Market Segment Manager (Analytical Testing)

From drug discovery and development to analytical testing, Biotage supports the work that drives progress in life science and improves human health. With expertise in separation and purification technologies and versatile, intelligent workflow solutions, we help optimize processes for more than 5,000 customers worldwide.
Our mission is clear: to empower scientists to simplify and accelerate discovery and development.
We are seeking a Market Segment Manager for our Analytical Testing team at Biotage. The Market Segment Manager for Analytical Testing at Biotage plays a central role in leading the company’s marketing efforts across clinical diagnostics, forensic toxicology, bioanalytical, and anti‑doping testing markets. This position requires an innovative, customer‑focused marketer with a strong grasp of B2B marketing and a deep understanding of analytical testing workflows, including sample preparation, chromatography, and mass spectrometry.

In addition to leading regional marketing strategy, this role requires strong people‑leadership capabilities. You will manage and develop a high‑performing applications team, providing clear direction, coaching, and resource prioritization to ensure successful execution. You will guide short‑ and long‑term application development priorities by integrating customer insights, market trends, and commercial objectives, ensuring the roadmap aligns with Biotage’s growth strategy.

This role is hybrid (3 days a week in office minimum) in Charlotte, NC.

The ideal candidate combines scientific expertise with commercial acumen to understand purchase‑decision drivers, regulatory pressures, and workflow challenges unique to these markets. You will be responsible for developing and executing regional marketing strategies that enhance portfolio visibility, drive commercial growth, and position Biotage competitively across highly regulated and rapidly evolving testing environments.

Key Responsibilities:

Market & Customer Insight

• 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.

Strategic Marketing Leadership

• 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.

Campaign Development & Execution

• 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.

• Develop high‑value content and collateral - including workflow guides, application notes, white papers, digital assets, and customer success stories - to support campaign execution.

Sales Enablement & Commercial Support

• 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.

Cross‑Functional Collaboration

• 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.

Team Management & Leadership

• 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.

• Application Roadmap Prioritization & Resource Assignment

• 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.