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

About the Role

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.

Requirements

• BA/BS degree 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.
• Proven 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.

Nice to Have

• Experience with healthcare economics and outcomes research.
• Experience in acute and ambulatory care settings.
• Knowledge of diagnostic applications in respiratory and infectious diseases.

Qualifications

• Educational background with a BA/BS degree; advanced degrees such as an MBA are preferred.

Benefits & Perks

• Competitive compensation package.
• Opportunities for learning, growth, and development.
• Supportive work environment that values collaboration and innovation.
• Workplace flexibility with a minimum of 4 days in-office per week, depending on role.