Afinitas · 5 hours ago
Senior Director, Strategic Marketing
St Louis, MO
Full-time
Onsite
Director/Executive
10+ years expAfinitas is the global market leader for pipe and precast concrete equipment, forming systems and concrete accessories. The Senior Director, Strategic Marketing is responsible for leading marketing strategy and execution to drive commercial growth, customer engagement, and brand visibility across the company's global footprint.
Machinery ManufacturingManufacturing
Responsibilities
Lead the execution of integrated marketing campaigns that drive pipeline growth, customer retention, and commercial enablement
Manage the global marketing planning process, including budget allocation and program delivery, with clear KPIs and accountability
Ensure operational excellence and high-quality delivery across all marketing initiatives
Oversee development of commercial enablement tools that support sales effectiveness, product positioning, and customer engagement
Align marketing strategy with the company’s goal of being a trusted partner to the builders of the world’s infrastructure
Fall in love with solving customer challenges through market-leading brand storytelling, engagement, and demand generation
Implement marketing solutions that drive differentiation, market leadership, and customer value
Champion cross-functional collaboration between commercial, product, finance, and operations teams to deliver seamless, impactful customer experiences
Identify and capitalize on new business opportunities through breakthrough marketing strategies and global market expansion initiatives
Define and evolve the global marketing strategy in alignment with business objectives and growth priorities, building out the strategic marketing function and team at Afinitas
Partner closely with Sales and Product leadership to ensure marketing plans support go-to-market alignment, product positioning, and persona-based engagement
Partner with division portfolio leaders to translate product strategy and technical innovation into compelling go-to-market narratives and launch plans
Identify and translate market trends and growth opportunities into actionable marketing strategies and initiatives
Own the global brand strategy and ensure a consistent voice, design, and message across all touchpoints
Oversee the content strategy and editorial calendar, ensuring alignment with thought leadership, demand generation, and customer engagement goals
Ensure digital marketing channels — including SEO/SEA, email, and social media — are fully integrated into campaign strategies and measured for effectiveness
Oversee communication strategy, including global events, trade shows, media relations, PR, and industry association engagement, ensuring a consistent and visible brand presence
Ensure internal brand alignment – creating tools and messaging that enable all employees to serve as brand ambassadors
Oversee market and customer research, persona development, and competitive intelligence to guide strategic marketing decisions
Ensure insights are used to inform campaign development, product positioning, and segment-specific messaging
Ensure teams are accountable for tracking and reporting on marketing effectiveness, ROI, and funnel performance — including regular monthly and quarterly performance reporting
Ensure deep analysis is conducted across channels such as SEO, paid media, and social engagement metrics to inform ongoing optimization
Collaborate with division portfolio leaders to identify whitespace opportunities and shape front-end innovation through deep customer insights
Establish a structured Voice-of-Customer feedback mechanism to shape product innovation and refine marketing messaging
Qualification
Required
Bachelor's degree in Marketing, Communications, Business, or related field required
10+ years in marketing, with 5+ years leading multiple teams
Demonstrated experience building and empowering high-performing marketing teams — focused on mentorship, capability growth, and sustained excellence
Proven success leading enterprise-wide marketing in industrial manufacturing, automation, or B2B technology sectors
Track record of partnering with Product and Sales to drive go-to-market success
Expertise across digital, demand generation, brand, content, and market research
Skilled in leveraging marketing platforms (CRM, MAP, analytics) to drive scalable, data-driven execution
Strong execution mindset with the ability to turn strategy into results
Data-driven and analytical; experienced in funnel metrics, KPIs, and marketing ROI
Executive presence with strong communication skills; able to influence across functions
Comfortable in matrixed, global environments
Technically fluent; able to translate complex solutions into customer-centric value propositions
Flexibility to take on evolving responsibilities in response to strategic priorities and business needs
Preferred
MBA or advanced degree preferred
M&A experience is highly preferred
Global Marketing experience preferred
Company
Afinitas
Afinitas is the world’s leading provider of solutions for pipe and precast concrete product production.
201-500 employees
Funding
Current Stage
Growth StageTotal Funding
unknown2016-09-21Acquired
Leadership Team
Jason Duncan
Chief Executive Officer
Mike Kiefer
Chief Financial Officer
Company data provided by crunchbase