BD (Becton, Dickinson and Company) Associate Director, U.S. Marketing in Franklin Lakes, New Jersey
Job Description Summary
As part of the BD IDS overall annual strategic growth strategy, this key marketing role is defined within the Specimen Management business, within the IDS U.S. Region. This role will lead the core tubes portfolio which includes one of BD’s largest and most recognized product brands, the Vacutainer brand and has substantial opportunities for growth over the ASR. Additionally, the platform will launch disruptive innovation (pending FDA approval) that will further accelerate our commercial performance and drive significant improvements in outcomes for customers and patients.
The Associate Marketing Director will collaborate with multiple regional and global functions to build and execute strategies to defend and grow our business by understanding customer needs, analyzing the competition, and developing differentiated positioning as part of the BD Vacutainer value offer. This key marketing role develops and executes multi-year business plans to produce maximum sales, growth and profitability. In addition, this role will be responsible for launching disruptive technologies to sustainably differentiate our portfolio in the U.S.
PRIMARY DUTIES, RESPONSIBILITIES & AUTHORITIES :
Defend & grow the Vacutainer Core Tubes portfolio – collaborate with regional and global functions to understand consumer needs, drivers and points of difference that have and will continue to drive customers to choose BD. Develop positioning and executional tools that will ensure current customers stay with BD and customers using the competition switch to BD. This includes defining customer segmentation, value offer, pricing strategy, competitive positioning, promotional and communication programs, and the development and execution of strategic and tactical marketing plans. The Associate Marketing Director will be directly responsible for all product management duties for the Core Tubes portfolio, including forecasting, financial planning, pricing, product lifecycle management, channel management and promotional activities
Manage new product launches – develop and execute regional launch plans and lead regional commercial and medical teams to meet and exceed new product launch objectives. Ensure effective regional preparation, planning and training to support the launch, traveling where necessary to educate teams within the region. Lead all regional planning activities including segmentation, positioning, pricing, channel management, market development, strategic alliances, promotional activities and salesforce training and effectiveness. Effectively manage execution through deep fact-based insights from leading and lagging KPIs – engage and motivate multiple stakeholders to leverage these insights to drive optimal business performance
Drive accelerated business growth – analyze new opportunities for growth both within existing product lines and across the specimen management category through a combination of effective positioning/differentiation and new product innovation. Understand current performance and opportunities for commercialized products, in addition to portfolio gaps relative to unmet needs. Apply an innovation-oriented mindset to challenge the status quo, improve customer value, heighten competitive differentiation, and improve internal processes/capabilities to drive growth of the Specimen Management business
Data-enabled operations – develop and execute a series of KDG dashboards, incorporating synthesized data from multiple sources, enabling deep fact-based insights that help the business to optimize performance annually and over the ASR
Collaborate with regional pricing and contracting teams – develop and execute pricing strategies across the specimen management portfolio to drive business growth over the ASR and defend our category position. The incumbent will work with multiple commercial stakeholders to define, execute and measure pricing strategies. They will also support contracting teams in the renewal of GPOs and other contracting agreements. Optimal pricing will be defined across the entire specimen management portfolio, requiring the Associate to work closely with team members on the US specimen management marketing team.
Support the development of the annual marketing and ASR plans and the marketing planning process by working and aligning with regional commercial and medical leads, and platform 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.
KNOWLEDGE AND SKILLS :
Strong customer focus including value proposition development, needs identification, training development, experience in the field with sales force and customers, and a bias towards responsiveness
Experience of regional marketing and supporting sales teams, including training development and launch management:
Depth of Marketing Knowledge over at least 5 years of marketing experience, including expertise in marketing plan development, market segmentation, product launch planning/execution and product lifecycle management
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, and being viewed as a valued advisor/contributor
Advanced analytical and problem-solving skills that are used to develop business strategies and marketing plans
Ability to use sound, independent reasoning and judgment to establish work priorities and identify ways to optimize project timelines and to mitigate project risks/delays
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
Demonstrated ability to independently identify, prioritize and successfully advocate for and execute opportunities that drive high growth or improved business performance
Experience with innovation process and driving innovation projects/initiatives is desirable
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 teamwork, all with a high degree of ethical standards
20-30% Domestic Travel
EDUCATION AND EXPERIENCE :
Bachelor’s Degree required, MBA desirable.
Minimum of 10 years business experience (prior sales experience highly desirable) and 5 years of experience in product/marketing management or related field in the healthcare or life sciences industry, with a consistent track-record of high performance and results.
Primary Work Location
USA NJ - Franklin Lakes
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.