About this Homecare Marketing Manager role at BD
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
1. Key Responsibilities (tasks & outcomes for which this position will be accountable)
• Lead the Japan homecare market-development and marketing plan for PureWick, aligned with the business strategy, annual operating plan and revenue objectives.
• Define the market through segmentation, targeting and positioning, identifying priority patient profiles, unmet needs, use occasions, care settings and willingness-to-pay segments.
• Develop value propositions beyond diaper or pad replacement, including nighttime urinary management, sleep disruption, caregiver workload, dignity and quality of daily life, subject to evidence and approved claims.
• Map the patient and caregiver journey and design interventions for awareness, evaluation, purchase, onboarding, continued use and advocacy.
• Design and execute responsible direct-to-consumer strategies across relevant digital and offline touchpoints.
• Build stakeholder engagement models involving care managers, caregivers, home-visit providers, pharmacies, senior-care organizations and distributors of nursing-care products.
• Develop and expand sales and service channels, including distributor partnerships, e-commerce and other scalable routes to market.
• Assess sustainable access models involving long-term care insurance where applicable, other funding mechanisms and patient out-of-pocket payment.
• Create segment-specific messaging, education, onboarding tools, channel programs and activation playbooks that translate insight into adoption and revenue.
• Design pilots and test-and-learn programs to validate segments, value propositions, pricing, channel economics and repeat-purchase behavior.
• Develop forecasts and dashboards covering acquisition, conversion, retention, utilization, revenue and channel productivity.
• Collaborate with Medical, Regulatory Affairs, Quality, Legal, Privacy, Ethics, Corporate Communications, Sales, Finance, Supply Chain and Customer Service.
• Ensure all activities comply with applicable legal, regulatory, quality, privacy, ethical and BD compliance requirements.
2. Educational Qualifications & Previous Experience
• Bachelor's degree required; science, healthcare, business or marketing preferred.
• At least 7 years of commercial experience in medical devices, pharmaceuticals, consumer health, life sciences or a related healthcare sector.
• Proven experience in product marketing, market development, new product launch and commercial strategy execution.
• Ability to translate customer insight and evidence into differentiated value propositions and commercial programs.
• Experience working cross-functionally with Sales, Medical, Regulatory Affairs, Quality, Finance and Supply Chain.
• Business-level English and effective communication in both English and Japanese.
• Experience in consumer, homecare, long-term care, digital marketing, e-commerce, channel development or new-market creation is preferred.
3. Professional Skills & Key Competencies
• Strategic and analytical thinking with strong execution discipline and a bias for action.
• Customer centricity and the ability to translate unmet needs into differentiated value propositions.
• Strong communication, storytelling and influencing skills across clinical and commercial audiences.
• Commercial acumen in segmentation, forecasting, pricing, channel strategy and revenue planning.
• Evidence-based decision-making within applicable legal, regulatory, quality and compliance requirements.
• Cross-functional leadership and the ability to influence without authority in a matrix organization.
• Creativity, learning agility, resilience and accountability for measurable business outcomes.
4. Desired / Additional Skills, Knowledge & Experience (not essential to the job but an advantage)
• Experience in STP, patient or consumer journey design, direct-to-consumer marketing and lifecycle management.
• Experience creating new categories or business models in healthcare, consumer health, homecare, senior care or adjacent markets.
• Experience developing distributor, retail, e-commerce, subscription or service-based commercial models.
• Knowledge of Japan homecare and long-term care ecosystems, including care managers, caregivers and nursing-care product channels.
• Knowledge of long-term care insurance, patient-pay models, pricing research or health-economic value development.
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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