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About the role:

The Associate Director, Growth Marketing is responsible for leading PureWick’s growth strategy across customer acquisition, engagement, retention, and revenue generation. This role owns the end-to-end growth engine, connecting media investment, digital experiences, lifecycle marketing, analytics, and customer insights to measurable business outcomes.

Reporting to the Senior Director of U.S. Home Care, this leader partners across Customer Experience, Digital Technology, Analytics, Sales, Finance, and agency partners to accelerate growth, improve marketing efficiency, and enhance the customer journey. Success is defined by the ability to drive demand, optimize conversion and retention, and build scalable growth capabilities that support PureWick’s continued expansion.

Key Responsibilities

Growth Strategy & Customer Acquisition

• Develop and execute the growth marketing strategy aligned to commercial objectives and revenue goals.
• Drive customer acquisition through integrated media, digital marketing, and demand generation programs.
• Identify new growth opportunities across channels, audiences, and customer segments.

Performance Marketing & Media

• Own media strategy and investment across TV, CTV, paid search, social, display, video, affiliate, and emerging channels.
• Optimize channel mix, budget allocation, and campaign performance through testing, analytics, and attribution.
• Manage agency partners to deliver efficient, scalable customer acquisition.

Customer Journey & Lifecycle Growth

• Improve engagement, conversion, retention, and lifetime value through lifecycle marketing programs.
• Identify and remove friction across the customer journey to improve business performance.
• Partner with Customer Experience to create seamless omnichannel experiences.

Digital Experience & Conversion Optimization

• Partner with Digital Technology to optimize website performance, SEO, usability, and conversion.
• Prioritize enhancements that improve customer engagement and growth outcomes.

Analytics & Growth Insights

• Establish growth KPIs, dashboards, and reporting that connect marketing investments to revenue.
• Leverage analytics, attribution, and customer insights to drive continuous optimization and investment decisions.

Agency & Cross-Functional Leadership

• Lead agency relationships and hold partners accountable to growth, efficiency, and business impact.
• Influence cross-functional teams to align priorities, drive execution, and achieve commercial objectives.

About you:

The successful candidate is a strategic and data-driven growth leader with deep expertise in customer acquisition, performance marketing, analytics, and lifecycle marketing. They excel at balancing strategy and execution, influencing across matrixed organizations, and translating growth investments into measurable business results.

Experience

Required

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 8+ years of experience in growth marketing, performance marketing, digital commerce, or demand generation.
• People leadership experience with a track record of building, motivating, and retaining successful teams.
• Proven success driving customer acquisition and revenue growth through integrated marketing strategies within DTC (Direct-to-Consumer) environment
• Experience managing media investments, analytics, agency partnerships, and customer journey optimization.
• Strong analytical, communication, and executive presentation skills.

Preferred

• MBA.
• Experience in healthcare, MedTech, consumer health, or regulated industries.
• DTC, eCommerce, subscription, or omnichannel marketing experience.
• Experience with CRM, marketing automation, analytics, and enterprise Martech platforms.

The Opportunity:

This role provides a unique opportunity to build and lead the growth engine behind one of BD Home Care’s most important and fastest-growing businesses. The Associate Director, Growth Marketing will directly influence customer acquisition, retention, marketing efficiency, and long-term commercial growth while helping scale PureWick for its next phase of expansion.

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.