BD (Becton, Dickinson and Company) Global Marketing Communications Manager in Franklin Lakes, New Jersey
Job Description SummaryUnder supervision of the Senior Global Marketing Communications Manager, this associate will develop and execute strategic, integrated marketing communications plans for global initiatives and priority regions. Translate marketing and business objectives into marketing communications plans that are impactful, relevant and measurable. Ensure all plans include meaningful metrics to evaluate communication effectiveness. Manage the work of internal/external agencies and function as “creative translator” to interpret business/marketing needs and preferences in a way that enables them to deliver effective, on-target creative strategies and impactful tactics. Oversee the creative development process, including creative concepts and message development to ensure alignment with brand essence and product/solution positioning. Marketing communications campaigns and projects may include multimedia channels, including print, digital and web. Manager is responsible for all aspects of creative and final project production to ensure deliverables are on time and within budget. Management of the marketing communication plan requires decisions relative to style, format and content, as well as judgements about production timing and cost negotiations. Approve, when necessary, graphic layout, photography, video, printing proofs, etc. Manage the copy approval process in accordance with BD Quality procedures. Associate may need to participate in Quality audits related to MarCom operations processes, i.e. copy approval.
Collaborate with marketing to develop, execute and monitor global and/or regional strategic integrated marketing communications plans that deliver on business plan and marketing objectives. Drive planning efforts and oversee execution of marketing communications plan through to completion. Gain approval on MarCom plans from regional and/or global marketing and MarCom leadership. Ensure agreement on tactical scope including proposed budget, timing and impact metrics.
Participate in the development of the annual marketing planningprocess including ASR and regional strategic plansby attending marketing planning meetings, providing input regarding communication strategies, making recommendations on appropriate communication channels and tactics based on customer insights and knowledge of customer buying process. Review communication budget needs with Marketing to ensure appropriate funding is available to execute.
Assist Marketing with the development of insights-driven value offers, positioning statements and key messages, taking into consideration customer value drivers, evidence-based BD capabilities and competitive positioning. Propose communication channels and timing that align with marketing objectives and the customer buying process. Build metrics into all campaigns. Review and report campaign results to business leaders.
Develop deep understanding of business and marketing objectives, competition, target customers, market conditions and healthcare trends to ensure marketing communications plans effectively address these factors. Stay current on marketing communications trends including new technologies, customer-preferred channels, organizations/associations and KOLs. Share best practices across MarCom team and MDS platforms/regions. A solid understanding of the principles of customer centricity and message segmentation is required. Message segmentation should be incorporated into all applicable marketing communications.
Manage internal and external agency relationships to ensure timely completion of projects and appropriate spending. Develop agency Requests for Proposals (RFPs) and lead the decision making process to determine which creativeresource/partneris the best fit for the marketing need. Initiate and lead project kick-off and planning meetings with marketing and creative vendors/agencies. Develop creative briefs and recommend appropriate creative vendors/agencies depending on project scope and necessary skills needed to execute deliverables. Develop and facilitate input and feedback with creative and production services. Review creative concepts to ensure effective alignment with objectives, brand essence andproduct/solutionpositioning.
Create, plan and implement lead nurturing programs using digital marketing platforms (Marketo, SFDC)as appropriate.
Facilitate cross-functional collaboration with key stakeholders to bring key initiatives to market,includingclaims/content development and approvals.Manage and ensure compliance to the copy approval process. This includes leading promotional review committee meetings (PRC), helping to achieve consensus and approval on claims, supporting data and final collateral.
Ensure meaningful tracking mechanisms are built into all communications campaigns and measured results. Report/publish progress against plan and impact results to marketing and business management.
Manage all project elements per the allocated budget. When necessary, approve final production art and supervise production phases. Manage the distribution of approved marketing communication materials to internal and external audiences. This may include headquarters, field sales, media outlets, customers, etc.
Co-lead with Marketing the development and execution of strategic marketing plans for national and/or international conventions. This includes annual recommendations oftradeshows to attend based on: target audience, relevance to marketing strategies and evaluation of prior shows results. Develop integrated communications plans for each show aligned to marketing objectives including recommendations for a strong presence including, but not limited to, sponsorships, pre, during and post-show promotional activities and customer engagement, market research, symposia, KOL engagement, etc. For some larger conventions, may be required to be the cross-business Marketing Communications lead representative.
Maintain ongoing relationship withcorporate PRand various media representatives to stay informed about editorial and promotional opportunities. Recommend appropriate media outlets that align with target audiences and marketing objectives. Maintain ongoing relationship with various advertising and creative groups.
Consult with BD Sales Consultants as appropriate in the development of marketing communication materials. Maintain customer awareness by working periodically in customer accounts with Sales Consultants and/or attending tradeshows.
Promote a culture of high performance and continuous improvement that values learning and a commitment to quality.
Bachelor’s degree required in advertising, communications, and marketing or related field, or equivalent work experience. An advanced degree in a related field is desirable.
Experience working with agencies, managing print production, photo and video shoots, and design projects is mandatory.
Strong computer skills such as Word, Excel, PowerPoint, and other software programs are required.
Communications planning experience is also necessary.
Four years marketing communications experience is required,preferably in B2B healthcare.
Ability to travel 20%
Depth of Marketing Knowledge with at least 4+ years of marketing communications experience, including plan development to support market shaping efforts, product launches and product lifecycle management, media planning, message segmentation, assessing vendor capabilities and managing the creative development process.
Proven Strategic Thinking capability, including near-term and long-term portfolio strategy development, translating business goals and marketing objectives into communication strategies that deliver measurable results.
Efficient resource planning and management.
Honed Tactical Skills ranging from customer needs identification/definition, development of creative briefs, tradeshow management, media management – print, web, etc.,
Depth of Market Knowledge with 3-5 years industry experience. Strong knowledge of BD and competitive product portfolios preferred.
Strong Customer Focus including value proposition development, needs identification,development of product training support tools, experience in the field with sales force and customers, and a bias towards responsiveness.
Track record of Creativity in new idea generation and customer needs identification.
Excellent oral and written Communications , active listening skills, effective team player and team leader.
Driven for Success and record of timely and effective execution in spite of multiple/conflicting priorities.
Excellent Project Management Skills as demonstrated by ability to define scope and resources required, as well as execute project deliverables.
Demonstrated Analytical Strength in project costing and ROI modeling.
Track record of Continuous and Versatile Learning , both formal and informal (by observation, by doing, and learning from mistakes).
Clear Action Orientation manifested by fast pace with minimal supervision, effective priority balancing, and general competitiveness.
Highly effective interpersonal skills, Professional Maturity 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
Demonstrated Leadership as shown throughability to influence without authority, navigate matrixed organization,and being viewed as a valued advisor/ contributor.
Strong Communications Mentorship Capability demonstrated by ability to lead and teach others in key marketing communications strategies and tactics.
A strong Work Ethic with the ability to work independently or as part of a team, self-disciplined, ability to manage and prioritize workload and exhibit solid time management skills.
Primary Work LocationUSA 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