community educational and outreach events; leveraging clinicians and ATs to execute at scale.
• Maintain relationship management database (Salesforce), which includes details on activation opportunities, key contacts, sales activities and estimated audience reach.
• Act as brand ambassador for Athletico at community and business events; be responsible for training, scheduling and managing other Athletico colleagues who participate to ensure strong brand representation.
• Route local sponsorship applications to appropriate field leadership and MBP for review/approval of activation. Partner with MBPs on marketing assets needed for event needs.
• Track and manage the sales budget, providing timely event recaps to Sales Management with clear perspective on overall value, impact, and future repeat opportunities.
• Collaborate with MBPs to identify and scale new ideas for community engagement, including creation of best practices and communication with other MDMs and business partners.
• Find opportunities to highlight local community initiatives via grass roots efforts with personal social media networks (e.g. LinkedIn).
• Create and foster relationships with local media outlets; identify PR opportunities and funnel back to Resource Center for evaluation and potential activation.
• Own relationship building with non-orthopedic physicians (e.g. PCPs, OB GYN, Pediatricians); be accountable for new patient volume from these referral sources.
• Own relationship building with orthopedic physicians’ key office personnel – front desk, office managers, case managers, discharge managers, – in key practices that drive significant referral volume.
• Collaborate with VP of Sales to develop market-specific action plans to identify new referral source opportunities; conduct daily calls and visits to appropriate personnel in physician offices (front office, discharge planners, case managers, etc.), hospitals, rehabilitation centers, and skilled nursing facilities.
• Enable introductions between new referral sources and key clinicians, as well as new clinicians to existing referral sources to ensure a smooth “hand-off” which contributes to the overall success of physician referral efforts.
• Lead planning and execution of training and programs to support clinician relationship building with key referral sources – referral lunches & meetings, webinars, virtual events, lectures in the community, Athletico University.
• Maintain updated, clean referral database (Salesforce) for both individual and team activities.
• Assist in execution of Relationship Building formal training sessions for Athletico personnel; evolve training to extend beyond patient visits.
• Working closely with Sales Management, research individuals, companies, industries, competitors, and trends to identify new business opportunities in Work Comp for territory.
• Identify and source new leads and follow up from initial call to implementation with Work Comp Program Manager - create viable new business opportunities via coordinated meetings with Work Comp prospects and referral sources to increase referral volume.
• In partnership with Marketing, identify and execute marketing opportunities to increase visibility and develop new leads with the target audience including sponsorships, exhibit booths, writing opportunities, presentations/speaking engagements, internal and external events, and conferences.
• Manage and/or maintain database for target audiences (employers, case managers, TPA’s, Carriers, Attorneys, WC physicians) and enter contacts in Salesforce.
• Serve as account/relationship manager for existing accounts for Work Comp referral sources, developing and maintaining relationships to drive new patient referrals.
• Partner with Specialty Program Coordinators to develop goals and action plans for new patient development in specific market area; revisit and update quarterly.
• Identify key referral sources and enable relationship building with specialty clinicians or provide education on new service lines.
• Enable strong launch of new service lines by partnering with VPCOs, RMs, MBPs and Program Managers & Coordinators to develop go-to market plans (e.g. home therapy).
• Proactively identify, evaluate and implement local partnership opportunities that are relevant to a program specialty (e.g. mom groups and women’s health / pediatrics, COVID-19 rehab and local fire/police departments) based on audience reach, quality of impressions, storytelling opportunities, etc.
• Work with RSMs to train Athletico office personnel to accurately capture specialty program referrals and program uptake in clinic.
• Develop and implement follow-up and pull-through strategies (i.e., Lunch and Learns) with current and prospective Work Comp clients.

Qualifications:

• Education:
  • Bachelor’s degree in Business, Marketing, or a related field required with equivalent work experience.
• Work Experience:
  • 10 or more years of experience in sales, preferably in a healthcare.
  • 5 or more years of sales management experience, managing a district, region or state field team.
  • 5 or more years of hiring and development sales teams including ‘ride-along’ training and development of sales teams.
  • 5 or more years of budget management for a district, region or state field sales team.
  • CRM & Data Proficiency in Salesforce or HubSpot for tracking referral pipelines and generating performance reports for executive leadership.
  • Working knowledge of outpatient medical care is preferable.
• Knowledge and Technical Skills:
  • Demonstrated commitment to delivering exceptional service to both internal and external.
  • Ability to strengthen teams through delegation, fostering accountability, and effectiveness without close supervision; motivate, develop, and mentor team to optimize their accountability.
  • Proven success in initiating, promoting and maintaining strong physician.
  • Demonstrated skill with developing long-term strategic plans and lead/participate in short-term operational implementation (ability to be both strategic and tactical).

Language Skills:

• Ability to read, write and speak English proficiently

Physical Demands: 

• Ability to fulfill office activities including but not limited to remain stationary for extended periods of time (i.e., while working at a desk), stoop/kneel/crouch, travel around the office, communicate with others (verbal and written), and use fine motor skills including fine hand manipulation and keyboarding.
• Ability to see at close range, distance vision, peripheral vision, depth perception, and the ability to adjust focus.
• Occasionally lift and/or move up to 20-25 pounds.

Work Environment: 

• Consistent with a standard office environment, noise level is low with little to no extraordinary environmental factors.
• Regular visits to clinics required. Travel schedule to be aligned with VP of Sales.

Additional Benefits offered with this full-time position:

• Medical & Rx, Dental and Vision (eligibility begins day one of employment)
• HSA, Healthcare FSA, Dependent Care FSA
• Progyny Fertility Benefit
• Critical Illness, Accident, & Hospital Indemnity Insurance
• Company Paid Basic Life / AD&D
• Supplemental Life Insurance (Employee, Spouse, Child)
• Company Paid Short-Term & Long-Term Disability
• Long-Term Disability Buy-Up Option
• Company Paid Maternity & Parental Leave
• Adoption & Surrogacy Expense Reimbursement
• KinderCare Discount
• Legal & Credit Monitoring
• PTO (accruing starts immediately upon hire)
• 6 Major Holidays off plus 2 floating holidays yearly
• Physical Therapy/Occupational Therapy benefits as an employee
• Bereavement Time Off & Resources
• Commuter: Pre-Tax Transit & Parking
• Retirement 401(k) w/ Per-Pay Company Match
• SoFi Financial Wellness Tools & Loan Resources
• HUSK Fitness Resources & Gym Discounts
• Home, Auto, and Pet Insurance
• Employee Assistance Program (EAP)
• Employee Discount Program
• Learn more by checking out our 2026 Athletico's Benefits Summary.

Athletico provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.   This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.