Associate Director Downstream Marketing, Global Imaging CT

GE HealthCare • Waukesha, WI

12d

About The Position

The Global Associate Director of Downstream Marketing for CT leads downstream marketing for GE HealthCare’s CT portfolio. This role is accountable for translating CT strategy into clear, compelling market-facing clarity and execution — including positioning, launches, lifecycle activation, and adoption programs that help customers understand, evaluate, and choose GEHC CT solutions. This leader partners closely with CT Product Marketing, Regional Marketing, Commercial teams, and cross-functional stakeholders to ensure downstream plans are grounded in customer needs and market dynamics, and that launch and activation programs deliver consistent, high-quality execution globally with effective regional adaptation. This role owns global downstream marketing direction for CT and drives execution through influence across a highly matrixed organization. GE HealthCare is a leading global medical technology and digital solutions innovator. Our purpose is to create a world where healthcare has no limits. Unlock your ambition, turn ideas into world-changing realities, and join an organization where every voice makes a difference, and every difference builds a healthier world. Downstream Marketing Strategy & Portfolio Planning Own the global downstream marketing strategy and annual plan for the CT portfolio, aligned to modality priorities and Imaging business direction. Translate upstream strategy into clear downstream direction: priorities, messaging architecture, launch sequencing, and activation focus areas. Identify growth opportunities by segment, customer type, and buying environment , grounded in customer needs, competitive dynamics, and regional insights recommend where to focus downstream investment and attention. Build strong operating rhythm with key stakeholders (Upstream, Regions, Commercial) to drive alignment and execution. Launch Excellence & Lifecycle Marketing Lead downstream strategy and execution for CT new product introductions, upgrades, and lifecycle initiatives across a complex global portfolio. Drive launch readiness across key components (narrative, assets, regional adaptation, channel activation, sales readiness inputs, measurement). Establish and run launch governance (milestones, readiness reviews, risk management, post-launch learnings). Ensure lifecycle marketing supports sustained adoption and differentiation beyond launch (installed base programs, upgrades, clinical value stories, customer advocacy moments). Positioning, Messaging & Buyer Journey Value Story Develop and maintain CT positioning and messaging aligned with Imaging narratives and CT Product Marketing direction. Define buyer-journey messaging based on jobs to be done, decision drivers, and barriers across stages (awareness → evaluation → purchase → adoption). Build modular messaging frameworks that address key stakeholders (clinical, operational, financial, IT) with clear differentiation vs alternatives. Ensure narrative consistency across campaigns, product launches, customer-facing communications, and regional activation. Marketing Activation & Regional Execution Partner with Regional Marketing and Digital teams to activate CT narratives across key channels and market moments. Ensure global-to-local execution is effective and efficient : provide adaptable toolkits, clear guidance, and guardrails while enabling regional relevance . Apply Imaging ‑ wide best practices to ensure the successful execution of campaigns, events and customer programs partnering with the regions Represent CT downstream marketing in regional planning forums and feedback loops to incorporate market learnings. Sales Enablement Partnership (Input, Not Ownership) Partner with Sales Enablement to ensure CT buyer insights, competitive context, and messaging frameworks are reflected in enablement materials and programs. Provide clear inputs for sales readiness (value story, differentiation, objections, proof points) without owning enablement execution. Support major commercial moments (launch briefings, key event preparation, messaging alignment) as needed. Market Intelligence, Performance & Continuous Improvement Gather and synthesize market intelligence (voice of customer, competitive insights, regional feedback, trends) to inform downstream plans and messaging. Define and track downstream marketing performance indicators i n partnership with analytics and regional teams (e.g., launch effectiveness, content adoption, campaign engagement, narrative consistency, regional activation uptake). Use insights to improve execution quality and focus — applying learnings across launches and lifecycle initiatives. Leadership Attributes Human, kind, and people oriented leader who builds trust and fosters an inclusive environment Customer-first mindset with strong commercial curiosity Clear communicator who simplifies complexity into strong narratives High ownership and follow-through; thrives in fast-paced environments Strong collaborator who influences across a matrix , building alignment and mobilizing diverse team members to deliver outcomes effectively Continuous learner with a bias for improvement and experimentation Comfortable operating with ambiguity and making informed trade-offs

Requirements

• Bachelor’s Degree in Marketing , Business, Science, Engineering, or related field.
• 8+ years of experience in downstream marketing, product marketing, or commercial marketing in healthcare technology or complex B2B environments.
• Proven experience leading launches and downstream marketing programs for complex solutions.
• Demonstrated ability to translate technical and clinical value into clear, buyer-relevant messaging.
• Strong cross-functional leadership skills in a global, matrixed organization.
• Familiarity with enterprise buying dynamics and multi-stakeholder decision processes

Nice To Haves

• MBA or advanced degree.
• Experience in diagnostic imaging, CT, capital equipment, or regulated healthcare markets.
• Experience partnering with regional marketing teams on global-to-local execution.

Responsibilities

• Downstream Marketing Strategy & Portfolio Planning Own the global downstream marketing strategy and annual plan for the CT portfolio, aligned to modality priorities and Imaging business direction.
• Translate upstream strategy into clear downstream direction: priorities, messaging architecture, launch sequencing, and activation focus areas.
• Identify growth opportunities by segment, customer type, and buying environment , grounded in customer needs, competitive dynamics, and regional insights recommend where to focus downstream investment and attention.
• Build strong operating rhythm with key stakeholders (Upstream, Regions, Commercial) to drive alignment and execution.
• Launch Excellence & Lifecycle Marketing Lead downstream strategy and execution for CT new product introductions, upgrades, and lifecycle initiatives across a complex global portfolio.
• Drive launch readiness across key components (narrative, assets, regional adaptation, channel activation, sales readiness inputs, measurement).
• Establish and run launch governance (milestones, readiness reviews, risk management, post-launch learnings).
• Ensure lifecycle marketing supports sustained adoption and differentiation beyond launch (installed base programs, upgrades, clinical value stories, customer advocacy moments).
• Positioning, Messaging & Buyer Journey Value Story Develop and maintain CT positioning and messaging aligned with Imaging narratives and CT Product Marketing direction.
• Define buyer-journey messaging based on jobs to be done, decision drivers, and barriers across stages (awareness → evaluation → purchase → adoption).
• Build modular messaging frameworks that address key stakeholders (clinical, operational, financial, IT) with clear differentiation vs alternatives.
• Ensure narrative consistency across campaigns, product launches, customer-facing communications, and regional activation.
• Marketing Activation & Regional Execution Partner with Regional Marketing and Digital teams to activate CT narratives across key channels and market moments.
• Ensure global-to-local execution is effective and efficient : provide adaptable toolkits, clear guidance, and guardrails while enabling regional relevance .
• Apply Imaging ‑ wide best practices to ensure the successful execution of campaigns, events and customer programs partnering with the regions Represent CT downstream marketing in regional planning forums and feedback loops to incorporate market learnings.
• Sales Enablement Partnership (Input, Not Ownership) Partner with Sales Enablement to ensure CT buyer insights, competitive context, and messaging frameworks are reflected in enablement materials and programs.
• Provide clear inputs for sales readiness (value story, differentiation, objections, proof points) without owning enablement execution.
• Support major commercial moments (launch briefings, key event preparation, messaging alignment) as needed.
• Market Intelligence, Performance & Continuous Improvement Gather and synthesize market intelligence (voice of customer, competitive insights, regional feedback, trends) to inform downstream plans and messaging.
• Define and track downstream marketing performance indicators i n partnership with analytics and regional teams (e.g., launch effectiveness, content adoption, campaign engagement, narrative consistency, regional activation uptake).
• Use insights to improve execution quality and focus — applying learnings across launches and lifecycle initiatives.

Benefits

• GE HealthCare offers a great work environment, professional development, challenging careers, and competitive compensation.
• GE HealthCare offers a competitive benefits package, including not but limited to medical, dental, vision, paid time off, a 401(k) plan with employee and company contribution opportunities, life, disability, and accident insurance, and tuition reimbursement.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level