Responsibilities

• 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.

Requirements

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

Benefits

• 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