About Us:

BW Flexible Systems is a global manufacturer of packaging systems that fill and bag thousands of food and non-food products. Our packaging systems are designed and manufactured to maximize the efficiency and lifetime value of our customers’ packaging lines. Our range of machinery includes form-fill-seal, feeding, bag filling and sealing, pouch-making equipment, flow-wrap, reclosable packaging solutions, palletizing, stretch-wrapping and more.

Barry-Wehmiller is a diversified global supplier of engineering consulting and manufacturing technology for the packaging, corrugating, sheeting and paper-converting industries. By blending people-centric leadership with disciplined operational strategies and purpose-driven growth, Barry-Wehmiller has become a $3 billion organization with nearly 12,000 team members united by a common belief: to use the power of business to build a better world.

Job Description:

The Vice President of Marketing is a results-driven executive responsible for leading marketing strategy and execution that fuels commercial growth, customer engagement, and brand visibility across Packaging’s global footprint. Reporting to the Chief Product & Marketing Officer (CPMO), this leader drives integrated marketing efforts and oversees core functional areas including Demand / Lead Generation, Brand & Content, Customer & Market Insights, and Regional Marketing (e.g., EMEA), along with a shared services pool of analysts, content creators, and campaign specialists.

In addition to leading execution, the VP sets the long-term strategic direction for the global marketing function, ensuring alignment with enterprise priorities and deep partnership with Sales, Product, and Executive Leadership. This is a leader-of-leaders role, responsible for building scalable capabilities, developing high-performing talent, and delivering measurable impact across the customer journey. Success in this role requires a growth-minded brand builder — energized by evolving customer needs, creative differentiation, and cross-functional orchestration.

Key Responsibilities

Execution Leadership

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.

Strategic Vision & Commercial Partnership

Define and evolve the global marketing strategy in alignment with business objectives and growth priorities.
Partner closely with Sales and Product leadership to ensure marketing plans support go-to-market alignment, product positioning, and persona-based engagement.
Partner with Portfolio and Innovation 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.

Brand, Content, and Communication

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.

Demand Generation

Develop and execute demand generation strategies across various channels (digital, social media, email, events, etc.) to generate leads and nurture them through the sales funnel.
Use data and analytics to track the performance of demand generation programs, identify areas for improvement, and optimize strategies for maximum impact.
Manage marketing automation and CRM systems to ensure seamless lead flow and nurturing.
Track key performance indicators (KPIs) of lead generation efforts including conversion rates and pipeline contribution, and report on results to executive leadership.
Stay informed about the latest demand generation trends, technologies, and best practices to ensure programs remain effective.
Manage the tradeshow investment and execution strategy, including the design of an effective booth, attendee engagement and lead follow up strategies.

Customer and Market Insights

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 Innovation and Product teams 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.

Strategic Leadership & Impact

Align marketing strategy with the company’s goal of being a formidable global packaging solutions provider.
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.
Develop a people-first culture, ensuring that marketing execution fosters both creativity and operational scalability.
Tenaciously improve the lives of our people by operating with discipline, agility, and marketing excellence.
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.

Qualifications & Experience

Bachelor’s degree in Marketing, Communications, Business, or related field required; MBA or advanced degree preferred
10+ years in marketing with 5+ years leading multiple teams, including global scope
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, packaging, 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

Travel

40% (domestic and international)

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At Barry-Wehmiller we recognize that people come with a wealth of experience and talent beyond just the technical requirements of a job. If your experience is close to what you see listed here, please still consider applying. We know that our differences often can bring about innovation, excellence and meaningful work—therefore, people from all backgrounds are encouraged to apply to our positions. Please let us know if you require reasonable accommodations during the interview process.

Barry-Wehmiller is an equal opportunity employer. M/F/D/V This organization uses E-Verify.

Applicants may be subject to pre-employment screening which may include drug screening, reference checks, employment verifications, background screening and/or skills assessments.

Company:

BW Flexible Systems