Marketing Product Manager, Research Instruments – US Region
Becton Dickinson
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About the Role
The Marketing Product Manager, Research Instruments (US Region) owns the overall commercial performance, adoption, and growth of the Research Instruments portfolio in the United States. This role is accountable for regional portfolio strategy, launch excellence, pricing and deal strategy leadership, and sustained revenue growth. The Marketing Manager serves as the senior regional marketing lead for Research Instruments, partnering closely with Regional Sales Leadership, Field Applications, Growth Marketing, Global Product Management, and Pricing teams.
Key Responsibilities:
Regional Portfolio & Go‑to‑Market Leadership (Capital Instruments)
Own the US regional go‑to‑market strategy for the Research Instruments portfolio, including major platform launches, lifecycle management, and portfolio optimization.
Translate global product strategy into region‑specific positioning, segmentation, and value propositions tailored to capital purchasing decisions.
Develop and maintain a clear positioning & messaging architecture (core narrative, proof points, competitive differentiation, application‑led messaging) used consistently across campaigns, sales tools, and customer conversations.
Partner with Field Applications to translate workflows into application claims, demo stories, and configuration guidance; ensure messaging reflects real‑world performance and user outcomes.
Define regional launch standards and ensure consistent, high‑quality execution across instrument platforms and configurations.
Commercial Strategy, Pipeline & Deal‑Driven Growth
Drive pipeline creation, opportunity quality, and win‑rate improvement for Research Instruments through coordinated regional marketing and field execution.
Own the regional segmentation and prioritization model (ICP definitions, addressable labs, use cases, whitespace) to focus coverage and improve conversion in high‑value segments.
Partner with Sales Ops/Finance on forecasting inputs (pipeline health, conversion assumptions, launch ramps) and provide regular readouts on risks, upside, and mitigation actions.
Partner with Growth Marketing to support top‑of‑funnel awareness and consideration, while owning downstream conversion and deal support.
Identify gaps in pipeline coverage, segment penetration, and deal progression; recommend corrective actions.
Pricing, Deal Strategy & Regional Business Management
Lead regional pricing, discounting guidance, and promotional strategy for Research Instruments in collaboration with pricing, finance, and sales leadership.
Own and communicate regional pricing strategy (list price, promo levers, bundles/configurations, services/accessories attach) aligned to value, competitive dynamics, and growth goals.
Establish deal governance and guardrails (discount bands, approvals, exceptions) and coach the field on value framing and negotiation best practices.
Support complex deal strategy, configuration guidance, and value‑based selling approaches for priority and strategic accounts.
Partner with Finance and Sales Ops on pricing analytics (ASP trends, margin, discount leakage, promo ROI) and recommend corrective actions.
Evaluate commercial performance, competitive dynamics, and deal outcomes to inform adjustments and recommendations.
Sales, Field & Applications Enablement
Provide senior‑level sales and field enablement leadership for capital equipment, including development of playbooks, launch kits, competitive tools, and messaging frameworks.
Partner closely with Regional Sales Leadership and Field Applications to align marketing priorities with coverage models, territory needs, and sales motions.
Act as a subject‑matter expert for Research Instruments in regional sales meetings, trainings, customer briefings, and planning forums.
Voice of Customer, KOLs & Market Feedback
Lead regional voice‑of‑customer and KOL engagement to inform instrument positioning, roadmap input, and commercial strategy.
Synthesize customer, field, and market insights into clear, actionable recommendations for Global Product Management.
Monitor competitive platforms, buying criteria, and adoption trends, providing insights to regional and global stakeholders.
Strategic Planning & Cross‑Functional Influence
Serve as the regional marketing lead for Research Instruments within AOPs, QBRs, and strategic planning processes.
Influence roadmap prioritization, launch sequencing, and regional investment decisions using market‑backed insights.
Mentor and guide junior product and marketing managers, providing informal leadership and best‑practice sharing.
Measures of Impact
Regional revenue growth and portfolio performance for Research Instruments
Successful execution and adoption of major capital instrument launches
Pipeline quality, win rates, and deal progression
Field confidence in positioning, tools, and deal support
Quality and impact of market feedback influencing global instrument strategy
Qualifications & Experience
Required
Bachelor’s degree in science, engineering, marketing, or an equivalent field required
5+ years of experience in product marketing, marketing management, or commercial roles within life sciences or technology‑driven markets required
Demonstrated success leading regional go‑to‑market strategies and complex capital product launches
Strong experience partnering with sales leadership and field applications teams required
Proven ability to influence across a matrixed organization without direct authority required
Excellent communication, analytical, and business acumen
Preferred
Experience marketing research instruments, capital equipment, or complex platforms
Familiarity with deal‑based selling, pricing strategy, and discount governance
Experience working closely with global product management teams
At BD, we prioritize on-site collaboration because we believe it cultivates 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.
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 healthcare. At BD, you’ll discover a culture in which you can learn, grow and thrive.
We believe that when people connect in person, we learn faster, collaborate more deeply, and build a stronger culture. Join us and enjoy a culture where face-to-face collaboration supports your learning, your progress, and your success.
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.
Required Skills
Optional Skills
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At 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
$154,100.00 - $246,600.00 USD AnnualExplore related positions you might be interested in
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