BD (Becton, Dickinson and Company) Associate Director, US Marketing – Molecular and Women's Health and Cancer in Sparks, Maryland
Job Description Summary
As part of the BD Diagnostic Systems overall annual strategic growth strategy, this key marketing role is responsible for the Molecular and Women’s Health portfolio, a key platform within the Diagnostic Systems US Region’s total portfolio. These platform represents both established and newly launched product lines, with substantial opportunities for growth over the ASR period.
The Associate Director, Molecular & Women’s Health, 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 Diagnostics Systems value offer. This key marketing role develops and executes multi-year business plans to produce maximum sales, growth and profitability, both individually and through the leadership of his/her team. In addition, this role will be responsible for launching new technologies to sustainably differentiate our portfolio in the US.
Defend and grow the Molecular & Women’s Health 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 Director will oversee forecasting, financial planning, pricing, product lifecycle management, channel management and promotional activities.
Manage new product launches – develop and execute regional launch plans and lead (with and without direct reporting authority) regional commercial 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.
Manage a team of associates responsible for the Molecular & Women’s Health portfolios. The Associate Director will lead five associates in Product Manager, Senior Product Manager and Marketing Manager roles, and will be accountable for leading his/her team to key business objectives on an annual basis and over the ASR period, including training and development. Additionally the incumbent will develop organization design plans for the management of the assigned portfolio over the ASR period, with the objective of securing incremental funding, as necessary.
Drive accelerated business growth – analyze new opportunities for growth within existing product lines through a combination of effective positioning/differentiation and new product innovation. Understand current performance and opportunities for commercialized acquisition products, in addition to portfolio gaps relative to unmet needs. Apply an innovation-oriented mindset to challenge the core business status quo, improve customer value, heighten competitive differentiation, and improve internal processes/capabilities to drive growth of the Diagnostic Systems business.
Data-enabled operations – develop and execute a series of KPI dashboards, incorporating synthesized data from multiple source, 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 assigned portfolios 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.
Develop annual marketing and ASR plans – lead the marketing planning process by working and aligning with regional commercial leads, and global marketers. Leverage the BD Way of Marketing approach and tools 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 SI&OP and ASR forecasts
Bachelor’s Degree required, MBA desirable
Minimum of 10 years business experience (prior sales experience highly desirable), 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
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 in regional marketing and supporting sales teams, including training development and launch management
Depth of marketing knowledge, 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
Demonstrated 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
Proven ability to effectively balance multiple competing priorities in a fast paced, high-growth environment – clear action orientation as manifested by the ability to work at a fast pace with minimal supervision and effective prioritization
Demonstrated ability to independently identify, prioritize and successfully advocate for and execute opportunities that drive high growth or improved business performance
Excellent oral and written communication skills including active listening, being an effective team player and team leader
Track record of continuous and versatile learning, both formal and informal
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 20-30% of the time
Primary Work LocationUSA MD - Baltimore
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