Our client is a Belgian healthcare group that combines clinical rigor with evidence-based products. Supported by AI, in-house laboratories and its own production facilities in Belgium. To support the continued growth of the organisation, we are looking for a Director Marketing & Digital.

Purpose of the role

The Marketing & Digital Director builds and leads the organisation’s commercial engine.

You translate the group strategy into growth: strong brands, a well-filled innovation pipeline and predictable, profitable demand generation across all channels.

You have overall responsibility for brand, innovation, digital and communications. You focus on measurable results — not reach, but return per customer.

Clearly defined: the sales team reports to the Sales Director. You create demand, sales converts it. One seamless commercial chain, no silos.

Key responsibilities

Strategy & growth — direction and return

• Translates the group strategy into one integrated marketing & digital plan per brand house, with clear objectives and KPIs.

• Manages the full A&P budget and drives ROI: investment decisions based on gap analysis and return.

• Monitors portfolio strength and category growth, in close alignment with R&D, Medical Affairs, QA/RA and Sales.

• Further develops the marketing operating model: roles, cadence, governance and decision-making.

Brand & category — Brand & Customer Activation

• Leads the Brand & Customer Activation Managers across both brand houses.

• Strengthens brand power and brand health: every brand linked to a proven, repeatable result.

• Activates three target groups — physicians, pharmacists and consumers — omnichannel, from waiting room to digital shelf.

• Develops go-to-market plans for both launches and the existing portfolio.

Innovation — from insight to offering

• Has overall responsibility for the innovation pipeline: from consumer insight to launch.

• Designs distinctive product and commercial concepts, claims and offerings — within applicable claims legislation.

• Builds every offering around a clear value logic: greater results, more certainty, less time and effort for the customer.

• Maintains discipline: first maximise what works, then innovate.

Digital & omnichannel — Digital Activation

• Builds a predictable lead engine across four channels: content, paid media, email & outreach, and partners & referrals.

• Leverages scientific knowledge as a lead magnet and strengthens the pharmacy’s digital sell-out.

• Develops e-commerce and D2C on the demand side; safeguards digital shelf and online presence.

• Delivers qualified demand to the sales team (which reports to the Sales Director).

Performance & data — Digital Performance

• Builds one dashboard from click to revenue and manages unit economics: LTV : CAC and payback period per customer.

• Develops the money model: entry offer → upsell → continuity through repeat purchase and subscription.

• Leads performance marketing, CRM and marketing automation; tests creatives at scale.

• Builds the organisation’s MarTech stack and data & AI capabilities.

Communications — one voice

• Provides direction for corporate, brand and internal communications and PR.

• Ensures one consistent brand voice across all channels and target groups.

Leadership & team — setting the standard

• Leads, coaches and develops a multidisciplinary team and external partners and agencies.

• Sets the cadence, standards and decision-making; builds a high-performance culture.

• Influences at executive level and translates complex insights into clear decisions.

Results after 12 months

• One plan. An approved marketing & digital plan for each brand house, being executed.

• Stronger offers. In the priority categories, a revamped offering is in place, with demonstrably higher conversion.

• A lead engine that delivers. Four channels live, with predictable volume per target group.

• Healthy unit economics. LTV : CAC increases, while payback period per customer decreases.

• More repeat purchase. Continuity and subscriptions account for a larger share of the revenue mix.

• A team that is in place. Clear roles, a strong cadence, high retention.

Profile

You have

• A Master’s degree in marketing, business administration or a relevant field.

• 10+ years of marketing experience, including 5+ years in a senior leadership or executive role.

• Proven experience in consumer health, OTC, food supplements or health FMCG.

• Demonstrated P&L and budget responsibility; comfortable with marketing metrics (ROI, LTV : CAC).

• A track record in digital transformation, omnichannel and e-commerce/D2C growth.

• Experience leading an innovation pipeline, from concept to successful launch.

• Strong people leadership: building, coaching, challenging.

• Fluent in Dutch and French; professional proficiency in English.

Additional assets

• Knowledge of health claims and regulations (EFSA, FAVV).

• Affinity with modern direct-response and demand-generation playbooks.

• Experience in a scale-up or buy-and-build environment.

• Experience with AI applications in marketing and MarTech.

Offer

• An executive role with a real mandate: building, not managing.

• A group in full growth, with market-leading brands and a strong scientific foundation.

• Short decision-making lines and direct access to the CEO and COO.

• A competitive salary package with company car and extra-legal benefits.

• Hybrid working from Ghent, with presence at our sites.

Interested?

Send your CV and motivation to line@kennedybenelux.com.

We treat every application confidentially.