Group Marketing and Digital Director F/M

Group Marketing and Digital Director (F/M) Join our CGO Team as the new Group Marketing and Digital Director to drive integrated marketing strategy, brand leadership, and digital transformation for Lyreco across our European markets, with a focus on Marly or Brussels. About Lyreco Lyreco is the European leader and the third largest distributor of workplace products and services worldwide. Since 1926, the company has delivered a range of solutions in office supplies, print services, PPE, coffee and catering, hygiene and cleaning, furniture and ergonomics, and wellbeing services to over 25 countries. Responsibilities Marketing Strategy & Brand Leadership 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). Note: the Marketing strategy of the PPE category is owned by a specific Safety Business Unit, and you will need to collaborate closely to reflect their plan in Lyreco’s portfolio choice. 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 Digital & Performance Marketing 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, and implement an advanced experimentation framework (A/B testing, incrementality, etc.) to improve campaign effectiveness and user engagement Utilize predictive analytics to enhance audience segmentation, targeting, and lookalike modeling by closely collaborating with the data team Strengthen internal marketing capabilities, build a best‑in‑class media & martech organization Customer Engagement & Personalization Drive and further professionalise 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 programmes 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 Cross‑Functional Alignment 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 Lyreco’s platform by embedding customer insights into site UX, content, and navigation design Team Leadership & Organizational Development 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 Qualifications 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 modelling, 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 programmes; 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 a matrix environment Fluent in English Benefits Experience working in an international environment Performance bonuses Profit‑sharing and participation schemes Initiatives supporting work‑life balance (company concierge services, sports associations, carpooling platform, on‑site daycare) 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) #J-18808-Ljbffr