Description
Lead enterprise-wide marketing strategy, policies, and programs, determining market demand, competitive positioning, and target customers. Set pricing and portfolio strategies to maximize growth and profitability while ensuring customer satisfaction, and oversee product marketing and innovation informed by market trends.
- • Set the vision and multi-year marketing strategy aligned with corporate objectives.
- • Develop enterprise pricing frameworks and govern key pricing decisions.
- • Direct market segmentation, targeting, and positioning across products and regions.
- • Oversee market research and competitive intelligence and translate insights into action.
- • Evaluate financial impacts of marketing and product initiatives, including budgets, ROI, and P&L.
- • Lead and mentor marketing leaders; define org structure, hiring, and performance standards.
- • Establish channel and distribution strategies; negotiate or approve strategic partnerships and contracts.
- • Govern brand architecture, messaging, and creative standards.
- • Guide product roadmaps, specifications, packaging, and launch plans based on customer needs.
- • Approve sales forecasts and demand plans; monitor KPIs and adjust strategies.
- • Direct integrated campaigns, promotions, and trade show strategy with internal teams and agencies.
- • Coordinate with legal on advertising claims, IP matters, and regulatory compliance.
- • Advise executives on domestic and international market trends and growth opportunities.
- • Sponsor market entry assessments and commercial due diligence for new products or markets.
- • Consult with procurement and merchandising on expected demand and assortment strategy.
- • Champion sustainability and ESG in marketing strategy and communications.
- • Approve changes to products, packaging, or processes to improve sustainability and market fit.
- • Implement marketing technology, data governance, and analytics to improve decision-making.
- • Report marketing performance and risks to the C-suite and manage crisis communications.
- • Own the annual marketing plan, budget, and performance targets.
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Marketing & Sales
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O*NET occupational data (work activities, skills, knowledge).
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Last reviewed: Jan 2026
