Job DescriptionThe Field Marketing Manager, Research Solutions - US West Region is responsible for generating and accelerating demand across priority territories, accounts, and research customer segments in the Western United States. The role owns the West Region field activation plan across priority territories and accounts for Research Solutions, spanning research instruments, reagents, software, and workflow offerings, in alignment with US regional portfolio strategies and commercial priorities.
Reporting to the Senior Field Marketing Leader, this role partners closely with West Region Sales Leadership, Sales, Field Applications, Regional Product Marketing, Marketing Operations, and other commercial teams. The Field Marketing Manager converts go-to-market strategy into local programs, events, account-based marketing initiatives, and sales activation that create opportunities, advance pipeline, and strengthen customer engagement. The role also provides frontline customer, competitive, and market feedback to improve regional strategies and execution.
Key ResponsibilitiesTerritory & Account Activation Planning
- Own the West Region field activation plan, priorities, and activation calendar in alignment with US Research Solutions marketing strategies and sales objectives.
- Partner with Sales Leadership and Regional Product Marketing to identify priority territories, customer segments, named accounts, applications, and whitespace opportunities.
- Translate approved go-to-market strategies, value propositions, and commercial priorities into targeted territory programs and account-level actions.
- Use account, territory, pipeline, and engagement insights to allocate field marketing resources and recommend adjustments to local plans.
Demand Generation & Pipeline Acceleration
- Lead local activation that creates and advances opportunities across research customers, including academic, biopharma, biotechnology, government, and translational research segments.
- Partner with Regional Product Marketing and Marketing Operations on audience acquisition and campaign execution, ensuring programs are aligned with West Region sales priorities.
- Partner with Sales to drive timely follow-up of marketing-qualified leads, local opportunity creation, account engagement, and opportunity progression
- Monitor program performance, MQL conversion, and influenced pipeline to identify gaps and corrective actions.
- Activate approved promotions and commercial programs in the field; capture customer response and competitive reaction for Regional Product Marketing and Sales Leadership.
Events, Launches & Account-Based Marketing
- Lead execution of West Region events, workshops, webinars, roadshows, and local launch activities, including sales coordination, lead capture, and post-event follow-up.
- Execute product-launch activation plans in priority territories and accounts using approved positioning, claims, content, and sales tools.
- Partner with Sales to execute account-based marketing programs for named accounts, applying approved portfolio plays, offers, and value propositions.
- Coordinate local channel or distributor programs where applicable and monitor execution effectiveness.
- Measure event and program outcomes, including engagement, opportunity creation, pipeline influence, and return on investment.
Sales Enablement & Customer Engagement
- Enable Sales to apply approved messaging, playbooks, battlecards, launch tools, and content in customer and account engagements.
- Partner with Field Applications and Sales to support customer workshops, workflow discussions, demonstrations, and other priority field programs.
- Identify field enablement gaps, customer objections, and local content needs; provide structured feedback to Regional Product Marketing and Marketing Operations.
- Partner with Sales and Field Applications to engage local customers and selected KOLs in regional programs, events, reference activities, and peer-to-peer education.
- Use approved marketing content in field programs and ensure execution aligns with brand, quality, regulatory, and claims requirements.
Market Intelligence & Cross-Functional Execution
- Capture frontline customer needs, adoption barriers, competitive activity, wins and losses, and territory-level whitespace.
- Translate account, opportunity, and territory insights into actionable input for business reviews, launch assessments, and regional planning.
- Coordinate closely across Sales, Field Applications, Regional Product Marketing, and Marketing Operations to maintain clear priorities, ownership, and follow-through.
Qualifications- Bachelor's degree in life sciences, marketing, business, or a related discipline.
- 5+ years of sales, field marketing, commercial marketing, product marketing, field applications, or related commercial experience in the life sciences industry.
- Experience partnering with Sales to execute territory, account, campaign, event, or launch programs that generate demand and support pipeline growth.
- Strong understanding of life sciences research customers, laboratory workflows, and commercial buying processes.
- Ability to interpret CRM, pipeline, account, campaign, and market data and translate insights into focused field actions.
- Excellent communication, project management, and cross-functional collaboration skills, with the ability to influence in a matrixed organization.
- Experience in flow cytometry, cell analysis, or related research technologies strongly preferred.
- Experience with account-based marketing, digital campaign execution, and business intelligence tools preferred.
- Frequent travel within the West Region is expected for customer engagement, territory coverage, events, and sales collaboration.
Core Competencies- Territory and account activation planning
- Demand generation and pipeline acceleration
- Event, launch, and account-based marketing execution
- Sales partnership and field enablement
- Customer engagement and KOL activation
- CRM, campaign, and performance analytics
- Cross-functional execution 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.
Primary Work LocationUSA CA - San Diego (BDB)
Benefits may include:Health & Well-being: Medical, dental, vision, health savings and flexible spending accounts, life and disability insurance, wellness resources, mental health support, and disease management programs.
Retirement & Financial Well-being: 401(k), deferred compensation programs, financial counseling, DailyPay, and educational savings resources.
Work-Life Balance & Family Support: Paid time off, company holidays, educational assistance, parental leave, adoption assistance, backup care, caregiving support, employee assistance programs, commuter benefits, pet insurance, legal services, and associate discount programs.
Leave Programs: Bereavement, military, personal, family and medical leave, and jury duty leave.
Additional details regarding benefits and well-being programs can be found in Our Commitment to You.
Our salary or hourly rate ranges reward associates fairly and competitively. We regularly review these ranges and factors, such as location, contribute to the range displayed
Our pay is based on the role and the necessary skills and education to perform it successfully. The salary or hourly rate offered is determined by the role's specific requirements, including any applicable step rate pay system at the work location. Salary or hourly pay ranges are influenced by labor laws and Collective Bargaining Agreement (CBA) requirements applicable to the work location which may also affect the workplace arrangement of the role.
Salary Range Information$115,000.00 - $183,900.00 USD Annual
