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Associate Director, Downstream Marketing

Associate Director, Downstream Marketing

  • 2021-26102
  • Irvine, California, United States

The global Associate Director, Downstream Marketing will oversee the commercialization and demand generation for our portfolio of Quality Systems products, solutions, and services in Bio-Rad’s Clinical Diagnostics Group. This role must lead the development of marketing plans and activities that differentiate the value for our portfolio in the customers’ eyes and set the strategic direction and tactical implementation of these activities. This role will lead the development of the go-to-market strategies for existing and new products, including creating and executing on fully integrated global marketing campaign plans, brand strategy, customer segmentation and channel optimization.


This role must define the customer experience strategy across customer touch points to engage customers around the globe and guide them through the funnel appropriately from awareness, consideration/education, order, and support and advocacy.


This role is responsible for working with a broad team, including upstream product management, regional, and global commercial teams. The successful candidate will be a highly independent, seasoned professional who can lead cross-functional programs while building best-in-class marketing capabilities.


• Direct team of marcom and downstream product managers to successfully execute on marketing strategies, plans, and deliverables and track progress of these goals. The team is responsible for:

• Achieve financial and market goals, including targeting above market growth

• Oversee development, execution and monitoring of downstream multi-channel integrated marketing plans including campaign development and go-to-market strategy to achieve measurable results for new and existing products and services.

• Oversee the development of customer personas and develop and implement customer segmentation programs to build and engage target customers globally.

• Oversee the creation of appropriate content across all channels, including social media, web, video, and print. Work across teams to develop the plans for inbound marketing efforts in various forms (digital, print, video, etc.).

• Act as a brand ambassador, understanding, upholding, and communicating our brand in all our marketing programs. Lead our business brand strategy in coordination and alignment with our corporate brand, including brand equity studies and product branding plans.

• Provide guidance and direction to the team on strategies and investment that drive business and growth from key market segments, customer types, and channels (e.g. digital, sales, events, social media, web)

• Oversees development of sales enablement tools and assists sales teams by providing guidance for product messaging and positioning, objection handling and identifying target customers.

• Collaborates deeply with upstream product management on VOC, product design inputs, and launch strategy

• Collaborate and ensure alignment of marketing plans among Product Management, Regional Marketing and Sales, Commercial Leaders and other key stakeholders to bring the voice of customer and voice of field into the overall strategic marketing plans and ensure alignment of strategy, messaging, and tactics

• Build close relationships with key customers, thought leaders, and industry influencers to stay abreast of emerging market trends and regulatory guidance

• Identify key performance indicators to measure success, report out metrics and make data-driven decisions to adapt and optimize performance and investment to drive growth

• Manage marketing budget and optimize the promotional mix on campaigns and other marketing activities to achieve a high return on investment

• Partner with external agency teams to develop marketing content (campaigns, positioning, messaging, etc.)

• Responsible for development of a high performing team, with ability to attract top talent and mentor, engage and develop existing employees to ensure continued professional development and career progression


• 12+ years progressively responsible marketing experience in the life science, clinical diagnostic, or medical device industry, including experience in Product Marketing or Product Management.

• Bachelor’s degree required. Masters or PhD in biology, chemistry, or other science a plus. MBA in marketing or business strongly preferred or equivalent combination of education and experience.

• High competency in developing marketing plans, digital marketing, brand development, marketing communications, customer segmentation, positioning and value proposition and marketing program development and execution.

• Experience with strategic product planning and commercial execution.

• 3+ years of proven people management experience with solid coaching, team development and leadership ability.

• Marketing experience should include market assessment, Voice of customer research, new product launch sales tools and messaging of future trends and analysis.

• Ability to understand and prioritize customer concepts through market research, surveys, focus groups and VOC.

• Understand global business dynamics and competitive environments and their impact on business results.

• Developed leadership skills/experience, including the ability to map task interdependencies, prioritize such tasks, and develop, monitor and live within budgets, as well as the demonstrated ability to forecast major milestones.

• Leading cross functional teams and strong demonstration of building alignment in cross-functional teams to achieve goals.

• Strong business acumen and customer focus are essential.

• Must have strong analytical skills – ability to tie detailed analysis to larger strategy and make data driven decisions is critical.

• Strong verbal and written communication with the ability to effectively communicate at multiple levels in the organization.

• Critical thinker and problem-solving skills.

• This position requires up to 30% travel both domestic and international.


Vaccination Requirement:

Due to the higher threat of more infectious and deadly COVID-19 variant strains emerging, Bio-Rad recently announced a new mandatory vaccination policy requiring its US employees to be fully vaccinated against COVID-19 as a condition of employment. Bio-Rad will make reasonable accommodations for valid exemptions based on disability, medical, or religious reasons. With this policy, Bio-Rad joins a growing list of companies that are prioritizing sound science and available facts to best ensure the ongoing safety of its employees and the community.


About Bio-Rad:

Bio-Rad is a global leader providing a broad array of clinical diagnostics and life science research products. With a team of more than 8,000 employees and a global network of operations serving our customers, we help people live longer, healthier lives.


Bio-Rad was founded over six decades ago and has continued to provide the healthcare industry with innovative and useful products that help life science researchers accelerate the discovery process and medical diagnostic labs obtain faster, better results.


EEO/AA Employer/Veterans/Disabled/Race/Ethnicity/Gender/Age Agency Non-Solicitation: Bio-Rad does not accept agency resumes, unless the agency has been authorized by a Bio-Rad Recruiting Representative. Please do not submit resumes unless authorized to do so. Bio-Rad will not pay for any fees related to unsolicited resumes.



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