Associate Director, Global Marketing – Point-of-Care Diagnostics

Associate Director, Global Marketing – Point-of-Care Diagnostics

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BD (Tissuemed Ltd)

BD is one of the largest global medical technology companies in the world. Advancing the world of health is our Purpose, and it’s no small feat. It takes the imagination and passion of all of us—from design and engineering to the manufacturing and marketing of our billions of MedTech products per year—to look at the impossible and find transformative solutions that turn dreams into possibilities.

Job Description

The Associate Director of Global Marketing, Point-of-Care (POC) Diagnostics is responsible for driving global market development, product strategy, and commercialization efforts for the BD Veritor platform and associated assay portfolio. This role supervises both upstream and downstream marketing, with direct accountability for global strategic and financial performance, market development initiatives, and portfolio lifecycle management.

This individual plays a meaningful role in defining and driving a cohesive global strategy for the BD Veritor system—spanning respiratory, infectious disease, and other emerging diagnostic applications in acute and ambulatory care settings. The Associate Director collaborates cross-functionally with US and OUS regional teams, R&D, clinical affairs, and commercial operations to bring differentiated solutions to market and to scale adoption globally.

Key Responsibilities

Lead both upstream and downstream global marketing activities for the BD Veritor platform, including product roadmap development, market segmentation, pricing strategy, product launches, and sustaining marketing.

Develop and implement global marketing plans to drive platform awareness, customer adoption, and market expansion, including development of sales tools, training programs, and promotional materials.

Handle the development of a multi-generational product roadmap in alignment with unmet customer needs, competitive trends, and evolving clinical guidelines.

Collaborate with regional sales and marketing teams to align on launch plans, implementation support, and commercial execution.

Serve as the global voice of customer in core team engagements and new product development efforts, including VOC gathering, customer journey mapping, and positioning strategies.

Own market development strategy, including outside KOL engagement, economic value modeling, and new market entry plans.

Support case development for portfolio expansion into adjacent POC opportunities, using internal platforms and partnerships.

Provide ongoing competitive intelligence, market trends analysis, and scenario planning to advise strategy and tactical execution.

Partner with healthcare economics and outcomes research teams to develop value-based selling narratives and access strategies.

Ensure BD Veritor presence and participation at key global conferences and industry events; drive publication strategies that reinforce platform value propositions.

Supply to annual marketing planning and S&OP processes; run key performance indicators to assess campaign and portfolio efficiency.

Support the development of talent within the global POC marketing organization and build succession capabilities.

Qualifications

BA / BS required; scientific or business degree preferred. MBA strongly preferred.

7+ years of experience in strategic or global marketing, product management, or commercial excellence roles in the diagnostics or healthcare technology sector.

Shown success in both upstream (strategy, VOC, innovation) and downstream (launch, commercialization, messaging) marketing roles.

Experience leading product launches and driving adoption in competitive, fast-moving diagnostics markets.

Strong critical thinking, data-driven decision-making, and ability to translate customer insights into actionable plans.

Excellent communication, interpersonal, and leadership skills, with a demonstrated ability to influence across matrixed teams.

Willingness to travel up to 30%, including international travel.

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?

A career at BD means being part of a team that values your opinions and contributions and that encourages you to bring your authentic self to work. It’s also a place where we help each other be great, we do what’s right, we hold each other accountable, and learn and improve every day.

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 health. At BD, you’ll discover a culture in which you can learn, grow, and thrive. And find satisfaction in doing your part to make the world a better place.

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.

Seniority level : Director

Employment type : Full-time

Job function : Marketing and Sales

Industry : Medical Equipment Manufacturing

Salary Range : 137,100.00 $ - 226,300.00 $ USD Annual

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