Product Marketing Manager, Research Instruments - US Region

Regional Portfolio Strategy & Go-to-Market

• 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 roadmap, messaging/claims, and regional demand and forecast assumptions.

Launch & Lifecycle Management

• 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 convert launch strategy into campaigns, events, and account activation.
• Monitor launch adoption, diagnose performance gaps, and lead corrective actions.

Commercial Performance, Pricing & Funnel Health

• Lead portfolio analysis for 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 in partnership with Pricing, Finance, and Sales Leadership.
• Provide strategic support for major opportunities, including value framing and product guidance.
• Define target audiences and demand priorities; maintain accountability for portfolio funnel health.

Commercial Enablement & Market Insights

• 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 demo stories.
• Lead regional voice-of-customer, KOL, competitive, and win/loss programs; translate insights into positioning, launch, portfolio, and roadmap recommendations.
• Identify and develop early-adopter, evaluation, and reference sites in partnership 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.

• 5-7+ years of product marketing, commercial marketing, or product management experience in the life sciences industry.
• Professional flow cytometry experience required, 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; advanced degree preferred.
• Experience with capital sales cycles, complex deals, CRM, and business intelligence tools preferred.
• Moderate travel is expected for internal meetings, customer engagements, sales meetings, and industry events.

• Regional portfolio strategy and go-to-market planning
• Flow cytometry market and workflow knowledge
• Positioning, launches, pricing, forecasting, and funnel management
• Voice of customer and competitive intelligence
• Sales and Field Applications enablement
• Data-driven decision making and influence without authority

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.