Vice President of Marketing - Heating

Keller Executive Search is partnering with a fast-growing, premium outdoor-living and building-products manufacturer to appoint a VP Global Marketing for its heating business. This considered-purchase category is on a strong upward trajectory, powered by outdoor dining culture, hospitality expansion, premium residential outdoor living, and a shift toward smart, energy-efficient heating. Our client sells technical, high-ticket products across North America, Europe and Australia/New Zealand through distributors, dealers, architects and specifiers, and direct/eCommerce channels.

This global leadership role owns marketing end to end: turning brand into demand and demand into revenue across three very different regions. Reporting to the Global President for Heating and sitting on the divisional leadership team, you will lead a small, senior in-house team (including a Brand Director and a Head of Performance Marketing) plus external agency partners. This is a builder's mandate, not a caretaker's: you will stand up one brand platform with genuine local relevance, build measurement and attribution that connect spend to sales, and be judged on qualified demand, conversion, ROAS and share gained against primary competitors.

The role demands both sides of the house in one person. You must personally hold the premium brand and creative standard while reading the numbers yourself and running disciplined, full-funnel performance; leaders who skew entirely to craft or entirely to performance will not succeed. You will make brand and performance operate as one team against a single commercial scorecard, partner genuinely with regional sales leaders, and translate a technical product into simple, buyer-relevant messaging for homeowners, builders, dealers, architects and hospitality operators.

If you want to build a global function from a strong base and be measured on commercial outcomes, this is a rare opportunity.

Key Responsibilities

• Own the global marketing strategy for the heating business and translate it into local plans for North America, Europe and Australia/New Zealand.
• Build and hold one brand platform with local relevance, maintaining consistency of identity, tone and quality across regions, channels, partners and dealer-generated material.
• Own the full funnel from brand awareness through qualified lead, quote and order, connecting upper-funnel investment to lower-funnel commercial outcomes.
• Lead and develop the Brand Director and Head of Performance Marketing, making brand and performance operate as one team against a shared commercial scorecard.
• Own the global marketing budget and its allocation across brand, demand generation, trade and specification, defending trade-offs against growth targets.
• Interrogate data personally, build dashboards and attribution linked to sales, and set up tracking and measurement correctly before spend scales.
• Set agency scopes and hold agencies to commercial outcomes rather than hours or deliverables, challenging recommendations and pursuing root cause.
• Be the voice of the consumer by buyer type and geography, owning the segmentation, personas and journey maps the whole commercial team works from.
• Own competitive intelligence and positioning against primary competitors, and translate it into how the business sells.
• Partner with regional sales leaders to co-build marketing plans, prioritising lead quality over volume and a clean sales handover.
• Ensure every campaign has a commercial case and a measured outcome in revenue and ROAS, reporting performance in commercial language.
• Reduce waste and reallocate spend toward the highest-return growth opportunities while improving forecast accuracy.
• Coach the team to make a technical product simple and deliver the right message at each stage of the buying journey.
• Develop the next layer of marketing leadership across the regions.

Additional Information

• Location:
  
  Orange County, California or Charlotte, North Carolina.
• Workplace type: on-site, based at one of the two hubs.
• Applicants must have existing authorization to work in the United States.

• 10+ years in marketing with at least 2 years at senior leadership (Head of function, VP or CMO) level with people and budget ownership.
• Proven ownership of BOTH brand/creative standards AND performance metrics (ROAS, CPL, CPA, funnel conversion) in the same or consecutive roles; single-sided profiles will not succeed.
• Full-funnel accountability from brand awareness through to qualified demand and revenue, measured on…