Senior Director Marketing

As Senior Director Marketing at GEERS, Germany’s largest hearing care provider, you will define and drive the brand, marketing strategy, and product portfolio. You will lead GEERS’ transformation from a retail-focused business into an integrated, customer-centric omnichannel experience within the Sonova ecosystem.

This executive will design and implement an enterprise operating model with agile governance and data driven decision making, aligned to Sonova Group strategy, quality, and regulatory standards.

They own performance management, including P&L, ROAS, budgeting, forecasts, KPIs, and risk management, delivering measurable revenue growth and improved customer lifetime value.

They will lead Customer Retention & CRM, Customer Experience and Service, Media & Performance, and Retail Marketing to create seamless, personalized experiences across channels while optimizing cost to serve. This executive also oversees Data, Analytics and AI adoption, Creative & Content, and Product & Portfolio.

The position offers location flexibility across Germany.

Key responsibilities:

Marketing Strategy incl. Brand Positioning and Development

• Own and re-define GEERS’ brand purpose, positioning, and value proposition within the Sonova ecosystem.
• Lead an integrated omnichannel brand experience, unifying retail, online, service, and in-store-touchpoints with a coherent brand narrative across the funnel.
• Develop a data-driven marketing strategy and annual plan, using insights, segmentation, and competitive intelligence to outperform the market.
• Oversee portfolio storytelling and brand architecture, embedding clinical evidence and patient needs into the marketing strategy.

Operating Model Development (aligned with Sonova Group strategy)

• Run agile ways of working, digital enablement, and data-driven decision making; ensure IT and data systems support the model, while standardizing processes and metrics.
• Align with Sonova Group (marketing) strategy, while driving success locally
• Lead change management, capability development, and reskilling to lift GEERS marketing to new performance levels

Performance Management (Financials, KPI, …)

• Own marketing P&L, ROAS, budgeting, and rolling forecasts; ensure resources are allocated to highest ROAS initiatives.
• Run based on real-time dashboards and regular reviews.
• Identify risks/opportunities and drive action plans; deliver rigorous performance reporting to senior stakeholders.
• Institutionalize post-implementation evaluation and learnings to continuously improve marketing impact.

Customer Retention & CRM

• Build end-to-end lifecycle marketing, loyalty programs, and privacy-compliant CRM to maximize CLV.
• Map customer journeys, implement targeted retention, reactivation, and cross-sell campaigns; personalize at scale.
• Create a unified customer data view across retail, online, and service; enable privacy-compliant personalization and data governance.

Media & Performance (on- and offline)

• Create an integrated media & performance strategy with cross-channel attribution, while managing agency partners
• Drive performance marketing across digital and offline channels; test, learn, and scale high-impact campaigns, also learning from campaigns from other Sonova markets.
• Collaborate with retail and field teams for synchronized in-store activation and digital campaigns
• Ensure compliant, consistent creative that supports claims and brand storytelling 360 degree across all channels.

Retail Marketing

• Optimize store-level marketing plans, training, and POP materials; implement retail analytics for driving converting footfall.
• Integrate CRM data with in-store activity to deliver personalized, seamless customer experiences across touchpoints.
• Align retail activation with online campaigns to create a cohesive, end-to-end customer journey.

Data & Analytics and AI Adoption

• Establish a robust data strategy and governance, while ensuring privacy and security, working closely with Data & AI teams of the Sonova group.
• Build out our analytics platform with dashboards and predictive models for demand, pricing, churn, and campaign effectiveness.
• Lead data integration and Master Data Management to enable a 360-degree customer view and cross-functional insights.
• Promote AI-enabled decision-making and automation to accelerate marketing, sales, and service initiatives.

Creative & Content

• Drive a scalable content strategy and library that supports brand storytelling, education, and localization with regulatory backing.
• Maintain brand voice, visual identity, and accessibility; run rapid creative testing to optimize impact.
• Collaborate with Sales for content needs; manage a centralized content and campaign calendar.
• Leverage customer stories and testimonials within compliance boundaries to drive credibility and engagement.

Product & Portfolio

• Align GEERS’product portfolio & pricing with patient and hearing care professional needs.
• Drive portfolio optimization, launches, pricing to maximize customer value and impact
• Monitor product performance (adoption, reliability, serviceability) and adjust strategy accordingly.

Customer Experience and Service

• Embed VOC feedback loops into product, CX, and service improvements to reduce churn.
• Design end-to-end CX across channels (retail, online, service) with focus on accessibility, empathy, and proactive care.
• Implement service metrics and scalable self-service to balance cost and quality.
• Map journeys, identify friction points, and drive cross-functional improvements with Sales, Operations and Marketing to boost loyalty.

More about you:

• Master Degree in Business Administration, Major in Marketing
• Proven track record in retail, FMCG or medical Care Marketing Management in multinational companies
• 10+ yrs experience in leading Marketing Units
• Fluent in German and English
• Fundamental Brand Management skills
• Entrepreneurial broadband skillset
• Result oriented and well organized
• Strategic thinker
• Strong analytical skills
• Entrepreneur with strong operational skills and business acumen
• Strong communication skills
• Richness of ideas and creative thinking
• Charismatic personality
• Firm but diplomatic
• High Integrity
• Inspirational leadership qualities
• Strong implementation skills
• Coaching capabilities
• Fundamental knowledge of ERP and CRM systems
• Good understanding of digitalization