Title: Worldwide Director, Strategic Marketing
Location: United States
Job Number: STR0005R
Overview:
As a member of the BD Pharmaceutical Systems - Self Administered Injectable Systems (SAIS) business, you will have the unique opportunity to play a vital role in the rapid scale-up of an exciting new business that will be a key contributor to BD’s future growth. Our mission is to become a world-class, customer-centric organization that will have a significant impact in improving how patients receive injectable drug therapy. You will have the advantage of combining the best of both worlds: the agility and creativity of a high-growth, start-up environment, and the backing and resources of a Fortune 500 company.
We are actively recruiting high caliber talent in the marketing function that share our passion for excellence. We seek highly innovative, talented individuals motivated to design and build this family of self-administered injection products from the ground up.
Responsibilities:
The Worldwide Director of Strategic Marketing will lead the worldwide marketing function for SAIS including pens, autoinjectors, patch injectors and other new technology platforms. The incumbent will be accountable for providing critical input into managing the device portfolio, including portfolio strategy, new product development, developing and executing marketing plans, P&L management/ optimization and developing marketing competencies within the worldwide and regional teams. S/he will be an important member of the SAIS Leadership Team representing worldwide and regional marketing for portfolio, go-to-market and commercial execution related decisions and investments. In addition, s/he will chair the Global Marketing Team (GMT) comprised of worldwide and regional marketing, medical affairs, commercial development, business development and analytics to develop and execute strategic and operational plans. The incumbent will oversee a team of strategic marketing managers to provide direction and oversight across the platforms on inbound (or upstream”) activities. S/he will also oversee a global marketing manager on the development and execution of operational brand and product marketing projects for SAIS and the various platforms/products. S/he will also serve as a project leader for key strategic projects, including CenterPoint segmentation, as well as annual strategic planning deliverables such as Portfolio Review, ASR, Annual Marketing Plan and Budget.
More specifically, the Worldwide Director of Strategic Marketing will be accountable for:
Business & Portfolio Strategy
* Manage the annual strategic and financial planning process in collaboration with the VP/Global Leader and members of the Leadership Team (LT).
* Play crucial role in refinement and execution of the SAIS WW go-to market (GTM) strategy in collaboration with Strategic Marketing, the GMT, Commercial Development and other functions.
* Co-lead with R&D the annual Portfolio Review process including evaluation and financial analysis of new concepts in conjunction with the broader portfolio of projects in development.
* Oversee financial analysis of business results, including market share, revenue forecasts, pricing and exclusivity, financial planning, budget and P&Ls (risk exposure).
* Involved in the development of materials for periodic management reviews with SAIS LT, PS LT and senior leadership.
In addition, the Worldwide Director of Strategic Marketing will be accountable for leading, overseeing, coaching and developing a team of strategic marketing managers and global marketing manager:
Where to Play
* Oversee market, therapeutic area, unmet needs and pipeline assessments in collaboration with the Manager of Business Development & Analytics to manage and refresh market segmentation (e.g., Market Atlas) and analyze key trends and critical market growth segments.
* Oversee development of market models and revenue forecasts for platform of products.
* Oversee competitive benchmarking to inform new product concepts, line extensions and positioning of commercialized products.
* Oversee and lead immersion and activation of CenterPoint customer segmentation solution, including collaborating closely with PS colleagues on Race-for-Value.
* Collaborate with the Manager of Business Development & Analytics to scout and analyze new technologies and companies.
How To Win
* Analyze business results including market share, buying process, promotional results, market research findings, competitive activity, etc. to inform portfolio and go-to-market strategies.
* Provides expert product marketing and brand management knowledge, experience, tools and guidance in the development of sustainable competitive advantage.
* Develop SWOT, Key Issues & Opportunities, annual Marketing Objectives and Plan-of-Action.
* Oversee development of product roadmaps, including generating new product concepts with associated business cases to support portfolio review and annual strategic review.
* Provides expert strategic marketing knowledge, experience, tools and guidance in the development GPDS projects.
* Leads and/or oversees ideation, development and refinement of the brand platform including positioning, brand identity and message platform.
* Oversee development of economic value proposition and systematic segment-specific pricing guidance to maximize revenue/grows margin per customer.
* Analyze marketing channels and activities and recommend marketing mix to optimize brand activation, share of voice and spend levels
Marketing Plan Execution
* Develop and execute annual marketing plan, tactical plan and manage budget for platform/products.
* Oversee market research to assess unmet needs, awareness and perception, inform development and refinement product / platform strategy, design specifications and validation.
* Oversee development and execution of operational marketing tactical plan for SAIS and platform/products and manage promotional budget.
* Oversee marketing mix strategy and development and communication of the brand strategy through relevant media channels, advertising placement, etc., including digital strategy, including website and online media.
* Oversee development of promotional and sales materials for SAIS and platform/products. Oversee development of tradeshow/congress strategy plan and oversee/execute plan with WW and regional teams. Oversee development of public relations strategy, plan and projects with BD PR and WW Marketing Communications. Oversee prioritization and development of publications and white papers in conjunction with Medical Affairs.
* Oversee development of training plan within WW and regional sales and marketing teams.
* Evaluate marketing activities and refine plan according to relevant metrics/KPIs to ensure consistent delivery of marketing mix. Oversee market research to assess awareness and perception and inform development/refinement of SAIS and platform/product brand platform.
Qualifications:
· Bachelor’s degree and MBA required with a concentration in marketing or strategy.
· Must have at least 10 years of business experience in the life sciences or medical device industry, including at least 8 years in strategic marketing, new product commercialization, product marketing or strategic planning (life sciences and industrial experience preferred, but may include other markets, e.g., food service, services, etc.). Experience in business-to-business (B2B) environments and management consulting is highly preferred.
· Proven track record in upstream (inbound) strategic marketing, including ability to partner with R&D and oversee/lead teams on new product development, including product roadmaps and GPDS activities supporting new project concept, definition, development, launch and commercialization. Ability to coach and develop a team to develop highly differentiated new products. Product launch experience necessary.
· Proven track record in brand development and classical marketing, including market segmentation, customer segmentation, targeting, value proposition development, positioning, promotion, pricing, forecast, budget and performance management. Proven ability to partner with sales organization.
· Demonstrated strategic thinker, organized problem solving with strategic agility.
· Demonstrated success leading and supporting cross-functional teams; strong teamwork orientation.
· Organized, process-oriented, collaborative, strong multi-tasking, internally motivated, action oriented and drives for results.
· Excellent oral and written communication skills with ability to produce and deliver high quality presentations to senior management.
· Ability to travel up to 40% of the time is required
Job: Strategic Marketing / Planning