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Senior Global Marketing Manager - Strategic Marketing & Innovation
Job Summary
The Senior Global Marketing Manager - Strategic Marketing & Innovation will be a critical leadership role within BD's Specimen Management business unit, responsible for leading the commercial strategy, product development, launch excellence, market shaping and go to market strategy development for a brand new next generation point of care (POC) blood collection device.
The individual will also support business unit's broader strategic marketing activities including Annual Strategic Review planning, identifying and handling organic and inorganic growth opportunities and partnering closely with regional and cross-functional teams to ensure strong execution of customer needs, value creation, positioning and promotion to achieve planned growth and profitability.
Responsibilities
For the next generation POC device, lead all marketing activities linked to BD's Global Product Development System (GPDS) process. Accountable for completion of respective marketing results to ensure commercial excellence through collaborative efforts with all levels of other functional areas (e.g., R&D, Regulatory Affairs, Medical Affairs, HEOR etc.). Uses fact-based data to advise key decisions, driving timely decision-making even in the face of incomplete information.
Develop cases that clearly quantify the commercial potential, including market potential, customer requirements, competitive assessment, pricing, and costs.
Develop global marketing and launch plans that defines 'where to play' including market size, market trends, segmentation, buying process, customer needs, and competitive capabilities, and 'how to win' including establishment of go to market plan; value offer; brand, pricing and market shaping strategy.
Plan and lead marketing functional and commercial excellence reviews and incorporate the feedback and the findings into the launch and broader go to market strategy.
On an ongoing basis, analyze market trends, clinical practices and conduct primary and secondary market research to identify and validate customer needs, target segmentation, addressable market size and growth potential.
Develop and strengthen the product value offer, the target product profile and positioning in collaboration with key cross-functional partners and as per the findings through market research, industry trends, KOL interactions as well as the changing program needs.
Work closely with Medical Affairs and HEOR to ensure robust evidence plans and enduring/differentiating messaging.
Identify and cultivate strategic partnerships with the POC and core laboratory diagnostics companies to ensure compatibility, drive growth and improve market positioning.
Partner with Marketing Communications team and external agencies to develop and implement differentiated positioning, communication and advertising strategies to improve brand visibility and promote products.
Drive platform growth by leading commercial strategies outside product line responsibilities across business groups and units, linked directly to the long-term growth objectives for the business.
Successfully partner and collaborate with regional marketing and cross-functional leaders, to ensure the development and execution of comprehensive marketing and product strategies, tactics and messaging.
Develop and deliver annual global marketing and strategic plans and guide regional marketing teams in the development of their plans.
Implement all company policies, procedures and business ethics codes and ensures they are communicated and implemented within the team.
Experience and Education
Bachelor's degree in business or science is required. Ph.D., MBA or other graduate degree is strongly preferred.
A minimum of 7 years of relevant Strategic Marketing, Business Development, Program Management, R&D experience in life sciences, biotechnology, medical device or other healthcare field with a consistent track-record of dedication and results is required. A combination of Strategic Marketing/Innovation and R&D/Program Management experience strongly desired.
Experience working in a sophisticated matrixed organization with global responsibilities is preferred.
Knowledge, Skills, and Abilities
Strategic problem solver with confirmed ability to formulate and implement marketing and product strategies, convert these into tactical marketing plans, and deliver results.
Creative out-of-the-box approach, is intellectually curious, stays current on new trends, and takes calculated risks with novel ideas. Consistent track record redirecting a commercial strategy or deliver a "turnaround" in business performance is strongly desired.
Sound decision making capabilities and the ability to make decisions, even in the absence of consensus when vital.
Excellent social skills with the ability to develop positive relationships with internal and external partners.
Strong leadership presence with the ability to use organizational channels, experience and influencing skills to negotiate and persuade others.
Excellent organization skills and the ability to meet tight deadlines in an environment of opposing priorities. Ability to routinely work on multiple tasks with multiple people while successfully prioritizing.
Excellent presentation and communication skills for a wide variety of audiences.
Managerial courage to speak up when important information or questions must be raised and acts when issues must be addressed.
Flexibility to travel globally to regions and customer sites, 15% of the time.
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
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.
