Responsibilities

• Segment campaign strategy: Own and support the team's campaign plan across the segment portfolio, directing focus and investment to where growth priorities sit. Translate each segment's priorities into propositions with a clear commercial thesis — buying group, problem, offer, competitive displacement and measurement. Use and improve a reusable campaign framework so the portfolio scales without rebuilding each segment from scratch. Partner with segment leadership, offer marketing and pre-sales so campaigns reflect the real proposition, not a generic version.
• Channel and route-to-market: Design campaigns that are channel-native from the outset — distribution, system integrators, Alliance partners, OEMs, EPCs and direct routes each need different assets, incentives and measurement. Support partner-facing kits (co-brandable assets, demand-sharing, lead routing) that a partner can run with minimal marketing capability. Define clear rules for lead ownership and handover across direct and indirect routes, and fix where they break.
• Customer journey creation and stress testing: Design end-to-end journeys for each segment and channel, spanning awareness through specification, evaluation, quotation, purchase and expansion — built around real B2B buying with multiple stakeholders and no linear path. Stress test before launch using AI persona simulation, red-teaming and scenario testing. Enhance after launch by reviewing drop-off, dwell patterns, sequencing and hand-off latency. Run structured experimentation and own the feedback loop back into content, offer marketing and enablement.
• AI systems and marketing technology: Act as an early adopter and advocate for AI-enabled campaigns and journeys — content generation and localisation at scale, intent data and predictive scoring, journey orchestration and next-best-action, and simulation for pre-launch testing. Establish practical governance (what AI is used for, mandatory human review, brand and data protection). Build repeatable workflows country teams can use directly, so the capability scales.
• Country enablement and enhancement: Treat country teams as the primary customer of the role. Build genuinely deployable playbooks — audience definitions, sequencing, asset packs, localisation guidance, measurement templates and a "minimum viable deployment" for resource-constrained markets. Run enablement sessions, including hands-on AI workflow training. Establish a feedback route from countries into campaign design and act on it. Track adoption and quality by country and work directly with under-performing markets.
• Performance and governance: Own campaign performance against pipeline, influenced revenue and journey-stage conversion — not activity metrics. Build measurement that works across direct and indirect routes and is honest about attribution limits. Report to leadership with clear recommendations, including what to stop. Manage campaign budget and vendor relationships.

Requirements

• Substantial B2B marketing experience owning integrated campaigns in complex, considered-purchase environments.
• Proven experience marketing into or through indirect channel routes, with real understanding of partner economics.
• Track record of segment or vertical marketing where the proposition differs by end market
• Hands-on customer journey mapping and optimisation, using data to find and fix failure points.
• Practical, current experience applying AI tools to marketing — able to describe specific workflows you have built.
• Strong martech fluency: marketing automation, CRM (Salesforce or equivalent), intent data, analytics and attribution.
• Experience influencing across a matrixed international organisation.
• Excellent written English, able to make technical propositions clear without diluting them.

Preferred

• Domain exposure to one or more Industrial Automation end markets.
• Familiarity with industrial automation, control systems, IIoT or adjacent categories.
• Experience with account-based marketing in long-cycle capital sales.
• Experience building enablement programmes for distributed regional teams.