Job DescriptionPosition SummaryThe Global Marketing Manager - Reagents is responsible for leading global product marketing strategy, regional commercial enablement, and digitally driven demand generation for a portfolio of single-color clinical reagents, cell therapy, and workflow products. This role owns global positioning, omnichannel go-to-market strategy, and lifecycle marketing to drive scalable awareness, high-quality demand, and revenue growth across regions.
Reporting to the Sr. Director of Global Product Marketing for Reagents & Assays, this role partners closely with Product Management, Medical Affairs, Regional Marketing, Sales, and Digital/MarCom teams to translate product value into data-driven, digitally optimized and field-enabled customer engagement strategies. The role is critical in translating portfolio strategy into measurable commercial impact by leveraging SEO/SEM, paid media, content strategy, and web analytics to capture active demand from life sciences and clinical buyers.
The ideal candidate combines deep digital marketing expertise and regional commercial team enablement with strong understanding of biopharma and clinical customer journeys and decision drivers in a global environment.
Key Responsibilities:
Global Product Marketing & Positioning- Lead global product marketing strategy, including segmentation and prioritization of target segments and key accounts using digital signals and market insights.
- Develop global messaging that articulates scientific/clinical, workflow, and economic value
- Ensure consistency of positioning across regions while enabling local adaptation based on market trends and digital engagement patterns.
Go-to-Market Execution - Lead global launch planning with strong emphasis on integrated digital demand capture, regional readiness, and key account activation.
- Implement integrated launch campaigns, aligning content, web, and media activation with field execution.
- Own post-launch growth strategy, using real-time performance dashboards to refine account targeting, regional execution, messaging, and channel mix.
Digital Demand Generation & Omnichannel Strategy & Web Enablement- Own global digital demand generation strategy, integrating SEO, SEM, paid media, and content marketing to drive high-quality pipeline.
- Partner with Digital/Web teams to build full-funnel campaigns, from awareness to conversion, maximising various digital channels and assets.
- Continuously optimize landing page experience, conversion rates, and user journeys, ensuring alignment between search intent and content relevance.
- Drive content strategy to support SEO, demand generation, and thought leadership (applications, workflows, clinical insights).
- Partner with web teams to optimize site architecture, product pages, and conversion pathways for life sciences and clinical buyers.
Regional Enablement & Key Accounts Targeting - Define and operationalize global target account segmentation in partnership with regional commercial teams.
- Identify priority segments and use cases using digital engagement data, search trends, and account-level insights.
- Partner with regions to translate global strategy into locally optimized campaigns and deliver scalable enablement and training for regional commercial teams.
- Collaborate with regional teams to align target account prioritization and enable key accounts teams with personalized content and targeted campaign strategies.
- Establish feedback loops with regional commercial teams to continuously refine targeting, messaging, and execution effectiveness.
Analytics, Performance Management & Financial Insights- Analyze portfolio financial performance, identifying gaps vs. targets and diagnosing drivers across segments, regions, and key accounts.
- Use data to identify whitespace opportunities, underpenetrated segments, and high-value target accounts.
- Optimize marketing investments across channels based on ROI, pipeline contribution, and cost efficiency.
- Develop executive-ready dashboards and presentations to communicate performance, insights, and actions to leadership.
Qualifications- Bachelor's degree required; advanced degree in Life Sciences, Business, or Marketing preferred.
- ~7+ years of experience in product marketing or commercial marketing within life sciences or diagnostics/IVD required
- Strong understanding of biopharma and/or clinical lab workflows, customer buying processes, and adoption drivers required
- Proven track record of leading global launches and downstream commercialization initiatives required
- Excellent communication, storytelling, and presentation skills for both commercial and scientific audiences required
- Demonstrated expertise in developing content strategies that fuel demand generation and thought leadership across applications, workflows, and clinical use cases.
- Proven ability to partner with web and digital teams to optimize site architecture, product pages, and conversion pathways for life sciences and clinical audiences.
- Strong experience aligning search intent, keyword strategy, and content assets to improve organic visibility, engagement, and conversion performance.
- Hands-on experience leveraging marketing automation and personalization platforms to nurture leads, accelerate buying journeys, and increase conversion rates.
- Strong analytical mindset with ability to translate data and insights into actionable marketing strategies.
- Experience partnering with regional commercial teams to drive local execution and key account engagement strategies.
- Demonstrated ability to operate effectively in complex, matrixed, global organizations.
- Willingness to travel domestically and internationally (20%+), and to engage in meetings outside standard business hours to support global time zones, as required
Core Competencies- Strategic product marketing, positioning, and value proposition development
- Global launch planning, execution, and lifecycle marketing
- Cross-functional leadership and influence without authority
- Digital demand generation (SEO, SEM, GEO, paid media)
- Data-driven decision making and marketing analytics
- Portfolio performance management and financial acumen
- Omnichannel customer engagement strategy
- Regional enablement and global-to-local execution
- Key account targeting and account-based engagement
- Cross-functional leadership and influence
- Executive-level communication and stakeholder engagement
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)
Additional LocationsUSA CA - Milpitas 155
Work ShiftAt BD, we reward, support and develop our associates through our comprehensive Total Rewards program. We are committed to attracting and retaining high quality talent by providing reward and recognition opportunities that promote a performance-based culture, as well as a competitive package of compensation and benefits programs. You can learn more on our career site under "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$147,500.00 - $235,900.00 USD Annual
