About Us:
Headquartered in St. Louis, MO, USA, Afinitas is the global market leader for pipe and precast concrete equipment, forming systems and concrete accessories used to build the world’s critical transportation, water and utility infrastructure systems. Afinitas is known for the innovative technologies and services it provides through its trusted HawkeyePedershaab, BFS, New Hampton Metal Fab and other well-known brands, which customers have relied upon for decades. Afinitas is a part of BW Forsyth Partners, LLC, the investment arm of Barry-Wehmiller, a $3 billion organization with nearly 12,000 team members united by a common belief: to use the power of business to build a better world.
Job Description:
ROLE SUMMARY
The Senior Director, Strategic Marketing is a results-driven executive responsible for leading marketing strategy and execution that fuels commercial growth, customer engagement, and brand visibility across Afinitas’s global footprint. In addition to leading execution, the Senior Director sets the long-term strategic direction for the global marketing function, ensuring alignment with enterprise priorities and deep partnership with Sales, Product, and Executive Leadership. This is a leader-of-leaders role, responsible for building scalable capabilities, developing high-performing talent, and delivering measurable impact across the customer journey. Success in this role requires a growth-minded brand builder — energized by evolving customer needs, creative differentiation, and cross-functional orchestration.
ESSENTIAL FUNCTIONS & RESPONSIBILITIES
Execution Leadership
Lead the execution of integrated marketing campaigns that drive pipeline growth, customer retention, and commercial enablement.
Manage the global marketing planning process, including budget allocation and program delivery, with clear KPIs and accountability.
Ensure operational excellence and high-quality delivery across all marketing initiatives.
Oversee development of commercial enablement tools that support sales effectiveness, product positioning, and customer engagement.
Strategic Leadership & Impact
Align marketing strategy with the company’s goal of being a trusted partner to the builders of the world’s infrastructure
Fall in love with solving customer challenges through market-leading brand storytelling, engagement, and demand generation.
Implement marketing solutions that drive differentiation, market leadership, and customer value.
Champion cross-functional collaboration between commercial, product, finance, and operations teams to deliver seamless, impactful customer experiences.
Identify and capitalize on new business opportunities through breakthrough marketing strategies and global market expansion initiatives.
Strategic Vision & Commercial Partnership
Define and evolve the global marketing strategy in alignment with business objectives and growth priorities, building out the strategic marketing function and team at Afinitas
Partner closely with Sales and Product leadership to ensure marketing plans support go-to-market alignment, product positioning, and persona-based engagement.
Partner with division portfolio leaders to translate product strategy and technical innovation into compelling go-to-market narratives and launch plans.
Identify and translate market trends and growth opportunities into actionable marketing strategies and initiatives.
Brand, Content, and Communication
Own the global brand strategy and ensure a consistent voice, design, and message across all touchpoints.
Oversee the content strategy and editorial calendar, ensuring alignment with thought leadership, demand generation, and customer engagement goals.
Ensure digital marketing channels — including SEO/SEA, email, and social media — are fully integrated into campaign strategies and measured for effectiveness.
Oversee communication strategy, including global events, trade shows, media relations, PR, and industry association engagement, ensuring a consistent and visible brand presence.
Ensure internal brand alignment – creating tools and messaging that enable all employees to serve as brand ambassadors.
Customer and Market Insights
Oversee market and customer research, persona development, and competitive intelligence to guide strategic marketing decisions.
Ensure insights are used to inform campaign development, product positioning, and segment-specific messaging.
Ensure teams are accountable for tracking and reporting on marketing effectiveness, ROI, and funnel performance — including regular monthly and quarterly performance reporting.
Ensure deep analysis is conducted across channels such as SEO, paid media, and social engagement metrics to inform ongoing optimization.
Collaborate with division portfolio leaders to identify whitespace opportunities and shape front-end innovation through deep customer insights.
Establish a structured Voice-of-Customer feedback mechanism to shape product innovation and refine marketing messaging.
QUALIFICATIONS
Bachelor’s degree in Marketing, Communications, Business, or related field required; MBA or advanced degree preferred
10+ years in marketing, with 5+ years leading multiple teams
M&A experience is highly preferred
Global Marketing experience preferred
Demonstrated experience building and empowering high-performing marketing teams — focused on mentorship, capability growth, and sustained excellence
Proven success leading enterprise-wide marketing in industrial manufacturing, automation, or B2B technology sectors
Track record of partnering with Product and Sales to drive go-to-market success
Expertise across digital, demand generation, brand, content, and market research
Skilled in leveraging marketing platforms (CRM, MAP, analytics) to drive scalable, data-driven execution
Strong execution mindset with the ability to turn strategy into results
Data-driven and analytical; experienced in funnel metrics, KPIs, and marketing ROI
Executive presence with strong communication skills; able to influence across functions
Comfortable in matrixed, global environments
Technically fluent; able to translate complex solutions into customer-centric value propositions
Flexibility to take on evolving responsibilities in response to strategic priorities and business needs
WORK ENVIRONMENT
This is an office position that will require travel to a manufacturing facility. The employee must be able to correctly wear and use any Personal Protective Equipment (PPE) required by the employer when in the manufacturing area.
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At Barry-Wehmiller we recognize that people come with a wealth of experience and talent beyond just the technical requirements of a job. If your experience is close to what you see listed here, please still consider applying. We know that our differences often can bring about innovation, excellence and meaningful work—therefore, people from all backgrounds are encouraged to apply to our positions. Please let us know if you require reasonable accommodations during the interview process.
Barry-Wehmiller is an equal opportunity employer. M/F/D/V This organization uses E-Verify.
Company:
AfinitasBarry-Wehmiller Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Barry-Wehmiller and has not been reviewed or approved by Barry-Wehmiller.
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Retirement Support — A 401(k) with immediate vesting and a defined company match is provided, supporting structured long‑term savings. Plan specifics are documented in the current benefits handbook.
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Parental & Family Support — Paid parental leave is available for both birth and secondary caregivers, complemented by family‑building supports such as fertility benefits. Company‑paid disability coverage offers additional income protection around family events.
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Wellbeing & Lifestyle Benefits — A wellness incentive program can significantly reduce medical premiums when requirements are met. Telehealth and second‑opinion services, along with other resources, broaden everyday support.
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What We Do
We’re Building A Better World. We’re more than just a successful capital equipment and engineering solutions firm. We’re an organization fiercely committed to improving the lives of our team members across the globe. By providing meaningful work in an environment of care and compassion, we send them home fulfilled by their time with us, rather than drained by it. We understand what every human being on the planet desires: to know that who they are and what they do matter. As a business, we have a unique opportunity to let them know that they do. Through our Truly Human Leadership culture and personal growth initiatives, we help them become their best selves. And when we bring out their best, they give their best. To their work, their team members and friends, our customers and suppliers, the people in the communities in which they work and live, and--most important of all--to their families. And before you know it, a better job has helped build a better world!
