About the role:
The Global Marketing Manager – Clinical Assays is responsible for leading global product marketing strategy and downstream commercial execution for a portfolio of regulated in vitro diagnostic (IVD) kits and RUO kits. This role owns global positioning, messaging, launch excellence, market development, and lifecycle marketing to ensure successful adoption and growth across different regions.
Reporting to Associate Director of Product Marketing, this highly cross‑functional role partners closely with Product Management, Regulatory Affairs, Medical Affairs, Regional Marketing, Sales, and MarCom to translate product intent and clinical value into compelling and differentiated go‑to‑market strategies.
Key responsibilities include:
Global Product Marketing & Positioning
- Lead global product marketing strategy for assigned clinical assay portfolios, including positioning, segmentation, target customer profiles, and differentiated value propositions across clinical settings.
- Develop and own compliant global messaging frameworks that articulate clinical value, workflow impact, competitive differentiation, and economic benefits.
- Serve as the global marketing subject matter expert for assigned assays, ensuring consistency of positioning and messaging across regions.
Go‑to‑Market Execution
- Lead global go‑to‑market planning for new IVD kit launches in close partnership with Product Management, Regulatory, Medical Affairs, and regional teams.
- Develop and execute comprehensive launch plans, ensuring readiness of all downstream marketing, sales enablement, and promotional assets aligned with regulatory approvals and intended use.
- Own post-launch marketing strategy, including adoption acceleration and messaging optimization as well as monitoring market performance, adoption trends, and competitive activity to inform ongoing marketing actions.
Market Development, Regional Enablement & Key Accounts
- Drive global market development initiatives to accelerate adoption, including identification of priority segments, use cases, and barriers to adoption across regions.
- Partner with regional marketing and sales teams to translate global strategies into effective local execution, tailored to healthcare systems and reimbursement environments.
- Develop scalable global training programs and toolkits to enable regional teams and key accounts with strong clinical, competitive, and value‑based selling capabilities.
- Support strategic customer engagements, key accounts, and tenders by providing clear, compliant, evidence‑based value stories and enablement tools.
Claims, Evidence, KOL & HEOR Collaboration
- Lead development of marketing claims and value narratives in collaboration with Medical Affairs, Regulatory, and Product Management, ensuring accuracy and compliance.
- Translate clinical evidence, guidelines relevance, and health‑economic outcomes into clear, market‑relevant messaging for commercial use.
- Support KOL engagement, guideline awareness, and scientific education initiatives from a marketing perspective.
- Enable regional teams with approved HEOR‑based and outcomes‑focused messaging to support value‑based customer conversations as evidence matures.
About you:
The ideal candidate brings deep experience in regulated diagnostics marketing, strong understanding of clinical flow cytometry workflows and customer decision drivers, and a proven ability to execute global marketing strategies in a complex, matrixed environment.
Required education and experience
- Bachelor’s degree required
- At least 5 years of experience in product marketing or commercial marketing within diagnostics, IVD, or medical devices
- Demonstrated experience marketing regulated IVD or clinical diagnostic products in a global environment
- Strong understanding of clinical lab workflows, customer buying processes, and diagnostic adoption drivers
- Proven track record of leading global launches and downstream commercialization initiatives.
- Experience working with regulatory, medical, and quality teams
- Excellent communication, storytelling, and presentation skills for both commercial and scientific audiences
- Strong analytical mindset with ability to translate data and insights into actionable marketing strategies.
- Demonstrated ability to operate effectively in complex, matrixed, global organizations.
- Willingness to travel domestically and internationally (30%+), and to engage in meetings outside standard business hours to support global time zones
Preferred qualifications:
- MBA or advanced degree in Life Sciences, Business, or Marketing
- Bi-lingual (Spanish and English)
- Experience translating clinical, outcomes, or health‑economic evidence into customer‑relevant value stories; HEOR or cost‑savings modeling experience
- Oncology/hematology diagnostics experience
- Experience in clinical flow cytometry
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.
