Head of Marketing

The Head of Marketing for the EFT & Bakery Business Units is a senior marketing leadership role responsible for driving market-focused, value-based marketing strategies that deliver measurable business impact and support profitable growth.

Operating within the PFA Marketing & Internal Communication Division, the role ensures strong alignment with divisional priorities while translating business needs into high-impact, measurable marketing initiatives, with a clear contribution to pipeline development and commercial performance.

The position combines strategic direction with a hands-on mindset, leading a focused team and working closely with Sales and Product Management to ensure marketing is a key driver of growth.

Business & Marketing Strategy

• Define and execute integrated marketing strategies for EFT & Bakery, fully aligned with BU and Division goals
• Translate market and customer insights into clear value propositions and go-to-market approaches
• Drive marketing as a key contributor to pipeline development, market penetration, and business growth

Market Positioning & Value Communication

• Strengthen GEA’s positioning as a technology and solution partner in BUs EFT and Bakery
• Develop consistent, compelling messaging based on customer value and application expertise
• Ensure alignment of communication across all channels and regions

Demand Generation & Campaign Execution

• Plan and deliver targeted marketing campaigns (e.g., digital, events, product launches, content) to support pipeline and funnel development
• Optimize channel mix and campaign performance based on measurable KPIs
• Ensure effective use of budget and resources, with a clear focus on ROI and commercial impact

Customer & Market Insight

• Leverage data, market trends, and customer feedback to guide decision-making
• Support product positioning and innovation by bringing the voice of the customer into the organization
• Monitor competitive landscape and identify market opportunities

Leadership & Team Development

• Lead and develop the BU marketing team, fostering a high-performing, accountable and results-driven environment
• Drive accountability, clear prioritization, and continuous improvement
• Promote knowledge sharing and alignment within the broader marketing community

Cross-functional & Stakeholder Collaboration

• Act as a key interface between Marketing, Sales, Product Management, and regional organizations
• Ensure close alignment with the central Marketing & Internal Communication Division
• Manage external agencies and partners where relevant

Reporting Line: the candidate will report to the Head of Marketing & Internal Communication Division PFA.

• Degree in Marketing, Business Administration or related field
• Significant experience in a senior B2B marketing leadership role, preferably in an international industrial environment
• Proven track record in driving demand generation, pipeline development, and measurable marketing impact
• Strong business acumen and clear results orientation
• Ability to combine strategic thinking with execution in a structured, pragmatic way
• Proven experience in leading teams and working in matrix organizations
• Strong stakeholder management skills across functions and geographies
• Ability to translate technical solutions into customer value propositions
• Data-driven decision-making and performance tracking experience (KPIs, ROI)
• Strong understanding of modern B2B marketing (digital, integrated campaigns, marketing technologies)
• Fluent in English (additional language skills are an advantage)
• Experience with CRM and marketing tools is a plus

Success Factors

• Drives measurable impact on pipeline and business performance
• Positions marketing as a key driver of commercial growth
• Builds strong alignment between Marketing, Sales and Product Management
• Develops a high-performing, engaged team
• Navigates complexity in a global, matrix organization