Group Marketing and Digital Director
Lyreco Group
full-time
Posted on:
Location Type: Hybrid
Location: Brussels • 🇧🇪 Belgium
Visit company websiteJob Level
Lead
About the role
- Define and lead the integrated marketing strategy for Lyreco, aligned with the company’s growth ambitions and customer expectations
- Position Lyreco as a relevant, differentiated, trusted, and innovative digital platform brand in the competitive eCommerce landscape and in the workplace B2B retail place (across all categories : GOP, Hygiene, food, Tech and Print, Furniture, PPE).
- Build a powerful brand and product architecture and narrative, translating into superb creative content enhancing Lyreco’s brand equity, awareness, and emotional connection with customers
- Translate strategic goals into actionable marketing plans with clear KPIs, budgets, and execution roadmaps
- Promote customer-centric storytelling that reflects Lyreco’s values and resonates with diverse target audiences
- Lead the digital marketing transformation by implementing state-of-the-art performance marketing tools, attribution models, and campaign automation systems
- Own and continuously optimize media buying across search, display, social, affiliate, and programmatic channels to maximize ROAS and minimize CAC
- Implement an advanced experimentation framework (A/B testing, incrementality, etc.) to improve campaign effectiveness and user engagement
- Strengthen internal marketing capabilities, build a best-in-class media & martech organization
- Drive and further professionalize personalization across the customer journey, from product discovery to loyalty, by leveraging AI, real-time data, and automated content delivery
- Develop integrated CRM and loyalty programs to improve customer lifetime value and retention
- Establish structured customer feedback loops and integrate Voice of the Customer insights into campaign planning and product development
- Lead NPS and customer satisfaction improvement initiatives by embedding relevant KPIs in all touchpoints and leadership dashboards
- Champion the alignment of marketing, sales, customer care, Safety Business Unit, product, and operations to deliver seamless and coherent experiences
- Ensure campaign consistency and brand coherence across all touchpoints
- Develop and execute campaigns, including seasonal and category-specific pushes that drive both brand and performance metrics
- Contribute to the evolution of the Lyreco’s platform by embedding customer insights into site UX, content, and navigation design
- Lead and empower a high-performing marketing organization with strong capabilities across brands, digital, CRM, media, and analytics
- Promote a culture of curiosity, experimentation, and continuous learning
- Coach and develop talent, ensuring succession planning and leadership development
- Actively engage in cross-functional and cross-country/central collaboration, promoting transparency, open communication, and shared success.
Requirements
- Master Degree in Marketing or Business
- Proven leadership experience as a GMDD or senior marketing executive in a digital-first business, ideally in eCommerce, platforms, or consumer tech
- Deep expertise in performance marketing, digital media strategy, attribution modeling, and ROI-driven campaign management
- Demonstrated success in brand building, customer acquisition, retention marketing, and growth initiatives across multiple online and offline channels
- Strong hands-on experience in CRM, ideally personalization, and loyalty programs; proven ability to scale LTV and reduce CAC
- Experience with martech tools, customer data platforms (CDPs), and marketing automation systems
- Background in omnichannel marketing and cross-functional campaign development
- Strong analytical capabilities, comfortable working with KPIs, dashboards, and data storytelling
- Proven ability to manage agencies and partners, while building in-house expertise for core functions
- Experience working closely with product, data, and tech teams to embed marketing into the product journey.
- Energetic, fast-acting, and results-oriented – capable of balancing long-term vision with near-term execution
- Excellent communicator and storyteller with the ability to influence at all levels, internally and externally
- International Experience in matrix environment
- Fluent in English.
Benefits
- Performance bonuses.
- Profit-sharing and participation schemes.
- Initiatives supporting work-life balance (company concierge services, sports associations, carpooling platform, on-site daycare).
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard skills
performance marketingdigital media strategyattribution modelingROI-driven campaign managementCRMpersonalizationloyalty programsdata storytellingA/B testingcampaign automation
Soft skills
leadershipcommunicationstorytellinganalytical capabilitiescollaborationcoachingcuriosityexperimentationresults-orientedinfluencing
Certifications
Master Degree in MarketingMaster Degree in Business