BW Packaging
Overview
Join to apply for the
Vice President of Marketing
role at
BW Packaging .
About BW Packaging BW Packaging is driving performance at the intersection of people, technology, and customer care. As part of the privately held Barry Wehmiller family, we unite a global team of packaging experts with a clear purpose: People Who Care, Building Solutions that Perform. We take on our customers’ toughest challenges as our own — delivering both innovative and enduring solutions that set the standard for value and performance. Our strength comes from our people and the power of our brands — trusted names in packaging that are known worldwide for engineering excellence, application expertise, and lifetime commitment to customer success. Truly Human Leadership guides our belief that exceptional business results and profound respect for people together provide the foundation of enduring success. We are committed to forging lasting partnerships with our customers, earning their trust through integrity, expertise, and execution. With our full range of packaging solutions and long term partnership and service, we help customers achieve operational excellence today while building the future of packaging together.
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 BW 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. The VP also 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 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 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 booth design, 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 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 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.
Solve 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.
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)
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.
#J-18808-Ljbffr
Vice President of Marketing
role at
BW Packaging .
About BW Packaging BW Packaging is driving performance at the intersection of people, technology, and customer care. As part of the privately held Barry Wehmiller family, we unite a global team of packaging experts with a clear purpose: People Who Care, Building Solutions that Perform. We take on our customers’ toughest challenges as our own — delivering both innovative and enduring solutions that set the standard for value and performance. Our strength comes from our people and the power of our brands — trusted names in packaging that are known worldwide for engineering excellence, application expertise, and lifetime commitment to customer success. Truly Human Leadership guides our belief that exceptional business results and profound respect for people together provide the foundation of enduring success. We are committed to forging lasting partnerships with our customers, earning their trust through integrity, expertise, and execution. With our full range of packaging solutions and long term partnership and service, we help customers achieve operational excellence today while building the future of packaging together.
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 BW 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. The VP also 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 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 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 booth design, 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 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 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.
Solve 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.
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)
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.
#J-18808-Ljbffr