About the Role
Field Marketing , Reagents & Assays (US Region) owns the commercial success, adoption, and growth of the Reagents & Assays portfolio in the United States. This role is accountable for effective regional go‑to‑market execution that drives demand, accelerates funnel velocity, and delivers revenue performance across both research and clinical customer segments.
This is a highly cross‑functional, execution‑oriented role working closely with Growth Marketing, Regional Sales, Field Applications, Global Product Management, Pricing, and E‑Commerce teams. The Product Marketing Manager ensures launches, portfolio initiatives, and ongoing campaigns are localized, field‑ready, and commercially impactful in the US market.
Key Responsibilities
Product Adoption & Regional Go‑to‑Market
- Design, develop, and execute US regional go‑to‑market strategies and tactics for Reagents & Assays, including launches, line extensions, and core portfolio initiatives.
- Translate global positioning into clear, regionally relevant messaging, value propositions, and targeting.
- Own US launch readiness, including messaging frameworks, launch plans, and execution playbooks.
- Develop and maintain application‑specific positioning and messaging (use‑case stories, claims, proof points) to improve relevance across key US customer workflows.
Commercial Execution, Funnel Velocity & Demand
- Drive funnel velocity through localized marketing actions, converting leads to wins.
- Partner with Growth Marketing to execute integrated regional campaigns across digital, events, and promotions.
- Execute regional e‑commerce tactics in collaboration with Growth Marketing and digital teams to expand adoption and conversion.
Pricing, Promotions & Regional Localization
- Localize pricing, promotional strategies, and offers to align with US market dynamics and customer segments.
- Support regional pricing execution and performance tracking in partnership with sales, finance, and pricing teams.
- Provide inputs to US pricing strategy, including competitive context, price/pack architecture, discounting guidelines, and recommendations to improve win-rate and margin.
- Monitor pricing and promotion effectiveness (ASP, discount levels, mix, attach) and share insights with Pricing/Finance to support continuous optimization.
- Monitor Competitive Pricing Trends and Tactics
- Propose Counter measures for competitive trends
Field, Sales & Enablement Support
- Support field enablement through regional playbooks, sales tools, launch kits, and competitive materials.
- Partner with Sales Leadership, Field Marketing, and Applications teams to ensure strong field readiness and alignment.
- Coordinate with Field Applications to translate product capabilities into customer application guidance and field-ready tools (talk tracks, objection handling, and demo/POC support materials).
- Provide ongoing regional sales support tied to priority campaigns and strategic opportunities.
Planning & Cross‑Functional Collaboration
- Contribute to regional AOPs and strategic planning, representing Reagents & Assays priorities.
- Support segmentation and target prioritization by customer type, application, and channel, translating insights into focused US actions and campaign briefs.
- Partner with Sales and Finance to contribute to forecasting (pipeline, demand signals, and launch phasing), identifying risks/opportunities and recommended actions.
- Drive commercial excellence through performance reporting and insights (conversion, mix, pricing/promo impact), enabling data-driven decisions and continuous improvement.
- Collaborate closely with Global Product Management to provide market feedback and performance insights.
- Ensure execution aligns with brand, quality, and regulatory requirements.
Measures of Impact
- Adoption and early revenue performance of new product launches
- Funnel health and conversion rates for Reagents & Assays
- Field adoption of messaging, tools, and regional playbooks
- Contribution to regional revenue growth and portfolio mix
Qualifications & Experience:
Required
- Bachelor’s degree in science, marketing, or a related field
- 3 years of experience in product marketing, downstream marketing, or commercial roles within life sciences, diagnostics, or adjacent industries
- Experience supporting product launches, regional go‑to‑market execution, and sales enablement
- Ability to work effectively in a matrixed, cross‑functional organization
- Strong written and verbal communication skills
- Analytical mindset with comfort interpreting market data and performance metrics
Preferred
- Experience with research reagents, clinical reagents, antibodies, biomarkers,or assays
- Exposure to e‑commerce or digital demand generation
- Experience partnering closely with sales, applications, or field marketing teams
At BD, we prioritize on-site collaboration because we believe it fosters creativity, innovation, and effective problem-solving, which are essential in the fast-paced healthcare industry. For most roles, we require a minimum of 4 days of in-office presence per week to maintain our culture of excellence and ensure smooth operations, while also recognizing the importance of flexibility and work-life balance. Remote or field-based positions will have different workplace arrangements which will be indicated in the job posting.
For certain roles at BD, employment is contingent upon the Company’s receipt of sufficient proof that you are fully vaccinated against COVID-19. In some locations, testing for COVID-19 may be available and/or/required. Consistent with BD’s Workplace Accommodations Policy, requests for accommodation will be considered pursuant to applicable law.
Why Join Us?
To find purpose in the possibilities, we need people who can see the bigger picture, who understand the human story that underpins everything we do. We welcome people with the imagination and drive to help us reinvent the future of healthcare. At BD, you’ll discover a culture in which you can learn, grow and thrive.
We believe that when people connect in person, we learn faster, collaborate more deeply, and build a stronger culture. Join us and enjoy a culture where face-to-face collaboration supports your learning, your progress, and your success.
To learn more about BD visit _https://bd.com/careers_
Becton, Dickinson, and Company is an Equal Opportunity Employer. We evaluate applicants without regard to 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, and other legally-protected characteristics.
