Research Instrument Product Marketing Manager (US)

BD; Milpitas (CA); On-site; USD 148,000 - 236,000; Full time

Benefits offered by this job

Health Insurance

401(k) plan

Paid time off

Parental leave

Job summary

The Product Marketing Manager, Research Instruments – US Region, at BD is responsible for maximizing US commercial success of the Research Instruments portfolio. You will translate global strategy into US go-to-market priorities, segmentation, launches, pricing, and forecasting, partnering with Sales, Field Applications, Finance and Marketing Operations.

The role requires 5–7+ years in life sciences product marketing or management, with professional flow cytometry experience, and a track record

Qualifications

• 5-7+ years of product marketing, commercial marketing, or product management experience in the life sciences industry.
• Professional flow cytometry experience required, with 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 forecasting, pricing, funnel metrics, and market insights.
• Excellent communication and cross-functional leadership skills in a matrixed organization.
• Bachelor’s degree in life sciences, business, marketing, or a related discipline; advanced degree preferred.
• Experience with capital sales cycles, CRM, and business intelligence tools preferred.

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 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, and pricing; identify risks and actions.
• Develop regional pricing recommendations, promotions, and customer business cases.
• Provide strategic support for major opportunities with value framing and product guidance.
• Define target audiences and demand priorities; maintain funnel health accountability.
• Adapt global launch materials, sales playbooks, competitive tools, and training for US needs.

Skills

Flow cytometry

Go-to-market strategy

Forecasting

Pricing

Cross-functional leadership

Communication

Education

Bachelor’s degree in life sciences/business/marketing or related

Tools

CRM

Business intelligence tools

Pricing tools

Job description

The Product Marketing Manager, Research Instruments – US Region, at BD is responsible for maximizing US commercial success of the Research Instruments portfolio. You will translate global strategy into US go-to-market priorities, segmentation, launches, pricing, and forecasting, partnering with Sales, Field Applications, Finance and Marketing Operations.

The role requires 5–7+ years in life sciences product marketing or management, with professional flow cytometry experience, and a track record