The Senior Marketing Manager, BD Vacutainer portfolio is responsible for driving profitable growth of the BD Vacutainer portfolio driving the customer upgrade strategy to best in technology for improved patient experience. This highly strategic portfolio will be a significant source of growth for BD Specimen Management over the coming years and to ensure success, this role requires the development of comprehensive commercial marketing strategies and execution of tactical marketing plans and programs. The position will require tight collaboration across multiple stakeholders within the US and Global platforms-including sales, medical affairs, clinical solutions and service resources to ensure that short and long-term growth objectives for US Integrated Diagnostic Solutions are achieved.
Job Description
We are the makers of possible
BD is one of the largest global medical technology companies in the world. Advancing the world of health™ is our Purpose, and it's no small feat. It takes the imagination and passion of all of us-from design and engineering to the manufacturing and marketing of our billions of MedTech products per year-to look at the impossible and find transformative solutions that turn dreams into possibilities.
We believe that the human element, across our global teams, is what allows us to continually evolve. Join us and discover an environment in which you'll be supported to learn, grow and become your best self. Become a maker of possible with us.
Overview:
The Senior Marketing Manager, BD Vacutainer portfolio is responsible for driving profitable growth of the BD Vacutainer portfolio driving the customer upgrade strategy to best in technology for improved patient experience. This highly strategic portfolio will be a significant source of growth for BD Specimen Management over the coming years and to ensure success, this role requires the development of comprehensive commercial marketing strategies and execution of tactical marketing plans and programs. The position will require tight collaboration across multiple collaborators within the US and Global platforms-including sales, medical affairs, clinical solutions and service resources to ensure that short and long-term growth objectives for US Integrated Diagnostic Solutions are achieved.
Responsibilities:=
Marketing Management
Lead the development, implementation and execution of commercial and product marketing strategies and plans to achieve the business objectives.
Oversee messaging and development of literature associated with the BD Vacutainer portfolio brands.
Partners across the US & Global platform teams along with the Commercial Marketing team to ensure integrated messaging and roll out to customers and the field.
Identify clinical tools for health care professionals for the utilization of the portfolio in partnership with the Clinical and Medical Affairs team.
Coordinate with Manufacturing, Global Marketing and Product Development in launching new products associated with the portfolio.
Provide product feedback and customer comments to Global Marketing and Product Development.
Employs market research tools, as required, to identify and interpret changing region attitudes, demands, and needs for existing products. Partners with sales enablement to acquire and use competitive intelligence to guide strategy and tactics.
Supports the demand planning process.
Manages the annual financial planning cycles (budget, forecasts, and ASR) for the portfolio.
Initiates, coordinates, and drives key marketing initiatives directed to all target customer segments: NRLs, Hospital Labs, Outreach etc.
Partners with Marketing Communication team to create and implement omni-channel marketing programs in alignment with branding strategy.
Creates and implements pricing strategies, market analysis, promotional programs, market research requirements and channel strategies. Incorporates "standard methodologies" in all aspects of the marketing function.
Provides marketing and/or technical support at conferences, users' meetings, customer sites, end user workshops, and other specific marketing events.
Works closely with Medical Affairs, Healthcare Economics team and Clinical Solutions team to develop models and studies that support and drive market adoption. Develops KOL group and speaker opportunities, coordinates webinars, as appropriate.
Builds relationships with internal partners, and effectively communicates short- and long-term business priorities to functional leaders to ensure a unified agenda. Identifies potential gaps and proposes possible solutions.
Ensures compliance with BD policies, procedures, and practices
Commercial Excellence & Salesforce Effectiveness
Provide brand messaging training and education to Sales and Clinical teams.
Drive the adoption of innovation and higher value products through integrated marketing programs, inclusive of market shaping and development.
Establish fact-based account targeting and messaging strategies to drive optimal return on sales, inclusive of account-based marketing aligned to the BDX US Region.
Identify new business opportunities and target accounts. Develop marketing programs to retain and increase penetration in existing BD customers and convert competitive accounts.
Partner with Marketing Communications team and effectively use digital marketing programs and channel mix to drive sales funnel performance (velocity and yield) and to enhance the customer experience post-purchase aligned to our Global CX strategy.
Partner with Sales Enablement team to drive sales process rigor, using SPI and the BD Way of Selling, and funnel management to drive profitable growth.
Partner with Business Operations and Analytics to track and report Sales performance aligned to business objectives and KDGs.
Lead in-depth discovery conversations with customers to identify deep insights on common problems/needs, clearly articulating the voice of the customer.
Partner with Distributed team to inform and validate new customer-centric solutions and capabilities that create differentiated value for the organization and for our customers.
Collaborate with GPO and Strategic Accounts team to establish annual pricing corridors by class of trade in partnership with Global Marketing and the US Region Commercial Leaders.
Collaborate with the Channel Management team to ensure effective distribution programs are being deployed to drive profitable business
General Leadership
Effectively partner and collaborate within the matrix to drive key strategic and tactical marketing initiatives.
Responsible for monthly demand forecasts and quarterly financial forecasts.
Collaborate with Marketing Leadership, Sales and Operations to ensure timely and accurate communication of sales forecasts.
Operate within expense budgets to achieve business goals and objectives.
Adhere to all company policies, procedures and business ethics codes and ensures that they are communicated and implemented within the team.
Flexibility to travel up to 35% of the time.
Qualifications:
BS/BA in Business or equivalent experience.
A minimum of 7 years of relevant Marketing and Sales experience in medical device and/or commercial laboratory industry is required.
A minimum of 5-7 years of Product Marketing Management and Commercial (Sales, Marketing, Service) experience is required.
Demonstrated ability to develop and implement commercial strategies, and convert these into tactical marketing plans, delivering results.
Strong intuition for business and knowledge of clinical and/or laboratory market environment.
Sound decision making capabilities and the ability to make decisions, even in absence of consensus when necessary.
Creative out-of-the-box problem solver who is intellectually curious, stays current on new trends, and takes calculated risks with novel ideas.
Excellent presentation and communication skills for a wide variety of audiences.
Excellent interpersonal skills and ability to develop strong relationships with key opinion leaders, customers, advisory boards, and potential or existing business partners.
Strong leadership skills with an ability to set a vision, lead change and to motivate others.
Strong organizational skills and ability to meet tight deadlines in an environment of competing priorities. Ability to routinely work on multiple tasks with multiple people while effectively prioritizing.
Competencies
Depth of Marketing Knowledge with at least 5 years of marketing experience, including expertise in market assessment, market segmentation, product launch planning/execution and product lifecycle management.
Depth of Market Knowledge with at least 5 years of industry experience, including expertise in BD and competitive product portfolios, customer applications and unique needs, and product performance attributes.
Proven Critical Thinking capability, including near-term and long-term portfolio strategy development, alternative analysis, and efficient resource management.
Honed Tactical Skills ranging from customer needs identification/definition to market, competitive analysis and collateral development.
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.
Clear Action Orientation manifested by fast pace with minimal supervision, effective priority balancing, and generally competitiveness.
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, proficient in working in a matrix environment.
Strong Process and Structure Orientation to ensure that limited resources are effectively and efficiently used. Proven record with developing project plans and driving within to ensure that new opportunities are quickly processed and dealt with.
Excellent Communication and Interpersonal Skills to work effectively across organizational boundaries and with customers; good listener who is able to translate input into actionable information; excellent team leader and teammate.
Track record of Successful Product Launches (meeting customer needs and meeting business expectations in terms of timing and financial results).
Driven for Success and record of timely and effective execution in spite of multiple/conflicting priorities.
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 encourages you to bring your authentic self to work. It's also a place where we help each other be great, we do what's right, we hold each other accountable, and learn and improve every day.
To find purpose in the possibilities, we need people who can see the bigger picture, who understand the human story that underpins everything we do. We welcome people with the imagination and drive to help us reinvent the future of health. At BD, you'll discover a culture in which you can learn, grow, and thrive. And find satisfaction in doing your part to make the world a better place.
To learn more about BD visit https://bd.com/careers
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