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Job Description
Overview
The Cluster Marketing Manager role is responsible for Excellence on Strategic Planning and Execution of marketing initiatives within their cluster. They will lead cluster marketing teams to develop 1–3-year Strategies aligned with EU priorities, ensuring customer-centric and commercially aligned marketing execution. Omnichannel execution is a key requirement, managing integrated marketing efforts across digital, CRM, events, and sales enablement channels while optimizing budgets and messaging consistency. With several New Products due in the coming years, Launch Excellence is essential, including customer segmentation, cross functional team coordination and channel selection for maximum impact. They are the Voice of the Customer for their Cluster ensuring qualitative and quantitative feedback, translating Insights into Actionable Recommendations. Strong Team leadership is key to foster a collaborative and motivated team culture, coaches and develops marketing competencies, manages performance and career development.
Main Responsibilities
Strategic Business Planning
Develop country marketing and ASR plans aligned with EMEA strategy
Lead the development of annual marketing and ASR plans for each country within the cluster, ensuring full alignment with EMEA strategic priorities, growth targets, and portfolio focus.
Own execution of the ASR and marketing plans to deliver short- and long-term growth across the cluster.
Integrate market dynamics, competitive intelligence, and local business objectives into clear, actionable plans with defined KPIs and resource allocation.
Align with Sales, Finance, Medical Affairs, and Supply Chain to convert marketing plans into executable commercial actions.
Omnichannel Execution
Translate regional priorities into local campaigns and growth initiatives
Convert EMEA-level priorities, value propositions, and campaigns into locally relevant initiatives tailored to cluster market needs, customer segments, and reimbursement environments.
Tailor messaging and activation strategies to local healthcare systems, customer segments, and care settings.
Prioritize initiatives based on commercial impact, feasibility, and resource optimization.
Execute integrated omnichannel campaigns
Plan and execute integrated marketing campaigns across multiple channels (digital, CRM, events, field sales enablement), ensuring a seamless customer experience.
Maximize the local marketing budget and demonstrate return on investment across all initiatives, including external events and user meetings.
Maintain consistent branding and localized campaign materials across all customer touchpoints in line with global and regional guidelines.
Manage campaign timelines, budgets, and performance tracking for the cluster.
Define and monitor key performance indicators across the funnel to ensure lead conversion (awareness, engagement, lead generation, pipeline creation, conversion).
Commercial Excellence
Support sales with effective campaign tools
Develop and deliver high-quality sales enablement tools (e.g. presentations, clinical evidence summaries, value messaging, tender support materials).
Ensure alignment between marketing campaigns and sales activities to maximize impact at the point of customer interaction.
Training and guidance to sales teams on campaign messaging and tools.
Enable account-based marketing approaches
Implement targeted marketing strategies for key accounts, aligning them with sales account plans.
Develop tailored content, messaging, and engagement strategies for high-value customers.
Support strategic account growth through personalized, insight-driven marketing initiatives.
Launch Excellence
Define segmentation, targeting, and market access for product launches
Identify and prioritize key customer segments based on value, needs, and growth potential.
Define clear targeting strategies and customer profiles to guide marketing and sales activities.
Coordinate launch readiness across marketing, sales, regulatory, and supply chain functions to ensure timely and effective market introduction.
Work with Market Access and Public Policy at local level.
Localize messaging and execute launch campaigns
Translate global launch value propositions and positioning into locally relevant messaging for successful product introductions.
Lead the execution of launch campaigns, including promotional materials, events, and sales enablement tools.
Select the most effective channels and engagement approaches to reach each segment and maximize return on investment.
Customer & Market Insights
Lead Voice of Customer
Represent the voice of the customer (VoC) for the cluster by ensuring customer feedback and market trends are clearly communicated to regional marketing.
Establish and manage structured VoC programs to capture customer feedback across the entire customer journey.
Gather qualitative and quantitative insights through interviews, surveys, field feedback, and digital analytics.
Translate insights into actionable recommendations to improve offerings, messaging, and customer experience.
Provide insights to regional marketing and the IBP process
Synthesize local market insights, trends, and unmet needs to inform regional strategy and support decision-making in the IBP process.
Contribute to data-driven decision-making across the organization, in particular driving decisions within the IBP Process
Act as a key interface between cluster and regional teams, ensuring local perspectives are embedded in product development, positioning, and campaign design.
Leadership of the Cluster Marketing Team
Build a high-performing team culture with strong engagement and motivation
Foster a collaborative, high-performance culture within the cluster marketing team, promoting engagement and accountability.
Create an inclusive and motivating environment that encourages innovation, ownership, and continuous improvement.
Develop team capabilities through coaching and targeted skill-building to strengthen overall marketing effectiveness.
Manage performance, career development, and talent planning
Set clear objectives and performance expectations aligned with business goals.
Conduct regular performance reviews and provide constructive feedback.
Support career development through personalized development plans and growth opportunities.
Lead recruitment activities to attract and retain top marketing talent.
Ensure hiring decisions align with organizational needs, team structure, and future capabilities.
Ensure strong collaboration across the BD organisation
Build effective working relationships across Sales, Medical, Regulatory, Supply Chain, and regional marketing teams to support aligned execution.
Act as a key connector between cluster and EMEA organization to ensure alignment and execution excellence.
Requirements
Experience and education required:
Minimum of 5-7 years of business/marketing experience in the medical devices/life sciences industry
Minimum of 3 years in product and/or marketing management.
Bachelor’s degree, MBA or Post-graduate Marketing qualification
Strong technical marketing acumen
Team leadership experience
Experience of working in a large matrix organization
Skills required:
Marketing strategy & execution
Customer-centric mindset
Omnichannel expertise
Data-driven decision making
Stakeholder management
Must present high level of collaborative communication
Good people leader – someone who others want to work for, team player
Results-driven and action-oriented , takes ownership of tasks and get things done
Competent to translate organizational objectives to cluster and individual goals and prioritize with the customer focus
As a BD associate, I will demonstrate the following values and core competencies:
• We do what is right
• We take personal responsibility
• We anticipate and address the challenges of patients and customers globally
• We innovate and improve continuously
• We respect, collaborate, challenge and care about each other
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
DEU Heidelberg - Tullastrasse
Additional Locations
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. 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.
