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

The Director, Digital Demand Generation owns BD’s global demand generation strategy and operating model end-to-end. This leader architects the Lead Lifecycle Framework – defining scoring models, routing logic, persona-based nurture programs, and global KPIs and benchmarks – and ensures full-funnel visibility through dashboards that tie directly to commercial outcomes. By harmonizing process and elevating platform usage across Marketo, Salesforce, and adjacent martech, the role accelerates opportunity creation and elevates the buyer experience at scale.

This is a role that demands equal parts strategic authority and organizational influence. The Director will be as credible setting global demand standards in an enterprise forum as they are coaching a BU marketing team through funnel remediation or partnering with Sales leadership on qualification alignment. They balance standardization with genuine empathy for local realities, and bring the commercial mindset, humility, and curiosity required to drive lasting behavioral change across a complex, federated organization.

Success in this role will be demonstrated through:

• Standardized global lead lifecycle and KPI definitions adopted consistently across priority BUs and Regions.

• Material reduction in time-to-first-touch and SLA leakage across the demand funnel.

• Demonstrated uplift in qualified pipeline volume and conversion efficiency.

• Strong BU and Sales leader advocacy for the global demand model.

1. Global Demand Strategy & Operating Model

• Define and own the global digital demand generation strategy, setting the operating model, governance structures, and lead lifecycle definitions that are adopted consistently across all BUs and Regions.

• Establish BD as a performance-led demand organization – setting the standard for how marketing-generated demand is captured, developed, qualified, and converted into commercial pipeline.

• Own global KPI and benchmark definitions for the full demand funnel, including time-to-first-touch, pick-up SLAs, SAL/SQL conversion, and recycle performance, ensuring enterprise-wide visibility through dashboards tied to commercial outcomes.

• Define investment priorities for demand generation capabilities and make the case for resourcing to senior leadership.

2. Lead Lifecycle Design & Performance

• Architect and continuously evolve BD’s Lead Lifecycle Framework – encompassing scoring models, routing logic, persona-based nurture programs, and qualification and acceptance criteria – ensuring it is fit for purpose across diverse business models and markets.

• Drive full-funnel measurement of demand performance, ensuring consistent visibility into velocity, conversion, leakage, and SLA adherence across BUs and Regions.

• Lead global growth in qualified lead volume by optimizing capture mechanisms, expanding high-performing acquisition channels, and partnering with BUs and Regions to scale proven plays and correct underperformance.

• Identify funnel breakdowns proactively and partner with BUs and Regions to drive targeted return-to-green action plans, tracking recovery against defined milestones.

3. Automation, AI & Continuous Optimization

• Advance BD’s use of automation and AI across the demand generation engine – including AI-assisted lead triage, predictive scoring, intent-based routing, and continuous performance improvement frameworks.

• Define and drive the application of personalized, intent-driven engagement approaches that tailor outreach to individual buyer needs and signals across the lifecycle.

• Embed a culture of experimentation and data-driven optimization across demand programs, continuously testing and iterating on channel mix, content, audience, and messaging to improve performance.

• Partner with the Director AI for Marketing on delivering AI initiatives across the demand funnel.

4. Account-Based Marketing

• Establish and own the global Account-Based Marketing (ABM) strategy, process, and capability – defining standards, selecting technology partners where required, and driving adoption across BUs and Regions.

• Build ABM into the core of BD’s demand model, ensuring it is integrated with lead lifecycle management, Salesforce, and Marketo, and that performance is measured consistently against defined commercial outcomes.

• Partner with BU commercial and sales leaders to identify target account sets, align on engagement strategies, and track ABM contribution to pipeline and revenue.

• Lead the strategic evolution from Account-Based Marketing toward Person-Based Marketing (PMB), developing the identity resolution, intent data, and individual-level activation capabilities needed to engage specific buyers within target accounts with precision and scale.

5. Brand-to-Demand & Integrated Demand Programs

• Integrate always-on brand activations into the demand engine to accelerate lead creation and improve conversion performance across the funnel, ensuring brand and demand investments are mutually reinforcing.

• Partner with content, campaign, and channel teams to develop integrated demand programs that connect awareness, consideration, and conversion in a coherent buyer journey.

• Ensure demand generation strategies are informed by deep buyer insight – translating customer understanding into optimized engagement models that reflect how BD’s buyers actually behave.

6. Platform Partnership & Martech Integration

• Partner strategically with Marketing Technology teams and TGS to shape the martech roadmap, ensuring platforms – including Marketo, Salesforce, and adjacent tools – are configured, integrated, and evolved to support the global demand strategy.

• Serve as the business owner and demand generation authority in platform governance forums, defining requirements and driving adoption of global standards while platform ownership remains with Marketing Technology.

• Ensure data quality, integration, and process compliance across the demand technology stack, working with Martech and TGS to resolve issues that impact funnel performance.

7. Global Adoption & Change Management

• Own the global adoption strategy for the Lead Lifecycle Framework – designing and executing enablement, training, and change management programs that shift how Marketing and Sales operate together across the enterprise.

• Build followership and engagement across a federated organization by articulating the value of global standards clearly, co-creating solutions with local stakeholders, and demonstrating empathy for market-specific realities.

• Govern adherence to global demand standards through enterprise forums and KPI transparency, intervening constructively where performance or compliance falls short.

8. Senior Stakeholder Engagement & Commercial Alignment

• Serve as BD’s senior representative on demand generation in cross-functional forums, proactively shaping how BU, Regional, and Sales leaders think about lead management, funnel performance, and marketing-sales alignment.

• Build trusted, senior-level relationships with BU Marketing, Sales leadership, Marketing Technology, and Digital teams – navigating competing priorities and constructive conflict with clarity, conviction, and commercial credibility.

• Communicate demand generation strategy, capability progress, and funnel performance to VP-level and above, articulating business impact with confidence and precision.

9. People Leadership & Team Development

• Lead, develop, and inspire a high-performing demand generation team, with full accountability for hiring, performance management, engagement, and professional growth.

• Build the organizational capability of the team over time – defining the skills, structure, and ways of working needed to deliver the global demand agenda as BD’s ambitions evolve.

• Foster a team culture defined by commercial accountability, analytical rigor, and a genuine bias for collaboration and impact.

• Manage external agency and technology partner relationships where relevant, ensuring quality of delivery and value aligned to BD’s demand generation objectives.

Skills and Competencies

• Enterprise demand generation leader with a proven ability to define and execute a global strategy that drives measurable commercial pipeline and revenue outcomes.

• Deep expertise in lead lifecycle management – scoring, routing, nurturing, qualification, and sales acceptance – across complex, multi-BU enterprise environments.

• Advanced practitioner in ABM strategy and execution, with experience selecting technology partners and scaling ABM programs across diverse market contexts.

• Strong command of Marketo and Salesforce ecosystems, with the ability to define business requirements and influence platform evolution in partnership with technology teams.

• Sophisticated analytical and commercial acumen – able to design KPI frameworks, interpret funnel metrics, conduct attribution analysis, and translate data into executive-level strategic narrative.

• Proven change management capability – experienced in leading large-scale behavioral and process change across federated organizations, with the ability to design adoption strategies that sustain performance uplift over time.

• Exceptional enterprise influence and executive presence – able to navigate competing priorities, manage constructive conflict, and build followership across BUs, Regions, Sales, and Digital teams without direct authority.

• Customer-centric mindset – able to translate deep buyer insight into engagement models and demand programs that reflect how customers actually make decisions.

• Experienced people leader with a track record of building high-performing teams and developing analytical and marketing talent.

• Comfortable operating at both strategic and executional levels – able to set enterprise direction and engage at the detail level when performance or delivery requires it.

• Bachelor’s degree required; Master’s degree in Marketing, Business, or a related discipline preferred.

• 10+ years of progressive experience in demand generation, marketing operations, or ABM, with significant global enterprise exposure.

• Demonstrated track record of defining and delivering a global demand generation strategy with measurable commercial pipeline impact.

• Expert-level experience with lead lifecycle management, marketing-sales alignment, and funnel performance optimization in a complex, matrixed organization.

• Deep expertise in Marketo and Salesforce ecosystems, including lead management architecture, scoring models, and CRM integration.

• Proven experience leading large-scale change management and global adoption programs across diverse regional and business unit stakeholders.

• Experience with Account-Based Marketing at enterprise scale, including technology selection and cross-functional program delivery.

• Regulated industry B2B experience – med-tech or life sciences strongly preferred.

• Demonstrated success building and leading global demand generation teams across multiple disciplines.

At BD, we are committed to supporting our associates’ well-being, development, and success through a performance-based culture. For this position, BD offers a competitive compensation package along with the following benefits specific to this role: 

• Annual Bonus 

• Potential Discretionary LTI Bonus

• Potential reimbursement of vehicle use/mileage 

• Potential reimbursement of phone use 

Health and Well-being Benefits

• Medical coverage  

• Health Savings Accounts  

• Flexible Spending Accounts  

• Dental coverage  

• Vision coverage  

• Hospital Care Insurance  

• Critical Illness Insurance  

• Accidental Injury Insurance  

• Life and AD&D insurance  

• Short-term disability coverage  

• Long-term disability insurance  

• Long-term care with life insurance  

Other Well-being Resources

• Anxiety management program  

• Wellness incentives  

• Sleep improvement program  

• Diabetes management program  

• Virtual physical therapy  

• Emotional/mental health support programs  

• Weight management programs  

• Gastrointestinal health program  

• Substance use management program  

• Musculoskeletal surgery, cancer treatment, and bariatric surgery benefit  

Retirement and Financial Well-being

• BD 401(k) Plan  

• BD Deferred Compensation and Restoration Plan  

• 529 College Savings Plan  

• Financial counseling  

• Baxter Credit Union (BCU)  

• Daily Pay  

• College financial aid and application guidance  

Life Balance Programs

• Paid time off (PTO), including all required State leaves  

• Educational assistance/tuition reimbursement  

• MetLife Legal Plan  

• Group auto and home insurance  

• Pet insurance  

• Commuter benefits  

• Discounts on products and services  

• Academic Achievement Scholarship  

• Service Recognition Awards  

• Employer matching donation  

• Workplace accommodations  

Other Life Balance Programs

• Adoption assistance  

• Backup day care and eldercare  

• Support for neurodivergent adults, children, and caregivers  

• Caregiving assistance for elderly and special needs individuals  

• Employee Assistance Program (EAP)  

• Paid Parental Leave  

• Support for fertility, birthing, postpartum, and age-related hormonal changes  

Leave Programs

• Bereavement leaves  

• Military leave  

• Personal leave  

• Family and Medical Leave (FML)  

• Jury and Witness Duty Leave 

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

.

Primary Work Location

Additional Locations

Work Shift

At BD, we reward, support and develop our associates through our comprehensive Total Rewards program. We are committed to attracting and retaining high quality talent by providing reward and recognition opportunities that promote a performance-based culture, as well as a competitive package of compensation and benefits programs. You can learn more on our career site under "Our Commitment to You."

Our salary or hourly rate ranges reward associates fairly and competitively. We regularly review these ranges and factors, such as location, contribute to the range displayed.

Our pay is based on the role and the necessary skills and education to perform it successfully. The salary or hourly rate offered is determined by the role's specific requirements, including any applicable step rate pay system at the work location. Salary or hourly pay ranges are influenced by labor laws and Collective Bargaining Agreement (CBA) requirements applicable to the work location which may also affect the workplace arrangement of the role.

Salary Range Information