Marketing Director

About Wygwam Wygwam is an independent company built on the Niko Group's century-long heritage in building technology. Headquartered in Antwerp, with teams across Belgium, the Netherlands, Denmark, Singapore and wider EMEA, Wygwam develops intelligent, human-centric building solutions spanning automation, smart living, control systems and sensing technologies
- across both residential and commercial markets. As the industry moves from hardware-centric models towards software-enabled ecosystems and cloud-based services, Wygwam is moving decisively with it. The company combines deep technical credibility with entrepreneurial agility, and is building towards a more digital, internationally scalable future. Its culture values collaboration over hierarchy, curiosity over certainty, and practical innovation over unnecessary complexity. The Role The Marketing Director has a strategic leadership position that combines the mandate of Marketing Direction with a forward-looking responsibility centered around customer success: shifting Wygwam from one-off marketing touchpoints to a continuous, data-driven relationship with its customers. This leader will own how Wygwam positions itself across markets and segments, while simultaneously building the customer engagement capability that transforms brand and product interactions into loyalty, retention and commercial growth. It is the right role for someone who understands that marketing strategy and customer success are two sides of the same coin. The role reports directly to the CEO and leads a 10+ team spanning marketing communication, segment marketing, go-to-market operations and customer success.

Key Responsibilities
Marketing Strategy & Positioning
- Define the overall marketing direction in support of Wygwam's international growth ambitions
- Develop clear, differentiated value propositions across product lines, geographies and customer segments
- Translate complex technical offers into simple, commercially meaningful narratives
- Rebalance the organisation from a sales-led mindset towards a mature, insight-driven marketing contribution Customer Engagement Programme
- Design and own Wygwam's customer engagement strategy, anchored in a 360° customer view: company data, business maturity, product usage, engagement signals and NPS
- Build and evolve the Customer Engagement Platform — a segmentation-driven engine that delivers personalised next-best-actions, targeted programmes and loyalty mechanisms at scale
- Define a Professional Gateway model: tiered services and support priced and positioned according to customer engagement level
- Lead platform development through MVP release (planned Q2 2027) and beyond, embedding every new touchpoint into an ongoing engagement journey Go-to-Market & Commercial Support
- Strengthen marketing's role in lead generation, channel activation and market development
- Clarify target group strategies across end users, installers, specifiers, wholesale and commercial stakeholders
- Support more effective routes to market across countries and product lines
- Create feedback loops between customer behaviour data, segment marketing and the product roadmap International Market Intelligence
- Bring strong sensitivity to differences across countries, channels and customer segments
- Ensure marketing choices are grounded in local market realities, not headquarters assumptions
- Build stronger connection with local teams and commercial "sensors" across EMEA and beyond Team Leadership & Function Development
- Lead and develop a multifunctional team across MarCom, segment marketing, customer success operations and marketing data management
- Shape the structure, capabilities and operating model of the function in line with strategic needs
- Decide what is built internally and what is supported through external partners
- Build a focused, performance-oriented team culture with clear priorities and direction Candidate Profile Experience
- Senior marketing or customer success leadership in an international B2B, technology-driven environment
- Proven track record in strategic positioning, value proposition development and go-to-market leadership
- Experience building or scaling customer engagement, lifecycle or loyalty programmes
- Comfort with technically complex products, ecosystems or solutions
- Track record leading multifunctional marketing teams in evolving organisational contexts Capabilities
- Able to translate complex offers into simple, customer-relevant messaging
- Strong understanding of segmentation, CRM, customer journeys and behavioural data
- Balances brand-building, demand generation and customer retention priorities
- Operates effectively in ambiguity, across disciplines and without complete information Leadership Style
- Structured and pragmatic — brings focus, momentum and direction to a developing function
- International in outlook; thinks beyond home-market or headquarters assumptions
- Strong communicator, able to adapt to technical, commercial and executive audiences
- Inclusive and energising, with resilience in fast-moving, complex environments Languages
- Fluent English required; Dutch and/or German a strong asset What Wygwam Offers
- A director-level role with board visibility and direct CEO reporting line
- The mandate to build a customer engagement discipline from the ground up, at international scale
- A company actively investing in its platform, product and people
- A culture where leaders are expected to think, challenge and act — not just execute
- Competitive package in line with the seniority and scope of the role