Head of Marketing

Kennedy Executive Benelux; Brussel Hoofdstad; Hybride; EUR 120 000 - 180 000; Plein temps

Résumé du poste

Kennedy Executive Benelux is seeking a senior Go-to-Market leader to shape and deliver compelling, cross-border sales stories and marketing content in Belgium and the Netherlands. You will translate complex product value propositions into persuasive narratives for brokers and customers, collaborating with Product, Sales and Value Proposition teams to align messaging across channels.

You will lead a ~6-8 person cross-functional team, drive GTM excellence, and build capabilities across Value

Qualifications

• Approximately 10–15 years of professional experience.
• Significant experience in Go-to-Market Strategy, Commercial Strategy, Marketing Strategy or Customer Strategy.
• Proven leadership experience.
• Strong background within complex corporate environments.
• Consulting experience is highly valuable; agency experience can be attractive if combined with strong strategic client leadership. Financial Services experience is a plus.
• Master's degree or MBA preferred.

Responsabilités

• Define and continuously evolve the Benelux Go-to-Market strategy across all business lines.
• Develop an integrated commercial roadmap connecting product strategy, value propositions and sales execution.
• Ensure consistent market positioning across Belgium and the Netherlands.
• Translate business priorities into scalable commercial initiatives with measurable impact.
• Identify market opportunities and emerging customer trends to strengthen a competitive positioning.
• Lead, coach and develop a multidisciplinary team of approximately 6-8 direct reports.
• Create an inspiring, collaborative and high-performance culture.
• Foster innovation, ownership and continuous improvement.
• Build capabilities across Value Proposition, Content and Go-to-Market disciplines.
• Drive cross-functional collaboration and remove organizational silos.
• Shape compelling customer and broker value propositions across multiple business lines.
• Ensure commercial propositions are differentiated, customer-centric and aligned with market needs.
• Challenge existing approaches and introduce innovative GTM methodologies.
• Translate complex product portfolios into simple, relevant and impactful customer stories.
• Lead the end-to-end execution of strategic product launches and commercial initiatives.
• Coordinate cross-functional GTM plans involving Sales, Product, Distribution, Marketing and Communications.
• Ensure execution excellence across multiple channels and markets.
• Define KPIs to measure commercial effectiveness and continuously optimize performance.
• Oversee the creation of compelling commercial content and sales enablement materials.
• Ensure consistency of messaging across all customer and broker touchpoints.
• Translate technical and complex topics into clear business value.
• Drive modern content strategies supporting both physical and digital sales journeys.
• Act as trusted advisor to senior commercial stakeholders.
• Build strong partnerships across Product Management, Distribution, Sales, Marketing and Communications.
• Influence without formal authority in a highly matrixed international organization.
• Collaborate with external agencies and strategic partners where appropriate.
• Challenge traditional marketing and commercial approaches.
• Introduce new Go-to-Market methodologies, customer engagement models and commercial processes.
• Drive digital thinking and customer-centric innovation.
• Support the broader commercial transformation agenda

Connaissances

GTM strategy

Commercial strategy

Marketing strategy

Customer strategy

Leadership

Cross-functional

Strategic thinking

Fluent English

French

Dutch

Consulting experience

Formation

Master's degree or MBA

Description du poste

Together with your team, you are responsible for shaping and delivering compelling, cross business line sales stories and marketing content that strengthen market positioning in Belgium and the Netherlands. Acting as a senior expert in go-to-market communication, the role translates complex product value propositions into clear, persuasive narratives for brokers and customers. Through close collaboration with Product, Sales, and Value Proposition teams, the position ensures that all messaging is aligned, high quality, and strategically relevant across channels. The role plays a key part in enabling effective go-to-market execution across a multi market and multi-channel environment, strengthening the competitive positioning and supporting commercial growth.

KEY RESPONSIBILITIES

Strategic Go-to-Market Leadership:

• Define and continuously evolve the Benelux Go-to-Market strategy across all business lines.
• Develop an integrated commercial roadmap connecting product strategy, value propositions and sales execution.
• Ensure consistent market positioning across Belgium and the Netherlands.
• Translate business priorities into scalable commercial initiatives with measurable impact.
• Identify market opportunities and emerging customer trends to strengthen a competitive positioning.

Leadership & Team Development:

• Lead, coach and develop a multidisciplinary team of approximately 6-8 direct reports.
• Create an inspiring, collaborative and high-performance culture.
• Foster innovation, ownership and continuous improvement.
• Build capabilities across Value Proposition, Content and Go-to-Market disciplines.
• Drive cross-functional collaboration and remove organizational silos.
• Shape compelling customer and broker value propositions across multiple business lines.
• Ensure commercial propositions are differentiated, customer-centric and aligned with market needs.
• Challenge existing approaches and introduce innovative GTM methodologies.
• Translate complex product portfolios into simple, relevant and impactful customer stories.

Go-to-Market Excellence:

• Lead the end-to-end execution of strategic product launches and commercial initiatives. Coordinate cross-functional GTM plans involving Sales, Product, Distribution, Marketing and Communications.
• Ensure execution excellence across multiple channels and markets.
• Define KPIs to measure commercial effectiveness and continuously optimize performance.

Content & Commercial Storytelling:

• Oversee the creation of compelling commercial content and sales enablement materials. Ensure consistency of messaging across all customer and broker touchpoints.
• Translate technical and complex topics into clear business value.
• Drive modern content strategies supporting both physical and digital sales journeys.

Cross-Functional Leadership:

• Act as trusted advisor to senior commercial stakeholders.
• Build strong partnerships across Product Management, Distribution, Sales, Marketing and Communications.
• Influence without formal authority in a highly matrixed international organization.
• Collaborate with external agencies and strategic partners where appropriate.
• Challenge traditional marketing and commercial approaches.
• Introduce new Go-to-Market methodologies, customer engagement models and commercial processes.
• Drive digital thinking and customer-centric innovation.
• Support the broader commercial transformation agenda

PROFILE

Experience:

• Approximately 10-15 years of professional experience.
• Significant experience in Go-to-Market Strategy, Commercial Strategy, Marketing Strategy or Customer Strategy.
• Proven leadership experience.
• Strong background within complex corporate environments.
• Consulting experience (strategy or commercial consulting) is considered highly valuable. Agency experience can be attractive if combined with strong strategic client leadership. Financial Services experience is a plus.

Qualifications Master's degree or MBA preferred.

• Fluent English is mandatory. French and Dutch is required.
• Based in or willing to work primarily from Brussels (Rotterdam may be considered as well). Team is split between Brussels and Rotterdam.
• Comfortable working in an international, matrixed environment.

Soft Skills: You combine strategic thinking with strong execution capabilities and bring a modern, entrepreneurial mindset.

You are:

• Highly energetic and inspiring
• Naturally collaborative
• Curious and intellectually sharp
• Commercially driven
• Customer obsessed
• Able to challenge the status quo
• Structured while remaining agile
• Influential without relying on hierarchy
• Passionate about building teams and developing people

The ideal candidate is not a traditional corporate marketer but someone who brings fresh thinking, embraces change and is capable of modernizing commercial go-to-market capabilities.

LEADERSHIP ATTRIBUTES

Builds strong partnerships across functions and creates alignment between Product, Sales, Distribution, Marketing and Executive stakeholders. Creates an environment where collaboration, trust and shared ownership drive business success.

Strategic Mindset:

Sees the bigger picture and translates business priorities into structured commercial strategies, clear roadmaps and measurable business outcomes. Balances long-term vision with pragmatic execution.

Continuously challenges existing ways of working, identifies new market opportunities and drives innovation across customer engagement, commercial excellence and go-to-market execution.

Trust & Credibility:

Builds confidence through authenticity, sound judgement and consistent delivery. Acts as a trusted advisor to senior stakeholders and establishes credibility through commercial expertise and business impact.

Leads transformation by inspiring teams, embracing new ideas and driving adoption of customer-centric, data-informed and modern go-to-market practices across the organization.

Combines strategic vision with operational discipline. Delivers high-quality outcomes, manages competing priorities effectively and consistently executes against ambitious timelines and business objectives