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Global Marketing Manager

2 months ago

Chicago, Illinois, United States GE Healthcare Full time
Job Description

The Global Product Marketing Manager for Mobile Digital Health is responsible for developing and executing the marketing strategy for a series of New Product Introductions and the platform transition.

This role involves analyzing clinical and industry trends, market share, and competitive analysis to identify product and commercial strategies for growth. The successful candidate will be able to quantify and prioritize market opportunities, collect and prioritize product introduction and improvement recommendations, and analyze the competitive landscape.

The Global Product Marketing Manager will also be responsible for orchestrating research to assess market and customer environments, identifying customers' clinical and economic needs, values, and desired benefits. They will build a global market requirements document that prioritizes customer segments and business opportunities.

This role requires strong analytical and process skills, as well as excellent oral and written communication skills. The successful candidate will be able to lead and/or influence teams and shape/lead growth vision and marketing strategy.

Responsibilities
  • Perform clinical and industry trend analysis, market share, and competitive analysis to identify product and commercial strategies for growth.
  • Quantify and prioritize market opportunities.
  • Collect and prioritize product introduction and improvement recommendations and analyze competitive landscape.
  • Identify budget requirements to ensure proper execution.
  • Orchestrate research to assess market and customer environments and to discover unmet needs, buying cycles, and personas.
  • Identify customers' clinical and economic needs, values, and desired benefits.
  • Build a global market requirements document that prioritizes customer segments and business opportunities.
  • Identify and assess market and distribution risks, and develop a plan to mitigate those risks.
  • Work with Region Product Marketing, Product Management, Engineering, and Global Design to provide input to the product development roadmap and to develop, test, and prototype new product ideas.
  • Work with Region Product Marketing to perform installed base analysis in order to define programs needed to improve customer loyalty, share of wallet, and retention.
  • Develop a plan and budget for evidence generation to support selected NPIs and installed base products.
  • Develop inputs to support business cases for NPI (incl. target pricing) and product positioning.
  • Define brand (naming & trademarks), value proposition(s), and competitive positioning claims roadmap for new and existing products.
  • Interview professional societies and advocacy groups to identify and select KOLs for thought leadership and awareness building.
  • Build and execute global product launch plans, including value proposition, segmentation/positioning, target pricing, awareness & advocacy strategies, channel strategy, and sales enablement (in coordination with Regional Product Marketing).
  • Coordinate development of marketing assets and product training materials (in cooperation with Marketing Services).
  • Develop programs that improve the customer experience of the installed base in support of installed base retention.
  • Utilize Gold Standard marketing practices and skills to develop a global marketing plan (portfolio management, marketing strategy, customer segmentation and targeting, positioning and value proposition development, message and market assets development, etc.) to grow global orders and share.
  • Collaborate with Advertising & Promotion and Communications to develop a communications plan in support of the marketing objective.
  • Develop and manage budget needed to execute marketing plan, and ensure timely implementation of programs in marketing plan.