Market Segment Manager (Analytical Testing)

About the role

Biotage is seeking a Market Segment Manager for our Analytical Testing team. The role is hybrid (3 days a week in office minimum) in Charlotte, NC.

Responsibilities

• Leverage scientific and market expertise to understand and quantify key drivers behind purchasing decisions in clinical, forensic, bioanalytical, and anti-doping laboratories.
• Conduct market research, competitive assessments, and Voice of Customer (VoC) initiatives to uncover trends, unmet needs, and emerging opportunities.
• Assess customer perceptions and competitor offerings to inform strategic positioning of Biotage products and workflows.
• Develop clear unique selling propositions (USPs) and compelling messaging that resonates with laboratory directors, analysts, and regulatory-driven environments.
• Set specific marketing goals and objectives for the analytical testing portfolio to meet regional financial targets, supported by appropriate KPIs and performance metrics.
• Lead the development and execution of regional marketing strategies that increase portfolio visibility and expand market penetration.
• Ensure alignment between regional marketing initiatives, product marketing, sales leadership, and global marketing teams.
• Design, deploy, and optimize metrics-based, multi-channel marketing campaigns that drive new customer acquisition and capture market share.
• Use data-driven insights to refine targeting, messaging, and channel mix for maximum commercial impact.
• Create high-value content and collateral - including workflow guides, application notes, white papers, digital assets, and customer success stories - to support campaign execution.
• Equip the sales organization with tools, training, and insights that enhance customer engagement and improve win rates.
• Support product launches by developing regional go-to-market strategies and sales enablement materials in collaboration with product marketing.
• Create competitive battlecards, workflow positioning guides, value calculators, and objection-handling resources tailored to analytical testing markets.
• Partner with product management, R&D, and global marketing to ensure regional insights inform product roadmaps and innovation priorities.
• Collaborate with field application scientists and technical experts to ensure scientific accuracy and relevance in all marketing materials.
• Work closely with regional sales teams to monitor performance, identify growth opportunities, and adjust strategies as needed.
• Lead, mentor, and develop a high-performing application team, fostering a culture of accountability, innovation, and continuous improvement.
• Provide clear direction, coaching, and performance feedback to support professional growth and ensure team objectives align with organizational priorities.
• Champion cross-team and cross-functional collaboration, knowledge sharing, and operational excellence across marketing, sales, and technical functions.
• Drive short- and long-term application roadmap planning by integrating customer insights, market trends, and commercial priorities.
• Prioritize application development initiatives based on strategic impact, resource availability, and alignment with portfolio growth objectives.
• Allocate resources effectively across application development, content creation, and campaign execution to maximize commercial outcomes and accelerate time-to-market.
• Partner with product management and R&D to ensure roadmap decisions support innovation, differentiation, and sustain competitive advantage.

Qualifications

• Bachelor’s degree in chemistry, Biochemistry, Toxicology, Analytical Sciences, or a related field; an MS or Ph.D. is strongly preferred.
• Deep experience and understanding of analytical testing markets, including clinical diagnostics, forensic toxicology, bioanalytical testing, and anti-doping workflows.
• Strong familiarity with sample preparation, chromatography, mass spectrometry, and regulatory-driven laboratory environments.
• 5+ years of B2B marketing experience in life sciences, analytical instrumentation, diagnostics, or related sectors.
• Proven ability to translate complex scientific workflows into compelling commercial messaging and value propositions.
• Strong understanding of market needs and the ability to translate and prioritize applications related to those needs for the applications team.
• Demonstrated success developing and executing strategic, data-driven marketing plans and campaigns.
• Experience with CRM systems, marketing automation platforms, and digital analytics tools.
• Strong analytical, strategic thinking, and problem-solving skills with the ability to use metrics to guide decisions.
• Excellent communication, presentation, and cross-functional collaboration skills, with the ability to thrive in a fast-paced, highly technical commercial environment.
• Experience mentoring, coaching, and developing teams, including workload prioritization and resource allocation.

What Success Looks Like

• Increased market penetration and revenue growth across analytical testing segments.
• Clear, differentiated positioning of Biotage solutions in clinical, forensic, bioanalytical, and anti-doping markets.
• High-performing campaigns that deliver measurable pipeline and lead-generation results.
• Effective sales enablement that improves customer engagement and win-rates.
• Strong alignment and collaboration across marketing, sales, product management, and technical teams.