Associate Director, Brand Social Media Content Strategy & Creator

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

About the role:

The Associate Director of Social Media Content Strategy & Creation shapes BD’s enterprise social and web engagement strategy to strengthen external presence, elevate corporate brand visibility, and drive meaningful engagement with healthcare professionals, customers, and patients. This role builds and governs a unified brand engagement framework across earned, paid and owned channels, ensuring integration with BD’s ambitions, goals and priorities. 

Operating as a strategic connector across Corporate Communications, Brand, Digital Marketing, Business Units, and Medical/Legal/Regulatory, this role accelerates high-quality content creation, streamlines compliant workflows, and embeds social as a core lever within omnichannel plans. This individual will own KPI definition, data, and analytics for social engagement, using insights to enhance BD’s corporate brand equity, positioning, quality content creation, and embeds social as a core lever within omnichannel plans.

Key Responsibilities

Enterprise Brand Social & Web Strategy, Governance, and Brand Integration

• Develop and govern an enterprise social media and web engagement framework aligned to BD’s brand ambition and priorities. 

• Ensure integration of social media strategies with brand, communications, and omnichannel plans across earned, paid, owned channels as well as priority events.

• Lead strategic planning for digital thought leadership to amplify BD expertise and reach priority audiences. 

• Integrate social media planning and execution with prioritized external events. 

• Serve as the voice of the BD brand in all digital channels. 

• Manage external partners and platforms to scale capabilities, innovation, and speed to market. 

Content Strategy, Creation, and Compliant Delivery

• Lead initiatives to accelerate creative content development and ensure rapid, high-quality delivery across channels (social, web, video, shortform/longform). 

• Establish and maintain best practices, templates, and guidance to enable brand consistent, audience relevant content creation. 

• Oversee end-to-end review and approval of workflows; ensure regulatory, privacy, and brand compliance. 

• Partner closely with creative leads and content strategists to translate complex topics into compelling stories and campaigns. 

Marketing Operations & Cross Functional Enablement

• Build and scale standardized workflows across content intake, prioritization, production, and approval to improve efficiency and predictability. 

• Manage social media agencies, platforms, priority accounts (when used for connected brand campaigns) and vendors to effectively launch social media programs. 

• Leverage technology, AI, social listening, and content management tools to streamline operations and automate routine tasks where appropriate. 

• Establish a cross-functional operating model with Corporate Communications, Digital, BUs, Medical, Legal, ERC/Governance, and Analytics to drive alignment and adoption. 

KPI Definition, Data & Analytics Ownership (Brand Value)

• Define the KPI framework for social and web engagement (e.g., reach/quality of reach, engagement depth, audience growth and mix, brand lift, traffic quality, content efficiency, compliance adherence). 

• Own data and analytics for social channels: instrument, track, and report performance; build dashboards; and establish standards for data integrity and comparability. 

• Link insights to BD’s brand value architecture: translate performance and perception data into actions that enhance BD’s corporate brand equity and articulate value and impact. 

• Run recurring performance reviews with stakeholders; recommend optimizations across content, channels, cadence, format mix, audience targeting, and DTL activation. 

• Partner with Research/Insights to incorporate brand tracking, sentiment, and category SOV into decision making; socialize learnings and playbooks. 

Required Education and Experience

• Bachelor’s degree required (Marketing, Communications, Business, or related); 

• 10 years in social media strategy/content, digital marketing, or adjacent roles; Agency background welcomed. 

• Proven success building enterprise social strategies and governance models across paid and owned channels.

• Demonstrated ability to lead complex cross functional initiatives and influence without direct authority.

• Strong proficiency with social platforms (e.g., LinkedIn, YouTube, X/Twitter, Instagram, TikTok) and healthcare relevant and possibly third-party/HCP ecosystems.

• Hands-on experience with analytics, social listening, and content performance platforms; ability to translate data into decisions and narratives for executives.

• Excellent communication, stakeholder management, and change enablement skills; thrives in ambiguity and fast paced environments. 

Preferred Qualifications

• Master’s degree
• Life Science experience

At BD, we prioritize on-site collaboration because we believe it fosters creativity, innovation, and effective problem-solving, which are essential in the fast-paced healthcare industry. For most roles, we require a minimum of 4 days of in-office presence per week to maintain our culture of excellence and ensure smooth operations, while also recognizing the importance of flexibility and work-life balance. Remote or field-based positions will have different workplace arrangements which will be indicated in the job posting.

For certain roles at BD, employment is contingent upon the Company’s receipt of sufficient proof that you are fully vaccinated against COVID-19. In some locations, testing for COVID-19 may be available and/or required. Consistent with BD’s Workplace Accommodations Policy, requests for accommodation will be considered pursuant to applicable law.

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

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

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Primary Work Location

USA NJ - Franklin Lakes

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

$160,900.00 - $265,400.00 USD Annual