Job Details

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

• 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.

Qualifications & Experience

• 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, including global scope.
• 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, packaging, 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.

Travel 40% (domestic and international)

Barry-Wehmiller is an equal opportunity employer. M/F/D/V This organization uses E-Verify. Applicants may be subject to pre-employment screening which may include drug screening, reference checks, employment verifications, background screening and/or skills assessments.