Director, Marketing Demand Generation

Director, Digital Demand Generation

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.

The Director, Digital Demand Generation is a senior leader within the Digital Marketing Center of Excellence, accountable for defining and governing BD's global demand generation capability. The role sets the worldwide strategy and operating model for lead capture, scoring, routing, nurturing, and sales qualification – orchestrating consistent execution across all Businesses and Regions while maintaining the flexibility required to accommodate local market realities.

Reporting to the VP, Global Head of Digital Marketing, this leader is BD's global authority on digital demand management. They design and govern the end-to-end Lead Lifecycle Framework – from initial capture through to sales acceptance and performance feedback loops – anchored in automation, AI, and standardized processes. The role drives measurable improvements in response times, conversion rates, pipeline velocity, and cost-to-serve, directly impacting revenue growth and customer experience across the enterprise.

The Director partners closely with Marketing Technology and Technology Delivery Services (TDS/IT) teams to shape platform roadmaps and drive global standards and adoption, while platform ownership remains with Marketing Technology. It also partners with the Marketing Data & Analytics team on end-to-end measurement against Demand Generation KPIs. The role requires occasional global travel (10–15%) to build alignment and drive adoption across BD's international markets.

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.

Primary Responsibilities & Duties

• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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,