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Associate Marketing Director, Point of Care

Company: Becton, Dickinson and Company
Location: Parkville
Posted on: August 3, 2020

Job Description:

Company Name: Becton Dickinson & Company Location: Parkville, MD Approximate Salary: Not Specified Date Posted: July 28, 2020 Associate Marketing Director, Point of Care Job Description Summary Job Description Summary: The Associate Marketing Director, Point of Care is responsible for the BD Veritor portfolio across all Acute & Non-Acute care settings, inclusive of traditional and non-traditional customer segments. With the recent addition of COVID-19 testing to the Veritor menu of assays, the potential for serology devices to be launched and the development of our molecular point of care portfolio, this leader will be responsible for developing the Business Group as a strategic growth driver and unlocking the potential for sales > $500MM per annum. The leader will be responsible for a team of 2 marketing associates and will effectively collaborate across the matrix to build and execute strategies to rapidly grow our business by understanding customer needs, analyzing the competition, and developing differentiated positioning as part of the integrated BD Veritor value offer. This key marketing leadership role develops and executes multi-year business plans to produce maximum sales growth and profitability, both individually and through the leadership of their team. In addition, this role will be responsible for launching new technologies and commercial innovation to sustainably differentiate our point of care portfolio in the US. Responsibilities: - Rapidly accelerate the growth of BD Veritor placements across the US and the adoption of our full menu of assays, with a concentration on COVID-19 and Flu A/B testing - Effectively differentiate the BD Veritor brand and drive customer/patient preference in a highly competitive environment. This includes defining customer segmentation, value offers, pricing strategy, competitive positioning, promotional and communication programs, and the development and execution of strategic and tactical marketing plans - Secure the BD Veritor base book of business, drive menu expansion within existing customers in the short-term and effectively transition specific customer segments to our future molecular portfolio over the ASR - Develop and execute fully integrated marketing communication plans to scale brand awareness, preference, lead generation and lead nurturing across the full promotional mix - Effectively leverage digital business, inclusive of digital marketing and eCommerce to expand reach and drive sales - Manage new product launches by developing and executing regional launch plans and lead (with and without direct reporting authority) regional commercial and medical teams to meet and exceed new product launch objectives - Manage a team of Associates responsible for product marketing and customer marketing programs - Develop and execute pricing strategies across the portfolio to drive business growth over the ASR and defend our category position. The incumbent will work with multiple commercial stakeholders to define, execute and measure pricing strategies, inclusive of GPO renewals and distributor pricing strategies and marketing programs - Develop annual marketing and ASR plans - lead the marketing planning process by working and aligning with regional commercial and medical leads, and Business Group marketers. Leverage the BD Way of Marketing to develop robust, fact-based plans. Work with key functions and stakeholders to align on objectives and strategies and define key drivers and risks that will drive performance. Ensure alignment to global and regional priorities and agreement on S & OP and ASR forecasts Qualifications: - Bachelor's Degree required, MBA desirable - Minimum of 10 years business experience (prior sales experience highly desirable), 5 years of experience in product/marketing management or related field in the healthcare or life sciences industry, with a consistent track-record of high performance and results - Strong customer focus including value proposition development, needs identification, training development, experience in the field with sales force and customers, and a bias towards responsiveness - Experience of regional marketing and supporting sales teams, including training development and launch management: - Depth of marketing knowledge over at least 5 years of marketing experience, including expertise in marketing plan development, market segmentation, product launch planning/execution and product lifecycle management - Proven strategic thinking capability, including near-term and long-term marketing strategy development (pricing, positioning, branding, etc.), alternative analysis, and efficient resource management - Honed tactical skills ranging from spreadsheet proficiency, collateral development, demand forecasting, sales/customer training, and market and competitive analysis - Track record of creativity in marketing tactic development, problem resolution, and new product identification - Strong business and commercial acumen, including financial acumen - driven for success and record of timely and effective execution in spite of multiple/conflicting priorities - Leadership capability/potential as shown through successful team leadership, ability to influence without authority, and being viewed as a valued adviser/contributor - Advanced analytical and problem-solving skills that are used to develop business strategies and marketing plans - Demonstrated ability to use sound, independent reasoning and judgment to establish work priorities and identify ways to optimize project timelines and to mitigate project risks/delays - Proven ability to effectively balance multiple competing priorities in a fast paced, high-growth environment - clear action orientation manifested by fast pace with minimal supervision, effective priority balancing, and generally competitiveness - Demonstrated ability to independently identify, prioritize and successfully advocate for and execute opportunities that drive high growth or improved business performance - Experience with innovation process and driving innovation projects/initiatives is desirable - Excellent oral and written communications, active listening skills, effective team player and team leader - Track record of continuous and versatile learning, both formal and informal (by observation, by doing, and learning from mistakes) - Highly effective interpersonal skills and emotional intelligence that has resulted in positive relationship building, cultural savvy, openness, and good team work, all with a high degree of ethical standards - Able to travel domestically 20-30% of the time EEO Statement 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. Primary Work Location USA MD - Baltimore Additional Locations USA CA - San Diego (Diagnostic Sys.), USA NJ - Franklin Lakes Work Shift

Keywords: Becton, Dickinson and Company, Baltimore , Associate Marketing Director, Point of Care, Executive , Parkville, Maryland

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