Job ID R-435440 Date posted 04/09/2022 Apply

Global Marketing Associate Director

Job Description Summary

The Global Marketing Associate Director, Research Instruments will lead the global marketing function for the broad portfolio of flow analyzers, sorters and software in the context of BD Biosciences total solutions for our customers. This individual will lead a team of Product Managers accountable for managing the instrument portfolio by creating clear portfolio strategy, product development, and marketing plans. This team will work in collaboration with global and regional marketing in gathering Voice of Customer, Voice of Sales and Regional needs for commercial execution related decisions and investments. S/he will also serve as a project leader for key strategic projects as well as annual strategic planning deliverables such as Portfolio Review, Annual Marketing Plan and Marketing Budgets.
Reporting to the Platform Leader for Research Instruments, this role will partner closely with the cross functional owners and teams across the business to bring the overall customer solution.

Job Description

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.

Global Marketing Associate Director, Research Instruments

Location: San Jose, CA

Overview:

The Global Marketing Associate Director, Research Instruments will lead the global marketing function for the broad portfolio of flow analyzers, sorters and software in the context of BD Biosciences total solutions for our customers. This individual will lead a team of Product Managers accountable for managing the instrument portfolio by creating clear portfolio strategy, product development, and marketing plans.  This team will work in collaboration with global and regional marketing in gathering Voice of Customer, Voice of Sales and Regional needs for commercial execution related decisions and investments. S/he will also serve as a project leader for key strategic projects as well as annual strategic planning deliverables such as Portfolio Review, Annual Marketing Plan and Marketing Budgets.

Reporting to the Platform Leader for Research Instruments, this role will partner closely with the cross functional owners and teams across the business to bring the overall customer solution.

Responsibilities:

Business and Portfolio Strategy

  • Grow the industry leading portfolio of cytometers and cell sorters, including FACSymphony, FACSMelody, FACSAria, Accuri, FACSCelesta and instrument software (FACSDiva)

  • Manage the portfolio prioritization and planning process for assigned cytometry and cell sorting products in collaboration with the Global Platform Leader and Platform Teams, ensuring successful implementation of the strategy required to accomplish customer adoption and financial objectives.

  • Lead a team of Product Managers and partner with other Business Platform, Regional Leaders, and program Core Teams to successfully define and execute portfolio decisions for Research Instruments business platform. 

  • Lead cross-functional teams for key initiatives that involve addressing complex, multi-product and multi-region strategies including competitive analysis and responses aimed at maximizing growth for the overall BDB portfolio.

  • Oversee financial analysis of project proposals, including market share, revenue forecasts, pricing and exclusivity, development budgets and P&L impacts (risk exposure).

  • Involved in the development of materials for periodic management reviews with the Research Instruments Platform, and BDB leadership.

Where to play

  • Oversee segment needs and pipeline assessments in collaboration with the Regions to manage and refresh market segmentation (e.g., Market Atlas) and analyze key trends and critical market growth segments.

  • Oversee competitive benchmarking to inform new product concepts.

  • Oversee and lead immersion and activation of global customer segmentation solution.

  • Collaborate with BDB leadership and Platforms to scout and analyze new technologies and companies.

How to Win

  • Analyze business results including market share, buying process, promotional results, market research findings, competitive activity, etc. to inform portfolio decisions and go-to-market strategies.

  • Provides expert product marketing and brand management knowledge, experience, tools and guidance in the development of sustainable competitive advantage.

  • Develop SWOT, Key Issues & Opportunities, annual Roadmap Objectives and Plan-of-Action.

  • Oversee development of product roadmaps, including generating new product concepts with associated business cases to support portfolio review and annual strategic review.

  • Provide expert strategic marketing knowledge, experience, tools and guidance in the development GPDS projects.

  • Lead and/or oversees ideation, development and refinement of the brand platform including positioning, brand identity and message platform in collaboration with the Global Marketing and Regional teams. This includes the analysis of marketing channels and activities to recommend marketing mix to optimize brand activation, share of voice and spend levels, content needs, etc.

  • Oversee development of economic value proposition and systematic segment-specific pricing guidance to maximize revenue/grows margin per customer.

  • Oversee market research to assess unmet needs, awareness and perception, inform development and refinement of product / platform strategy, design specifications and validation.

Commercialization Plan Execution

  • Develop and execute commercialization plans, including evidence generation, organizational readiness of commercial, service, application teams, and manage communications for new products in partnership with Global Marketing.

  • Oversee marketing mix strategy and development and communication of the brand strategy through relevant media channels, advertising placement, etc., including digital strategy, including website and online media.

  • Drives development of best in class Market Shaping Strategy and execution in collaboration with the regions and other platforms.

  • In partnership with Global Marketing and the regions, oversee development of promotional and sales materials for the solutions, including channel strategy and mix.

  • Oversee prioritization and development of publications and white papers in conjunction with relevant stakeholders.

  • Oversee development of training plan within WW and regional sales and marketing teams.

REQUIRED EXPERIENCE

  • Bachelor’s degree required and MBA preferred with a concentration in marketing or strategy. BS in Immunology, Biology, Engineering or a relevant field preferred.

  • Must have at least 10 years of business experience in the life sciences, biotechnology, pharmaceutical or diagnostic industry, including 7-10 years in marketing, new product commercialization, product marketing or strategic planning. Professional experience in the fields of Immunology or Immuno-oncology is highly preferred.

  • Proven track record in upstream and downstream marketing, including ability to partner with R&D and oversee/lead teams on new product development, including product roadmaps and gated new product development activities supporting new project concept, definition, development, launch and commercialization. Ability to coach and develop a team to develop highly differentiated new products.  Product launch experience necessary.

  • Proven track record in brand development and strategic marketing, including market segmentation, customer segmentation, targeting, value proposition development, positioning, promotion, pricing, forecast, budget and performance management. Proven ability to partner with Sales organization.

  • Demonstrated strategic thinker, organized problem solving with strategic agility.

  • Demonstrated success leading and supporting cross-functional teams, strong teamwork orientation.

  • Candidate should understand the 4P’s of marketing and have demonstrated experience in brand marketing, market/customer segmentation, customer requirements, value proposition development, competitive analysis, marketing communications, and digital and traditional Go-to-Market strategies in a highly technical environment.

  • Must have leadership and management experience leading direct team and complex multi-functional teams through influence.

  • Ability to work effectively on multiple projects with competing priorities.

  • Superb cross-functional, project management and leadership skills and the ability to influence across all levels of the organization.

  • Ability to clearly convey concepts and strategies in verbal/written communications; able to simplify complexity and develop succinct and focused messages.

  • Appropriately shares own viewpoint and opinions, even when they may be negative or unpopular. Encourages the free exchange of information and opinion.

  • Strong creative perspective to bring fresh ideas to our marketing efforts and growth strategies in a collaborative manner

  • Comfortable in a global, fast-paced, always-on, highly matrixed environment

Others

  • 20-30% travel (domestic & international)

For certain roles at BD, employment is contingent upon the Company’s receipt of sufficient proof that you are fully vaccinated against COVID-19. In some locations, testing for COVID-19 may be available and/or required. 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.

PDN

Primary Work Location

USA CA - San Jose

Additional Locations

USA CA - San Diego (BDB)

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