Global Director Brand and Digital Marketing

At Barenbrug, growth is at the heart of everything we do — from innovative grass seed solutions to the people who make them possible. With more than 120 years of experience, we are a family‑owned company with a strong international footprint and a long‑term vision for innovation, sustainability and collaboration. To further strengthen our global positioning, Barenbrug Holding is looking for a Global Director Brand and Digital Marketing. In this international, hands‑on role, you act as a trusted expert and connector, supporting our Operating Companies (OpCos) worldwide with your brand, digital and e‑commerce expertise. You help bring global strategy to life locally, while respecting the entrepreneurial strength and autonomy of our regional teams. This role is about leading through expertise, collaboration and influence. You build global cohesion, accelerate scalable marketing innovation and safeguard brand integrity — all within Barenbrug’s decentralized structure, where personal relationships, trust and craftsmanship are key.

Working at Barenbrug
Barenbrug specializes in the breeding, production and marketing of high‑quality grass seed mixtures for a wide range of applications — from nutritious forage grass for livestock to resilient sports turf and attractive green spaces. Our solutions are developed for diverse climates and markets worldwide. Although Barenbrug operates internationally, we consciously remain a family‑owned company with short lines of communication and a strong sense of connection. We combine the scale and complexity of a multinational with the warmth and pragmatism of a family business. People know each other, decisions are made efficiently, and long‑term relationships truly matter.

In this role, you will report directly to the CEO within a flat organizational structure and work closely with the other Global Directors. You will not manage a team or department. Instead, you act as a hands‑on expert and sparring partner for our Operating Companies, helping them strengthen their brand, digital capabilities and marketing effectiveness. You will play a key role in building our global marketing community, connecting professionals across regions, sharing best practices, and supporting local teams in their development. At Barenbrug, you will find an environment where your expertise has real impact — and where collaboration, trust and passion for growth are at the center of everything we do.

Scope:

• Global brand governance and consistency across all markets.
• Digital presence, AI and content strategy (including SEO/GEO visibility).
• E-commerce enablement: provide global direction and expertise, especially for regions new to e-commerce; partner with Sales on commercial execution.
• Support CRM and marketing automation initiatives, including data-driven lifecycle programs.
• Coordination between OpCos: identify gaps, connect experts, and drive improvement.
• Community building and capability development: act as a connector between OpCos; curate and share best practices.
• External communication: develop and steward global storytelling on the Barenbrug brand, technology, sustainability, and R&D.

Key Responsibilities:
1. Brand strategy & Alignment

• Ensure alignment between corporate and OpCo strategies; review OpCo plans, highlighting strengths and identifying improvement opportunities.
• Align local brand strategies with corporate brand direction; intervene proactively to protect brand integrity.

2. Digital, Content & E-commerce

• Own global digital presence standards; lead AI-enabled content strategy and governance.
• Set e-commerce frameworks, toolkits, and readiness roadmaps; enable regions with limited experience; ensure commercial hand-offs to Sales.
• Champion CRM and marketing automation adoption; define data standards and shared measurement.

3. Benchmarking & Performance Management

• Monitor relevant marketing KPIs across regions; when performance lags, co-create improvement actions with local GMs and Marketing Managers.

4. Global Communities & Capability Development

• Build and lead global functional communities (virtual and in-person) for knowledge sharing and capability uplift.
• Support GMs in reviewing local functional managers; provide feedback and development guidance.

5. External Communication & Storytelling

• Steward global narratives on brand, technology, sustainability, and R&D; ensure centralized development with localized activation.

6. Global Projects & Governance

• Initiate, propose, and lead LT-approved global marketing projects; deliver within scope (budget, time, resources); report progress to the Board and LT.

• Inspiring and creative marketing leader with a strong drive for results.
• International bridge-builder and collaborative team player.
• Strong conceptual and strategic thinker with hands-on implementation capability.
• Understanding of the agri-food sector.
• University-level education or equivalent professional experience.
• 10+ years of marketing leadership, including transformation across regions/functions.
• Fluency in English; proficiency in a second language is an asset.
• Proven track record in multicultural, international environments.
• Willing and able to travel internationally (~1x per month).

• International working environment with regular interaction across countries and cultures.
• Competitive salary, aligned with the level and impact of the position.
• Annual bonus scheme, linked to company performance.
• Company car, laptop and mobile phone.
• Direct reporting to the CEO within a flat organizational structure.
• A collaborative and personal company culture, combining the professionalism of a multinational with the warmth of a family business.

Please send your CV and a motivation letter to recruitment@barenbrug.nl .

Do you have a question? Please contact Majoke Slijkerman (HR Advisor) at +31 6 12507883. For more information about working at Barenbrug, please visit our website: www.werkenbijbarenbrug.nl.

You can find us at Stationsstraat 40 in Nijmegen (located in Nijmegen Noord, just 3 minutes by car from the A15).

This recruitment process is handled directly by Barenbrug. Acquisition by agencies is not appreciated, sharing within your network is welcome!