Head of Marketing North America (Brand Leadership, Insights & Activation)

Key Responsibilities

• Become a change agent with support from executive leadership, championing the building and strengthening of all company brands.
• Own and develop the brand architecture, positioning, and identity for all brands, ensuring adherence to brand guidelines and governance.
• Represent brand marketing in leadership meetings and on leadership councils, providing recommendations and strategic direction that elevate our brands.
• Grow and build the two retail master brands in North America: Orbit and Gardena.
• Participate in the central Brand Marketing leadership team and travel to Germany for annual planning and product launch meetings for Gardena.
• Build and develop a market research and insight function to ensure strategic decisions, product innovation, and marketing activities are insight-driven and supported by data.
• Leverage market research, consumer insights, and performance analytics to inform strategies, optimize campaigns, and measure ROI.
• Own and develop all content across channels—including online, in-store, and brand campaigns—ensuring it meets brand standards and aligns with brand identity.
• Develop and execute branded media campaigns, own social media strategy, strengthen influencer relationships, oversee PR, and manage the Orbit and Gardena websites.
• Work with Product Development to provide strategic brand support, insights, and input into innovation pipelines and product portfolio management.
• Collaborate with Sales to provide strategic brand input into line reviews, channel strategies, and product pricing, ensuring alignment with brand positioning and guidelines.
• Own and develop the master packaging graphic template for the Orbit brand.
• Provide strategic support for the product industrial design language for the Orbit brand.
• Build, lead, and inspire a high-performing marketing team, fostering collaboration and excellence.
• Manage marketing budgets effectively, ensuring resource allocation drives measurable brand growth.

Qualifications

• Extensive experience 10+ in strategic brand management, with proven application of the 4P framework.
• Strong expertise in using data and insights to guide marketing decisions and improve performance.
• Demonstrated success in developing and executing brand strategies, including architecture and positioning.
• Proven leadership skills with experience building and managing teams.
• Analytical mindset combined with creativity and a hands-on approach.
• Excellent communication and stakeholder management skills.