Director, Brand Implementation

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

The Director, Brand Implementation defines and leads the enterprise strategy, governance framework, and operating model for brand execution across the organization. The role ensures brand priorities are translated into measurable business outcomes through scalable systems, organizational capability, and enterprise-wide adoption.

This position is accountable for establishing implementation standards, governance structures, performance measures, and strategic roadmaps that enable consistent and compliant brand execution. The role drives operational excellence by aligning resources, processes, and technology platforms to business priorities.

The Director collaborates with executive leaders across Marketing, Communications, Commercial Excellence, Digital, Human Resources, Operations, and Business Units to drive alignment, capability building, and transformational change that strengthens enterprise brand performance.

Summary

The Director serves as the enterprise authority for brand implementation, governance, and adoption. The position shapes long-term capability strategies and operating models that improve brand consistency, organizational effectiveness, and business performance globally.

The role owns enterprise frameworks, governance mechanisms, and enablement programs that support effective implementation at scale. Success is achieved through executive influence, strategic leadership, and disciplined execution.

The Director monitors successful implementation through KPIs, dashboards, governance reviews, and value realization metrics to ensure continuous improvement and sustainable business impact.

Success Profile

• Standardized implementation strategies, governance models, and toolkits adopted globally.

• Improved organizational capability and brand execution maturity across business units and regions.

• Measurable increases in adoption, compliance, operational efficiency, and execution quality.

• Enhanced executive stakeholder alignment and advocacy for enterprise brand priorities.

• Demonstrated business value realization through brand consistency and operational effectiveness.

• Successfully leading complex, global, matrixed environments while delivering enterprise outcomes.

Key Responsibilities

• Define and own the enterprise brand implementation strategy and multi-year roadmap.

• Establish and lead global governance structures, standards, and operating models.

• Drive enterprise prioritization and investment decisions related to brand enablement and execution.

• Serve as a strategic advisor to leadership on brand adoption and implementation effectiveness.

• Lead enterprise capability-building initiatives, training programs, and change management strategies.

• Establish KPI frameworks and performance dashboards to measure business impact and value realization.

• Drive cross-functional alignment across marketing, communications, commercial, digital, operations, and business leadership teams.

• Sponsor transformational initiatives that enhance scalability, compliance, and execution excellence.

• Identify risks, opportunities, and continuous improvement initiatives across the enterprise.

• Lead and develop high-performing teams, external partners, and strategic vendor relationships.

Skills and Competencies

• Enterprise Leadership: Shapes enterprise priorities and organizational direction.

• Strategic Vision: Develops long-term strategies aligned with corporate objectives.

• Execution Excellence: Drives disciplined implementation of strategic priorities.

• Functional Expertise: Deep expertise in brand governance, operations, and implementation.

• Stakeholder Leadership: Builds partnerships across functions and leadership levels.

• Influence Without Authority: Drives alignment and accountability in matrixed organizations.

• Operational Rigor: Establishes scalable processes, controls, and governance.

• Data-Driven Decision Making: Uses analytics and insights to optimize performance.

• Strategic Communication and Change Leadership: Influences executives and drives adoption.

Education, Qualifications, and Experience

Education

• Bachelor’s degree in Marketing, Business, Communications, or related field required.

• Master’s degree or MBA preferred.

Experience

• 12–15+ years of progressive experience in branding, marketing operations, communications, transformation, or related disciplines.

• Significant experience leading global enterprise-wide implementation and governance programs.

• Demonstrated success influencing executive leadership and driving organizational change.

• Experience leading teams, enterprise initiatives, and cross-functional operating models.

• Proven history of delivering measurable business impact in complex global organizations.

Qualifications

• Expertise in enterprise strategy, governance, and operating model design.

• Strong business acumen and understanding of organizational priorities.

• Experience building scalable frameworks, standards, and performance systems.

• Exceptional leadership, collaboration, and executive influencing capabilities.

• Demonstrated ability to lead transformation and drive organizational adoption.

Additional Information

Travel requirement: Approximately 15–25% domestic and international travel, based on business needs.

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

• Potential reimbursement of vehicle use/mileage 

• Potential reimbursement of phone use 

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

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.

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.

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At 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.

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