Job DescriptionAbout Opportunity
The U.S. health system landscape is consolidating rapidly. Today, the top 100 integrated delivery networks (IDNs) control purchasing decisions affecting tens of millions of patients annually, and enterprise-level suppliers are increasingly evaluated not just on product performance but on their ability to deliver measurable system-wide outcomes. As health systems face mounting pressure-from CMS value-based care mandates, staffing shortages, and supply chain volatility-vendor partners who show up with a coherent, insight-led enterprise narrative win disproportionate mindshare at the C-suite.
BD's Strategic Customer Group (SCG) exists to compete and win in exactly this environment. The Director, Marketing - Strategic Customer Group is the marketing architect of how BD shows up to its most consequential health system customers: the IDNs, regional systems, and enterprise buying organizations that define care standards at scale.
Reporting to the VP, Launch Excellence & Insights, this leadership role owns the full marketing communications spectrum for the SCG including brand strategy, integrated campaigns, executive content, digital engagement, and field enablement. This is a rare role that combines the strategic altitude of a senior marketing leader with the executional ownership of a marcom director.
Key Responsibilities
Enterprise Brand & Communications Strategy
- 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.
Integrated Demand Generation & Account-Based Marketing
- 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.
Executive Content & Engagement Enablement
- 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.
- Develop a digital engagement infrastructure including website, personalized email journeys, gated content hubs that keep BD top-of-mind.
Cross-Portfolio Growth & Go-to-Market Integration
- Orchestrate integrated marketing strategies that bridge BD's three business segments-Medical Essentials, Connected Care, and Interventional-into a unified, outcomes-based value proposition for enterprise health system customers.
- Translate complex, multi-product portfolio stories into modular, audience-specific messaging that scales across enterprise accounts.
- Partner with Product Marketing leaders across BUs to ensure SCG-level messaging is grounded in product proof points and competitive differentiation.
Enterprise Marketing Excellence
- Function as the de facto enterprise marketing leader for the SCG organization, influencing, aligning, and elevating marketing professionals embedded across BUs and functions without relying on direct authority.
- Establish SCG as BD's internal center of excellence for enterprise health system marketing: publishing frameworks, playbooks, and standards that raise the floor across the broader marketing organization.
- Champion a test-and-learn culture: institutionalizing rapid iteration, performance analytics, and feedback loops as the operating rhythm for the SCG marketing team.
Qualifications & Experience
- 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.
Leadership Attributes
- Market-in thinker Starts with what health systems need, not what BD has to sell and works backward to build narratives that create pull.
- MarCom integrator Connects brand, content, digital, and field communications into a coherent system rather than a collection of disconnected tactics.
- Executive communicator Turns complex portfolio stories into crisp, compelling narratives that land with busy C-suite audiences and equip others to do the same.
- Commercial owner Holds marketing accountable to pipeline, revenue influence, and share of wallet.
- Enterprise operator Navigates a complex matrix with confidence, builds alignment across competing priorities, and moves work forward without waiting for perfect conditions.
- Talent multiplier Invests in the people around them raises the standard of the broader marketing organization.
- Strategic executor Adept at both hands-on, detail-oriented tasks and strategic, big-picture thinking, with a strong emphasis on process orientation.
- Player coach Leads by doing. Personally develops content, shapes messaging, and manages agency partners directly, while setting direction for the broader work. Brings the seniority to lead the agenda and the humility, pace, and ownership to execute the work hands-on every day.
- BD Excellence Leads with strong operational rigor, follows through on commitments, and applies Lean processes to simplify work, reduce waste, and accelerate impact.
- Entrepreneurial mover Brings an entrepreneurial mindset, anticipates opportunities and obstacles, and moves with clock speed to turn insight into action.
- Results owner Takes clear accountability for outcomes, sets measurable goals, tracks progress rigorously, and delivers results with pace, discipline, and follow-through.
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
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
Required Skills
Optional Skills
Primary Work LocationUSA NJ - Franklin Lakes
Additional LocationsWork ShiftAt 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 
