Develops the product/portfolio strategy including product positioning, market segmentation and targeting and installed base retention. This position is responsible for generating growth for the Ultrasound IT segment through demand creation and funnel acceleration in partnership with sales, field marketing and global marketing. This position will support future product planning by identifying market trends, relevant buying centers and personas, and customer needs.
Essential Responsibilities Key responsibilities include (but are not limited to): • Collecting win/loss & competitive insight on product portfolios at regional level; feedback to global product; recommend and develop marketing programs to adjust product positioning and improve win rate. • Collaborating with commercial leadership and global marketing to develop the region market and orders forecast. • Ensuring regional marketing plans & execution are aligned with global marketing plan (value proposition, positioning, marketing mix, etc.) to grow orders and share. • Providing region input to business cases for products/upgrades that are at concept stage, work with Global Product Marketing to develop, test and prototype new product ideas • Employing clinical and industry trend analysis, and market share and competitive analysis relevant to a product / portfolio. • Conducting in-depth research to define customer problem statement, success metrics, clinical and economic needs, buying cycles, and personas (to support development of global MRD). • Validating global value proposition and messaging and adapt for regional use. • Work with Field Marketing on demand creation activities to achieve NPI and business objectives. • Working with Field Marketing organization on interlocks, understanding and reacting to win-loss, leveraging demand generation opportunities, providing relevant support for regional campaigns, etc. • Developing regional thought leadership and advertising and promotion strategy in support of demand creation and funnel acceleration activities. • Adapting global marketing assets (including sales tools) to ensure that the region commercial organization has the right tools to position and sell product configurations / portfolio effectively. • Training direct / indirect sales channels. • Developing programs to gather regional evidence of customer success, early adopters, show sites, and clinical evidence where appropriate • Coordinating product training for commercial teams by leveraging Global Product Marketing and Global Product Management support • Execute region product responsibilities in the commercial launch process. May include product controllership, pricing, HCAT readiness and value propositions. • Providing commercial teams product knowledge in product use differentiation, positioning and pricing • Develop and maintain relationships with internal departments including Sales, Finance, Operations, Global Product Management, Product Controllership, Legal, Compliance, Regulatory and other strategic business partners • Working with Ad & Promo team to develop marketing materials, including website design and digital sales & customer tools. • Responsible for working with other Ultrasound segments to support tradeshow planning and participation as well as customer event planning for the Ultrasound IT business.
Qualifications/Requirements This position is open to candidates internal and external to GE. Preferred location is Wauwatosa, WI, but we are willing to consider candidates performing the job remotely in the USA. 1. Bachelor's Degree in Marketing, Business Administration or related field 2. 3+ years' experience in marketing, product marketing or related field 3. Leadership skills to lead teams and shape/lead growth vision and marketing strategy 4. Team oriented - ability to motivate and work well with diverse, cross-functional teams 5. Excellent oral and written communications skills 6. Strong analytical, process and project management skills
Additional Eligibility Qualifications GE will only employ those who are legally authorized to work in the United States for this opening. Any offer of employment is conditioned upon the successful completion of a background investigation and drug screen.
Desired Characteristics 1. MBA or Master's degree in Marketing, Business Administration or related field 2. 5+ years' experience in marketing, product marketing or related field 3. Deep marketing expertise in market & customer insights, product commercialization and branding 4. Healthcare product/industry acumen and prior experience in GEHC or ultrasound marketing. 5. Innovation - develop new ideas through collaboration and execute on creative ideas
6. Influencing skills - ability to motivate individuals and demonstrate organizational influence