VP Marketing

Lumion; Sassenheim; Hybrid; EUR 150,000 - 210,000; Full time

Benefits offered by this job

Hybrid work near HQ

Job summary

Lumion is redefining how architecture is communicated using AI-powered tools. We are hiring a VP Marketing to rethink how Lumion reaches, engages, and converts a global community of creative professionals.

You will own marketing from positioning to demand generation and self-serve growth loops that define a modern product-led business. You will lead the brand, content, and growth strategies, focusing on AI-mediated discovery, community-building, and an end-to-end PLG engine.

Qualifications

• Proven ability to lead a full marketing function in a software company.
• Experience scaling PLG motions and growth marketing for SMB buyers.
• Experience building AI-driven content and discovery in B2B software.

Responsibilities

• Own Lumion's brand and positioning in an AI-driven market.
• Drive demand generation across paid, organic, partner, and community channels.
• Lead full-funnel measurement and attribution with data and analytics.
• Develop a product-led growth strategy with pricing, onboarding, and lifecycle focus.
• Build a lean, high-output marketing team and set operating rhythms.

Skills

PLG marketing

Growth marketing

AI-first GTM

Brand positioning

Content strategy

Tools

Ahrefs

Search Console

AI research assistants

Content intelligence platforms

Job description

Lumion is redefining how architecture is communicated in the era of AI, from early concepts to final presentations. Our expanding portfolio helps architects, designers, and visualisation professionals communicate ideas with speed, clarity, and emotion, while making it easier for teams and stakeholders to collaborate around design.

We’re a passionate, international team of developers, designers, architects, and visualisation specialists looking to define how the AEC space collaborates on bringing design concepts to life. With a team across our Netherlands HQ, Denmark, Poland and a globally distributed remote workforce, we are at an exciting inflection point: new leadership, a growing product portfolio, and a market being rapidly reshaped by AI. The convergence of 3D rendering, real-time engines, and generative AI is accelerating, and we intend to lead it.

THE ROLE

(Open to permanent and interim candidates

We're primarily looking for someone to join us permanently, but we're also open to an experienced interim professional who can step in and make an immediate impact.)

This is a defining hire. You will join as VP Marketing with a mandate to rethink and reinvent how Lumion reaches, engages, and converts a global community of creative professionals. Reporting to the CEO and partnering closely with the Head of Product, you will own the full marketing function from positioning to demand generation to the self-serve growth loops that define a modern product-led business.

We need someone who has moved beyond the old SaaS playbooks, who understands that the landscape has shifted, that distribution now runs through content, community, and discovery, and who already lives in that new world.

Critically, you will bring an AI-first approach to the GTM stack itself. From AI-assisted content production and outreach to intent-based automation, lead enrichment, and personalisation at scale ; You display strong literacy in emerging marketing technologies, and continuously evaluate and adopt tools that create durable competitive advantage.

WHAT YOU’LL OWN

Own the Brand and Positioning

• Define and articulate a sharp, differentiated position for Lumion in a market being reshaped by AI. One that resonates with architects, designers, and visualisation professionals who care deeply about their craft.
• Build a brand that feels native to the creative industry: not corporate, not generic, but genuinely expressive of what Lumion makes possible.
• Lead messaging strategy across the portfolio, ensuring coherence and clarity even as the offering evolves.
• Develop positioning frameworks that arm Sales, Product, and leadership with a shared language for what Lumion is and why it matters.

Drive Demand Generation and Pipeline

• Own the demand generation engine: paid, organic, partner-, and community channels, with a rigorous understanding of what’s working, what’s not, and where to invest next.
• Build and operate the full-funnel measurement infrastructure in collaboration with the data team, from first touch to pipeline to revenue and retention, with source and channel attribution and the analytical discipline to draw real conclusions from the data.
• Develop a deep understanding of the SMB buyer, how they discover tools, how they evaluate them, and what makes them convert in a product-led environment, including when a partner or reseller is the buyer's preferred path to purchase.
• Design and enforce clean rules of engagement between direct and partner/reseller motions: lead routing, deal registration, territory or segment ownership, and attribution logic that keeps the two sides aligned instead of fighting over the same accounts.
• Work closely with Sales, Product, and partners to ensure marketing is generating the right kind of demand, not just volume, and proactively surfacing and resolving channel conflict.

Reinvent Content and Discovery

• Build a content strategy for the era of AI-mediated discovery, combining SEO and GEO best practices, and leveraging tools such as Ahrefs, Search Console, AI research assistants, and content intelligence platforms as part of everyday execution and decision-making.
• Create content that genuinely serves the creative community: tutorials, showcases, deep dives and thought leadership that earns attention rather than buying it.
• Understand how LLMs surface and recommend tools, and develop strategies to ensure Lumion is present in those discovery moments.
• Build editorial and community content flywheels that compound over time
• Operate an AI-first GTM stack with confidence: AI-assisted localised content production, automated lead enrichment, intent-based triggers, personalisation at scale, and the judgement to know where human craft still matters more than automation.

Lead Product-Led Growth

• Architect and execute the PLG motion in partnership with Product: free-to-paid conversion, viral loops, in-product activation triggers, and the content ecosystems that bring users to the product.
• Understand the difference between a product that sells itself and one that needs pushing, and know how to create the conditions for the former.
• Own pricing, onboarding, lifecycle, and retention marketing as growth levers

Build and Lead the Marketing Team

• Hire, develop, and lead a lean, high-output marketing team with clear ownership and a culture of experimentation.
• Set the operating rhythm: how the team plans, measures, retrospects, and improves.
• Manage marketing budget with rigour, making clear decisions about where to spend and where to cut based on data
• Work across the organisation as a genuine thought partner to Product, Sales, and the CEO on questions of growth, positioning, and GTM.

WHAT YOU BRING

You genuinely love the creative industries; architecture, design, visualisation. You use the tools, follow the communities, and understand the craft. Marketing to creatives isn’t a category for you; it’s a calling.

You’ve built or scaled PLG motions before. You understand free-to-paid funnels, activation loops, and virality mechanics in software products, and you can wire them together in a coherent growth system.

SMB Software Experience

You’ve marketed a software product to SMB buyers; you understand the short decision cycles, the role of peer review and community, the importance of trial and self-serve, and what it takes to convert at scale.

You’ve moved beyond the old SaaS playbook. Smart content strategy, LLM-era discovery, community-led growth, these are part of your daily practice, not things you’ve read about. You operate an AI-first GTM stack: from AI-assisted content and outreach to automated enrichment, intent signals, and personalisation at scale.

You are highly numerical; you live in the data, build your own dashboards, and can interrogate a funnel with precision. But you also understand the story behind the numbers and can translate insights into decisions.

You have genuine command of the foundations: positioning, messaging, demand generation, lifecycle, brand. You don’t cut corners on the basics because you understand why they matter at every stage of growth.

CORE COMPETENCIES

YOU’LL THRIVE HERE IF

• You are genuinely energised by marketing to people who care deeply about their craft and you match that care in how you build campaigns, content, and community.
• You find old SaaS playbooks frustrating, not comforting and you’re already operating in the new paradigm and itching to apply it at full speed.
• You can hold both sides at once: the rigour of a data analyst with some instincts of a creative director. Numbers without narrative bore you; narrative without numbers makes you nervous.
• You want to own a full marketing function, not just a slice of it, and you’re ready for the accountability that comes with that.
• You believe the best growth is earned, not bought, and you know how to build content, community, and product loops that compound over time.
• You want to leave a mark, not just run campaigns, but help define how an entire industry discovers and adopts the tools that shape what gets built.

PRACTICALITIES

Based in the Netherlands, at or near HQ (currently Sassenheim). Hybrid working with regular on-site presence.