Hybrid Group Marketing and Digital Director

at Lyreco Group

• Job title: Group Marketing and Digital Director
• Job type: Full Time
• Experience level: Lead
• Salary: Not specified
• Degree requirement: Postgraduate Degree
• Location requirements: Hybrid, Brussels, Belgium

About the role

• Group Marketing and Digital Director at Lyreco, redefining marketing strategy and digital transformation for workplace products and services. Positioning brand for customer engagement and growth across sectors.

Responsibilities

• 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).
• 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
• 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
• Implement an advanced experimentation framework (A/B testing, incrementality, etc.) to improve campaign effectiveness and user engagement
• Strengthen internal marketing capabilities, build a best-in-class media & martech organization
• Drive and further professionalize 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 programs 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
• 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 the Lyreco’s platform by embedding customer insights into site UX, content, and navigation design
• 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.

Requirements

• 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 modeling, 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 programs; 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 matrix environment
• Fluent in English.

Benefits

• Performance bonuses.
• Profit-sharing and participation schemes.
• Initiatives supporting work-life balance (company concierge services, sports associations, carpooling platform, on-site daycare).