The Head of Marketing for the EFT & Bakery Business Units is a senior marketing leadership role responsible for driving market-focused, value-based marketing strategies that deliver measurable business impact and support profitable growth.
Operating within the PFA Marketing & Internal Communication Division, the role ensures strong alignment with divisional priorities while translating business needs into high-impact, measurable marketing initiatives, with a clear contribution to pipeline development and commercial performance.
The position combines strategic direction with a hands-on mindset, leading a focused team and working closely with Sales and Product Management to ensure marketing is a key driver of growth.
Business & Marketing Strategy
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Define and execute integrated marketing strategies for EFT & Bakery, fully aligned with BU and Division goals
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Translate market and customer insights into clear value propositions and go-to-market approaches
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Drive marketing as a key contributor to pipeline development, market penetration, and business growth
Market Positioning & Value Communication
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Strengthen GEA’s positioning as a technology and solution partner in BUs EFT and Bakery
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Develop consistent, compelling messaging based on customer value and application expertise
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Ensure alignment of communication across all channels and regions
Demand Generation & Campaign Execution
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Plan and deliver targeted marketing campaigns (e.g., digital, events, product launches, content) to support pipeline and funnel development
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Optimize channel mix and campaign performance based on measurable KPIs
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Ensure effective use of budget and resources, with a clear focus on ROI and commercial impact
Customer & Market Insight
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Leverage data, market trends, and customer feedback to guide decision-making
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Support product positioning and innovation by bringing the voice of the customer into the organization
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Monitor competitive landscape and identify market opportunities
Leadership & Team Development
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Lead and develop the BU marketing team, fostering a high-performing, accountable and results-driven environment
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Drive accountability, clear prioritization, and continuous improvement
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Promote knowledge sharing and alignment within the broader marketing community
Cross-functional & Stakeholder Collaboration
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Act as a key interface between Marketing, Sales, Product Management, and regional organizations
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Ensure close alignment with the central Marketing & Internal Communication Division
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Manage external agencies and partners where relevant
Reporting Line: the candidate will report to the Head of Marketing & Internal Communication Division PFA.
