Join BD as an Associate Director, Growth Marketing based in Covington, USA. In this full-time role requiring at least 4 days per week in-office, you will lead the growth engine for PureWick, driving customer acquisition, lifecycle marketing, and revenue generation in a collaborative healthcare environment.
Requirements
Bachelor's degree in Marketing, Business, Communications, or a related field required; MBA preferred.
8+ years of experience in growth marketing, performance marketing, digital commerce, or demand generation.
People leadership experience with a track record of building and motivating successful teams.
Proven success driving customer acquisition and revenue growth in a DTC environment.
Experience managing media investments, analytics, and agency partnerships.
Skills & Responsibilities
Performance Marketing: Manage media strategy and investment across TV, CTV, paid search, social, and digital channels to drive scalable customer acquisition.
Lifecycle Growth: Improve engagement, conversion, retention, and customer lifetime value through targeted lifecycle marketing programs.
Analytics & Strategy: Establish growth KPIs, dashboards, and attribution models to connect marketing investments to revenue outcomes.
Cross-Functional & Agency Leadership: Lead agency relationships and collaborate across matrixed teams to align priorities and optimize campaign performance.
Potential transition routes: People from Senior Growth Marketing Manager or Director of Digital Marketing roles may bring strong acquisition and analytics skills, alongside meeting the required digital commerce and leadership experience.
Job description
We are the people who give possibilities purpose
BD is one of the largest global medical technology companies in the world. Advancing the world of health™ is our Purpose, and it’s no small feat. It takes the imagination and passion of all of us—from design and engineering to the manufacturing and marketing of our billions of MedTech products per year—to look at the impossible and find transformative solutions that turn dreams into possibilities.
Job Description
Relocation Assistance Available
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.
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.
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.
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.
