HEAD OF MARKETING

Role Summary

We are looking for someone to lead the Marketing Italy team (7 FTE) and have ownership of the entire marketing function for the Italian market. The primary focus is B2C, with direct responsibility for acquisition and growth objectives and cross-functional collaboration on B2B initiatives and external partnerships.

The person will be responsible for balancing volume, quality and cost of acquisition, linking marketing decisions to commercial and business results. The scope includes performance marketing, CRM/email, organic growth and discoverability, data & analytics, creativity, brand and martech.

Hands-on approach: we are not necessarily looking for someone to directly manage each platform, but someone close enough to the data to question the group's decisions, go into detail when needed and guide priorities with pragmatism.

Responsibilities

Business, growth & strategy

• Be responsible for achieving the acquisition and growth objectives of the Italian market, balancing volume, quality and cost.
• Define the marketing strategy for Italy in line with business objectives and translate it into executable priorities, plans and roadmaps.
• Manage an annual budget of €X million, with responsibility for planning, forecasting, allocation and return on investments.
• Define and monitor KPIs end-to-end, connecting marketing performance, sales funnel and business results.
• Present results, trade-offs, risks and action plans to the management team.

People leadership & operating model

• Lead, develop and evaluate a team of 7 people, defining clear objectives, accountability and growth paths.
• Evolve the team's structure, skills, processes and operating model according to business priorities.
• Build a culture of experimentation, feedback, ownership and continuous learning.
• Manage hiring and talent development, quickly intervening on skills or performance gaps.

Performance marketing & paid media

• Define the paid acquisition strategy on Google Ads, Meta and other relevant channels.
• Drive the continuous optimization of campaigns, budget allocation, creativity, audiences and funnels.
• Challenge the team on the main performance levers without requiring daily operational management of each platform.

Data, measurement & commercial performance

• Supervise tracking, attribution and measurement (GA4, GTM, CRM), aligning definitions, targets and economic reading of performances with Sales and Finance.
• Guide investments on analysis of CAC, CPL, conversion funnel, lead quality, ROAS/payback, cohorts and impact on revenue and contribution margin.

CRM, lifecycle & creativity

• Supervise the CRM/email marketing strategy and the main lifecycle marketing levers.
• Guarantee quality, speed and effectiveness of creative production, favoring a structured approach to testing and learning.
• Ensure consistency of tone of voice and messages throughout the entire customer journey.

Organic growth & discoverability

• Oversee SEO strategy and organic growth initiatives.
• Monitor the evolution of the brand's discoverability on traditional and generative search engines, including relevant GEO/LLM visibility practices.

Brand & positioning

• Ensure brand consistency across all channels and touchpoints.
• Monitor competitive positioning, propositions and messages for the Italian market, translating market insights into concrete decisions.

Martech, AI & supplier management

• Select and manage tools, platforms, agencies and external partners to support the team.
• Identify and implement concrete AI use cases to improve analytics, creativity, automation, speed of execution and team productivity.
• Evaluate new technologies based on their real impact on effectiveness, efficiency and scalability.

Cross-functional collaboration

• Work with B2B and external partnership teams on shared initiatives.
• Act as a marketing point of reference for internal stakeholders and coordinate effectively with HQ.

Requirements

• Fluent Italian and English.
• 7+ years of marketing experience, with a strong performance marketing, acquisition or growth component.
• Consolidated experience in managing and developing teams, ideally for at least 2–3 years.
• Proven experience in managing relevant budgets, defining marketing strategies and achieving growth targets.
• Strong commercial mindset: ability to link marketing metrics to lead quality, conversions, revenue and economic results.
• Solid familiarity with the main digital advertising platforms (Google Ads, Meta) and ability to test the strategy and implementation methods, even without directly dealing with daily management.
• Familiarity with analytics/tracking tools (GA4, GTM), CRM and attribution/measurement logics.
• Strong leadership, strategic thinking and prioritization skills in complex, high-velocity contexts.
• Ability to work independently and communicate effectively with senior stakeholders, including Sales, Finance and HQ.
• Strong AI fluency: Regular use of AI tools for analytics, creativity, automation and productivity, with ability to identify and implement concrete use cases across the team.

Benefits

• 📄 Contract: Indefinite term – CCNL Trade
• Salary: ALL 770K • Offers Bonus • 1k all bonus gross/year, increase salary available based on seniority