BD (Becton, Dickinson and Company) Brand Manager – US Diabetes Care in Franklin Lakes, New Jersey

Job Description SummaryBD is a leading medical technology company that benefits countless lives worldwide. We advance health by improving the ways that discovery, diagnostics and delivery of care are conducted. With 45,000 employees at work in more than 50 countries, we work in close collaboration with customers and partners to develop innovative products and solutions that enhance outcomes, better manage healthcare delivery costs, increase efficiency, improve healthcare safety, and expand access to health. Because we’ve been doing this for over 100 years, our portfolio, leadership and partnerships make a difference for global healthcare.

Job Description


Under the supervision of the Senior Brand Manager, the Brand Manager leads, drives, and implements marketing initiatives to meet profit and sales objectives. This role presents an exciting and unique opportunity to manage BD’s insulin syringe product line as well as being responsible for channel marketing of BDs core diabetes insulin injection brands to healthcare professional(HCPs), including leading HCP trade shows. In addition the individual in this role with develop and execute an e-commerce strategy for our pet insulin syringe products.

The ideal candidate should be experienced in marketing techniques, analytic skills and business processes necessary to successfully manage a brand.


Strategic Planning

  • Lead business and consumer analyses used in Annual Business plans or 5 year Annual Strategic Review

Product Management

  • Develop and implement commercialization strategy for product lines

  • Identify new business opportunities in collaboration with Analytics and Sales Teams to drive incremental growth

  • Establish targeted KPIs across multiple sales channels to drive portfolio growth

  • Life-cycle management

  • Provide voice of customer to support new product innovation

  • Manage and influence internal cross-functional teams across R&D, Quality, Legal, & Medical

  • Management of agency partners including development of creative briefs, RFPs, project timelines, and providing strategic feedback on key projects

  • Lead development and execution of multiple marketing programs and tactics

  • Lead business and consumer analyses for forecasting and demand planning

Project Management

  • Develop and execute against timelines for tactical projects on time and within budget, raising potential issues accordingly

  • Communicates the project plan and purpose clearly

  • Ability to navigate and solve complex problems

Business Fundamentals

  • Oversees brand budget providing direction and inputs to managing line item details

  • Oversees SKU level forecasting, volume bridges and Ship Share model to drive forecast accuracy

  • Effectively analyzes business trends to drive forecasting process and recommendations

  • Demonstrated knowledge of pricing and retail margins

  • Knowledge of legal, regulatory, HIPPA, and Sunshine Act guidelines which may impact brand and marketing effectiveness

Change Management

  • Ability to influence key stakeholder ideas and opinions regarding change opportunities and innovations

  • Active listener who remains open to different or contrary points of view

HCP Channel Marketing

  • Manage marketing activities for HCP sales channel

  • Develop trade show strategy for HCP national trade shows (ADA, AADE, etc.) and execute all necessary marketing tactics and tools in collaboration with sales and marketing leadership.


  • Required 2-3 years of healthcare marketing experience leading brand activities

  • MBA rHCP marketing and trade show experience

  • Strong analytical skills

  • Strong communication skills

  • An ability to handle time-sensitive requests and to generate high-quality work product in a fast-paced environment.

  • A proactive, forward thinking approach to planning marketing strategies, anticipating issues and proposing creative solutions.

  • A confident, professional manner that comes across effectively. Ability to become a trusted advisor. A commitment to the highest standards of excellence and professionalism


  • Digital marketing experience

  • eCommerce experience Diabetes or metabolic disease experience


Critical Thinking

  • Draws conclusions based on analysis, suggests multiple causes for a situation; anticipates numerous consequences

  • Identifies patterns in diagnosing a problem; forms and tests hypotheses; identifies inconsistencies or discrepancies in information

Strategic Thinking

  • Leads development and implementation of creative solutions for solving complex problems

  • Leads others to plan the steps required for implementing a new idea

Business Analytics

  • Effectively analyzes data to identify business issues and trends

  • Monitors progress against key Brand Health measures

  • Analyze consumer trends to develop meaningful insights

  • Experienced in conducting competitive analysis to identify competitor strategies, strengths and weaknesses

  • Organizes thoughts, issues or activities into logical sequence Identifies patterns in data or events from seemingly random, unrelated information


  • Effective communicator with ability to interface with cross-functional and management team

  • Excellent presentation skills with high level of comfort presenting to large groups

  • Succinctly constructs fact based POV on brand issues

  • Ability to develop strong relationships with key contacts across the organization (Commercial, Trade Marketing, Consumer Insights, Finance, Operations, Supply Chain, R&D)


Approximately 20%

Primary Work LocationUSA NJ - Franklin Lakes

Additional Locations

Work Shift

Becton, Dickinson and Company is an Equal Opportunity/Affirmative Action Employer. We do not unlawfully discriminate on the basis of 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