Head of Marketing

Head of Marketing — ELV (Extra‑Low Voltage) Industry

Position summary

Lead and own the end-to-end marketing function for an ELV systems business (CCTV, access control, public address, structured cabling, fire detection, building automation, etc.), driving brand, demand, product launches and customer engagement while integrating AI/automation into marketing and GTM activities. The role reports to the CEO/Chief Growth Officer and will build a high‑performance marketing organization that supports sales, product and channel partners.

• Minimum 15 years in marketing with leadership experience.
• Direct experience with ELV/security/building automation or related hardware/solutions.
• Led at least one full brand or major product launch.
• Hands‑on with digital marketing and marketing automation; familiarity with AI use cases for marketing.
• Strong stakeholder management and partner/channel experience.

Key responsibilities

• Marketing strategy and leadership: Develop the 3‑ to 5‑year marketing strategy and annual plans aligned to revenue, margin and market‑share targets; set OKRs and own marketing budget and ROI.
• Brand and new‑product launches: Define brand positioning, value propositions, messaging and visual identity for corporate and product brands; lead GTM planning and execution for new brand or product launches, including launch briefs, channel readiness, collateral, trials and launch metrics.
• Demand generation and lifecycle: Own full‑funnel demand programs (awareness → consideration → conversion → retention) across direct, channel (distributors/partners) and enterprise accounts; design ABM and field marketing for large accounts.
• Digital, content and performance: Build and run digital strategy (SEO, SEM, social, content, email, website, webinars, video) and performance marketing to generate qualified leads and measurable pipeline.
• AI & marketing technology: Identify and deploy AI and automation use cases (lead scoring, predictive demand, personalization, content generation, chatbots, analytics) and own the MarTech stack (CRM, marketing automation, analytics).
• Product & commercial partnership: Work with product, engineering and operations to translate product features into customer benefits, build product collateral, and support pricing, trials, and commercial offers.
• Field & channel enablement: Create partner programs, sales enablement kits, technical collateral, training and co‑marketing playbooks for VARs, integrators and system integrators.
• Public relations & industry presence: Manage PR, analyst relations, trade shows, case studies, certifications, and thought leadership to build credibility in target segments.
• Team building & vendor management: Hire, mentor and scale a multidisciplinary marketing team; manage agencies and vendors to deliver creative, performance and PR services.
• Measurement & reporting: Set KPIs (brand reach, MQL, SQL, conversion, CAC, LTV, partner-sourced revenue), run analytics dashboards, and report to the exec team with actionable insights.

Experience & qualifications

• Experience: 10–15+ years in marketing with at least 5 years in a leadership role; experience in ELV, security, building tech, industrial/automation, telecom, or related hardware B2B/B2B2C industry preferred.
• Launch track record: Proven experience launching new brands or product lines and delivering measurable market adoption.
• Digital & AI fluency: Hands‑on experience with digital marketing, MarTech stacks and demonstrable projects using AI/ML for marketing (e.g., personalization, predictive models, content automation).
• Channel & enterprise knowledge: Experience working with channel partners, system integrators and enterprise procurement processes.
• Education: Bachelor’s degree in Marketing, Engineering, Business or similar; MBA preferred.
• Skills: Strong strategic thinking, data-driven decision making, storytelling and communication; ability to translate technical product features into commercial benefits.
• Leadership: Experience scaling teams, managing cross‑functional stakeholders and working in matrixed organisations.