Global Marketing Director

Forbo Group is a global leader in floor coverings, construction adhesives, and lightweight conveyor and power transmission technology. Their Global Marketing Director will optimize the company’s marketing approach. Leading a high-performing team, they will drive the transition to a customer-centric strategy, enhance the digital customer experience, and implement advanced technologies to elevate the brand.

About Forbo Flooring Systems

As a global leader in floor coverings, construction adhesives, and lightweight conveyor and power transmission technology, Forbo Group operates through two key divisions. These are Forbo Flooring Systems, and Forbo Movement Systems. They each offer innovative and high-quality solutions tailored to various industries.

With headquarters in Assendelft, The Netherlands, Forbo Flooring Systems specializes in sustainable and environmentally-friendly flooring products, with a strong presence in commercial resilient flooring, including natural linoleum, premium vinyl, entrance flooring systems, and high-tech textile flooring. They mainly serve commercial environments such as public buildings, hospitals, schools, offices, hotels, and restaurants. The division employs around 2,800 people and operates an extensive global network with fifteen production facilities across seven countries, and distribution companies in twenty-seven countries.

Sustainability is at the heart of Forbo’s operations. The company is proud of its environmentally conscious manufacturing processes, which focus on renewable materials, recycling initiatives, and energy-efficient production. Forbo Flooring Systems continuously invests in cutting-edge technologies to develop solutions that
enhance aesthetics, functionality, and sustainability.

Forbo has successfully built a foundation of financial stability and a strong product portfolio. While the brand is the clear industry leader in specific product categories like linoleum, the company’s mission is to gain Forbo Group market leadership across the entire flooring industry. To achieve this goal and enhance sustainable growth, Forbo is on a transformative journey, adapting its marketing strategy to align with evolving customer expectations and keep up with the rapidly changing digital landscape.

Vacancy: Global Marketing Director

The Global Marketing Director (GMD) will lead the optimization of Forbo Flooring Systems’ marketing strategy, driving the shift to achieve a more modern and agile approach. They will lead the transition from product-centric to customer-centric strategies, enhancing the digital customer experience, and implementing marketing automation and advanced technologies. This role will align global marketing efforts with commercial goals, uniting teams across regions, and ensuring a consistent and compelling brand message. As an influential leader within the organization, the GMD will have the opportunity to offer fresh, innovative ideas, and drive a modern and engaging marketing approach, leveraging both creativity and technology.

The Global Marketing Director will take ownership of aligning marketing and sales, fostering their collaboration to ensure marketing becomes a seamless and integral part of the sales process. Transforming the brand narrative, the GMD will highlight Forbo Flooring Systems’ innovative design, superior quality, and commitment to sustainability, positioning the company as a forward-thinking leader in the flooring industry. They will lead the development and execution of a unified global marketing strategy, ensuring alignment across regional and local teams, while driving commercial success through customer-centric initiatives.

The Global Marketing Director will oversee the modernization of traditional and digital marketing channels, leveraging advanced tools such as marketing automation and analytics to enhance customer engagement, and optimize campaign performance. Their key focus will be to establish measurable KPIs, including brand awareness, lead generation, and customer retention, while monitoring campaign effectiveness to drive continuous improvement.

The GMD reports directly to the SVP of Global Sales and Marketing, and has a dotted reporting line to Forbo Group’s Head of Corporate Marketing and Communications. They collaborate with Corporate Marketing and lead a central marketing team of twelve professionals, and provide strategic guidance to regional marketing teams worldwide. With dotted-line collaboration between regional marketing managers, the GMD ensures seamless integration of global strategies with local execution. This highly visible role includes joining key steering committees and collaborating with divisional and corporate boards, which positions the Global Marketing Director as a vital influence in shaping Forbo Flooring Systems’ global marketing initiatives.

This role demands strategic leadership and a hands-on approach, along with a ‘get things done’ mentality. Their integrity, honesty, and proactive mindset make them a driving force behind Forbo’s transformative change. Business savvy and results-oriented, the GMD excels at shaping and executing complex agendas and seamlessly manages multiple priorities with precision and focus. A natural collaborator and persuasive communicator, they build trust and create alignment across diverse stakeholders, and inspire buy-in at all levels. The Global Marketing Director is a visionary leader with a global mindset. They inspire and motivate cross-functional teams in a fast-paced, matrixed environment, fostering a performance-oriented culture that empowers and develops their team.

“This is a unique opportunity to redefine Forbo Flooring Systems’ global marketing strategy and elevate our brand to the next level. Their ideas and leadership in modernization and digitalization will transform how we connect with our customers and directly drive our growth.” – Oliver Schutte, Senior VP Sales and Marketing of Forbo Flooring Systems 

Forbo Flooring Systems values ​​innovation, sustainability, and creating better environments for customers and communities. They also offer a dynamic, inclusive workplace that fosters collaboration, creativity, and professional growth. This position is a perfect fit for a senior-level B2B marketing expert with experience in a global manufacturing environment, preferably with a design-oriented product focus. The role is based in Assendelft, The Netherlands and requires occasional travel.

Interested?

Forbo Flooring System’is working with Top of Minds to fill this vacancy.
To express your interest, please contact Stephanie Stuit at stephanie.stuit@topofminds.com