Product Marketing Manager, Research Instruments - US Region

As a result of the combination of the BD Biosciences and Diagnostic Solutions business with Waters Corporation (NYSE: WAT), by applying to this role, you will be applying for a position with Waters. Waters is a global leader in life sciences, dedicated to accelerating the benefits of pioneering science through analytical technologies, informatics, and service. With a focus on regulated, high-volume testing environments, Waters’ innovative portfolio harnesses deep scientific expertise across biology, chemistry, and physics. Waters collaborates with analytical laboratories around the world to advance the release of effective, high-quality medicines, assure the safety of food and water, and drive better patient outcomes by detecting diseases earlier, managing routine infections, and combatting growing antibiotic resistance. Through a shared culture of relentless innovation, Waters’ passionate team of approximately 16,000 colleagues partner with customers to turn scientific challenges into breakthroughs that improve lives worldwide.

We are the people who give possibilities purpose

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 Product Marketing Manager, Research Instruments - US Region is responsible for maximizing the US commercial success of the research instruments portfolio. The role owns the regional Research Instruments marketing plan and translates global strategy into US go-to-market priorities, including segmentation, launches, commercial offers, forecasting, sales enablement, and portfolio performance management. Regional Product Marketing defines what to sell, to whom, and with what value proposition, and through what commercial plan.

Reporting to the Senior Director, Commercial Marketing, Americas, this role partners with Global Product Marketing, Product Management, US Field Marketing, Commercial Leadership, Sales and Field Applications, Finance, and Marketing Operations and Sales Operations.

Key Responsibilities

Regional Portfolio Strategy & Go-to-Market

• Own the US marketing plan, priorities, and commercial performance for Research Instruments and associated software.

• Translate global strategy into US segmentation, value propositions, competitive differentiation, and go-to-market plans.

• Identify customer needs, adoption barriers, portfolio mix opportunities, and growth priorities.

• Provide structured US input to Global Product Marketing and Product Management on roadmap, messaging/claims, and regional demand and forecast assumptions.

Launch & Lifecycle Management

• Lead regional commercialization of new instruments, configurations, software, accessories, and lifecycle initiatives.

• Own launch readiness, target segments, forecast assumptions, pricing inputs, sales enablement, demand objectives, and post-launch performance tracking.

• Partner with Marketing Operations and Field Marketing to convert launch strategy into campaigns, events, and account activation.

• Monitor launch adoption, diagnose performance gaps, and lead corrective actions.

Commercial Performance, Pricing & Funnel Health

• Lead portfolio analysis for annual operating plan, regional business reviews, and quarterly projections.

• Analyze revenue, growth, portfolio mix, funnel health, conversion, price realization, and competitive dynamics; identify risks, upside, and actions.

• Develop regional pricing recommendations, promotions, commercial offers, and customer business cases in partnership with Pricing, Finance, and Sales Leadership.

• Provide strategic support for major opportunities, including value framing and product guidance.

• Define target audiences and demand priorities; maintain accountability for portfolio funnel health.

Commercial Enablement & Market Insights

• Adapt global launch materials, sales playbooks, competitive tools, and training for US customer needs, buying processes, and competitive dynamics; identify and close regional enablement gaps.

• Partner with Field Applications to translate workflows and customer outcomes into credible use-case messaging and demo stories.

• Lead regional voice-of-customer, KOL, competitive, and win/loss programs; translate insights into positioning, launch, portfolio, and roadmap recommendations.

• Identify and develop early-adopter, evaluation, and reference sites in partnership with Sales and Field Applications; convert customer experience into testimonials, application evidence, and peer advocacy.

• Serve as the US Research Instruments marketing subject-matter expert in sales, customer, and leadership forums.

• Build effective feedback loops across Sales, Field Applications, Field Marketing, Marcom, and global teams.

Qualifications

• 5-7+ years of product marketing, commercial marketing, or product management experience in the life sciences industry.

• Professional flow cytometry experience required, with demonstrated knowledge of research instruments, applications, workflows, and customer buying considerations.

• Proven experience leading regional go-to-market strategy and commercialization or launches for complex research instruments or capital equipment.

• Strong commercial and analytical skills, including experience with portfolio performance, forecasting, pricing, funnel metrics, and market insights.

• Excellent communication and cross-functional leadership skills, with the ability to influence in a matrixed organization.

• Bachelor's degree in life sciences, business, marketing, or a related discipline; advanced degree preferred.

• Experience with capital sales cycles, complex deals, CRM, and business intelligence tools preferred.

• Moderate travel is expected for internal meetings, customer engagements, sales meetings, and industry events.

Core Competencies

• Regional portfolio strategy and go-to-market planning

• Flow cytometry market and workflow knowledge

• Positioning, launches, pricing, forecasting, and funnel management

• Voice of customer and competitive intelligence

• Sales and Field Applications enablement

• Data-driven decision making 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.

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?

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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Primary Work Location

USA CA - San Diego (BDB)

Additional Locations

USA CA - Milpitas 135

Work Shift

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.

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 (https://jobs.bd.com/en/your-career-at-BD) .

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

Becton, Dickinson and Company is an Equal Opportunity/Affirmative Action Employer. We do not unlawfully discriminate on the basis of 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, or any other protected status.