Director, Field Marketing Neurology & Oncology Referrers

📋 Description

• • Lead and refine the U.S. field marketing strategy and execution for GE HealthCare's Pharmaceutical Diagnostics (PDx) segment, with a specialized focus on Neurology and Oncology.
• • Drive regional demand generation initiatives, ensuring alignment with national marketing objectives while adapting to local market nuances and dynamics.
• • Oversee the delivery of on-label product-related education to key stakeholders, enhancing clinical understanding and addressing critical barriers or enablers within therapeutic areas.
• • Collaborate closely with sales leadership to develop and implement compliant, territory-specific go-to-market plans and customer activation strategies.
• • Ensure alignment of goals, appropriate messaging, and effective resource allocation across all regional marketing efforts.
• • Design, implement, and meticulously track Key Performance Indicators (KPIs) for regional marketing execution, including lead generation, campaign response rates, referring physician attendance at educational events, and site conversion metrics.
• • Act as a crucial liaison between the Marketing Franchise team, Marketing Centers of Excellence (Content, Digital, Events, MarCom), and regional teams to develop and deploy tailored marketing messaging and field kits.
• • Leverage regional/local customer and market insights to inform the creation of impactful marketing materials and programming.
• • Integrate the "voice of the field" and customer feedback into overarching brand and Go-To-Market (GTM) strategies through structured, compliant field insights reporting.
• • Actively participate in brand strategy planning, Quarterly Business Reviews (QBRs), and launch team meetings to provide essential field-level perspectives.
• • Work collaboratively with Regulatory, Legal, and Compliance stakeholders to ensure the appropriate design and execution of all field marketing activities, including content, programs, local trade shows, clinical education meetings, peer-to-peer engagements, and speaker programs.
• • Coordinate the company's presence at key regional and local events, working in tandem with events and franchise teams to ensure national and regional marketing strategies are effectively supported at the local level.
• • Manage and mentor a team of Regional Field Marketing Managers, fostering a culture of consistent, high-quality execution and driving performance outcomes.
• • Provide strong sales coaching, focusing on achieving consistently high performance within a positive and collaborative team culture.
• • Develop and manage ROMS (Return on Marketing Spend) and ROI (Return on Investment) analyses for marketing events, market activation initiatives, and demand generation campaigns.
• • Champion change management initiatives and contribute to the scaling of the field marketing team to meet evolving business needs.
• • Serve as the primary owner for national-level metrics related to local activities, educational initiatives, and demand generation goals, providing comprehensive reporting and analysis.
• • Identify and refer customer questions and requests to appropriate teams such as Medical Affairs, Market Access, and Product Development, adhering strictly to company policies and maintaining appropriate separation of duties.
• • Drive awareness campaigns and educational programming that directly address clinical understanding and key clinical barriers or enablers, in close collaboration with the regional advocacy team.
• • Ensure that marketing materials and programs are tailored to specific regional and local customer needs and market dynamics, enhancing their relevance and impact.
• • Foster strong relationships with sales leadership to ensure seamless integration of marketing efforts with sales objectives and activities.
• • Contribute to the strategic planning process by providing data-driven insights from the field, influencing future marketing strategies and product development.
• • Oversee the development and deployment of field kits, equipping the sales force and other relevant personnel with the necessary tools to effectively engage with referrers and customers.
• • Ensure all marketing activities are compliant with industry regulations and company policies, maintaining the highest ethical standards.
• • Proactively identify opportunities for market penetration and growth within the Neurology and Oncology segments through innovative field marketing approaches.
• • Measure and report on the effectiveness of demand generation programs, making data-driven adjustments to optimize performance.
• • Facilitate knowledge sharing and best practices across the field marketing team and with other relevant departments.
• • Drive customer engagement through targeted educational initiatives and marketing programs designed to build strong relationships with referring physicians and healthcare providers.
• • Manage a complex team and competing priorities effectively, ensuring all critical initiatives are addressed with the necessary focus and resources.
• • Develop and maintain a deep understanding of the B2B2C healthcare model, particularly within radiology, MedTech, or pharmaceutical diagnostics, to inform strategic decision-making.
• • Demonstrate a strong sense of customer familiarity, actively seeking opportunities to spend time in the field to translate real-world customer experiences into actionable marketing strategies.
• • Prepare and present performance reports and strategic recommendations to senior leadership, demonstrating a clear understanding of business objectives and market performance.
• • Ensure seamless execution of marketing plans, from initial strategy development through to final implementation and performance analysis.
• • Drive continuous improvement in field marketing processes and tactics based on performance data and market feedback.