BD (Becton, Dickinson and Company) Marketing Manager, Molecular Diagnostics & POC, IDS, CASAJ in The Strategy, Singapore
Job Description Summary
Regional Marketing Manager – Molecular Diagnostics & Point-of-Care (POC)
BD is looking for a strong, dynamic marketer to drive growth in BD’s Molecular & POC franchise. We need someone who can deliver results with our current solutions portfolio and prepare the market for our future innovations.
The Marketing Manager, Molecular Diagnostics & Point-of-Care for Central and South Asia, Japan will be responsible for regional downstream marketing of BD’s strong portfolio of BD MAX Fully Automated Molecular system and BD Veritor Plus System in Central and South Asia, Japan in support to the regional Associate Marketing director and will work collaboratively with multiple stakeholders including country market teams, scientific and medical affairs, service, and others to develop and execute successful commercialization strategies for existing and new products. He/she will be responsible for developing key insights into market opportunities, creating solutions to commercial barriers, shaping the market for our solutions, and executing strategies to drive financial performance.
Opportunity Identification and Analysis
Cultivate and maintain clear understanding of customer needs; continually assess gaps against BD and competitor products; identify and evaluate new product development or portfolio expansion opportunities.
Continuously collect market intelligence by analyzing industry, public policy, and social trends to identify new market requirements, customer attitudes, demands, behaviors, and unmet customer needs.
Assess the competitive landscape and track competitive activity and dynamics through targeted market research, and ad-hoc situational analyses to inform relevance of, and recommend changes to, marketing and business development strategies, as applicable.
Market Selection, Shaping, and Targeting
Deploy marketing strategy best practices for segmentation, targeting, and positioning to acquire and retain customers; define and deploy differentiating value offers, and go-to market strategies.
Coordinate development and deployment of HEOR evidence generation activities, as applicable, to shape target markets.
Develop and recommend regional channels strategies that enable proposed market targeting and positioning.
Manage the annual marketing planning process for assigned product portfolio, by coordinating the development and execution of marketing plans.
Work closely with sales and marketing teams in the region to track and manage sales revenue generation from all targeted customer groups, as appropriate for the achievement of the annual budget, and which addresses issues of product management, resource, effective operations, tactical implementation and business development opportunities.
Actively work in the field to present our solution and drive business leads in the market
Business Case Development
Apply best in class market research practices to test inputs and assumptions and ensure that models provide robust decision-making insights for business strategy, marketing strategy, and portfolio management decisions.
Serve as voice-of-customer and voice-of-business by translating internal suggestions/ideas, discussions, decisions and initiatives into customer and market impact assessments, and provide feedback to key decision makers and stakeholders about potential customer, revenue, or profitability impact.
Perform competitive channel and pricing analyses to develop optimal regional pricing strategies.
Deploy and reinforce BD brand and corporate identity strategy across the assigned product portfolio, both internally and externally.
Go-to-market (GTM)/Product Launches
Define regional marketing programs required for demand generation and customer acquisition and retention.
Plan and coordinate the execution of launch plans.
Coordinate with country counterparts like country Marketing, Service, Supply Chain, and Sales on regional product launch activities.
Sales, Inventory, and Operations Planning (SI&OP)
Coordinate the reconciliation of aggregated regional demand with financial forecasts for assigned product portfolio
Identify key regional demand trends and provide feedback to platform leadership on potential impact to global business performance and financial outcomes.
Provide periodic updates to global and country marketing team, as well as key business and functional, global and country counterparts and stakeholders, about the marketing strategy and financial performance for assigned market segment and product portfolio.
Drive the initiation, planning, deployment, and execution of key projects and programs to ensure the timely completion of marketing deliverables towards the achievement of established marketing strategies.
Work with country marketing teams to verify and align country marketing strategy implementation plans with the global ones.
Support annual/quarterly business planning process.
Develop and manage regional product portfolio sales forecast to achieve financial performance targets
Monitor and report on effectiveness of marketing strategy execution, by leading the development and tracking relevant metrics and performance indicators.
Ensure that budgets, schedules, and functional (Marketing) performance requirements are met.
Product Manager - Marketing Manager (Strategic/Tactical) =>40/60
Key Leadership Qualities include:
Drive for execution, ability to work independently and maintain focus on key business drivers
Influence others: Intuitively and quickly assess people and situations and act accordingly. Demonstrate strong persuasion and timing skills.
Ability to work effectively and collaboratively in a matrix environment.
Display strong analytical and strategic thinking and reinforce this behavior in matrix interactions
Demonstrate and promote leadership courage by doing what is right and by always keeping the customer at the center of every decision.
Dealing with ambiguity: Demonstrate agility and action orientation when facing change and uncertainty. Effectively manage change and instill confidence.
Encourage and promote inclusive and diverse thinking, from both an internal and external view
Excellent presentation, communication, interpersonal and persuasion skills
Requires a BS, MBA in Marketing or Business is preferred.
Requires 5+ years of marketing and/or sales experience. Preference for medical technology or diagnostics with ideal experience including molecular biology or infectious diseases
Strong business and financial acumen is desired.
Experience with Marketing Excellence initiatives is desired.
Regional work experience is preferred.
Travel up to 50%
Singapore location is desired
Primary Work Location
SGP The Strategy
BD is a leading global medical technology company that creates medical technology, devices and laboratory equipment for a variety of needs across the healthcare continuum. At BD, we are looking for candidates who possess passion, innovative solutions and a commitment to our one mission of improving access to groundbreaking medical and biotechnology services for people near and far, delivering state-of-the-art technology and cutting-edge research in the battle to fight and cure infectious diseases. With a global reach that extends across 50 countries worldwide, our network of professionals collaborates on effective measures to deliver enhanced patient quality such as lower health care delivery costs, improved health care and safety, and expanded health care for all. Join our company and see how you can become a part of one global mission to make a difference in human health.