Summary
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.
Primary Responsibilities & Duties
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.
Skills and Competencies
- 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.
Education, Qualifications and Experience
- 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.
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[ _https://bd.com/careers_](https://bd.com/careers). 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.
