Associate Director, Brand Social Media Content Strategy & Creator

Job Summary

The Associate Director of Social Media Content Strategy & Creation shapes BD’s enterprise social and web engagement strategy to strengthen external presence, elevate corporate brand visibility, and drive meaningful engagement with healthcare professionals, customers, and patients. This role builds and governs a unified brand engagement framework across earned, paid and owned channels, ensuring integration with BD’s ambitions, goals and priorities. As a strategic connector across Corporate Communications, Brand, Digital Marketing, Business Units, and Medical/Legal/Regulatory, the role accelerates high‑quality content creation, streamlines compliant workflows, and embeds social as a core lever within omnichannel plans.

The individual will own KPI definition, data and analytics for social engagement, using insights to enhance BD’s corporate brand equity, positioning and quality content creation.

Key Responsibilities

Enterprise Brand Social & Web Strategy, Governance, and Brand Integration

• Develop and govern an enterprise social media and web engagement framework aligned to BD’s brand ambition and priorities.
• Ensure integration of social media strategies with brand, communications, and omnichannel plans across earned, paid, owned channels as well as priority events.
• Lead strategic planning for digital thought leadership to amplify BD expertise and reach priority audiences.
• Integrate social media planning and execution with prioritized external events.
• Serve as the voice of the BD brand in all digital channels.
• Manage external partners and platforms to scale capabilities, innovation, and speed to market.

Content Strategy, Creation, and Compliant Delivery

• Lead initiatives to accelerate creative content development and ensure rapid, high-quality delivery across channels (social, web, video, shortform/longform).
• Establish and maintain best practices, templates and guidance to enable brand consistent, audience relevant content creation.
• Oversee end-to-end review and approval of workflows; ensure regulatory, privacy and brand compliance.
• Partner closely with creative leads and content strategists to translate complex topics into compelling stories and campaigns.

Marketing Operations & Cross Functional Enablement

• Build and scale standardized workflows across content intake, prioritization, production and approval to improve efficiency and predictability.
• Manage social media agencies, platforms, priority accounts (when used for connected brand campaigns) and vendors to effectively launch social media programs.
• Leverage technology, AI, social listening and content management tools to streamline operations and automate routine tasks where appropriate.
• Establish a cross-functional operating model with Corporate Communications, Digital, BUs, Medical, Legal, ERC/Governance and Analytics to drive alignment and adoption.

KPI Definition, Data & Analytics Ownership (Brand Value)

• Define the KPI framework for social and web engagement (e.g., reach/quality of reach, engagement depth, audience growth and mix, brand lift, traffic quality, content efficiency, compliance adherence).
• Own data and analytics for social channels: instrument, track and report performance; build dashboards; and establish standards for data integrity and comparability.
• Link insights to BD’s brand value architecture: translate performance and perception data into actions that enhance BD’s corporate brand equity and articulate value and impact.
• Run recurring performance reviews with stakeholders; recommend optimizations across content, channels, cadence, format mix, audience targeting and DTL activation.
• Partner with Research/Insights to incorporate brand tracking, sentiment and category SOV into decision making; socialize learnings and playbooks.

Required Education And Experience

• Bachelor’s degree required (Marketing, Communications, Business or related).
• 10 years in social media strategy/content, digital marketing or adjacent roles; agency background welcomed.
• Proven success building enterprise social strategies and governance models across paid and owned channels.
• Demonstrated ability to lead complex cross‑functional initiatives and influence without direct authority.
• Strong proficiency with social platforms (LinkedIn, YouTube, X/Twitter, Instagram, TikTok) and healthcare relevant and possibly third‑party/HCP ecosystems.
• Hands‑on experience with analytics, social listening and content performance platforms; ability to translate data into decisions and narratives for executives.
• Excellent communication, stakeholder management and change enablement skills; thrives in ambiguity and fast paced environments.

Preferred Qualifications

• Master’s degree.
• Life Science experience.

Benefits

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

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.

Primary Work Location: USA, NJ – Franklin Lakes

Salary Range Information: $160,900.00 – $265,400.00 USD Annual