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The Director of Marketing, US Molecular Diagnostics is responsible for driving the profitable growth of the Molecular Diagnostics Business Lines- a part of the overall Diagnostic Solutions (DS) business unit- and other Business Group objectives through the development of comprehensive commercial and product marketing strategies and execution of tactical marketing plans and programs. The Molecular Diagnostic business is one of the biggest growth drivers for DS with innovative products that have the potential to eradicate cervical cancer and quickly diagnose diseases that can impact our patients' daily lives. The position will work in close partnership with their team, US IDS Sales Leadership and the Global Marketing teams to ensure that short and long-term growth objectives for the DS Business are achieved. The role will be responsible for leading a team of Molecular Marketing Associates. The Director of Marketing reports directly to the VP of Global and US Marketing.
Marketing Management
Lead the development, implementation and execution of commercial and product marketing strategies and plans to achieve the Business Group objectives. This includes, but is not limited to: market analysis, assessment, segmentation, targeting and demand forecasting, product launches, pricing strategies, digital marketing, marketing automation, campaign development and associated sales tools.
Develop, communicate, and execute quarterly, annual and ASR strategic marketing plans leveraging the BD Way of Marketing and supported by rigorous fact-based insights.
Complete and institutionalize value offers for all major product categories - value offers must be able to "elevator" up to the higher DS capabilities promise and support C-Suite value creation.
Establish, implement, and maintain "best practices" in brand marketing, this includes use of BD Way of Marketing. Responsible for the 4 Ps of Marketing in partnership with the global marketing team: (1). Pricing excellence & governance, (2) Promotions focused on how US customers want to purchase or learn about our solutions (ie: tradeshows, marketing programs, sales programs and digital marketing campaigns), (3) Place to include the distribution strategy executed by Business Solutions and Channel Management and (4) Product , partnering with global teams to ensure next generation solutions will add value to the US region.
Represent and contribute US market trends and the voice of customer (VOC) to the global product development planning process.
Identify and maintain strong relationships with key opinion leaders, customers, professional associations, and advisory boards in the US.
Commercial Excellence & Salesforce Effectiveness
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.
Effectively leverage digital marketing programs to drive sales funnel performance (velocity and yield) and to enhance the customer experience pre and post-purchase aligned to our Global CX strategy.
Develop and execute strategic initiatives that enhance the mutual (Customer/BD) lifetime value extracted from instrument placements.
Partner with Sales Leaders to drive sales process rigor, leveraging SPI and the BD Way of Selling, and funnel management to drive profitable growth.
Establish training programs for new hires and the current sales organization that results in category share gain.
Partner with Business Operations and Analytics to track and report Sales performance aligned to business objectives and KDGs.
Establish annual pricing corridors by class of trade in partnership with Global Marketing and the US Region Commercial Leaders. Leverage value-based pricing strategies and contracting excellence to accelerate sales growth and profitability.
Works closely with GPO & NRL teams and BDX SCG to develop and negotiate agreements with key accounts in order to leverage SM and BDX product lines to maximize account penetration and category share.
Partners with the GPO & NRL Teams to implement contract compliance opportunities.
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 Sales and Marketing Operations to ensure timely and accurate communication of sales forecasts and ROI of marketing programs.
Manage and optimize expense budgets to achieve business goals and objectives.
Effectively lead talent management efforts to ensure required human resource capabilities are in place to execute strategies.
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.
Education/Experience
BS/BA in Business, Life Sciences, or a closely related discipline. MBA desirable.
A minimum of 10 years of relevant Marketing and Sales experience in medical device and/or commercial laboratory industry is required.
A minimum of 5 years of Product Marketing Management and Commercial (Sales, Marketing, Service) experience is required.
A minimum of 5 years of experience leading teams.
Track record of achievement in delivering large and/or multiple projects and influencing business outcomes.
Demonstrated ability to develop and implement commercial strategies, and convert these into tactical marketing plans, delivering results.
Solid business acumen 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 thinker 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 leadership presence with ability to utilize organizational channels, experience and influencing skills to effectively negotiate and persuade 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.
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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.
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. You will have the opportunity to help shape the trajectory of BD while leaving a legacy at the same time. And through the organization's investment in BD University, you will continually level up your tech skills and expertise.
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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