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Associate Director Marketing, Strategic Customer Growth
Associate Director Marketing, Strategic Customer GrowthBecton Dickinson • San Diego, CA, US
Associate Director Marketing, Strategic Customer Growth

Associate Director Marketing, Strategic Customer Growth

Becton Dickinson • San Diego, CA, US
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Associate Director Of Marketing

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 usfrom design and engineering to the manufacturing and marketing of our billions of MedTech products per yearto 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.

Job Description Summary

The Associate Director of Marketing will be responsible for the strategic customer growth in the US Region for the Medication Administration Portfolio, including the BD Alaris Infusion System, BD Alaris EMR Interoperability, Medication Safety Analytics, Alaris Support Programs, Infusion Preparation & Delivery Consumables, and IV Fluids Portfolio.

This role will focus on establishing and coordinating go-to-market (GTM) plans leveraging BD Way of Marketing (BDWOM), GPDS / Launch Excellence Principles, MMS Sales Process and Win Room Operating Model frameworks. The leader will report directly to the Sr. Director of Marketing, Medication Administration-Infusion. This role will partner closely with cross-functional and regional partners to identify opportunities, plan strategies and tactically execute Commercial Excellence through profitable market share growth and portfolio expansion initiatives.

Primary Responsibilities :

  • Owner of Capital, Software, Support and Consumables Revenue Growth Achievement
  • Own, execute and track US Region annual strategic review (ASR) needle movers and commercial excellence growth initiatives.
  • Define and Deliver GTM strategy, Brand Positioning, Segmentation and Insights.
  • Execute Omnichannel Brand Campaigns to drive awareness, increase lead generation and opportunity pipeline.
  • Drive competitive differentiation and strategies across BD Alaris, BD Medication Administration Vial to Vien, MMS Medication Use Process, BD Connected Care and One BD that advance the world of health and deliver profitable growth.

Role Executives :

  • Develop an annual strategic marketing plan in alignment to BDWOM SWOT and GOST.
  • Execute market research initiatives, supported by consultants, and develop actionable recommendations to the business.
  • Responsible for market understanding & gaining a deep comprehension of market dynamics, competitive capabilities, and trend implications.
  • Drives customer understanding as a core foundation to develop deep insights.
  • Leads strategy for market segmentation to divide market, customers, and / or account behaviors into well defined and distinct groups that are meaningful, identifiable, and actionable.
  • Utilizes objective and repeatable data to define, establish, report PAM, TAM, SAM and SOM. Monitor competitor activity and current industry activity through published sales and pricing data and other publicly available sources.
  • Partnership excellence with marketing communications to deliver a strong brand strategy and competitively differentiated positioning.
  • Deliver marketing campaign excellence in both product launch and always-on marketing strategies across tested and new omni-channels.
  • Lead downstream marketing efforts in the US region, ensuring supporting marketing content, tools and activities are in place and in alignment to the BD MMS Sales Process.
  • Monitor and report business performance / achieving annual sales committed contract goals as a leading indicator to revenue achievement.
  • Cross functional collaboration to define pricing strategy, marketing programs, SPIFF / commission plans, and contractual terms.
  • Collaborate with product management, marketing communications, and sales to develop product positioning and messaging that resonate with our target buyer and supports BD MMS Sales Process.
  • Develop customer success material to highlight best practices, including testimonials, case studies, videos, and webinars.
  • Develop evidence generation plan targeted at influencing the buying decisions.
  • Develop and support delivery of sales training plans and training meetings.
  • Develop support tools / processes to increase sales productivity and effectiveness.
  • Develop post market surveillance and proactive service strategy, plan, and execution that ensures referenceable customer sites.
  • Oversight and management of external business & third-party partner relationships.
  • Partner with upstream strategic marketing to help shape and commercialize future releases related to BD Alaris Infusion System.
  • Support commercial teams through tradeshows, safety center demos and customer presentations.

    • Leadership :

  • Demonstrate strong and clear accountability for revenue performance as part of a cross-functional team, developing excellent working relationships with all functions critical to need mover achievement.
  • Demonstrate leadership, learning agility and action orientation when facing uncertainty. Instill confidence through leadership and actions.
  • Intuitively and quickly assess people and situations and act accordingly. Demonstrate strong persuasion and negotiation capabilities.
  • Promote and leverage diversity to achieve best outcomes and an inclusive work environment. Ensure all interested parties have opportunities to influence and contribute to decisions and outcomes.
  • Demonstrate and promote leadership courage by doing what is right. Instill confidence in associates and customers.
  • Demonstrate agility and action orientation when facing ambiguity, change and uncertainty. Effectively manage change and instill confidence.

    • Education and Experience :

  • Bachelor's degree required with a focus in marketing, business, communications, or nursing preferred. MBA is desired but not required.
  • Minimum 7+ years' marketing or sales experience in Acute Care Health System capital, software, and medical device related services experience is highly preferred.
  • Previous experience with Medication Administration / Infusion Pump technologies is highly preferred.
  • Strong Financial P&L and Business Acumen required.
  • Experience in planning, executing, and measuring marketing programs, experience in product launch and omnichannel campaigns highly preferred.
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