Senior Director, Strategic Marketing

About Us:

Headquartered in St. Louis, MO, USA, Afinitas is the global market leader for pipe and precast concrete equipment, forming systems and concrete accessories used to build the world’s critical transportation, water and utility infrastructure systems. Afinitas is known for the innovative technologies and services it provides through its trusted HawkeyePedershaab, BFS, New Hampton Metal Fab and other well-known brands, which customers have relied upon for decades. Afinitas is a part of BW Forsyth Partners, LLC, the investment arm of Barry-Wehmiller, 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:

ROLE SUMMARY

 

The Senior Director, Strategic Marketing is a results-driven executive responsible for leading marketing strategy and execution that fuels commercial growth, customer engagement, and brand visibility across Afinitas’s global footprint. In addition to leading execution, the Senior Director 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. 

 

 

ESSENTIAL FUNCTIONS & 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 Leadership & Impact 

• 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. 

 

Strategic Vision & Commercial Partnership 

• 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. 

 

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. 

 

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 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. 

 

 

QUALIFICATIONS

 

• 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

• M&A experience is highly preferred

• Global Marketing experience preferred

• 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   

 

 

WORK ENVIRONMENT

 

This is an office position that will require travel to a manufacturing facility. The employee must be able to correctly wear and use any Personal Protective Equipment (PPE) required by the employer when in the manufacturing area.

 

#LI-KF1

 

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:

Afinitas