Marketing Director

h3bAbout Wygwam /b /h3pWygwam 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. /ppAs 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. /ph3bThe Role /b /h3pThe bMarketing Director /b 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. /ppThis 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. /ppThe role reports directly to the CEO and leads a 10+ team spanning marketing communication, segment marketing, go-to-market operations and customer success. /ph3bKey Responsibilities /b /h3h3bMarketing Strategy Positioning /b /h3ulliDefine the overall marketing direction in support of Wygwam's international growth ambitions /liliDevelop clear, differentiated value propositions across product lines, geographies and customer segments /liliTranslate complex technical offers into simple, commercially meaningful narratives /liliRebalance the organisation from a sales-led mindset towards a mature, insight-driven marketing contribution /li /ulh3bCustomer Engagement Programme /b /h3ulliDesign and own Wygwam's customer engagement strategy, anchored in a 360° customer view: company data, business maturity, product usage, engagement signals and NPS /liliBuild and evolve the bCustomer Engagement Platform /b — a segmentation-driven engine that delivers personalised next-best-actions, targeted programmes and loyalty mechanisms at scale /liliDefine a Professional Gateway model: tiered services and support priced and positioned according to customer engagement level /liliLead platform development through MVP release (planned Q2 2027) and beyond, embedding every new touchpoint into an ongoing engagement journey /li /ulh3bGo-to-Market Commercial Support /b /h3ulliStrengthen marketing's role in lead generation, channel activation and market development /liliClarify target group strategies across end users, installers, specifiers, wholesale and commercial stakeholders /liliSupport more effective routes to market across countries and product lines /liliCreate feedback loops between customer behaviour data, segment marketing and the product roadmap /li /ulh3bInternational Market Intelligence /b /h3ulliBring strong sensitivity to differences across countries, channels and customer segments /liliEnsure marketing choices are grounded in local market realities, not headquarters assumptions /liliBuild stronger connection with local teams and commercial "sensors" across EMEA and beyond /li /ulh3bTeam Leadership Function Development /b /h3ulliLead and develop a multifunctional team across MarCom, segment marketing, customer success operations and marketing data management /liliShape the structure, capabilities and operating model of the function in line with strategic needs /liliDecide what is built internally and what is supported through external partners /liliBuild a focused, performance-oriented team culture with clear priorities and direction /li /ulh3bCandidate Profile /b /h3h3bExperience /b /h3ulliSenior marketing or customer success leadership in an international B2B, technology-driven environment /liliProven track record in strategic positioning, value proposition development and go-to-market leadership /liliExperience building or scaling customer engagement, lifecycle or loyalty programmes /liliComfort with technically complex products, ecosystems or solutions /liliTrack record leading multifunctional marketing teams in evolving organisational contexts /li /ulh3bCapabilities /b /h3ulliAble to translate complex offers into simple, customer-relevant messaging /liliStrong understanding of segmentation, CRM, customer journeys and behavioural data /liliBalances brand-building, demand generation and customer retention priorities /liliOperates effectively in ambiguity, across disciplines and without complete informatio