Head of Marketing

The Role We are looking for a person to lead the Marketing Italia team (7 FTE) and take ownership of the entire marketing function for the Italian market. The primary focus is B2C, with direct responsibility for acquisition and growth objectives and cross-functional collaboration on B2B initiatives and external partnerships.

The person will be responsible for balancing volume, quality, and acquisition cost, linking marketing decisions to commercial and business results. The scope includes performance marketing, CRM/email, organic growth and discoverability, data & analytics, creativity, brand, and martech.

Hands-on approach: we are not necessarily looking for someone to directly manage every platform, but someone close enough to the data to challenge group decisions, dive into the details when necessary, and drive priorities with pragmatism.

Main Responsibilities

Business, growth & strategy

• Be responsible for achieving acquisition and growth objectives in the Italian market, balancing volume, quality, and cost.

• Define the marketing strategy for Italy in line with business objectives and translate it into actionable priorities, plans, and roadmaps.

• Manage an annual budget of €X million, with responsibility for planning, forecasting, allocation, and return on investment.

• Define and monitor end-to-end KPIs, linking performance marketing, the commercial funnel, and business results.

• Present results, trade-offs, risks, and action plans to the management team.

People leadership & operating model

• Lead, develop, and evaluate a team of 7 people, defining clear objectives, accountability, and growth paths.

• Evolve the team's structure, skills, processes, and operating model according to business priorities.

• Build a culture of experimentation, feedback, ownership, and continuous learning.

• Manage hiring and talent development, intervening quickly on skill or performance gaps.

Performance marketing & paid media

• Define the paid acquisition strategy on Google Ads, Meta, and other relevant channels.

• Lead the continuous optimization of campaigns, budget allocation, creativity, audience, and funnel.

• Challenge the team on the main performance levers without requiring daily operational management of every platform.

Data, measurement & commercial performance

• Supervise tracking, attribution, and measurement (GA4, GTM, CRM), aligning definitions, targets, and economic interpretation of performance with Sales and Finance.

• Lead investments in the analysis of CAC, CPL, conversion funnel, lead quality, ROAS/payback, cohorts, and impact on revenue and contribution margin.

CRM, lifecycle & creativity

• Supervise the CRM/email marketing strategy and the main lifecycle marketing levers.

• Ensure the quality, speed, and effectiveness of creative production, promoting a structured approach to testing and learning.

• Ensure consistency of tone of voice and messaging throughout the entire customer journey.

Organic growth & discoverability

• Supervise the SEO strategy and organic growth initiatives.

• Oversee the evolution of brand discoverability on traditional and generative search engines, including relevant GEO/LLM visibility practices.

Brand & positioning

• Ensure brand consistency across all channels and touchpoints.

• Oversee competitive positioning, proposition, and messaging for the Italian market, translating market insights into concrete decisions.

Martech, AI & vendor management

• Select and manage tools, platforms, agencies, and external partners to support the team.

• Identify and implement concrete AI use cases to improve analysis, creativity, automation, execution speed, and team productivity.

• Evaluate new technologies based on their real impact on effectiveness, efficiency, and scalability.

Cross-functional collaboration

• Work with B2B and external Partnership teams on shared initiatives.

• Act as the marketing point of reference for internal stakeholders and coordinate effectively with HQ.

Requirements

Must have

• Fluent Italian and English.

• 7+ years of experience in marketing, with a strong component of performance marketing, acquisition, or growth.

• Consolidated experience in managing and developing teams, ideally for at least 2–3 years.

• Proven experience in managing significant budgets, defining marketing strategies, and achieving growth targets.

• Strong commercial mindset: ability to link marketing metrics to lead quality, conversions, revenue, and economic results.

• Solid familiarity with major digital advertising platforms (Google Ads, Meta) and the ability to challenge strategy and implementation methods, even without directly handling daily management.

• Familiarity with analytics/tracking tools (GA4, GTM), CRM, and attribution/measurement logic.

• Strong leadership skills, strategic thinking, and prioritization in complex, high-speed contexts.

• Ability to work autonomously and communicate effectively with senior stakeholders, including Sales, Finance, and HQ.

• Strong AI fluency: regular use of AI tools for analysis, creativity, automation, and productivity, with the ability to identify and implement concrete use cases within the team.

What we offer

📄 Contract: Permanent – CCNL Commercio 💰 Remuneration: Ral from €53,000 to €63,000 commensurate with experience and skills, including 13th and 14th month payments + variable Bonus