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BD (Becton, Dickinson and Company) Director, Global eBusiness, BD Biosciences in San Jose, California

Job Description SummaryThe eBusiness director will drive the strategy and effectiveness of web-based initiatives across multiple digital platforms and formats to drive sales, engagement, retention, leads and positive customer behavior for the BD Biosciences research and clinical products.

This individual reports to the VP of Global Marketing BDB and will lead a team. He/she will be the expert in digital content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement.

The eBusiness leader will set the online tone for the business unit and must have a customer-centric viewpoint. To be effective, it’s imperative the leader develops relationships across the organization to ensure that the online experience needs across the business unit and segment are fully understood and responded to as interrelated components of one cohesive master strategy, in sync with the corporate business direction and requirements. Technical expertise of running a website is required background in order to partner effectively with IT.

The position collaborates with product management, market development, regional marketing, Brand, marketing communications, Customer Service and IT to define and drive the online content strategy and execution across multiple channels. The end goal is to use content as an asset to drive awareness, conversion and improve the overall digital customer experience, as well as, create an online customer experience that is representative of our overall brand.

Job Description

The eBusiness leader is responsible for creating and maintaining an online customer experience (through website and punchout connections) from strategy through to daily execution to drive new and current business. The leader will have full responsibility for business input and alignment across various functions including brand marketing, product marketing, regional marketing, etc. as it pertains to website development. He/She will influence the definition and implementation of an online experience that will deliver a scalable, flexible, high performance solution for a broad range of products and customers, globally.

Focus: Online Customer Experience

  • Set and oversee standards, process and requirements for website.

  • Set requirement for definition and implementation of a global framework for website experience and required functionality (eCommerce, CRM, etc.)

  • Analyze the global external marketplace, industry trends, customers, and competitors to develop a strategic roadmap for a global online store including features and functionality that lead to an improved buying experience and sales conversion, no matter where in the customer lifecycle they enter the BD web experience

  • Designs & deliver new functions, features, channels and devices.

  • Understand and integrate offline customer experiences into the online vision; deliver modern, online leading customer experience.

  • Set annual planning process and calendar for website changes / improvements; ensure that team delivers

Focus: Global websites

  • Develop, launch and optimize company’s websites in international markets. Understand what it takes to succeed in local markets and develop web strategy to capitalize on company’s strengths and fill in gaps

  • Develop online store strategies that increase website traffic, improve purchasing frequency, improve conversions, and increase average order size for local websites

  • Ensuring consistent global experience and implement appropriate localization/translation ad regional e-commerce strategies.

Focus: Digital Content Strategy & Governance

  • Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, using both pilots and analytics to determine which methods work and how to scale effectively. Continuous evolvement of strategy is a must.

  • Responsible for being editor in chief of website content - establish online and ecommerce best practices throughout; set the standard for the team.

  • Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all digital channels of content i. This will take collaboration with various other functions, including marketing communications, brand, and global and regional marketing teams.

  • Evaluate customer responsiveness to gauge content effectiveness. Gathering data and analytics to make recommendations based on those results. Working with owners of particular content to revise and measure particular content and marketing goals.

  • The development of a functional content calendar throughout the product areas and regions and defining the owners in each group.

  • Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing.

  • Establishing workflows for requesting, creating, editing, publishing, and retiring content as well as business management of systems for content management.

  • Creates coherence as multiple voices (product, brand, PR) converge on digital platforms.

  • Manages the addition of new products to the ecommerce catalog, ensuring the correct attributes for commerce, search and purchase decisions are in place.

Focus: Effectiveness of website

  • Develop online store strategies that increase website traffic, improve purchasing frequency, improve conversions, and increase average order size.

  • Use and analyze website date to monitor / report ecommerce performance/metrics and develop action plans for underperformance. Understands best in class metrics and benchmarks performance to standards.

  • Monitor competitor websites for experience audits and branding elements.

  • Use test & target and other tools to promote a culture of testing and fast improvements to the customer’s experience.

  • Focus on usability of website, using small improvements to drive adoption and loyalty.

  • Conducting periodic competitive audits and out of industry best practice analysis

Success Criteria

Success is measured on the continual improvement of customer nurturing and retention as well as the increase in new prospects and sales into the eBusiness enterprise through the consistent development and deployment of tailored content. Success criteria include revenue growth, traffic, conversion, and customer satisfaction such as:

  • Growth of sales (%) via the eBusiness channel; including addition of new accounts and growth of existing accounts

  • An increase in defined customer engagement metrics (measured by users taking the desired action…i.e. conversions, subscription, purchase, etc.).

  • Website traffic growth.

  • Conversion metrics definition and growth.

  • Customer feedback and survey data.

  • Increases in key search engine keyword rankings.

  • A decrease in sales cycles.

  • Clearly defining content distribution during particular stages of the buying cycle (lead nurturing).

  • Identifying up-sell and cross-sell opportunities through content analysis and deploying content assets for higher conversion rates.

Overall, success is measured around lifetime customer value, customer satisfaction, and sales growth.

Experience and Education Required

  • Must have leadership and management experience of an ecommerce team, either as the leader of an eBusiness division within a bigger company or as a marketing leader at an ecommerce company; eBusiness leadership experience at a global Life Science company preferred

  • Ideal candidate would have a mix of education and work experience in a technical ecommerce discipline (IT, user design, web development) AND marketing or communications. Prior experience in a science related field is a plus.

  • Requires a bachelor’s degree in a scientific, marketing, or ecommerce field. MBA or master’s degree in Marketing is highly preferred.

  • Requires a minimum of 10-15 years of experience as a respected leader in multichannel content creation or ecommerce leadership. Must demonstrate a track record of leading teams with increasing scope of responsibility.

  • Experience with creating compelling messages for different target demographics.

  • Experience in User-Centered Innovation and/or Digital User Experience.

  • Multi lingual abilities a plus.

Skills Required

The role requires a combination of a marketing and publishing mindset, with the most important aspect being to think “customer first”. In essence, this role is responsible for being the corporate storyteller that must be empathetic toward the pain points of the research and clinical customer. Specific skills required include:

  • Proven editorial skills. Outstanding command of the English and scientific language.

  • The ability to lead and inspire, directly & indirectly, large teams of creative personnel and content creators to achieve company's stated goals.

  • Content creation both in long-form (e.g. web, blog) and real-time (e.g. forums, Twitter)

  • Clear articulation of the business goal behind the creation of a piece (or series) of content or marketing campaign.

  • Familiarity with principles of marketing (and the ability to adapt or ignore them as dictated by data).

  • Command of marketing analytic techniques (including A/B testing), customer insights and ability to make data-driven marketing decisions.

  • Demonstrated success in people leadership and leading by influence in a highly matrixed organization.

  • Leadership skills required to define and manage a set of goals involving diverse contributors and content types.

  • Project management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns.

  • Needs to be continually learning the latest platforms, technology tools and marketing solutions and formulating effective use for BDB messaging.

  • Comfortable with acting as the company’s spokesperson and advocate via media appearances/interviews, blogs, sales calls, trade shows, etc.

  • A willingness to embrace change and to adapt strategies on the fly.

  • Basic technical understanding of HTML, XHTML, CSS, Java, web publishing, Flash, etc.

  • Fluency in web analytics tools (Adobe Omniture, Google Analytics), social media marketing applications (HootSuite, Tweetdeck, etc.) and leading social media monitoring platforms (Radian6, etc.).

  • Great powers of persuasion and presentation.

Primary Work LocationUSA CA - San Jose

Additional LocationsUSA CA - San Diego (BDB)

Work ShiftNA (United States of America)

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.

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