The Director, Marketing Data & Analytics defines, leads, and is fully accountable for the analytics function that powers BD’s global digital marketing ambitions. This leader owns the marketing analytics strategy and roadmap end-to-end – from data foundation and governance through to advanced modeling, insight activation, and AI enablement – and builds the team and partnerships required to execute at scale.

This is a senior all-rounder role demanding strategic vision, deep analytical expertise, and strong organizational leadership. The Director will be equally credible shaping a multi-year analytics roadmap with the VP as they are challenging a modeling approach with a data scientist or driving alignment with a Business Unit commercial leader. They set the standard for how analytics creates business value at BD – and are held accountable for delivering it.

The Director is a key architect of BD’s Marketing & Commercial Data Mesh, ensuring that analytics products are enterprise-grade, scalable, and reusable across functions and regions. They represent the analytics function in cross-functional forums, proactively shape how senior marketing and commercial leaders think about data, and build the organizational capability – people, process, and technology – to sustain competitive advantage through insight.

1. Marketing Analytics Strategy & Roadmap

• Define and own the global marketing and commercial analytics strategy, setting a multi-year roadmap that anticipates business needs and drives measurable impact on demand generation, channel performance, and commercial outcomes.
• Establish the analytics function as a strategic asset within the Digital Marketing CoE, proactively identifying where data and insight can unlock growth, efficiency, or competitive advantage.
• Own the global marketing measurement framework – defining how BD evaluates campaign, channel, and demand performance – and ensure it is adopted consistently across markets and business units.
• Define investment priorities for analytics capabilities, tooling, and talent, and make the case for resourcing to senior leadership.

2. Insight Generation & Executive Decision Support

• Accountable for the quality, relevance, and timeliness of analytics outputs that reach senior marketing and commercial decision-makers.
• Translate complex analytical findings into clear strategic narratives that directly inform demand planning, budget allocation, and channel investment decisions at the VP and BU leadership level.
• Lead the development of automated, scalable reporting and dashboard capabilities that surface performance intelligence across the organization.
• Champion a culture of evidence-based decision-making – setting the standard for how insight is produced, communicated, and acted upon across the marketing function.

3. Digital Analytics & Governance

• Set enterprise-wide digital measurement standards, defining how BD tracks and evaluates performance across all digital properties, paid media, and omnichannel journeys globally.
• Own the governance of GA4 and Adobe Analytics platforms, including global Solution Design References (SDRs), ensuring data integrity and consistency across markets.
• Own Adobe Launch and tag management strategy, overseeing implementation standards, compliance frameworks, and evolution of the tagging infrastructure.
• Partner strategically with the Martech team to ensure the analytics ecosystem is fully integrated within – and extracting maximum value from – the broader marketing technology stack.

4. Advanced Analytics, Modeling & AI

• Own the advanced analytics agenda for marketing, driving the development of models that support attribution, customer segmentation, lead scoring, forecasting, budget optimization, and market opportunity identification.
• Define and lead BD’s approach to AI integration within the marketing function – identifying high-value use cases, piloting solutions, and scaling what works.
• Apply and oversee the application of statistical and machine-learning techniques to answer complex commercial questions and generate forward-looking insight.
• Build reusable analytics patterns, models, and products that scale insight generation across business units and regions without proportional increases in resource.
• Lead the design and governance of experimentation and A/B testing capabilities, embedding continuous data-driven optimization into campaign and channel management.

5. Marketing Data Strategy, Quality & Governance

• Own the marketing analytics component of BD’s Marketing & Commercial Data Mesh – defining data products, standards, and architecture patterns that are enterprise-grade and built for reuse.
• Set and enforce data governance standards across all marketing data assets, covering quality, integrity, consistency, security, and privacy compliance.
• Own the first-party data strategy for marketing analytics – defining how BD collects, manages, and activates customer and prospect data to improve targeting, personalization, and performance.
• Provide strategic direction to data engineers on pipeline architecture, data modelling priorities, and infrastructure investments that underpin the analytics roadmap.

6. Customer Journey & Omnichannel Intelligence

• Own the customer journey analytics strategy, defining how BD measures and optimizes the end-to-end customer experience across digital and commercial touchpoints.
• Drive deep analysis of funnel metrics, engagement patterns, and behavioral data to surface actionable intelligence for marketing, product, and commercial teams.
• Connect channel-level data into a unified, authoritative view of customer interactions and commercial outcomes that informs omnichannel orchestration strategy.

7. Senior Stakeholder Engagement & Cross-Functional Leadership

• Serve as the senior representative of the analytics function in cross-functional forums, proactively shaping how marketing and commercial leaders across BUs and regions understand and use data.
• Build trusted, senior-level relationships with Demand & Growth Marketing, Martech, Business Unit Commercial, Finance, and Technology leadership – influencing strategy and securing alignment on analytics priorities.
• Act as a thought leader on marketing analytics within BD, bringing external perspective on emerging measurement approaches, data technologies, and industry best practices.
• Present analytics strategy, capability progress, and performance outcomes to VP-level and above, articulating business impact with clarity and confidence.

8. People Leadership & Function Building

• Lead, develop, and scale a high-performing global Data & Analytics team, with accountability for hiring, performance, engagement, and professional growth.
• Build organizational capability over time – defining the team structure, roles, and skills needed to deliver the analytics roadmap as BD’s ambitions grow.
• Provide strategic direction and prioritization to data engineers operating in support of the marketing analytics agenda.
• Foster a function culture defined by analytical rigor, intellectual curiosity, commercial accountability, and collaborative impact.
• Own strategic vendor and external partner relationships, ensuring they deliver innovation, quality, and value aligned to BD’s analytics objectives.

• Strategic analytics leader with a proven ability to define and execute a marketing analytics vision that drives measurable commercial outcomes.
• Deep expertise in marketing measurement, including multi-touch attribution, marketing mix modeling, omnichannel performance frameworks, and KPI governance.
• Expert-level knowledge of digital analytics platforms – GA4 and Adobe Analytics – including enterprise-scale governance, SDR design, and cross-market implementation.
• Strong command of tag management strategy (Adobe Launch / GTM) and digital data collection best practices across paid, owned, and earned channels.
• Proven capability in advanced analytics and machine learning applied to marketing – attribution, segmentation, forecasting, lead scoring, and experimentation.
• Clear strategic point of view on AI’s role in marketing analytics, with practical experience identifying and delivering high-value use cases.
• Sophisticated data governance mindset – able to set enterprise standards for data quality, privacy compliance, and first-party data strategy.
• Exceptional ability to translate analytical complexity into executive-level strategic narrative that drives decisions and investment.
• Experienced people leader and function builder – able to attract, develop, and retain analytical talent and build a high-performing team culture.
• Senior stakeholder influencer – credible, proactive, and commercially astute in interactions with VP-level and BU leadership audiences.
• Strong understanding of marketing data infrastructure – data mesh, cloud platforms (Azure), pipelines, and data modelling – sufficient to set strategic direction for engineering teams.
• Proficiency with visualization platforms (Tableau, Power BI); working knowledge of SQL; familiarity with Python or R for advanced analytics.

• Bachelor’s Degree required; Master’s degree in a quantitative, data, or business discipline strongly preferred.
• 10–12+ years of progressive experience in marketing analytics, digital analytics, or commercial data roles, with at least 5 years in senior leadership positions.
• Demonstrated track record of defining and delivering a marketing analytics strategy with measurable business impact at enterprise scale.
• Expert-level experience with GA4, Adobe Analytics, and tag management platforms (Adobe Launch and/or GTM) in a global, multi-market context.
• Proven experience leading advanced analytics programs in a marketing context, including attribution modeling, ML-based segmentation, and large-scale experimentation.
• Experience defining or significantly contributing to an enterprise data strategy, data mesh, or first-party data program.
• Demonstrated success building, scaling, and leading global analytics teams across diverse disciplines (data science, engineering, digital analytics).
• Deep familiarity with marketing technology ecosystems including CRM, CDP, marketing automation, and omnichannel platforms.
• Significant experience operating in a global, matrixed organization with senior business unit and functional stakeholders.
• Med-tech, life sciences, or complex B2B industry experience is advantageous but not required.

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