Marketing Director, Strategic Customer Group

Responsibilities

• Define and steward BD's brand positioning within the U.S. health system segment, translating enterprise-wide brand architecture into a distinct, credible SCG narrative that resonates with CNOs, CFOs, CMOs, and supply chain executives.
• Lead development of an integrated MarCom framework (content, digital, events, paid media, PR, and field communications) that ensures BD shows up consistently and powerfully at every strategic touchpoint.
• Drive thought leadership strategy anchored in health system priorities: labor efficiency, clinical standardization, outcomes measurement, and technology-enabled care. Leverage third-party research, proprietary data, and clinical evidence to position BD as an indispensable enterprise partner.
• Align SCG brand voice with BD's broader corporate communications and IR narrative, ensuring coherence across external-facing channels.
• Design and execute ABM-driven demand generation strategies targeting BD's highest-priority IDN and strategic health system accounts, applying behavioral segmentation, propensity modeling, and account intelligence to drive pipeline progression and expand share of wallet.
• Build and optimize a multi-channel campaign engine, content syndication, event marketing, and direct outreach.
• Benchmark against best-in-class B2B healthcare MarCom programs to continuously raise the standard of engagement.
• Own the executive content strategy for SCG: developing C-suite-ready presentations, white papers, case studies, ROI frameworks, and digital assets that equip BD's senior leaders and enterprise account teams to lead high-stakes conversations with confidence.
• Build a repeatable content architecture with personas mapped to buying stages, message hierarchies, and proof point libraries.
• Lead marketing strategy in support of BD's executive engagement program, designing immersive experiences (executive briefings, advisory boards, hosted forums) that deepen trust with health system leadership and accelerate enterprise decision-making.

Requirements

• 12+ years in B2B marketing, with a significant portion in healthcare, MedTech, or health IT; demonstrated success in enterprise/strategic account marketing, MarCom leadership, or demand generation at scale.
• Deep command of integrated MarCom disciplines: brand strategy, content marketing, digital demand generation, ABM, event marketing, and sales enablement.
• Proven experience developing executive-level content and thought leadership programs that move C-suite audiences and shape enterprise buying decisions.
• Strong analytical foundation: fluency in campaign performance metrics, pipeline attribution, and ROI measurement; familiarity with marketing technology stacks
• Track record of leading through influence in highly matrixed organizations—aligning senior stakeholders across business units, sales, and strategy without direct authority.
• Experience marketing into IDNs, GPOs, or integrated health systems is a strong differentiator; understanding of enterprise procurement dynamics, value analysis committees, and system-level decision-making is essential.
• Bachelor's degree required; MBA or advanced degree in marketing, communications, or healthcare administration preferred.

Preferred

• MBA or advanced degree in marketing, communications, or healthcare administration preferred.

Benefits

• Annual Bonus
• Potential Discretionary LTI Bonus
• Medical coverage
• Health Savings Accounts
• Flexible Spending Accounts
• Dental coverage
• Vision coverage
• Hospital Care Insurance
• Critical Illness Insurance
• Accidental Injury Insurance