Group Marketing and Digital Director F/M

Group Marketing and Digital Director (F/M)

Join our CGO Team as the new Group Marketing and Digital Director to drive integrated marketing strategy, brand leadership, and digital transformation for Lyreco across our European markets, with a focus on Marly or Brussels.

About Lyreco

Lyreco is the European leader and the third largest distributor of workplace products and services worldwide. Since 1926, the company has delivered a range of solutions in office supplies, print services, PPE, coffee and catering, hygiene and cleaning, furniture and ergonomics, and wellbeing services to over 25 countries.

Responsibilities

Marketing Strategy & Brand Leadership

• 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). Note: the Marketing strategy of the PPE category is owned by a specific Safety Business Unit, and you will need to collaborate closely to reflect their plan in Lyreco’s portfolio choice.
• 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

Digital & Performance Marketing

• 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, and implement an advanced experimentation framework (A/B testing, incrementality, etc.) to improve campaign effectiveness and user engagement
• Utilize predictive analytics to enhance audience segmentation, targeting, and lookalike modeling by closely collaborating with the data team
• Strengthen internal marketing capabilities, build a best‑in‑class media & martech organization

Customer Engagement & Personalization

• Drive and further professionalise 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 programmes 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

Cross‑Functional Alignment

• 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 Lyreco’s platform by embedding customer insights into site UX, content, and navigation design

Team Leadership & Organizational Development

• 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

Qualifications

• 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 modelling, 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 programmes; 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 a matrix environment
• Fluent in English

Benefits

• Experience working in an international environment
• Performance bonuses
• Profit‑sharing and participation schemes
• Initiatives supporting work‑life balance (company concierge services, sports associations, carpooling platform, on‑site daycare)
• Lyreco is a signatory of the Diversity Charter. We guarantee compliance with non‑discrimination rules in recruitment and are committed to supporting individuals who are far from employment
• Hybrid working model (2 days per week)