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Director, Digital Marketing and Demand Generation Job

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Date: Jul 31, 2019

Location: Minnetonka, MN, US, 55343

Company: Boston Scientific

Additional Locations: US-MA-Marlborough; US-MN-Arden Hills; US-MN-Maple Grove



Purpose and Passion • Comprehensive Benefits • Life-Work Integration • Community • Career Growth

At Boston Scientific, you will find a collaborative culture driven by a passion for innovation that keeps us connected on the most essential level. With determination, imagination and a deep caring for human life, we’re solving some of the most important healthcare industry challenges. Together, we’re one global team committed to making a difference in people’s lives around the world. This is a place where you can find a career with meaningful purpose—improving lives through your life’s work.


About the Role

The Urology and Pelvic Health division at Boston Scientific is a rapidly evolving, complex and a fast growing dynamic business.  The Boston Scientific UroPH portfolio includes capital, disposable and implant technologies to enable safe and efficient minimally invasive approaches to treat an array of urologic and women’s health conditions.   This portfolio will exceed $1.2B in global revenue, growing double digits in the coming years.     Digital marketing will be a key driver of this success. 

 We are looking for strong leader to define, create, and lead a digitally focused team in implementation of DTP/C and HCP digital strategies to increase awareness of UroPH products and generate meaningful demand that leads to revenue for our franchises. This individual will plan, execute and measure integrated UroPH digital marketing programs inclusive of online traffic generation (e.g. search, digital display and social media ads, etc), web, email, social, marketing automation for UroPH. 

They will act as the champion for digital within the division, proactively drive change and seek to continuously improve our approach – both domestically and globally.    This role requires significant collaboration with multiple stakeholders including BSC Global Digital Marketing, Enterprise Marketing Strategy (for measurement & analytics) UroPH Franchise Marketing and Global Integrated Communications to ensure efficient delivery of their strategies to the market.


We are looking for a tactical and strategic leader that is equal parts creative, operational, collaborative and results-minded.   The incumbent will be empowered to be creative, innovative, and to try experiment with new ideas while also building best practice across the division.  


Your responsibilities will include:

  • Build UroPH digital demand generation capabilities and drive execution to generate a robust HCP and patient marketing pipeline focusing on acquisition, development and nurturing of key targets.  Ensure digital strategies are developed in alignment with franchise and communication strategy with clearly defined quantitative objectives.
  • Lead development of integrated inbound and outbound digital marketing strategies, tactical plans and activities, and measurement, supporting sales pipeline and demand generation objectives.  Continuously assess and refine as needed. 
  • Leads the introduction of new approaches to digital marketing communication including ‘Closed Loop Marketing’ and ‘Performance Based (Agile)’ Marketing models.
  • Partner with our corporate global digital marketing team and UroPH integrated comms team to execute digital tactics and align execution to corporate standards.  
  • Direct creative and UX/UI teams to create compelling and effective customer and patient experiences across all digital touchpoints.
  • Ensure execution best practice processes that optimize performance, efficiency and analysis.  
  • Define data structures and marketing automation capabilities for the division.  Define customer journeys, KPIs and ensure well defined lead follow-up process for all campaign.
  • Develop the framework and dashboards to track and report digital marketing performance, overseeing the collection of performance data, program analysis and reporting on the results.
  • Recommend technology customization and investments.  Partner with Global Digital Marketing and IT to ensure UroPH needs are prioritized.  Advocate and build investment case for any divisional specific customization or requirements.
  • Contribute to the development of pan-BSC global technology requirements as a member of the Global Marketing Technology Board.
  • Identify and lead planning and execution of HCP and Patient Social Media Marketing programs when appropriate.
  • Actively identify leverage opportunities – across the division, BSC and globally to offer opportunities to efficiently propagate digital strategies and/or assets
  • Analyze digital marketing trends, identify key insights/trends, and present recommendations
  • Partner cross-functionally to implement new marketing programs, keep stakeholders informed, and ensure ongoing efficiency
  • Build a high-performing digital demand generation team and provide strategic direction, guidance, and mentorship to its members
  • Set goals, direction and manage day-to-day priorities, workflow, and quality for the digital marketing team


What We're Looking For:

  • Ideal candidate is a master at leading teams with a strong track-record of developing, executing, scaling, and measuring innovative, results-focused digital demand generation programs and campaigns
  • 10+ years of marketing programs experience, with a focus on integrated digital marketing management
  • Prior digital marketing (web, social, email) and patient demand generation experience is a must
  • Familiarity with CRM and marketing automation is a must, a plus.
  • Analytical mindset with ability to define, track and report on leading campaign performance metrics, ROI
  • Proven ability to drive change and influence organizations.  Able to manage complexity of multiple projects, programs and priorities in a fast paced, dynamic environment.
  • Able to effectively collaborate across multiple and diverse internal stakeholder groups including Product Marketing, Sales, IT, Corporate Communications, Legal & Regulatory and Finance.
  • Ability to engage and influence cross-functional colleagues, even without direct reporting relationships
  • Experience working globally in a virtual & matrix organization, directly across multiple countries/regions, with proven ability to work within areas of cultural difference or consumer sensitivity.
  • Willing to travel up to 20%, including domestic and international


About us

As a global medical technology leader for more than 35 years, our mission at Boston Scientific (NYSE: BSX) is to transform lives through innovative medical solutions that improve the health of patients. If you’re looking to truly make a difference to people both around the world and around the corner, there’s no better place to make it happen.


Boston Scientific is an Equal Opportunity Employer – Race, Color, Religion, Sex, Sexual Orientation, Gender Identity, National Origin, Disability, Veteran


Requisition ID: 449376


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