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Associate Director, WW Service Marketing

Apply Now Job ID R-25382 Date posted 12/22/2017

Job Description Summary

Job Description


BD Biosciences (referred to as “BDB”) is a world leader in bringing innovative, cell analysis diagnostic and research tools to life scientists, clinical researchers, laboratory professionals, and clinicians who are involved in basic research, drug discovery and development, biopharmaceutical production and disease management. Products include flow cytometers, cell counters, cell imagers, reagents, cell culture media supplements, technical services and scientific support, and other biotechnology tools to understand disease and improve care. BDB serves a broad range of customers: research and clinical laboratories, academic and government institutions, pharmaceutical and biotechnology companies, hospitals and blood banks. BDB technologies are used across several areas of scientific research, with a primary focus on Immunology, Cell Biology, Molecular Biology and Cell Signaling. Within clinical markets, BDB technology is used in Oncology (Leukemia & Lymphoma), HIV/AIDS and Transfusion/Transplantation. In addition, BDB has a growing presence in Genomics, Stem Cell Research and Marine/Agricultural applications. While BDB’s primary portfolio options are flow cytometer technologies (i.e., instruments, consumables/reagents, accessories), BDB also maintains ancillary revenue streams for Services, primarily technical, application, and educational services, all of which are strongly linked to the instrument.

The Associate Director, WW Service Marketing will responsible for developing and executing a global annual marketing plan for Service, which is aligned to short- and long-term financial objectives of the Service platform. Decisions and recommendations made by the WW service marketing director will impact sales, new product introductions and resource planning.

You will play a critical role in key programs and initiatives, often requiring a leadership role and significant collaboration with cross-functional/-platform teams. As a global role, you will work with regional and WW stakeholders to identify market requirements, unmet needs, risks and growth opportunities. Develop strategic roadmaps and coordinate the regional roll-out of service marketing initiatives and provide regional support.

You will also play a role in informing new service product development and assisting with the annual strategic planning process and executive leadership briefings. You should be able to demonstrate marketing expertise through specific and advanced set of skills and knowledge, e.g. branding, product management, customer segmentation and insights, and analytics and forecasting, etc.


  • Manages all aspects of annual marketing plans for Service platform to ensure the achievement of financial and budget expectations, including market sensing, segmentation, competitive assessment and monitoring, market development and marketing mix.
  • Works with WW/regional marketing and service leaders to develop, manage and report periodic metrics for Service commercial performance and interprets trends to support decision-making within the Service platform and inform annual strategic planning processes. Assists in the development of budget (revenue and expense).
  • Understands drivers of demand for Service product lines such as pricing strategy, channel strategy, contract management, and product mix; communicates to WW platform teams and service leaders.
  • Improves service product marketability and profitability by researching, identifying, and capitalizing on market opportunities; improving service offering.
  • Implements and maintains "best practices" in brand marketing, demand generation and customer insights, delivering marketing leadership and support needed to the relevant projects.
  • Works in partnership with other business and WW/regional marketing leaders to ensure short and long-term growth objectives for the region and/or WW business are achieved.
  • Works with cross-functional and other marketing stakeholders to value new business opportunities, define solution value propositions and develop new Service products relevant to growth


  • Bachelor’s degree required, MBA a plus
  • Minimum of 5 years of business experience in Healthcare industry. Business experience may include marketing, sales, business development, operations, and aftersales and field service support
  • Minimum of 3 years in service management and/or product/brand marketing. Prior experience in service marketing is a plus
  • Highly motivated, dynamic and customer-oriented with an ability to thrive in a competitive and changing environment.
  • Demonstrated strategic thinking and implementation skills; proven analytical skills with the ability to translate data into strategic plans, convert these into tactical marketing plans, and execute/deliver results.
  • Demonstrates effective communication, storytelling, influencing and interpersonal skills across multiple levels of the organization, and can work internationally with diverse cultures.
  • Results-oriented, capable of managing and driving the completion of multiple competing projects.
  • Experience working in and/or leading teams in cross-functional environments and/or matrix organizations.
  • Ability to effectively analyze data and metrics and develop a comprehensive business case including detailed financial models.
  • High degree of proficiency with Microsoft Excel and Microsoft PowerPoint.
  • Prior experience with ServiceMax and a plus.
  • Candidate should have a working knowledge in Brand marketing, Market/Customer segmentation, Value proposition development, Competitive Analysis, Marketing communications, Product/Solutions Development and Digital and traditional Go-to-Market strategies.

Key performance indicators:

  • Annual marketing planning
  • Tiered service offerings
  • End of life retention and conversion solutions
  • Segmentation of customer base
  • Clear competitive response strategy
  • Increase category share
  • Evidence generation plan


Primary Work Location

USA CA - San Jose

Additional Locations

Work Shift

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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.

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