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, US Molecular Diagnostics is responsible for driving the profitable growth of the Molecular Diagnostics Business Lines- a part of the overall Diagnostic Solutions (DS) business unit- and other Business Group objectives through the development of comprehensive commercial and product marketing strategies and execution of tactical marketing plans and programs. The Molecular Diagnostic business is one of the biggest growth drivers for DS with innovative products that have the potential to eradicate cervical cancer and quickly diagnose diseases that can impact our patients’ daily lives. 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 DS Business are achieved. The role will be responsible for leading a team of Molecular Marketing Associates. The Director of Marketing reports directly to the VP of Global and US Marketing.

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, targeting and demand forecasting, product launches, pricing strategies, digital marketing, marketing automation, 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 DS capabilities promise and support C-Suite value creation.

• Establish, implement, and maintain "best practices" in brand marketing, this includes use of BD Way of Marketing. Responsible for the 4 Ps of Marketing in partnership with the global marketing team: (1). Pricing excellence & governance, (2) Promotions focused on how US customers want to purchase or learn about our solutions (ie: tradeshows, marketing programs, sales programs and digital marketing campaigns), (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 pre and 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