Associate Director, Customer Experience

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Job Description

The Associate Director, Customer Experience provides strategic leadership for PureWick's end-to-end direct-to-consumer customer lifecycle, with responsibility for driving customer acquisition, conversion, retention, loyalty, and overall commercial performance.

Reporting within the US Home Care Marketing organization, this leader is responsible for developing and executing commercial strategies that optimize the customer lifecycle while partnering closely with Marketing, Digital Marketing, Customer Service, Inside Sales, Nurse Support, Fulfillment, Finance, Analytics, Technology, Sales, and Operations. The role combines customer experience leadership with commercial operations, performance management, and continuous improvement to deliver measurable business outcomes.

Success in this role will be defined by improving customer conversion, strengthening retention and lifetime value, optimizing operational performance, and establishing the governance, analytics, and operating rhythm necessary to support sustainable commercial growth.

Reporting to the Senior Director, US Home Care Marketing, the Associate Director, Customer Experience will provide strategic and operational leadership across PureWick's direct-to-consumer customer lifecycle. This highly visible leader will be accountable for optimizing customer acquisition, conversion, retention, loyalty, service excellence, and overall commercial performance while ensuring a seamless customer experience from lead generation through order fulfillment.

Operating within a highly matrixed commercial organization, this leader will oversee a broad portfolio spanning customer experience, marketing operations, analytics, outsourced contact center operations, inside sales, customer service, nurse support, fulfillment, finance, and technology. Success will require balancing long-term strategy with disciplined commercial and operational execution while driving alignment across multiple internal functions and external partners.

The role carries significant accountability through influence. The successful leader will establish performance management disciplines, governance processes, operational rhythms, and KPI frameworks that improve customer outcomes while enabling scalable commercial growth. This individual will be expected to connect strategy with execution, identify opportunities for continuous improvement, and align cross-functional stakeholders around shared business objectives.

Key Responsibilities

Customer Lifecycle Strategy & Performance

• Own the end-to-end DTC customer lifecycle strategy across acquisition, conversion, onboarding, retention, loyalty, and advocacy.
• Develop and execute initiatives that improve customer experience while driving commercial outcomes and profitable growth.
• Partner with Marketing, Digital Marketing, and Analytics teams to identify opportunities to increase conversion rates, improve customer retention, and maximize customer lifetime value.
• Establish customer journey frameworks that reduce friction and improve overall customer satisfaction and engagement.
• Monitor and optimize performance across key customer lifecycle and commercial metrics.

Customer Experience & Operations Leadership

• Lead cross-functional efforts to improve customer experiences across all customer-facing touchpoints.
• Partner with Customer Service, Inside Sales, Nurse Support, and Fulfillment teams to ensure operational excellence and service consistency.
• Identify opportunities to streamline processes, improve service levels, and reduce customer effort.
• Drive continuous improvement initiatives that enhance customer outcomes while improving operational efficiency.
• Establish governance and escalation processes to proactively identify and resolve customer experience issues.

Commercial Performance Management

• Own performance reporting and business reviews across the customer lifecycle.
• Develop KPI frameworks and dashboards that provide visibility into customer experience, conversion, retention, operational performance, and financial outcomes.
• Partner with Finance and Analytics to assess business performance, identify opportunities, and support forecasting activities.
• Monitor and manage commercial performance against business objectives and growth targets.
• Lead analysis and recommendations related to customer acquisition efficiency, retention trends, and customer profitability.

Cross-Functional Leadership & Governance

• Serve as a central connector across Marketing, Digital Marketing, Customer Service, Nurse Support, Inside Sales, Operations, Finance, and Technology teams.
• Establish operating rhythms and governance forums that drive accountability and alignment.
• Lead strategic initiatives that span multiple functions and require coordinated execution.
• Influence stakeholders across the organization to achieve shared customer and business goals.
• Support organizational efforts to scale customer-centric capabilities and operational excellence.

Analytics, Insights & Continuous Improvement

• Leverage customer insights, analytics, and operational data to identify growth opportunities and performance gaps.
• Partner with analytics and technology teams to improve measurement capabilities and decision-making processes.
• Drive a culture of continuous improvement through testing, optimization, and performance management.
• Utilize customer feedback and Voice of Customer insights to inform strategic priorities.
• Champion data-driven decision-making across the customer experience ecosystem.

Qualifications

Education & Experience

• Bachelor's degree required; MBA or advanced degree preferred.
• 8+ years of progressive experience in customer experience, customer lifecycle management, commercial operations, marketing operations, business operations, or related disciplines.
• Demonstrated experience leading complex cross-functional initiatives within a matrixed organization.
• Experience managing customer journeys and driving improvements in conversion, retention, customer satisfaction, and business performance.
• Experience utilizing data, analytics, and customer insights to inform strategy and decision-making.
• Healthcare, medical device, consumer health, direct-to-consumer, subscription, or service-based business experience preferred.

Leadership Competencies

• Strategic thinker with strong commercial acumen.
• Strong influence and stakeholder management skills.
• Exceptional analytical and problem-solving capabilities.
• Demonstrated ability to drive execution through cross-functional teams.
• Strong communication, presentation, and executive engagement skills.
• Proven ability to balance strategic vision with operational execution.
• Customer-centric mindset with a passion for continuous improvement and business growth.

Success Measures

Success in this role will be measured through

• Improved lead-to-order conversion rates.
• Increased customer retention and repeat order rates.
• Growth in customer lifetime value.
• Improvements in customer satisfaction and service performance metrics.
• Enhanced operational efficiency and process effectiveness.
• Delivery of cross-functional strategic initiatives.
• Adoption of governance, KPI, and performance management frameworks.
• Contribution to overall PureWick revenue growth and commercial performance.

This role is designed to serve as the connective tissue across the PureWick customer ecosystem, ensuring that strategy, operations, customer experience, and commercial performance work together to drive sustainable growth and create a best-in-class customer journey.

At BD, we prioritize on-site collaboration because we believe it fosters creativity, innovation, and effective problem-solving, which are essential in the fast-paced healthcare industry. For most roles, we require a minimum of 4 days of in-office presence per week to maintain our culture of excellence and ensure smooth operations, while also recognizing the importance of flexibility and work-life balance. Remote or field-based positions will have different workplace arrangements which will be indicated in the job posting.

For certain roles at BD, employment is contingent upon the Company’s receipt of sufficient proof that you are fully vaccinated against COVID-19. In some locations, testing for COVID-19 may be available and/or required. Consistent with BD’s Workplace Accommodations Policy, requests for accommodation will be considered pursuant to applicable law.

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.

Required Skills

Optional Skills

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Primary Work Location

USA GA - Covington BMD

Additional Locations

Work Shift