Director, Marketing Demand Generation

Job Overview

The Director, Digital Demand Generation is a senior leader within the Digital Marketing Center of Excellence, accountable for defining and governing BD’s global demand generation capability. The role sets the worldwide strategy and operating model for lead capture, scoring, routing, nurturing, and sales qualification – orchestrating consistent execution across all Businesses and Regions while maintaining the flexibility required to accommodate local market realities.

• Global Demand Strategy & Operating Model

  Define and own the global digital demand generation strategy, setting the operating model, governance structures, and lead lifecycle definitions that are adopted consistently across all BUs and Regions. Establish BD as a performance-led demand organization – setting the standard for how marketing-generated demand is captured, developed, qualified, and converted into commercial pipeline. Own global KPI and benchmark definitions for the full demand funnel, including time-to-first-touch, pick-up SLAs, SAL/SQL conversion, and recycle performance, ensuring enterprise-wide visibility through dashboards tied to commercial outcomes.
  
  Define investment priorities for demand generation capabilities and make the case for resourcing to senior leadership.

• Lead Lifecycle Design & Performance

  Architect and continuously evolve BD’s Lead Lifecycle Framework – encompassing scoring models, routing logic, persona-based nurture programs, and qualification and acceptance criteria – ensuring it is fit for purpose across diverse business models and markets. Drive full-funnel measurement of demand performance, ensuring consistent visibility into velocity, conversion, leakage, and SLA adherence across BUs and Regions. Lead global growth in qualified lead volume by optimizing capture mechanisms, expanding high-performing acquisition channels, and partnering with BUs and Regions to scale proven plays and correct underperformance.
  
  Identify funnel breakdowns proactively and partner with BUs and Regions to drive targeted return-to-green action plans, tracking recovery against defined milestones.

• Automation, AI & Continuous Optimization

  Advance BD’s use of automation and AI across the demand generation engine – including AI-assisted lead triage, predictive scoring, intent-based routing, and continuous performance improvement frameworks. Define and drive the application of personalized, intent-driven engagement approaches that tailor outreach to individual buyer needs and signals across the lifecycle. Embed a culture of experimentation and data-driven optimization across demand programs, continuously testing and iterating on channel mix, content, audience, and messaging to improve performance.
  
  Partner with the Director AI for Marketing on delivering AI initiatives across the demand funnel.

• Account-Based Marketing

  Establish and own the global Account-Based Marketing (ABM) strategy, process, and capability – defining standards, selecting technology partners where required, and driving adoption across BUs and Regions. Build ABM into the core of BD’s demand model, ensuring it is integrated with lead lifecycle management, Salesforce, and Marketo, and that performance is measured consistently against defined commercial outcomes. Partner with BU commercial and sales leaders to identify target account sets, align on engagement strategies, and track ABM contribution to pipeline and revenue.
  
  Lead the strategic evolution from Account-Based Marketing toward Person-Based Marketing (PMB), developing the identity resolution, intent data, and individual-level activation capabilities needed to engage specific buyers within target accounts with precision and scale.

• Brand-to-Demand & Integrated Demand Programs

  Integrate always-on brand activations into the demand engine to accelerate lead creation and improve conversion performance across the funnel, ensuring brand and demand investments are mutually reinforcing. Partner with content, campaign, and channel teams to develop integrated demand programs that connect awareness, consideration, and conversion in a coherent buyer journey. Ensure demand generation strategies are…