“Behind every territory is a human being.” This realization from Deirdre Peters became the guiding principle for a multi-million-dollar B2B digital transformation.
Second season’s 6th episode of “How She Got Here” brings you the story of Deirdre Peters, the Director of Digital Experience at Boston Scientific.
At the heart of Chicago’s B2B Online conference, Cass Cross sat down with Deirdre, a true trailblazer in the digital commerce space. She’s an MIT grad who led digital projects at Nike and is now redefining eCommerce at a global healthcare giant.
In this blog post, we cover Deirdre’s career journey as she talks about B2B digital strategy, overcoming imposter syndrome, grief, empathy, and much more. We genuinely loved her values and the way she handles her team. Let’s dive in!
Meet Deirdre Peters – From MIT to Boston Scientific
Long before she was shaping Boston Scientific eCommerce, Deirdre Peters was a math major at MIT with a dream of playing professional golf. Though she traded the green for the boardroom, her analytical mind and competitive spirit remained.
An MBA from MIT Sloan helped her understand marketing and consumer behavior. Soon enough, she developed a passion for using data to tell compelling stories.
Stints at Staples, Vistaprint, and CJ Affiliate honed her skills in retail analysis and digital product management. From there, she landed a pivotal role at Nike, where she was on a small team tasked with separating Converse.com from Nike.com.
It was this rich background in D2C that uniquely prepared her for healthcare digital transformation at Boston Scientific.
What Does Boston Scientific Do?
As Deirdre Peters explains, Boston Scientific is a ~$17 billion medical device manufacturer that creates products for specialties like cardiology and endoscopy.
The scale of their impact is staggering, touching the lives of 44 million patients yearly. This sense of purpose is a powerful motivator for Deirdre in her work.
Why Digital Transformation Was Needed
Like many established manufacturing giants, Boston Scientific was a leader in product innovation but was newer to B2B eCommerce best practices. The impetus for change came directly from their sales reps and customers.
The feedback was consistent: “We love your devices. We love your reps, but you’re hard to do business with.” And Deirdre created a clear mission to make it easier for hospitals and clinics to get the products they need.
Solving for Sales Reps and Customers
Deirdre Peters’ role as the Director of Digital Experience combines customer experience (CX) and sales representative experience. She recognized early on that successful B2B eCommerce strategies had to serve both audiences. Her goal was to build digital tools that removed friction for everyone involved in the purchasing process.
Lessons in Leadership and Change Management
Deirdre joined Boston Scientific as the very first person on the eCommerce team. A daunting task, but she found a culture that, while established, was highly welcoming to outside thought.
Her approach to change management is ‘demonstrating value.’ She tells Cass about motivating a team by highlighting what’s valuable for them instead of forcing change.
How Empathy Drives Digital Adoption
A recurring theme throughout Deirdre’s leadership philosophy is empathy. She believes in putting herself in the shoes of her audience, whether it’s a sales rep in the field or a hospital procurement manager. By focusing on building relationships first and solving human pain points, she has fostered the adoption of Boston Scientific eCommerce channels.
Dealing with Imposter Syndrome as a Leader
Despite her impressive resume and string of successes, Deirdre Peters speaks candidly about her long battle with imposter syndrome.
She describes it as a feeling of fear, like being over-caffeinated, and the constant worry of being exposed as not truly qualified. Hearing such a successful leader admit to these feelings is a reminder that even those at the top of their game face internal struggles.
She advises us to prioritize:
- Self-care,
- Positive self-talk, and
- Owning your accomplishments.
Women in B2B – Closing the Representation Gap
As a woman in the traditionally male-dominated field of manufacturing and B2B tech, Deirdre Peters is passionate about improving representation.
She notes that industries like apparel and cosmetics are saturated with talent. On the other hand, B2B digital transformation trends offer immense opportunities for women in terms of growth and better compensation.
Deirdre’s Mission to Elevate Women in Digital Commerce
Beyond B2B eCommerce trends 2025, Deirdre sees a huge opportunity for women looking to make a mark. B2B is an industry open to needing disruption, creating a space where you can achieve quick wins and take on significant responsibility.
She encourages femme-identifying professionals to:
- Finding female allies and mentors
- Use trade events like B2B Online to connect with peers.
Deirdre’s thoughts on women in business leadership are about building stronger, more innovative companies.
Surviving the 2013 Boston Marathon Bombing
In a deeply personal part of the conversation, Deirdre shares her experience of being near the finish line when the bombs exploded at the 2013 Boston Marathon. The trauma left her with anxiety, depression, and panic attacks for a full year. “I saw a lot of things that I hope to never see again,” she recounts.
How Therapy and Self-Care Shaped Her Career
At her doctor’s suggestion, Deirdre Peters reluctantly started therapy. Thankfully, it helped her process the trauma and unpack other things she was carrying. It became a powerful tool for self-care and handling the pressures of her career, including imposter syndrome.
She tells Cass how she ran the marathon again after 10 years to move past her trauma. Most importantly, she wanted to prove her mental endurance to herself and her two young sons.
Advice for the Next Generation of B2B Leaders
Deirdre Peters’ number one piece of advice for those early in their careers: “Don’t be so hard on yourself.” She also emphasizes that feedback should not be seen as a personal attack. Rather, consider it a gift from people who actually care about your development.
Final Thoughts
We are sure that Deirdre Peters’ story leaves you with a quiet, powerful sense of optimism. It’s the hope that comes from knowing that even after the hardest of days, we have the capacity to rebuild and lead with our whole selves.
You can tune into the full conversation on YouTube and Spotify for more insights on B2B eCommerce trends, leadership, and personal growth. For more updates and information, do follow us on LinkedIn, TikTok, and Instagram.
Inspired by Deirdre’s story? Whether you’re building your first B2B digital platform or scaling a healthcare eCommerce solution, Cronix can help. Talk to our experts!
Deirdre Peters has set a high bar for our “Women in B2B” series, but this is just the beginning. We will be interviewing many more influential women in business leadership in the coming episodes. So, keep an eye out for HSGH on YouTube and Spotify for full episodes.