Global Marketing Manager of Equinet

Global Marketing Manager of Equinet

  • Marketing
  • Leisure
  • Lelystad
  • Vanaf 8 jaar werkervaring
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Mustad, founded almost 200 years ago, is a global leader in equine hoof care. Originally playing in a traditional industry, the company is adapting to today’s digital environment. The Global Marketing Manager of Equinet will be in charge of making the new Equinet app a success by building the first online community of equine professionals in the world. This is an excellent opportunity for a digital-savvy project manager to be strategic and operational, and support the company’s leap into the digital world.

About Mustad and Equinet

Wherever there are horses, there are Mustad products. This family business – founded in Norway in 1832 – is the global market leader in equine hoof care products and employs around six hundred people worldwide. Horseshoe nails, horseshoes, farrier tools, and horse care products: Mustad offers the best and sets the industry standard. Customers include farriers from all over the world, Olympic riders, horse owners and veterinarians. The past years saw a growing number of new players entering the market, particularly with online sales of similar products. Mustad aims to remain a global leader and is ready to leap into the digital future. The company seeks to realize profitable, sustainable growth and to create long-term value for its customers, its dealers, its employees, and society.

The family business has a committed and loyal work atmosphere, yet they operate at the level and with the strength of a well-oiled multinational. The culture is family-oriented, transparent, and very collaborative. At the same time, there is a ‘work hard, play hard’ mindset. With a very competitive strategy for the next five years, the company seeks to stay on top of its global game.

“We take pride in the outstanding products we offer, and it’s great fun to work here. Meanwhile, we work hard, we are global leaders and intend to keep it that way.” – Juan Carlos Agudelo, Global Sales, Marketing and Innovation Director Mustad.

Mustad has manufacturing and distribution facilities in The Netherlands, Sweden, USA, Brazil, Colombia, Australia, Argentina, Mexico, Turkey, and Morocco. The EMEA Leadership team operates from Lelystad, The Netherlands.

Vacancy: Global Marketing Manager of Equinet

The Global Marketing Manager of Equinet is responsible for the Mustad app, Equinet, from strategy to execution and success. The app aims to build a global community of farriers and support their professionalization. It is part of the complete digitization of the sales and marketing of a global leader in a very traditional industry and provides the company with consumer insights. This digital opportunity is greenfield and has the feel of a start-up; at the same time, the traditional business is highly successful, so capital is available.

A basic app with few users currently exists. Enhancement and (local) adaptations will be needed. The Global Marketing Manager of Equinet is responsible for defining the app’s commercial strategy and user activation plan, setting up the project with the right parties, and managing the process and stakeholders towards successful adoption. This means coordinating with Brand and Marketing on the one hand and Product and developers on the other hand while inspiring the sales force to sell the app to customers.

Another exciting part of the role is the combination of strategy and implementation: the Global Marketing Manager of Equinet is responsible for the acquisition of engaged users and leading the app towards being a successful community platform. This requires a strategic mindset, while not being afraid to get their hands dirty. In addition, it asks for strong communication and stakeholder management skills, as the Global Marketing Manager of Equinet works globally, thus offering the opportunity to interact and meet professionals from all over the world. The ideal candidate is a jack-of-all-trades, empowered to make any changes deemed necessary, including hiring. The Global Marketing Manager of Equinet will report directly to the CEO and Owner of Mustad.

“This is a greenfield opportunity within a globally leading company, hence a chance to truly leave your mark!” – Juan-Carlos Agudelo

Since the company is newly embarking on its digital journey, the Global Marketing Manager of Equinet has the opportunity to carve out their own career path. The culture of the organization allows for a path that builds on the individual strengths of each person, assuming an eager attitude to maximize one’s own potential. This is an exciting opportunity for an experienced project manager with an appetite for digital marketing to truly contribute to the transformation of a traditional, highly successful company into a strong digital player.


Mustad works with Top of Minds to fill this vacancy.
To express your interest, contact Wiebe Smit via


Global Marketing Manager of Equinet Solliciteer

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