Head of Marketing (Mat Cover)

About the role

We are offering a fixed term contract of approximately 8 months to replace our Head of Marketing during her maternity leave. Dates to be confirmed - from Mid-May 2025 to Mid January 2026.

As an important member of the in-country management team, you will report to the General Manager. You will work with local teams, and with Regional Marketing and Central teams (ie. Performance Marketing and Brand Marketing) to design marketing plans that achieve aligned commercial goals.

You will lead a motivated team tasked with having a data-driven understanding of the country's overall goals, in-market nuances, and an understanding of priority customer segments. 

You and your team will use these insights to partner with central teams and influence local growth strategy. As such, you will ensure that implementation of central channels reflecting your latest local commercial priorities, competitive landscape and customer insights. 

Critically, you are also accountable for expert localisation of marketing strategy and delivering on-the-ground execution of the highest standard. 

Overall, you will create demand generation campaigns and use the broader company ecosystem to engage existing customers and lead weekly active customers. Throughout, you will adopt a test-and-learn approach to enhance executional impact and efficiency. You will also seek opportunities to lead a positive commercial impact and create "cut-through" in your channels.

You will be based in our Brussels offices and report to our General Manager Belgium.

Key Responsibilities

Team Leadership & Operations

• Manage the local marketing team structure and optimize ways of working to ensure efficient execution of marketing initiatives.
• Foster a data-driven and high-performance team culture.

Country Marketing Strategy

• Develop and refine the local marketing strategy, ensuring it aligns with business objectives and local market nuances.
• Lead creative and communication strategies to enhance brand positioning and drive impactful marketing activities.

Annual Planning & Budgeting

• Oversee the annual marketing planning process, including budget allocation and goal setting.
• Utilize data sources such as YouGov, Brand Index, and Econometrics to inform strategic decision-making.

Cross-Functional Collaboration

• Partner with central marketing functions (Media, Brand, Promotions) to activate brand positioning through effective media and campaign execution.
• Work closely with local commercial, operations, and finance teams to ensure marketing strategies align with broader business goals.

Campaign Execution & Performance Management

• Develop and implement integrated 360-degree marketing campaigns, ensuring seamless execution across channels.
• Adapt global frameworks to local market needs, engaging local marketing and central teams to maximize efficiency and impact.

Reporting & Insights

• Monitor key business growth indicators, identify trends, and provide actionable insights to drive performance improvements.
• Share best practices and campaign learnings across teams to continuously optimize marketing efforts.

Innovation & Problem-Solving

• Identify growth-limiting challenges and develop creative, data-driven solutions to overcome them.
• Advocate for the customer while balancing commercial priorities and collaborating with internal stakeholders (Growth, Product, BI, Brand).

About You:

The role requires a strategic and commercial mindset, knowledge of marketing best practices across channels and countries, strong analytical skills, and experience in communicating effectively with senior level business stakeholders and across markets:

• Senior experience (+10y) in strategic and operational marketing (across channels) and commercial acumen.
• Strategic planning and financial planning experience (Annual budgeting)
• Customer obsessed and analytical: Experience in translating qualitative and quantitative customer data into insights and actions.
• Strong bias for action and can-do attitude, with the ability (and curiosity) to connect the dots between different workstreams, data sources, and teams.
• Commercial mindset and experience in making trade-off decisions between marketing channels and focus areas, and prioritising budget and resources to maximise value for the business.
• Team Management experience
• English proficiency plus Dutch or French proficiency.
• Excellent verbal and written communication and ability to present and visualise complex data & topics to executive level stakeholders.
• Stakeholder management and relationship builder across teams and functions. 
• Comfortable in a fast paced environment.
• Experience at a top-performing retail/eComm/tech/FMCG company is a nice to have.