Global Marketing Manager -- Growth Marketing, Research Reagents

Global Marketing Manager

Research Reagents Growth Marketing

The Global Marketing Manager

Research Reagents Growth Marketing is responsible for leading global marketing communications and digital demand generation strategy for a portfolio of research reagents, including antibodies, dyes, and workflow products. This role leads the global omnichannel growth marketing strategy for the Research Reagents portfolio, leading integrated digital and field marketing programs that drive awareness, engagement, lead generation, and revenue growth. The position is responsible for designing and optimizing end-to-end customer journeys across paid, owned, earned, and partner channels while leveraging data, analytics, and marketing technologies to improve campaign performance and commercial impact.
Reporting to the Sr. Director of Global Product Marketing for Reagents & Assays, this role partners closely with Global Product Marketing, Product Management, Regional Marketing, Digital/Web teams to translate customer insights and product value propositions into scalable marketing programs that drive customer acquisition, adoption, and business growth.
Key Responsibilities
Define and lead global MarCom strategy aligned with Research Reagents portfolio priorities and growth targets.
Lead integrated, multi-channel demand generation campaigns across digital, events, and field marketing.
Translate product positioning into compelling customer-centric messaging across the customer lifecycle.
Ensure alignment of consistent and compelling messaging across all channels.
Own the global omnichannel growth marketing strategy for Research Reagents across web, email, SEO/SEM, paid media, social media, webinars, events, content syndication, and account-based marketing programs.
Develop and execute integrated demand generation campaigns that drive awareness, engagement, qualified leads, pipeline growth, and revenue.
Optimize full-funnel performance through audience segmentation, customer journey orchestration, lead nurturing, and continuous testing of campaigns, content, and conversion paths.
Drive continuous improvement of customer journeys, conversion performance, lead management processes, and marketing-to-sales alignment.
Leverage data, analytics, and AI-enabled marketing technologies to enhance campaign effectiveness, personalization, content optimization, and productivity.
Partner with Product Marketing to support product launches and lifecycle campaigns.
Translate technical capabilities into customer-centric benefits for scientific and clinical audiences.
Support commercialization of new innovations and growth initiatives.
Track and report performance against key business metrics including website engagement, lead generation, MQLs, SQLs, conversion rates, revenue contribution, customer acquisition, and ROI.
Develop revenue attrition models to identify funnel leakage, conversion bottlenecks, and growth opportunities across customer segments and channels.
Build executive dashboards and performance reporting to communicate campaign effectiveness, business impact, and investment recommendations.
Use customer and regional team inputs and customer behavioral data to optimize channel strategy, budget allocation, and lifecycle marketing programs.
Qualifications
Bachelor's degree in Life Sciences, Business, or equivalent; MBA preferred.
8+ years of experience in B2B marketing/marcom, preferably in life sciences
Strong experience in demand generation, digital marketing, and multi-channel campaign execution.
Experience marketing life sciences research tools or flow cytometry reagents preferred.
Proven ability to translate customer insights into effective messaging and commercial programs
Demonstrated success driving demand generation, pipeline growth, and measurable business outcomes through omnichannel marketing programs.
Experience supporting product launches and integrated go-to-market strategies and campaigns
Proven ability to use data and analytics to prioritize media/channel decisions and improve marketing effectiveness.
Experience defining and tracking lead qualification frameworks (MQL, SQL, SAL), conversion metrics, attribution models, and funnel analytics.
Strong understanding of CRM, marketing automation (e.g., Marketo), lead scoring, and campaign measurement platforms (Salesforce, Marketo, Adobe Analytics, Google Analytics, or equivalent).
Experience leveraging AI-enabled tools to optimize content, personalize omnichannel customer journeys, improve lead generation and conversion performance, and enhance marketing effectiveness.
Track record of cross-functional leadership in a global, matrixed environment.
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.
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.
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