Vice President of Marketing

The Vice President of Marketing is a results-driven executive responsible for leading marketing strategy and execution that fuels commercial growth, customer engagement, and brand visibility across Packaging’s global footprint. Reporting to the Chief Product & Marketing Officer (CPMO), this leader drives integrated marketing efforts and oversees core functional areas including Demand / Lead Generation, Brand & Content, Customer & Market Insights, and Regional Marketing (e.g., EMEA), along with a shared services pool of analysts, content creators, and campaign specialists. 

In addition to leading execution, the VP 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. 

Key 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 Vision & Commercial Partnership 

• Define and evolve the global marketing strategy in alignment with business objectives and growth priorities. 
• Partner closely with Sales and Product leadership to ensure marketing plans support go-to-market alignment, product positioning, and persona-based engagement.
• Partner with Portfolio and Innovation 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. 

Demand Generation 

• Develop and execute demand generation strategies across various channels (digital, social media, email, events, etc.) to generate leads and nurture them through the sales funnel.  
• Use data and analytics to track the performance of demand generation programs, identify areas for improvement, and optimize strategies for maximum impact.  
• Manage marketing automation and CRM systems to ensure seamless lead flow and nurturing. 
• Track key performance indicators (KPIs) of lead generation efforts including conversion rates and pipeline contribution, and report on results to executive leadership.  
• Stay informed about the latest demand generation trends, technologies, and best practices to ensure programs remain effective. 
• Manage the tradeshow investment and execution strategy, including the design of an effective booth, attendee engagement and lead follow up strategies. 

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 Innovation and Product teams 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. 

Strategic Leadership & Impact 

• Align marketing strategy with the company’s goal of being a formidable global packaging solutions provider. 

• 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. 

• Develop a people-first culture, ensuring that marketing execution fosters both creativity and operational scalability. 

• Tenaciously improve the lives of our people by operating with discipline, agility, and marketing excellence. 

• 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.