BD (Becton, Dickinson and Company) Sr. Director, Corporate Marketing, Marketing Communications & Digital Strategy - remote in Franklin Lakes, New Jersey
Job Description Summary
Senior Director, Corporate Brand, Marketing Communications and Digital Strategy
This position is responsible for managing all aspects of the embecta global brand. The person in this position leads the Strategic Brand Management Office, which is accountable for creating and managing the embecta brand in all its executions, its essence, positioning, and attributes. Additionally, it is responsible for brand portfolio strategy and product name hierarchy and architecture, the visual and verbal brand system, the internal and external communications campaigns for the brand, brand events, brand engagement programs, and for the network of Brand Ambassadors who train the organization and ensure brand compliance.
This leader must establish and maintain relations with other global marketing leaders as well as Regional and Country leaders. In addition, they are an integral part of the embecta marketing community. This role is responsible and accountable for key deliverables related to marketing communications, digital, omnichannel and social media marketing. This leader must interact with internal (global, region and country) teams as well as external -- the various vendors that supply associated services.
Lead the development and management of the embecta brand . Oversee the multiple dimensions of the embecta brand, including the brand positioning, our brand expression, associate engagement programs, and training the embecta organization to assure brand compliance. This leader plays a strong role in the development of portfolio strategies that feature strong brand architecture and hierarchies for key product brands and facilitating the development of brand books and brand programs that enhance the embecta master brand. Establish and lead branding protocols for product names that are consistent with master branding practices.
Serve as “keeper of the flame” for the embecta brand . Oversee marketing training practices and supports the understanding and engagement of marketers worldwide, and accommodates training of vendors and consultants, as well. Nurture our embecta brand by providing guidance and opportunities for development to expand impact. Ensure regular communication of embecta branding information to all employees.
Oversee the corporate marketing communications aligned with the embecta brand. Provide leadership for team accountable for creating communications about the company and its offerings. Oversee the management of the company’s exhibiting activities, ensuring the development of effective exhibiting strategies, booth properties, and exhibiting processes. Provide leadership over relationships with preferred vendors. Liaise with key business stakeholders and ensure Brand compliance.
Oversee the marketers responsible for the development and execution of company messaging within our global marketing campaign, including development of messages, completion of communications tools, and measurement of effectiveness. Other tools may include company collateral in digital and traditional media, advertising, and presentation materials. Ensure that external brand messaging campaigns can be adapted for internal audiences to educate and engage embecta associates.
Ensure compliance to embecta brand. Lead all Brand conversion activities related to acquisitions: facilities, packaging, documents, marketing collateral, etc. Oversee the development of the brand system – the visual and verbal protocols and messages that help communicate the value of the embecta brand.
Serve in a consultative role to resolve all issues related to the brand. This may include matters associated with nomenclature, essence/tone, positioning, language differences, etc. Work to arrive at mutually agreeable solutions with minimal disruption to existing standards. Modify and adapt standards as necessary.
Assess worldwide embecta brand compliance issues related to products and packaging and oversee the implementation plan for ultimate conversion of packaging to embecta standards. Oversee a team of individuals from various functions, businesses and regional areas to accomplish goals.
Oversee the development and maintenance of brand standards. Key responsibilities include maintaining current publication of the guidelines on Brand Manager; developing new templates and guidelines, as needed; coaching the marketers from global. Region, country to ensure understanding of the standards.
Govern brand compliance through systems and processes for all businesses, geographies and functions. Serve as needed as approval signature for internal and customer communications. Participate on teams that develop broad corporate communications programs to provide guidance on the brand and ensure compliance.
Create a vision for the Brand. In their functional leadership capacity, the Senior Director will also create and manage a vision for the brand and the Strategic Brand Management office. As the keeper of the Company’s brand, develop a vision which includes future brand engagement and brand management opportunities, behaviors and norms for success that align with embecta brand attributes, imagined capabilities to enhance the company’s marketing, and thought leadership in Branding. The individual will not only lead the function into the future to meet company needs -- staying abreast of current communications and marketing, digital, social and omnichannel trends – they will also lead the team toward our goal of being recognized externally for superior brand management.
This position will collaborate with the SVP Global Marketing in a variety of capacities, including the assessment of our overall communications effectiveness in order to identify the plans and processes to improve it. This individual’s contribution should 1) increase the amount of leverage embecta is able to realize with its communications; 2) support the priorities of embecta and the Global Marketing function; 3) heighten the function’s effectiveness, and 4) provide greater opportunities for integration and development across the marketing function.
Skills and Competencies
Expert marketer, strategist and strong process development skills
Intellectual curiosity and the ability to vision as well execute
Ability to recognize business opportunities and develop clear, concise, and compelling executive-ready communications to various audience groups with minimal guidance.
Proven ability to work cross-functionally and across the world, and build strong partnerships.
Ability to build strong external relationships and partnership with strategic suppliers
Excellent presentation, analytical and communication skills, both written and oral, are required to synthesize key issues and communicate/persuade constituencies towards specific actions and initiatives
Well organized, highly motivated, results-oriented and process-driven with ability to balance priorities and assume responsibility in a multi-tasking environment
Strong analytical, strategic, and creative problem-solving skills.
Comprehensive knowledge of current and evolving multi-channel marketing, digital & social platforms, e-commerce and the omnichannel experience.
Ability to lead cross-functional teams and manage complex initiatives.
Proven leadership skills to maximize team talents; leads with passion that energizes the team to over-deliver against expectations and results in high employee engagement and overall job satisfaction
Celebrates team and individual successes and creates a safe environment for constructive feedback
Qualifications and Experience
▪ BS/BA in business or science, MBA is strongly desirable.
▪ 15+ years of relevant marketing experience in medical device and/or pharmaceutical industry with a consistent track-record of high performance and results.
10+ years zof relevant experience in leading Marketing teams.
▪ 8+ years of experience directly managing people. Knowledge of MS Office applications.
▪ Track Record of achievement in delivering large and/or multiple projects and influencing business outcomes.
Deep understanding of marketing including strong multichannel skills.
Prior experience working on a large transformational change initiative
Knowledge of agile methodology and experience developing agile mindsets
Champion the customer and have a customer-centric approach
Bachelor’s degree in Marketing or related required; advanced degree preferred
For many 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, weekly testing for COVID-19 may be available instead of vaccination. Consistent with BD’s Workplace Accommodations Policy, requests for accommodation will be considered pursuant to applicable law.
Primary Work Location
USA NJ - Franklin Lakes
Becton, Dickinson and Company is an Equal Opportunity/Affirmative Action Employer. We do not unlawfully discriminate on the basis of 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, or any other protected status.