General Electric DIRECTOR, OMNICHANNEL STRATEGY in Singapore, Singapore
Job Description Summary
AKA (ASEAN, Korea and ANZ) is a key growth region for GE Healthcare with an aspiration to reach >$1B in sales over next 3 years by broadening channel reach and enhancing customer experience.
Given AKA region’s growth ambitions, this newly created leadership position will carry responsibility to design and implement Omnichannel strategy across AKA region. The position holder will lead design and development of specific capabilities (e.g. digital or eCommerce) and their integration with existing GTM capabilities to reach new customers and achieve seamless customer experience throughout the customer’s lifecycle enabling customer loyalty. The position holder will accomplish these objective by partnering with traditional channels (direct sales and channel managers) and enabling functions (IT, finance, and operations).
The position holder will establish relationships with Product/Service business units and Marketing to deploy omni-channel strategy/capabilities, champion their adoption, and co-design campaigns that enables business reach new customers and enhances overall customer experience. The position holder will have accountability for delivering execution excellence and driving incremental business outcomes (incremental orders and margin) for the partner business units.
On a day-to-day basis, the role holder will report directly to Chief Marketing & Strategy Officer for AKA region. This individual will have strong business acumen, understands process solution, has expertise in digital and non-digital channels and thrives in fast-moving, highly matrixed environment with demonstrated capability of leading change management with “can do” positive attitude.
GE Healthcare is a leading global medical technology and digital solutions innovator. Our mission is to improve lives in the moments that matter. 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.
Develop AKA region omnichannel customer engagement strategy to expand coverage, increase reach, and improve customer retention in close partnership with Marketing, Digital Technologies/IT, Channel, Product, and Services teams.
Develop an understanding of current state and aspirational customer expectations about customer experience, channels, and touchpoints.
From insights, develop cross-functional strategies to optimize the customers' omnichannel experience via new or modified infrastructure, processes, and/or engagement mechanisms.
Lead development of the business requirements (capabilities, marketing assets and technology stack) needed to create compelling experiences for customers and align with IT on technical architecture and integration and with marketing/commercial on marketing campaign execution and GTM
Activate Omnichannel customer engagement across the organization
Rollout (with Digital/IT) new tools/capabilities that enable omnichannel customer engagement, e.g. Website, Virtual Tradeshow/Webinar/customer education platform, Web Chat, eCommerce platform, Inside Sales, Remote Demo
Drive enhancements of existing offline capabilities/GTM/customer engagement modes, roll out changes in partnership with IT/channel excellence/commercial leadership across region in phased manner
Integrate newly developed capabilities with enhanced traditional capabilities for seamless customer experience. Build appropriate governance, process, training and monitoring framework for optimal integration.
Closely partner with Commercial Excellence and DT to establish right data, metrics and dashboard views to track performance of omnichannel model
Be an internal advocate/champion to drive adoption, maximize usage of omnichannel capabilities/tools by different businesses in their marketing/NPI activation plans and customer loyalty programs, provide guidance and training where necessary
Provide thought leadership on digital and non-digital channels, campaign planning, and best ways to leverage Omnichannel capabilities to achieve business outcomes
Partner with training teams to develop content to reinforce Omnichannel customer engagement model and mindset as well as toolkits to support key new product introductions and customer loyalty programs
Partner with product managers, services growth leaders and marketers to devise & execute omnichannel campaigns that drive business results
Monitor and evaluate campaigns through metrics that matter and make recommendations to optimize performance where appropriate, e.g. increase reach, win-rate, pricing and so on.
Positively engage, educate and inspire members of marketing and commercial function, share best practices, accolades, saying and showing what "good" looks like to help others learn and improve.
Stay abreast of industry trends and emerging tools and tactics to support innovation and omnichannel activation and be the champion of an ever-evolving omnichannel roadmap.
Manage the Omni-channel strategy design, deployment and activation budget and ensure that it stays within allocated funds and delivers in a predictable fashion
Manage results of the Omni-channel customer engagement at aggregate AKA region against KPI/targets (e.g., expansion of coverage/visibility, retention of high potential customers, order growth, optimization of customer acquisition & retention costs), report results and recommendations for course correction to senior AKA leadership.
Bachelor's degree in Business Administration, Marketing, or field related to the essential duties of the job.
10+ years demonstrated experience in a marketing/commercial leadership role, with accountability in recent roles to understanding and managing omnichannel experiences.
Demonstrated ability to apply strong business acumen in marketing, sales driving efficient expansion of visibility/coverage and customer loyalty programs, tools, and processes.
Strong analytics and planning competency: A hands-on, detail-oriented professional with excellent technical, analytical, planning, evaluation and implementation skills. Demonstrated capability of delivering complex initiatives on time and within budget.
Ability to think strategically, make data-driven decisions, and capable of driving agreement of senior leadership with the strategy
Proven ability to influence cross-functional teams in developing strategies and designing appropriate activation plans, skilled at organizational change management.
Influence, collaborate, and partner effectively with multiple stakeholders at all levels across the marketing function and commercial organization, both virtually and in-person, to align on operational objectives and provide consistent leadership, guidance and inspiration.
Clear and effective communication and presentation skills on process optimization initiatives and outcomes to all levels of the organization.
MBA or Master’s degree in Marketing, Business Administration or related field
15+ years of marketing or commercial leadership experience
Past experience of having developed digital and non-digital channels from design, deployment and activation in B2B industry
Experience working closely with sales and products/Services teams to influence process and organizational improvements.
Ability to travel and willingness to work flexible hours
Inclusion and Diversity
GE Healthcare is an Equal Opportunity Employer where inclusion matters. Employment decisions are made without regard to race, color, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other characteristics protected by law.
We expect all employees to live and breathe our behaviors: to act with humility and build trust; lead with transparency; deliver with focus, and drive ownership – always with unyielding integrity.
Our total rewards are designed to unlock your ambition by giving you the boost and flexibility you need to turn your ideas into world-changing realities. Our salary and benefits are everything you’d expect from an organization with global strength and scale, and you’ll be surrounded by career opportunities in a culture that fosters care, collaboration and support.