Group Marketing & Digital Director H/F Keyman

Brussels - International Scope

Keyman Executive Search supports a leading international European group in the recruitment of its future Group Marketing & Digital Director.

This executive role is a key pillar of a major omnichannel transformation, aimed at repositioning the company as a differentiated, customer-centric digital platform brand operating across more than 25 countries and generating over €3bn in revenue.

Historically driven by commercial and supplier dynamics, the organization is now entering a new strategic phase focused on customer value creation, brand differentiation, performance marketing industrialization, and digital acceleration at scale.

The Role

Based in Brussels, with regular travel to french headquarters and international subsidiaries, the Group MDD will define and lead the integrated Group marketing strategy blueprint and oversee its implementation across all markets.

The mission is built around two core ambitions:

- Reposition the company as a differentiated, customer-centric omnichannel platform brand
- Industrialize performance marketing and customer value creation across +25 countries

Key responsibilities include:

Marketing Strategy & Brand Leadership

- Define and deploy the Group marketing vision aligned with growth ambitions
- Structure brand and product architecture across multiple categories
- Lead the 4Ps (Product, Price, Promotion, Placement) at Group level
- Develop differentiated value propositions, including Account-Based Marketing (ABM) programs for corporate segments
- Translate strategy into clear roadmaps, budgets and measurable KPIs

Digital & Performance Marketing

- Drive performance marketing transformation across search, display, social, affiliate and programmatic channels
- Optimize media investment to maximize ROAS and reduce CAC
- Implement advanced attribution and experimentation frameworks (A/B testing, incrementality)
- Collaborate closely with Data & AI teams to strengthen segmentation and predictive capabilities
- Build and structure an in-house media and martech organization

Customer Engagement & Personalization

- Strengthen CRM, loyalty and personalization across the full customer journey
- Increase customer lifetime value and retention
- Embed Voice of Customer insights into marketing and product strategy
- Lead NPS and customer satisfaction improvement initiatives

Leadership & Transformation

- Build and lead a high-performing international marketing team (15-30 FTE depending on final organization)
- Align marketing with sales, product, customer care and country teams
- Promote a culture of experimentation, accountability and measurable impact

Profile

We are seeking a senior executive with at least 15 years of international marketing leadership experience, having managed end-to-end marketing scope in complex, multi-country environments.

The ideal candidate combines:

- Strong strategic marketing foundations (4P mastery, brand & portfolio architecture)
- Deep expertise in performance marketing and digital media ecosystems
- Proven experience in CRM, personalization and loyalty programs
- Solid exposure to omnichannel marketing models
- Experience in ABM and corporate marketing environments

An analytical mindset is essential: the successful candidate is KPI-driven, obsessed with measurable impact, and highly disciplined in budget allocation and ROI optimization.

They must demonstrate:

- Strategic vision with operational depth
- Strong leadership and stakeholder influence in matrix organizations
- Intellectual agility and emotional stability in fast-changing environments
- Ability to bridge commercial, digital and customer agendas