Segment Marketing Specialist

Your role and responsibilities

You are the digital marketing savvy person in a team of marketing generalists for Northern Europe. As an experienced digital marketer your mission is to increase digital output, maturity and commercial impact.

Reporting directly to the Regional Marketing Lead for Northern Europe, you will sit within the regional team but work closely with global Centers of Excellence (CoEs) to deploy high-impact initiatives across EMEA and APAC. 

In your role you have 3 main responsibilities: 

Execute & Optimize: In close collaboration with the CoEs, you define, implement & improve always-on campaigns targeted at specific customer segments across EMEA and APAC. This part of the role will represent the majority of your time as you manage and own these projects with stakeholders from both CoE’s.

Consult & Advise: You advise and train the regional marketing team on how to effectively integrate digital marketing tactics into their (multi-)regional marketing campaigns.

Enable & Champion: You enable digital capability building within the team, equipping them with the success frameworks and dashboards needed for our e-commerce first marketing strategy.

Reporting directly to the Regional Marketing Lead for Northern Europe, you will sit within the regional team but work closely with global Centers of Excellence (CoEs) to deploy high-impact initiatives across EMEA and APAC.

Key responsibilities

1. Segmentation strategy execution & campaign design

End-to-End Ownership: act as an end-to-end project lead for always-on marketing campaigns across EMEA/APAC targeting specific customer segments (e.g., rental, churned, or high-potential customers), utilizing data insights provided by the Centers of Excellence.

Full-Funnel Activation: translate business priorities & insights into actionable marketing initiatives that resonate locally, generate leads, drive revenue, and guide customers seamlessly through the "lead-to-loyal" lifecycle. 

Intent-Based Marketing: design and launch targeted campaigns aimed at customers showing a clear intent to buy or grow. 

Customer Journey Mapping: Map and analyze customer journeys across segments to identify performance gaps and growth opportunities. 

Creative Briefing: Brief and collaborate with the internal creative team (design, copywriting, translation) to produce high-performing campaign assets.

2. Digital Marketing consulting and regional relevancy

Digital Marketing Advisory: act as the digital marketing consultant for the regional marketing team, ensuring digital tactics are maximized within (multi-)regional campaigns. 

Audience Architecture: define, build, and provision precise audience segmentations for regional campaigns. 

Advanced reporting advice: deliver specialist support on campaign performance analysis.

Knowledge Exchange: host dedicated training sessions to uplift the team's digital marketing expertise. Conversely, integrate local insights from regional teams to ensure your EMEA/APAC campaigns remain highly relevant. 

3. Enabling Digital Capability building & Performance Monitoring

Framework Development: Establish success frameworks, standardized processes, and automated reporting dashboards to support an e-commerce-first campaign model. 

Advanced Analytics: Build and maintain complex campaign tracking and reporting frameworks using Mixpanel, Google Analytics, and Tableau. 

Data-Driven Optimization: Continuously monitor long-term campaign and content performance for your EMEA-wide campaigns, pivoting live strategies based on data to maximize engagement and ROI. 

Your Profile

Experience: Minimum of 5 years of specialized experience in data-driven digital marketing, with an emphasis on customer segmentation and audience analysis. 

Tools & Automation: Proven track record of leveraging advanced marketing automation platforms and CRM tools for precise segment building and multi-channel execution and reporting.

Analytical Acumen: Advanced analytical skills to track performance metrics, manage automated dashboards, and execute data-driven optimizations.

Customer Journey Management: Strong ability to translate centralized global strategies into region-specific campaigns that drive conversion at every stage of the funnel. 

Stakeholder Management: Exceptional communication and interpersonal skills. You excel at managing dotted-line relationships, influencing without authority, and bridging the gap between global strategy and regional realities. 

What's in it for you 

You will become part of a people-oriented company where your well-being really matters. Flexible workin