May 2022 – Apr 2025 Remote, UK
Head of Marketing Communications
Gilbarco Veeder-RootOEM market leader across 48 countries + 12 languages. I owned the full European marketing function — strategy, demand generation, field/events, channel marketing, and brand — with a $1M+ budget, a core team of four, two agencies, and 30+ vendors.
Demand Generation & Field Marketing
- Led 30+ owned and paid field activations across European markets — trade events, distributor roadshows, product launches, showroom openings, aftermarket webinars, customer days and partner summits — fused with pre-event ABM targeting, on-site lead capture, and post-event nurture sequences
- Generated $26M sales pipeline in 2024 through integrated field and digital demand programmes, with attribution tied to field-sourced and field-accelerated pipeline
- Embedded closed-loop reporting across SFDC/Hubspot to reallocate spend toward high-yield motions. Built pipeline review cadences with Sales leadership and established tighter lead handoff SLAs with BD teams
Channel & Partner Marketing
- Launched an aftermarket parts eCommerce platform as Product Owner — €2M revenue in 6 months, scaled to €10M+, lifted downstream distributor sales +29%, removed €200K annual operating cost
- Managed multi-brand, multi-region channel execution across 30+ vendors and distributor partners with partner-facing content, co-marketing collateral, and sales enablement materials
Marketing Operations & Strategic Planning
- Built the European marketing operating system — integrated process ecosystem in Airtable linking Marketing, Finance, Product, and Commercial teams for unified execution and credible ROI governance
- Owned TAM development and refinement (2022, 2023) and facilitated annual executive reviews to inform Product/R&D roadmaps, new market entry and M&A considerations