About the position
We are the makers of possible BD is one of the largest global medical technology companies in the world. Advancing the world of health™ is our Purpose, and it’s no small feat. It takes the imagination and passion of all of us—from design and engineering to the manufacturing and marketing of our billions of MedTech products per year—to look at the impossible and find transformative solutions that turn dreams into possibilities. We believe that the human element, across our global teams, is what allows us to continually evolve. Join us and discover an environment in which you’ll be supported to learn, grow and become your best self. Become a maker of possible with us. The Associate Director, Global Strategic Marketing 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
- Lead all marketing activities linked to BD’s Global Product Development System (GPDS) process for the next generation POC device.
- 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.).
- Use 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 define '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.
- 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.
- 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.
- 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 ensure they are communicated and implemented within the team.
Requirements
- Bachelor’s degree in business or science is required.
- Ph.D., MBA or other graduate degree is strongly preferred.
- A minimum of 10 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.
Nice-to-haves
- Strategic problem solver with confirmed ability to formulate and implement marketing and product strategies.
- 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.
