Job Description Summary

Job Description

The VP Global Marketing – BD Connected is a critical marketing leadership role responsible for creating an enterprise marketing strategy across all BD smart medical technologies and future portfolio/service and application solutions to create enhanced value for our customers, setting the pace for innovative solutions that Advance the World of Health.

This senior leadership role will require a visionary leader who can inspire and enable Marketing Excellence, shaping the future of our brand and leading the development of BD Connected – our integrated, enterprise approach to enhancing clinical care and operational efficiency across the continuum of care.

KEY RESPONSIBILITIES:

Market Analysis

• Derives strategic inputs and market intelligence to identify the core
  business opportunities for connected care solutions and offerings; this includes in-depth market research to identify trends, opportunities, risks, competitive landscape, customer needs, etc
• Collaborates with Business Unit partners and Insights COE to develop deep customer insights,  key trends and competitive analysis, inclusive of external sources, VOC methodologies as a standard component of strategy development

Marketing Strategy

• Develops integrated marketing strategy that is informed by  customers’ insights and key thought leaders to align with vision of advancing healthcare through innovative solutions
• Establishes clarity on customer needs and potential new applications, workflows and solutions that could be brought into the innovation system for assessment and investment consideration, emphasizing feasibility and complementing the focus of the technology
• Owns and develop annual strategic review process for BD Connected, monitoring for performance and adjusting operating plans as needed to deliver results
• Relentlessly drives continued commercial excellence through the adherence, improvement and advancement of marketing processes such as GPDS excellence, marketing planning cycles, launch readiness planning and pricing strategy and governance
• Constantly assesses marketing opportunities to accelerate value for health systems; identifying option to accelerate portfolio growth and profitability

Brand

• Develops and executes comprehensive brand strategies to build BD Connected market presence and brand equity as a competitive advantage. Ensure brand consistency across all BUs, marketing channels and materials.
• Designs customer experience solutions in keeping brand objectives, holistically across  customer journey to differentiate BD-Connected offering
• Supports communications strategy for external audiences

Marketing Leadership:

• Inform campaigns for product launches that leverage BD - Connected campaigns, including marketing programs, sales tools/training and digital demand gen.
• Drives functional excellence and advancement in all aspects of strategic and tactical marketing to support business
• Foster commercial excellence through advancement of marketing processes: GPDS, Marketing planning, launch readiness, pricing strategy and governance
• Promotes culture of Innovation within marketing team, setting high standard for  continuous improvement and customer centric action orientation
• Tracks and report on key performance metrics to measure the effectiveness of marketing initiatives; manage budget and resource allocation decisions
• Optimizes marketing spend to maximize ROI.

Strategic Upstream Marketing:

• Leads the development of long-term marketing strategies, focusing on market analysis, identification of unmet needs, and competitive landscape assessment. Collaborate with cross-functional teams particularly STS, AI accelerator, MMS and APM teams to drive innovation and product development.

Product Launch Leadership:

• Leads the launch process, including market need identification, market data analysis, customer buying process understanding, and competitor behavior analysis. Develop and implement product launch plans in partnership with cross-functional and cross-BU partners.

Partnership Development:

• Identifies, engages, and develops partnerships with key opinion leaders and influential societies to gain market access for BD Connected ecosystem.

Portfolio Operation:  

• Leads portfolio prioritization for BD Connected in collaboration with  Business Units and STS stakeholders

Requirements:

• 10+ years' experience in healthcare technology / software (SaaS, connected systems, analytical services, etc.) marketing.
• Bachelor’s degree in marketing / business / engineering; MBA preferred.
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