Director, Marketing Excellence & Demand Generation (BD Surgery)
Becton Dickinson
This listing was originally posted on Becton Dickinson's careers page. Formulate is an equal opportunity job aggregator and is not involved in the hiring process. Where salary information is estimated, it is derived from BLS industry benchmarks and may differ from actual compensation.
Upgrade to Pro to access the AI-generated 'Read before applying' briefing and other premium pharma intelligence.
Upgrade to Pro — $25/moBD 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.
We believe that the human element, across our global teams, is what allows us to continually evolve. Join us and discover an environment in which you’ll be supported to learn, grow and become your best self. Become a maker of possible with us.
Job Summary
Leads Marketing Excellence, Marketing Communications, Events, Digital Marketing for Surgical Solutions, and Lead Management across BD Surgery. Owns continuous improvement of marketing practices—partnering with Corporate Marketing, instituting launch excellence, and coaching platform teams in lean ways of working—to drive consistent customer experiences, qualified demand, and measurable pipeline impact, in line with BD Excellence principles.
The Director, Marketing Excellence & Demand Generation is accountable for Marketing Excellence and for leading Marketing Communications, Events, Lead Management, and Digital Marketing (for the Surgical Solutions platform) within BD Surgery. The role establishes best-in-class marketing practices and continuous improvement across the function: coordinating with Corporate Marketing on content standards, processes, and select activities; owning a rigorous, cross-functional launch excellence cadence; and coaching both direct teams and platform partners in lean planning and execution. The Director owns digital marketing strategy and execution for Surgical Solutions and aligns with the AR&R (Hernia and PRS) platform (execution remains with those teams) on their execution of digital strategies.
Marketing Excellence
Lead continuous improvement of the marketing practice across BD Surgery, establishing clear standards, operating rhythms, and KPIs for planning and execution.
Coordinate with Corporate Marketing on content governance, brand and messaging frameworks, process standards, enablement tools, and select enterprise campaigns/activities.
Own and institutionalize a best-in-class marketing launch process (stage-gates, roles/RACI, readiness reviews, cross-functional workstream coordination, and post-launch retros).
Coach and challenge direct teams and platform partners (Surgical Solutions, AR&R) to elevate strategy, planning, and execution in accordance with lean principles (e.g., hypothesis-driven planning, test-and-learn, visual management, and waste reduction).
Establish an enablement program (playbooks, templates, training) and a metrics cadence to drive adoption, consistency, and measurable outcomes.
Marketing Communications
Lead MarCom strategy and calendar for Surgical Solutions, aligning messaging and value propositions to business and regional priorities.
Oversee development and production of customer-facing assets (brochures, flyers, sales aids, videos, clinical evidence summaries, web content), ensuring brand alignment and promotional review compliance (e.g., Veeva).
Standardize toolkits and localization processes; manage agencies/vendors for quality, speed, and cost discipline.
Measure asset usage and impact; drive continuous optimization with sales and regional feedback.
Events & Tradeshows
Set global events strategy, portfolio prioritization, and resourcing across tradeshows, congresses, advisory boards, and BD-hosted meetings (e.g., National Sales Meeting).
Own end-to-end execution: booth experience, demos, content capture, logistics, vendor management, and on-site coordination.
Integrate pre-, during-, and post-event engagement with campaigns and sales motions; define and report KPIs (traffic, qualified leads, pipeline influence, ROI).
Demand Generation & Digital Marketing
Own multichannel demand generation for Surgical Solutions across web, SEO/LEO, PPC, paid/organic social, email, webinars, retargeting, and syndication.
Define audience targeting, journeys, campaign briefs, channel mix, and budget allocation; partner with the Demand Center/Digital CoE for shared capabilities and best practices.
Coordinate with AR&R digital teams on strategy, tagging/UTMs, analytics, and governance to ensure consistency and scalability (execution remains with those platforms).
Publish dashboards on channel performance, conversion, and ROMI; lead monthly/quarterly performance reviews and optimization sprints.
Lead Management
Own the end-to-end lead management framework: intake, scoring/qualification, routing, and SLAs with Sales.
Ensure CRM and marketing automation hygiene, visibility, and compliance; champion rapid-response and nurture programs to maximize conversion.
Provide funnel health reporting and pipeline attribution; drive cross-functional improvements to accelerate cycle times and win rates.
Leadership & Operational Excellence
Lead and develop a high-performing team (MarCom, Events, Campaign/Demand, and Lead Management).
Own functional budgets, vendor strategy, and SOWs; deliver productivity and scale through process simplification and smart automation.
Drive alignment with Sales, Global/Regional Marketing, Medical Affairs, Training, Legal/Regulatory, Finance, and the Demand Center/Digital CoE.
Ensure adherence to BD brand policies, promotional review, privacy/data handling, and quality system requirements.
Bachelor’s degree required (Marketing, Communications, Business, or related); MBA preferred.
Proven experience establishing or scaling Marketing Excellence (process standards, launch excellence, enablement, and KPI governance).
8+ years of progressive experience across marketing communications, demand generation/digital marketing, events, and/or marketing operations in B2B healthcare/medical devices preferred.
Demonstrated success owning lead management and digital campaign programs with measurable pipeline/revenue impact.
People leadership experience and agency/vendor management in a global, matrixed environment.
Marketing Excellence & Continuous Improvement: able to design and deploy standards, cadences, and enablement; working knowledge of lean principles; Lean/Six Sigma certification a plus.
Integrated Marketing Leadership: strategy-to-execution across MarCom, events, digital demand gen, and lead management.
Funnel & Performance Analytics: CRM/MA workflows, conversion optimization, attribution, and ROMI dashboards.
Change Leadership & Coaching: effective at coaching and constructively challenging teams and partners; strong facilitation and training capabilities.
Stakeholder Influence: operates effectively in a matrix with senior stakeholders across platforms and functions.
Vendor/Agency & Budget Management: negotiates, prioritizes, and delivers on-time, on-budget outcomes.
Tools: proficiency with CRM (e.g., Salesforce), marketing automation (e.g., Marketo), web analytics, SEO/SEM/LEO, and promotional review workflows (e.g., Veeva).
Compliance with BD brand standards, promotional review processes, privacy/data handling, safety, legal, regulatory, and quality system requirements.
Promotes ethical conduct and maintains documentation standards across all marketing activities.
Ability to travel domestically and internationally up to 25%.
A career at BD means being part of a team that values your opinions and contributions and that encourages you to bring your authentic self to work. It’s also a place where we help each other be great, we do what’s right, we hold each other accountable, and learn and improve every day.
You will learn and work alongside inspirational leaders and colleagues who are equally passionate and committed to fostering an inclusive, growth-centered, and rewarding culture. You will have the opportunity to help shape the trajectory of BD while leaving a legacy at the same time. And through the organization’s investment in BD University, you will continually level up your tech skills and expertise.
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 health. At BD, you’ll discover a culture in which you can learn, grow and thrive. And find satisfaction in doing your part to make the world a better place.
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
.
At BD, we are strongly committed to investing in our associates—their well-being and development, and in providing rewards and recognition opportunities that promote a performance-based culture. We demonstrate this commitment by offering a valuable, competitive package of compensation and benefits programs which you can learn more about on our Careers Site under Our Commitment to You.
Salary or hourly rate ranges have been implemented to reward associates fairly and competitively, as well as to support recognition of associates’ progress, ranging from entry level to experts in their field, and talent mobility. There are many factors, such as location, that contribute to the range displayed. The salary or hourly rate offered to a successful candidate is based on experience, education, skills, and any step rate pay system of the actual work location, as applicable to the role or position. Salary or hourly pay ranges may vary for Field-based and Remote roles.
Salary Range Information
$147,600.00 - $265,800.00 USD AnnualExplore related positions you might be interested in
We'll notify you when matching roles are posted.
Interviewed at Becton Dickinson?
Help others prepare — share your experience anonymously.
MEDICAL DEVICES
Upgrade to Pro to access AI interview prep brief and other premium pharma intelligence.
Upgrade to Pro — $25/mo