Group Marketing Program Director F/M

Lyreco Group; Brussel Hoofdstad; Hybrid; EUR 170,000 - 250,000; Full time

Benefits offered by this job

Hybrid working model (2 days/week)

Performance bonuses

Diversity Charter commitment

Work-life balance initiatives

Job summary

Lyreco Group is seeking a Group Marketing Program Director to strategically lead the planning and execution of physical and digital events across markets. You will shape how Lyreco engages customers, partners, and influencers, reporting to the Group Marketing & Digital Director.

This is a senior, international leadership role with responsibility for events strategy, content platforms, and demand generation.

Qualifications

• Master's degree in Marketing, Communications, or Business.
• 10–15+ years in event marketing or demand generation at director level.
• Proven track record in designing and delivering physical & digital events.

Responsibilities

• Lead the Lyreco Group's event strategy end-to-end.
• Manage key event & creative agencies and influencers.
• Define attendee recruitment strategy and cross-channel campaigns.
• Build webinars and training platforms for B2B audiences.
• Drive CRM-connected demand generation and sales activation.

Skills

Executive leadership

Event marketing

Stakeholder management

CRM & lead generation

Social media management

Education

Master's Degree in Marketing/Comms/Business

Tools

CRM platforms

Webinar platforms

Job description

Are you excited for your new career adventure?

At Lyreco, we offer more than just a job, but a career! Our CGO Team is looking for a talented and ambitious new Group Marketing Program Director F/M to join our team. This is a highly strategic leadership position, shaping how Lyreco engages customers, partners, and key voices in the market across every country. Reporting directly to the Group Marketing & Digital Director (position n-1 vs. CGO), you will lead the selection and design of strategic physical and digital events and manage the social media activity linked to those events, across Lyreco's markets. This is a highly strategic role that requires strong stakeholder management across markets and at senior management level, as well as strategic leadership in managing key event and creative agencies, and in engaging influencers and thought leaders to drive Lyreco's relevance in the market.

About Lyreco

The Lyreco Group is the European leader and the third largest distributor of workplace products and services in the world. A privately-owned company since 1926, Lyreco is now present in 25 countries, operating in 40 different countries across the globe. A global workplace solutions company with 10,000 employees, Lyreco’s mission is to delivery sustainably, what any workplace needs, so its people can focus on what matters most. We are pioneers, today and tomorrow, in delivering what any workplace needs, from workplace products, to services, anywhere you work. We are active in the areas of office supplies, print services and consumables, PPE and safety solutions, coffee and catering, hygiene and cleaning, furniture and ergonomics solutions, and wellbeing services. To learn more about Lyreco – see our career website here

WHAT WE OFFER

Your Role

Reporting directly to the Group Marketing & Digital Director (position n-1 vs. CGO), you will lead the selection and design of strategic physical and digital events and manage the social media activity linked to those events, across Lyreco's markets. This is a highly strategic role that requires strong stakeholder management across markets and at senior management level, as well as strategic leadership in managing key event and creative agencies, and in engaging influencers and thought leaders to drive Lyreco's relevance in the market.

Your Missions

Strategic Leadership & Stakeholder Management

• Lead the programme and event strategy and priorities for the entire Lyreco group
• Develop partnership vision & community management to support overall Lyreco brand equity
• Act as a trusted strategic advisor to senior management and Group leadership on defined event and programs
• Build and maintain strong, trust-based relationships with stakeholders across markets, subsidiaries, and functions to secure alignment and buy-in on the events agenda
• Represent the programme function within senior leadership and cross-functional governance forums

Strategic Agency & Influencer Leadership

• Lead the selection, contracting, and strategic management of the Group's key event and creative agencies
• Own strategic agency relationships as a key lever for performance, ensuring high-impact execution, cost efficiency, and consistent standards across markets
• Identify, engage, and build long-term relationships with key influencers and thought leaders to strengthen Lyreco's relevance and credibility in the market
• Act as the primary strategic point of contact and escalation for agency and influencer partnerships

Define Events Strategy & Manage Execution

• Define the events strategy and manage execution end-to-end
• Conduct competitor benchmarks to identify best-in-class event formats and opportunities
• Select and/or design events with objectives aligned to Group strategy
• Define the attendee recruitment strategy and communication plan, and coordinate campaigns
• Own event planning, selection, logistics, and attendance lists as key deliverables
• Draft the event campaign brief and lead campaign material and launch planning
• Act as a strategic partner to the Group Marketing & Digital Director and senior leadership in shaping the Group's events agenda

Build Content-Led Customer Platforms

• Communicate on events through social media (e.g., LinkedIn) on behalf of the Marketing, Digital & Media Director
• Design and deliver webinars and training platforms across various core categories
• Produce high-value educational content for customers and decision makers

Generate Demand & Activate Sales Through Events

• Trigger qualified sales signals through CRM-connected customer journeys
• Convert event engagement into qualified leads and pipeline
• Own lead generation as a core deliverable of the role

YOUR PROFILE :

• Master's Degree in Marketing, Communications, or Business
• 10 to 15+ years of experience in event marketing, field/customer marketing, or demand generation, including proven experience at Director level
• Demonstrated track record in designing and delivering physical and digital events, from strategy through to execution and measurement
• Strong experience in social media management and content creation supporting event and brand visibility
• Hands-on experience building webinars, training platforms, and educational content for B2B audiences
• Solid understanding of CRM-connected customer journeys and lead generation / demand acquisition processes
• Proven ability to align event strategy with broader Group marketing and sales objectives
• Outstanding stakeholder management skills, with a proven ability to influence and align senior leadership, subsidiaries, and external partners across multiple markets
• Extensive experience managing strategic event and creative agencies, with strong commercial judgment and the ability to drive agency performance
• Proven experience engaging community, influencers, thought leaders, and external voices to build brand relevance and credibility
• Demonstrated credibility operating at senior leadership level, able to represent and defend the events agenda among Group and Executive Committee stakeholders
• Strong project management skills, comfortable managing logistics, budgets, agencies, and multiple stakeholders simultaneously
• Excellent communicator, able to engage internal stakeholders, customers, and external partners
• International experience in a matrix organization
• Energetic, structured, and results-oriented – capable of balancing long-term event strategy with hands-on execution
• Fluent in English; additional European languages are an asset

REASONS TO JOIN LYRECO MANAGEMENT:

• Experience working in an international environment
• Performance bonuses
• Initiatives supporting work-life balance
• Lyreco is a signatory of the Diversity Charter. We guarantee compliance with non-discrimination rules in recruitment and are committed to supporting individuals who are far from employment
• Hybrid working model (2 days per week)