Associate Marketing Director
Job Description Summary
Be part of something bigger!
BD is one of the largest global medical technology companies in the world and is advancing the world of health by improving medical discovery, diagnostics and the delivery of care. We have over 65,000 employees and a presence in virtually every country around the world to address some of the most challenging global health issues.
The Associate Marketing Director is responsible for the BD At-Home COVID-19 Self-Test brand strategy and execution across all channels, including Business-to-Business, consumer, and the government; and for the achievement of financial goals. The BD At-Home COVID-19 Self Test is an Over-the-Counter (OTC) rapid antigen test that is FDA EUA approved for the detection of COVID-19.
This exciting role will demonstrate deep marketing knowledge in daily activities and responsibilities, e.g. Digital marketing, Direct-to-Consumer (DTC), forecasting, omnichannel campaign design & KPI tracking, ecommerce, social media marketing. The Associate Director will be part of the wider brand team and report into the Director for the brand overall.
The leader will look to analyze the market and competitive environment, gain customer and consumer insights, to set forth strategic imperatives and tactical execution plans to deliver on the brand’s growth projections.
Evolve and execute the go-to-market strategy for this OTC brand:
Execute on the e-commerce strategy and manage ratings/ reviews with media community manager
Set strategy and execute across B2B key customer target segments and for the government as appropriate
Accountability for market shaping of OTC rapid antigen testing
Leading execution through a tailored customer and consumer experience with clear KPIs defined to measure success.
Effectively differentiate the BD brand and drive customer/patient preference in a highly competitive environment. This includes defining customer segmentation, value offers, pricing strategy, competitive positioning, promotional and communication programs, and the development and execution of strategic and tactical marketing plans
Develop and execute fully integrated marketing communication plans to scale brand awareness, preference, lead generation and lead nurturing across the full promotional mix
Effectively leverage digital business, inclusive of digital marketing and e-commerce to expand reach and drive sales
Lead agency collaboration and tactical execution for Veritor At-Home Test (inclusive of media buying agency, agency of record, and other creative agencies)
Develop and execute pricing strategies for the brand to drive business growth over the annual strategic review period and defend our category position. The incumbent will work with multiple commercial stakeholders to define, execute and measure pricing strategies, inclusive of retailer, B2B, and distributor pricing strategies and marketing programs
Develop annual marketing and Annual Strategic Review (ASR) plans – lead the marketing planning process by working and aligning with regional commercial and medical leads, and Business Group marketers. Leverage the BD Way of Marketing to develop robust, fact-based plans. Work with key functions and stakeholders to align on objectives and strategies and define key drivers and risks that will drive performance. Ensure alignment to global and regional priorities and agreement on S&OP and ASR forecasts
Bachelor’s Degree required, MBA desirable
Minimum of 10 years business experience (prior Consumer Packaged Goods/ OTC and ecommerce experience highly desirable), 7 years of experience in brand/marketing management or related field in the consumer packaged goods, healthcare or life sciences industry, with a consistent track-record of high performance and results
Prior experience in e-commerce or with retail preferred
Proven strategic thinking capability, including near-term and long-term marketing strategy development (pricing, positioning, branding, etc.), alternative analysis, and efficient resource management
Honed tactical skills ranging from spreadsheet proficiency, collateral development, demand forecasting, sales/customer training, and market and competitive analysis
Track record of creativity in marketing tactic development, problem resolution, and new product identification
Strong business and commercial acumen, including financial acumen – driven for success and record of timely and effective execution in spite of multiple/conflicting priorities
Leadership capability/potential as shown through successful team leadership, ability to influence without authority
Proven ability to effectively balance multiple competing priorities in a fast paced, high-growth environment – clear action orientation manifested by fast pace with minimal supervision, effective priority balancing, and generally competitiveness
Excellent oral and written communications, active listening skills, effective team player and team leader
Track record of continuous and versatile learning, both formal and informal (by observation, by doing, and learning from mistakes)
Highly effective interpersonal skills and emotional intelligence that has resulted in positive relationship building, cultural savvy, openness, and good team work, all with a high degree of ethical standards
Able to travel domestically 20% of the time
Employment at BD is contingent upon the Company’s receipt of sufficient proof that you are or will be fully vaccinated against COVID-19. Consistent with BD’s Workplace Accommodations Policy, requests for accommodation will be considered pursuant to applicable law.
Why join us?
A career at BD means being part of a team that values your opinions and contributions and that empowers you to bring your authentic self to work. Here our associates can fulfill their life’s purpose through the work that they do every day.
You will learn and work alongside inspirational leaders and colleagues who are equally passionate and committed to fostering an inclusive, growth-centered, and rewarding culture. Our Total Rewards program — which includes competitive pay, benefits, continuous learning, recognition, career growth, and life balance components — is designed to support the varying needs of our diverse and global associates.
To learn more about BD visit https://jobs.bd.com/
Becton, Dickinson and Company is an Equal Opportunity/Affirmative Action Employer. We do not unlawfully discriminate on the basis of race, color, religion, age, sex, creed, national origin, ancestry, citizenship status, marital or domestic or civil union status, familial status, affectional or sexual orientation, gender identity or expression, genetics, disability, military eligibility or veteran status, or any other protected status.
Primary Work LocationUSA NJ - Franklin Lakes
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"Purpose driven company where associates work every day to make healthcare better. A lot of great initiatives going on to make BD the best MedTech company in the world."
Anonymous, Franklin Lakes, NJ