• Develop and own the comprehensive marketing strategy aligned to business unit revenue, margin, and market share objectives • Identify target segments, industries, buyer personas, and whitespace opportunities through market analysis and customer insight • Define differentiated product positioning, messaging frameworks, and value propositions that create competitive advantage • Establish measurable annual and quarterly marketing objectives tied directly to pipeline contribution and revenue impact • Serve as the voice of the market within the business unit, influencing product roadmap, portfolio prioritization, and go-to-market strategy • Architect integrated demand generation programs that drive qualified pipeline across strategic account segments • Design and oversee multi-channel campaigns (digital, content, events, partnerships, channel programs) aligned to buyer journey stages • Partner with Sales to align marketing programs with account priorities and pipeline targets • Analyze funnel performance, conversion rates, and revenue attribution to continuously optimize performance • Allocate budget across channels based on ROI and performance analytics • Lead go-to-market strategy for new product launches and portfolio expansions • Develop launch plans including positioning, messaging, enablement tools, and campaign strategies • Conduct competitive intelligence and win/loss analysis to inform strategic decisions • Translate complex technical capabilities into compelling business value narratives • Equip Sales with effective tools, content, and insights that increase win rates • Develop and implement voice-of-customer initiatives to uncover unmet needs and engagement opportunities • Monitor industry trends, emerging technologies, and competitive activity to inform strategic direction • Leverage marketing analytics and CRM data to identify growth levers and performance gaps • Develop and manage annual marketing plans and budgets aligned to growth objectives • Establish KPIs tied to pipeline creation, revenue contribution, customer acquisition cost, and brand impact • Deliver clear, data-driven performance reporting to business unit leadership • Continuously refine strategy based on performance data and market feedback.

• Support the migration of technical and marketing content from one website property to another. • Review migrated content for grammatical clarity and technical accuracy. • Help organize and audit content libraries. • Assist with event planning and execution. • Help ensure event messaging aligns with core positioning.

• Respond to inbound leads from campaigns, events, website forms, and digital channels within agreed SLAs • Qualify leads based on Ideal Customer Profile (ICP), segmentation, and buying intent • Engage with prospects via email, phone, and social channels to assess needs and readiness • Book discovery meetings or product demos for Sales teams (Account Managers, BDMs, SDRs) • Convert qualified leads into sales opportunities and contributes to pipeline generation • Ensure all opportunities are accurately logged in Salesforce with full notes and handover details • Meet or exceed KPIs (number of qualified leads, meetings booked/held, pipeline generated) • Maintain accurate activity tracking and conversion reporting in Salesforce/HubSpot • Follow up on inbound campaigns using outreach sequences • Provide feedback to Marketing on lead quality, campaign effectiveness, and conversion blockers • Collaborate with Marketing on messaging, follow-ups, and nurture sequences • Follow defined internal processes (lead routing, opportunity creation, CRM rules) • Partner with SDR/BDR teams to ensure smooth transition from inbound to outbound activities

• Leads the development of the trade marketing part of the category annual plans (contract process) • Understands market dynamics / consumer insights by channel to participate on trade marketing strategic decisions • Leads the business planning meeting where the sales quotas are built in order to accomplish the annual plans based on relevant building blocks • Suggests and influences investment in category building blocks, according to category and channel need, and is accountable of execution excellence at point of sale • Follows up the competition’s commercial activity in the category in order to detect business opportunities and potential threats for the brand • Plays a leadership role within the multi categories teams by leading, providing accurate and relevant channel point of sale information that will lead to find business opportunities