THE ROLE AT A GLANCE

Regional leadership across the Netherlands, Belgium, and France, combined with direct hands-on operational marketing responsibility for the Netherlands.

Purpose of the Role

The Western Europe Marketing Lead translates the central marketing strategy and commercial priorities into an effective regional marketing approach for the Netherlands, Belgium, and France.

The role is ultimately responsible for the regional marketing plan and its execution, with a strong focus on pipeline growth, new business generation, and revenue growth in close collaboration with local commercial teams.

In addition to regional leadership responsibilities, the Western Europe Marketing Lead serves as the hands-on operational marketer for the Netherlands and holds functional responsibility for the marketer in Belgium.

Key Responsibilities

1. Regional Marketing Leadership

• Own and lead the marketing strategy and plan for Western Europe, covering the Netherlands, Belgium, and France.
• Translate commercial objectives, growth ambitions, and market developments into regional marketing priorities.
• Coordinate marketing activities across the three countries.
• Ensure a consistent marketing approach while allowing for relevant local market differences.
• Act as a trusted strategic partner to management, Sales Directors, and Business Unit Directors in shaping marketing decisions.
• Provide functional leadership to the regional marketing team, including the marketer in Belgium.

2. Pipeline Growth & Commercial Alignment

• Partner with Sales and Business Unit Directors to determine priority accounts, market segments, and commercial opportunities.
• Drive the regional contribution to marketing-sourced and marketing-influenced pipeline.
• Ensure marketing activities are aligned with commercial pipeline priorities.
• Translate pipeline, revenue, and campaign performance data into actionable improvements and marketing initiatives.
• Establish clear ownership and follow-up processes between Marketing and Sales.

3. Netherlands: Operational Marketing Responsibility

In addition to regional leadership responsibilities, this role carries direct operational responsibility for marketing activities in the Netherlands.

This includes:

• Translating Dutch commercial priorities into campaigns and activations that contribute to pipeline growth and revenue.
• Planning and executing local campaigns and marketing initiatives.
• Coordinating events and local market programs.
• Activating central campaigns and Commercial Programs for the Dutch market.
• Working directly with Dutch Sales and Business Unit leadership on pipeline priorities.
• Identifying target accounts and buying groups and supporting account-based initiatives.
• Monitoring results and optimizing activities based on pipeline, revenue, and campaign performance data.

This is intentionally designed as a player-coach role, combining regional leadership with direct hands-on responsibility for the largest market within Western Europe.

4. Regional Execution

• Lead the execution of central campaigns and Commercial Programs across Western Europe.
• Determine where central programs, value propositions, and go-to-market strategies should be deployed, adapted, or supplemented locally.
• Coordinate regional and local activities across the Netherlands, Belgium, and France.
• Ensure campaigns are executed consistently, measured effectively, and optimized against agreed KPIs.
• Support and guide the marketer in Belgium in translating regional priorities into local execution.
• Coordinate the development of marketing activities in France as the market and organization continue to evolve.

5. Account-Based Marketing (ABM)

• Translate the central ABM framework into targeted account strategies for Western Europe.
• Identify and prioritize target accounts and key decision-making groups together with Sales.
• Coordinate content, value propositions, digital engagement, campaigns, and sales involvement around target accounts.
• Monitor account engagement and pipeline progression and translate insights into follow-up actions.

6. Team & Stakeholder Management

• Provide functional leadership to the marketer in Belgium.
• Define priorities, objectives, and expectations for the regional marketing team.
• Coordinate planning and resource allocation across the Netherlands, Belgium, and France.
• Leverage AI, marketing automation, and emerging technologies to improve marketing effectiveness and efficiency.
• Collaborate closely with Commercial Programs, Digital Growth, Product Marketing, and Content teams.
• Represent regional needs within the central marketing organization without duplicating centralized expertise locally.

Role Within the Marketing Operating Model

Central Marketing / Commercial Programs

Primary ownership of:

• Strategy and frameworks
• Central campaigns and ABM programs
• Content and value propositions
• Digital foundations and platforms
• Marketing automation and paid media infrastructure
• Product marketing
• Measurement and reporting frameworks

Western Europe Marketing Lead

Primary ownership of:

• Regional marketing ownership across the Netherlands, Belgium, and France
• Leadership of regional marketing capacity
• Operational marketing responsibility for the Netherlands
• Regional commercial priorities
• Regional marketing planning
• Pipeline alignment
• Account selection
• Program orchestration
• Sales and Business Unit alignment
• Performance management and results delivery

Belgium

• Local execution led by the Belgium-based marketer
• Direct reporting line to the Western Europe Marketing Lead
• Localization and execution of regional programs for the Belgian market

France

• Regional coordination through the Western Europe Marketing Lead
• Development of local marketing capabilities and execution aligned with market needs

Profile

We are looking for a senior, commercially driven B2B marketer who combines regional leadership with hands-on execution and has a proven track record in driving growth, pipeline creation, and revenue impact.

The ideal candidate:

• Has extensive experience in B2B marketing, preferably within software, ERP, technology, or another complex solution-selling environment.
• Has a proven track record in pipeline growth, demand generation, and commercial marketing.
• Acts as a strong and credible business partner to Sales Directors, Business Unit Directors, and senior leadership.
• Is willing and able to execute marketing activities personally, particularly for the Dutch market.
• Moves effortlessly between strategic direction and operational execution.
• Has experience leading and developing marketing professionals.
• Can lead effectively across countries and functions.
• Has experience with demand generation, digital marketing, campaigns, customer marketing, value propositions, and ABM.
• Uses CRM systems, marketing automation, dashboards, and pipeline data to determine priorities and improve outcomes.
• Understands complex buyer journeys and decision-making processes and can challenge ad hoc requests against commercial priorities.
• Brings structure, ownership, and a strong results-oriented mindset.
• Is pragmatic, has an affinity for software, technology, and AI, and operates effectively in an international marketing organization.
• Is fluent in Dutch and English; French is a strong advantage.

Succescriteria

Apply! 

Do you see yourself in the story above, and can you picture yourself working at 4PS? If so, please send us your resume using the button below, and we’ll get in touch with you soon! 

Melana Weijers | Corporate Recruiter 4PS | [email protected] | +316 82 63 31 40 
 

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