Market Development Manager - US Marketing

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

About the business unit:

For more than 50 years, Advanced Patient Monitoring (formerly Edwards Lifesciences Critical Care) has led at the intersection of groundbreaking medical innovation and improved patient care. Put simply, we exist because we’re committed to creating a world where every patient who should be monitored will be monitored—with technology designed to serve individual patient needs. As market leaders in medtech, we develop intelligent, AI-enabled solutions that provide predictive clinical decision support for safer patient management. Our goal: to help patients recover faster and return home to their families sooner.

Today, our business unit is supported by the expertise of over 4,000 dedicated global employees, a vibrant innovation engine backed by strong investment in our future pipeline, and outstanding sales growth and profitability. We are well-positioned to build upon our category leadership as we continue to launch new solutions to market and expand into new care settings. 

About the role:

This person is responsible for driving strategic growth and market expansion across new and emerging patient segments within BD Advanced Patient Monitoring (APM). As part of a high-impact team, this individual will help prime, seed and shape the market, while scaling adoption of emerging technologies. The role focuses on market activation, product launch and execution activities

Key responsibilities include:

Leading Service Line & New Patient Segment Expansion Activities

• Partner with Product Director to establish a standardized framework for regional market development and expansion, ensuring consistent execution & reproducible implementation
• Lead market research to evaluate current healthcare market trends and identification of void fulfillment
• Develop comprehensive marketing plans focused on market expansion opportunities which support strategies and tactics for major product launches
• Develop sales training, service line playbooks & enablement tools. Build regional capability by training and enabling commercial teams for market activation
• Partner with Medical Affairs and Product Marketing teams on development of Clinical Value stories, including tailored service line value proposition and service line-specific messaging and positioning. Serve as SME to Product Marketing on promotional campaign framework.
• Cultivate lasting relationships with clinical champions and key opinion leaders (KOLs) to understand current market environment and competition
• Conduct regional Voice of Customer and Voice of Sales to identify and validate unmet clinical needs and inform marketing strategy.
• Conduct hospital site visits and case coverage for educational purposes as well as field support.

 Leading Product Launch & Management Activities

• Develop product materials and programs that support product launch and commercialization strategies for major product launches
• Drive marketing collateral through all relevant legal and regulatory approval processes through collaboration with relevant cross-functional stakeholders for major product launches and ongoing product management
• Support the execution of a major product launch and commercialization in collaboration with US Marketing partners as appropriate, including salesforce readiness (e.g., training on product, messaging, and competition)
• Analyze clinical and market data to assess regional impact of potential product launches, as well as post-market surveillance
• Managing budgets related to product line, campaigns and projects
• Other Incidental Duties

About You:

With this vision in mind, we are seeking a dynamic, passionate individual eager to contribute to a leading, innovation-driven advanced monitoring organization. The ideal candidate is strategic and data-driven, with a proven ability to collaborate cross-functionally and build strong partnerships across Sales, Medical Affairs, Strategy, and Product Marketing. They thrive in fast-paced, high-pressure environments, demonstrating adaptability and resilience. Above all, they are motivated by the opportunity to deliver meaningful impact and improve patient outcomes.

Required education and experience

• Bachelor's Degree and at least 5 years of relevant marketing experience in med tech or other related industry, OR Master's Degree and at least 3 years of relevant marketing experience in med tech or other related industry
• Aptitude to merge strategic thinking with disciplined, results driven tactical execution
• Ability to standardize and scale market development frameworks
• Experience with building sales enablement tools and playbooks, and training field teams successfully
• Excellent communication and relationship building skills with the ability to influence without authority cross-functionally to drive business needs
• Familiarity with hospital and clinical environments
• Ability to manage competing priorities in a fast-paced environment, strict attention to detail
• Ability to travel up to 30%

Preferred qualifications:

• Experience in market expansion, therapy development, or new market entry
• Experience in regulated medical device industry
• Extensive understanding of related aspects of marketing concepts and principles
• Extensive understanding of broad market research designs, develops market research programs coordinating with the global VOC manager and demonstrates an in-depth understanding of commercial goals behind research
• Analytical competency, including ability to forecast product lines for short-term and long-term accuracy based on market development, sales trends, competition and changing market dynamics.
• Ability to assess and understand market share, pricing, ASPs, competitive dynamics

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

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 - Irvine Laguna Canyon

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.

Salary Range Information

$91,500.00 - $146,300.00 USD Annual