Product Marketing Manager, Research Instruments - US Region

Becton Dickinson; San Diego (CA); On-site; USD 120,000 - 180,000; Full time

Job summary

Waters is seeking a Product Marketing Manager for US Research Instruments to translate global strategy into US go‑to‑market plans, segment prioritization, and launch readiness across instruments, software, and lifecycle initiatives.

Reporting to the Senior Director of Commercial Marketing, Americas, you will partner with Global Product Marketing, Product Management, US Field Marketing, Sales, Finance, and Operations to drive portfolio performance and market insight.

Responsibilities

• 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.
• 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.
• 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.
• 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.

Job description

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.