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BD (Becton, Dickinson and Company) Associate Director, WW Strategic Marketing – Integrated Diagnostic Systems in Baltimore, Maryland

Job Description SummarySolutions across the end-to-end diagnostic continuum will drive category distinction for the IDS business. The Associate Director will collaborate closely with IDS BLs, regional marketing and sales leaders to develop and coordinate value propositions and messaging that result in the execution of integrated go-to-market plans for solutions. The ideal candidate will influence the marketing strategy globally (e.g., marketing mix, new channels, etc.) and will contribute multi-national expertise on where to invest, in consultation with the global businesses and regions. S/he will need to drive awareness of the importance of connecting the diagnostic processes and enabling the cultural and process shifts necessary to drive impact.

Job Description

Work with the global and region teams to:

  • Inform the solutions roadmap and go-to-market approach with deep market insights, utilizing techniques like customer journeying. Understand: 1. Delighters, dissatisfiers, 2. Considered and unconsidered needs, 3. The role that various customers play in the decision process, including how they buy, their key buying criteria, and who/what will influence their decision.

  • Champion business models that support the buying process and enable customers to easily buy multiple services and products as a solution.

  • Develop annual solutions marketing plans that outline the business/market objectives. The plan should clearly define the strategic approach and budget rational for key activities and business choices needed to drive both new customer acquisition and customer retention/ development. It should also tie to the BL/BG plans.

  • Create and execute go-to-market plans informed by competitive, market, and customer intelligence; inclusive of horizontal and vertical product positioning within portfolio; contracting approach & execution; strategies to manage product launch and end of life (i.e. timing/dependencies); pricing, channel readiness. Go-To-Market responsibilities include:

  • Defining commercialization goals, objectives, success criteria and metrics and measure results

  • Identifying market segments and value offer/positioning

  • Collaborating with region to define targets

  • Proposing pricing strategy

  • Building market surveillance and evidence generation strategies that lead to reference-able customer advocates that can tell the story for a given solution

  • Delivering comprehensive solution training to sales (and customers, as needed) that details customer and BD requirements

  • Ensuring that plans tie BDWoM and BDWoS together to optimize sales effectiveness, identifying and addressing gaps that would adversely impact effective execution.

  • Developing support tools/processes to increase sales productivity and effectiveness in field, i.e. WhiteBoard, PPT, etc.

In addition to the above, the leader will have opportunities to lead other high-visibility strategic projects and initiatives outside the role’s scope of responsibilities.

Requirements:

  • 7+ years of experience in marketing

  • Sales experience a plus

  • 4+ years of experience within the medical device/pharma industry

  • Experience with Laboratory customers is a plus

  • Downstream and upstream marketing experiences and have demonstrated marketing excellence in past roles.

  • Worldwide mindset and strong collaboration skills.

  • History of effective cross-functional collaboration (R&D, Finance, Quality, Manufacturing, Business Development) in new product and business development.

  • Experience communicating with senior leadership. Strong verbal and written communication skills and experience with transformation initiatives is a plus.

  • Strong influencing skills and ability to work in a highly matrixed organization.

  • Drive for execution, ability to work independently and maintain focus on key business drivers

  • Demonstrated strategic marketing skills (competitive analysis, voice of customer, buying process, business modeling, market research, road mapping / portfolio management, and value proposition and messaging development)

  • Demonstrated leadership skills (Business Acumen, Execution/Drive For Results, Strategy Development, Constructive Challenge)

  • Strong financial and analytical skills

  • MBA preferred.

Becton, Dickinson and Company is an Equal Opportunity/Affirmative Action Employer. We do not unlawfully discriminate on the basis of race, color, religion, age, sex, creed, national origin, ancestry, citizenship status, marital or domestic or civil union status, familial status, affectional or sexual orientation, gender identity or expression, genetics, disability, military eligibility or veteran status, or any other protected status.

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Primary Work LocationUSA MD - Sparks - 7 Loveton Circle

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Becton, Dickinson and Company is an Equal Opportunity/Affirmative Action Employer. We do not unlawfully discriminate on the basis of race, color, religion, age, sex, creed, national origin, ancestry, citizenship status, marital or domestic or civil union status, familial status, affectional or sexual orientation, gender identity or expression, genetics, disability, military eligibility or veteran status, or any other protected status.

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