Product Marketing Manager, Research Instruments - US Region

Becton Dickinson Medical Devices•San Diego, CA

2d•Onsite

About The Position

The Product Marketing Manager, Research Instruments - US Region is responsible for maximizing the US commercial success of the research instruments portfolio. The role owns the regional Research Instruments marketing plan and translates global strategy into US go-to-market priorities, including segmentation, launches, commercial offers, forecasting, sales enablement, and portfolio performance management. Regional Product Marketing defines what to sell, to whom, with what value proposition, and through which commercial plan. Reporting to the Senior Director, Commercial Marketing, Americas, this role partners with Global Product Marketing, Product Management, US Field Marketing, Commercial Leadership, Sales and Field Applications, Finance, Marketing Operations, and Sales Operations. The position leads regional portfolio strategy, go-to-market planning, launches and lifecycle management, commercial performance and pricing analysis, sales enablement, and market insights for Research Instruments and associated software. It adapts global strategies and materials to US customer needs, buying processes, and competitive dynamics, and turns customer and market insights into recommendations for positioning, launches, portfolio plans, and product roadmaps. The role is based at the San Diego, California primary work location, with an additional Milpitas, California location listed. BD states that most roles require at least four days of in-office presence per week; remote or field-based arrangements are indicated in the posting when applicable. Moderate travel is expected for internal meetings, customer engagements, sales meetings, and industry events.

Requirements

5–7+ years of product marketing, commercial marketing, or product management experience in the life sciences industry.
Professional flow cytometry experience, with demonstrated knowledge of research instruments, applications, workflows, and customer buying considerations.
Proven experience leading regional go-to-market strategy and commercialization or launches for complex research instruments or capital equipment.
Strong commercial and analytical skills, including experience with portfolio performance, forecasting, pricing, funnel metrics, and market insights.
Excellent communication and cross-functional leadership skills, with the ability to influence in a matrixed organization.
Bachelor’s degree in life sciences, business, marketing, or a related discipline.

Nice To Haves

Advanced degree preferred.
Experience with capital sales cycles, complex deals, CRM, and business intelligence tools preferred.

Responsibilities

Own the US marketing plan, priorities, and commercial performance for Research Instruments and associated software.
Translate global strategy into US segmentation, value propositions, competitive differentiation, and go-to-market plans.
Identify customer needs, adoption barriers, portfolio mix opportunities, and growth priorities.
Provide structured US input to Global Product Marketing and Product Management on roadmaps, messaging and claims, and regional demand and forecast assumptions.
Lead regional commercialization of new instruments, configurations, software, accessories, and lifecycle initiatives.
Own launch readiness, target segments, forecast assumptions, pricing inputs, sales enablement, demand objectives, and post-launch performance tracking.
Partner with Marketing Operations and Field Marketing to turn launch strategy into campaigns, events, and account activation.
Monitor launch adoption, diagnose performance gaps, and lead corrective actions.
Lead portfolio analysis for the annual operating plan, regional business reviews, and quarterly projections.
Analyze revenue, growth, portfolio mix, funnel health, conversion, price realization, and competitive dynamics; identify risks, upside, and actions.
Develop regional pricing recommendations, promotions, commercial offers, and customer business cases with Pricing, Finance, and Sales Leadership.
Provide strategic support for major opportunities, including value framing and product guidance.
Define target audiences and demand priorities, and maintain accountability for portfolio funnel health.
Adapt global launch materials, sales playbooks, competitive tools, and training for US customer needs, buying processes, and competitive dynamics; identify and close regional enablement gaps.
Partner with Field Applications to translate workflows and customer outcomes into credible use-case messaging and demonstration stories.
Lead regional voice-of-customer, key opinion leader, competitive, and win/loss programs; translate insights into positioning, launch, portfolio, and roadmap recommendations.
Identify and develop early-adopter, evaluation, and reference sites with Sales and Field Applications; convert customer experience into testimonials, application evidence, and peer advocacy.
Serve as the US Research Instruments marketing subject-matter expert in sales, customer, and leadership forums.
Build effective feedback loops across Sales, Field Applications, Field Marketing, Marcom, and global teams.