BD (Becton, Dickinson and Company) Global Marketing Director, Research Reagents in San Diego, California
Job Description SummaryThe Global Marketing Director will lead the global marketing function for Life Science Research Reagents (LSRR) including the Sirigen and Optibuild brands of reagents and other new technology platforms. The incumbent will be accountable for providing critical input into managing the LSRR portfolio, including portfolio strategy, new product development, developing and executing marketing plans, P&L management / optimization and developing marketing competencies within the worldwide and regional teams.
S/he will be an important member of the LSRR Platform Team representing worldwide and regional marketing for portfolio, go-to-market and commercial execution related decisions and investments.
The incumbent will oversee a team of marketers to provide direction and oversight across the portfolio on both upstream and downstream activities. S/he will also serve as a project leader for key strategic projects as well as annual strategic planning deliverables such as Portfolio Review, ASR, Annual Marketing Plan and Marketing Budget.
Business & Portfolio Strategy
Manage the annual strategic and financial planning process for marketing in collaboration with the Global Platform Leader and Platform Team.
Play crucial role in refinement and execution of the LSRR go-to market (GTM) strategy and product launches in collaboration with the Research Solution Marketing Teams, Regional Commercial Teams and other functions.
Co-lead with R&D the annual Portfolio Review process including evaluation and financial analysis of new concepts in conjunction with the broader portfolio of projects in development.
Oversee financial analysis of business results, including market share, revenue forecasts, pricing and exclusivity, financial planning, budget and P&Ls (risk exposure).
Involved in the development of materials for periodic management reviews with the LSRR Platform, Research Solutions Platform, BDB LT and senior leadership.
In addition, the Global Marketing Director will be accountable for leading, overseeing, coaching and developing a team of marketers:
Where to Play
Oversee segment unmet needs and pipeline assessments in collaboration with the Regions and Research Solutions Platform to manage and refresh market segmentation (e.g., Market Atlas) and analyze key trends and critical market growth segments.
Oversee development of market models and revenue forecasts for platform of products and across solutions platform.
Oversee competitive benchmarking to inform new product concepts, line extensions and positioning of commercialized products.
Oversee and lead immersion and activation of global customer segmentation solution.
Collaborate with BDB leadership and Platforms to scout and analyze new technologies and companies.
How To Win
Analyze business results including market share, buying process, promotional results, market research findings, competitive activity, etc. to inform portfolio and go-to-market strategies.
Provides expert product marketing and brand management knowledge, experience, tools and guidance in the development of sustainable competitive advantage.
Develop SWOT, Key Issues & Opportunities, annual Marketing Objectives and Plan-of-Action.
Oversee development of product roadmaps, including generating new product concepts with associated business cases to support portfolio review and annual strategic review.
Provides expert strategic marketing knowledge, experience, tools and guidance in the development GPDS projects.
Leads and/or oversees ideation, development and refinement of the brand platform including positioning, brand identity and message platform.
Oversee development of economic value proposition and systematic segment-specific pricing guidance to maximize revenue/grows margin per customer.
Analyze marketing channels and activities and recommend marketing mix to optimize brand activation, share of voice and spend levels
Marketing Plan Execution
Develop and execute annual marketing plan, tactical plan and manage budget for platform/products.
Oversee market research to assess unmet needs, awareness and perception, inform development and refinement product / platform strategy, design specifications and validation.
Oversee development and execution of operational marketing tactical plan for LSRR and platform/products and manage promotional budget.
Oversee marketing mix strategy and development and communication of the brand strategy through relevant media channels, advertising placement, etc., including digital strategy, including website and online media.
Drives development of best in class Market Shaping Strategy and execution in collaboration with the regions and other platforms.
Oversee development of promotional and sales materials for LSRR and platform/products. Oversee development of tradeshow/congress strategy plan and oversee/execute plan with WW and regional teams. Oversee development of public relations strategy, plan and projects with BD PR and WW Marketing Communications. Oversee prioritization and development of publications and white papers in conjunction with relevant stakeholders.
Oversee development of training plan within WW and regional sales and marketing teams.
Evaluate marketing activities and refine plan according to relevant metrics/KPIs to ensure consistent delivery of marketing mix. Oversee market research to assess awareness and perception and inform development/refinement of LSRR and platform/product brand and product development.
Primary Work LocationUSA CA - San Diego (BDB)
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