Job Description Summary

Job Description

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 Director of Marketing, Specimen Management Business Group is responsible for driving profitable growth of the Specimen Management Business Lines, and other Business Group objectives through the development of comprehensive commercial and product marketing strategies and execution of tactical marketing plans and programs. The position will work in close partnership with their team, US IDS Sales Leadership and the Global Marketing teams to ensure that short and long-term growth objectives for the SM Business are achieved. The role will be responsible for leading a team of Business Line Marketing Associates. The Director of Marketing reports directly to the Sr. Director of US & Global Marketing Specimen Management.

Marketing Management

• Lead the development, implementation and execution of commercial and product marketing strategies and plans to achieve the Business Group objectives. This includes, but is not limited to: market analysis, assessment, segmentation (CenterPoint), targeting and demand forecasting, product launches, pricing strategies, digital marketing, marketing automation, eCommerce campaign development and associated sales tools.
• Develop, communicate, and execute quarterly, annual and ASR strategic marketing plans leveraging the BD Way of Marketing and supported by rigorous fact-based insights.
• Complete and institutionalize value offers for all major product categories – value offers must be able to “elevator” up to the higher Specimen Management brand promise and support C-Suite value creation.
• Establish, implement, and maintains "best practices" in brand marketing and product development marketing, this includes use of BD Way of Marketing and CenterPoint tools. Responsible for the 4 Ps of Marketing: (1). Pricing excellence & governance, (2) Promotions to include US tradeshows, marketing programs, and digital marketing, (3) Place to include the distribution strategy executed by Business Solutions and Channel Management and (4) Product, partnering with global teams to ensure next generation solutions will add value to the US region.
• Represent and contribute US market trends and the voice of customer (VOC) to the global product development planning process.
• Identify and maintain strong relationships with key opinion leaders, customers, professional associations, and advisory boards in the US.

Commercial Excellence & Salesforce Effectiveness

• Drive the adoption of innovation and higher value products through integrated marketing programs, inclusive of market shaping and development.
• Establish fact-based account targeting and messaging strategies to drive optimal return on sales, inclusive of account-based marketing aligned to the BDX US Region.
• Identify new business opportunities and target accounts. Develop marketing programs to retain and increase penetration in existing BD customers, and convert competitive accounts.
• Effectively leverage digital marketing programs to drive sales funnel performance (velocity and yield) and to enhance the customer experience post-purchase aligned to our Global CX strategy.
• Develop and execute strategic initiatives that enhance the mutual (Customer/BD) lifetime value extracted from instrument placements.
• Partner with Sales Leaders to drive sales process rigor, leveraging SPI and the BD Way of Selling, and funnel management to drive profitable growth.
• Establish training programs for new hires and the current sales organization that results in category share gain.
• Partner with Business Operations and Analytics to track and report Sales performance aligned to business objectives and KDGs.

• Establish annual pricing corridors by class of trade in partnership with Global Marketing and the US Region Commercial Leaders.  Leverage value-based pricing strategies and contracting excellence to accelerate sales growth and profitability.
• Works closely with GPO & NRL teams and BDX SCG to develop and negotiate agreements with key accounts in order to leverage SM and BDX product lines to maximize account penetration a