Head of Marketing - Vingcard Americas

Vingcard is one of the Business Areas of ASSA ABLOY Global Solutions, whichis part of the ASSA ABLOY Group, who are the global leader in access solutions. Every day, we reimagine how people move through a safer, more open world with ease. If you've ever walked through an automatic door, stayed in a hotel, or gone through passport control, you've probably used one of our products or services. We have operations in over 70 countries, with over 52,000 colleagues around the world.


Our expertise in customer journey mapping, innovation, and service design leads to the invention of new solutions that create value for our clients and exceptional experiences for their end users. And we have the fantastic opportunity available in Vingcard for a Head of Marketing Americas.


Your Role in Keeping the Future in Safe Hands:


Strategic Leadership

• Own the development and execution of regional marketing strategy aligned with global objectives and regional growth priorities, including brands under the North American P&L with global presence.

• Lead the positioning strategy to evolve the business into a PropTech services provider (solution + services narrative, differentiation, proof points, and messaging architecture).

• Champion integrated marketing programs that unify messaging, competitive positioning, and audience resonance across all channels.

• Establish operating rhythm with Sales/RevOps to drive pipeline creation, expansion (wallet share), and retention-owning funnel health targets and performance reporting.

• Serve as a key voice in shaping the future of our marketing ecosystem, introducing new methodologies, scalable best practices, and AI-enabled ways of working.

• Introduce strategy on everything we do, from shows, to individual initiative branding

• Be responsible for a multimillion marketing budget aiming for efficiencies on every step and measuring results

Digital & Integrated Marketing

• Lead digital-first, full-funnel campaigns across paid, owned, and earned channels, ensuring strong attribution and KPI alignment.

• Drive optimization across PPC, SEO, SEM, and emerging digital platforms, including AI-driven search.

• Oversee CRM and marketing automation strategy (SFDC, Marketo, 6Sense) to enhance engagement, nurture flows, and campaign efficiency.

• Build and activate B2B and channel partner communities through targeted digital communication strategies that demonstrate clear ROI.

Marketing Operations & Performance

• Oversee marketing operations including campaign planning, resource allocation, agency management, creative development, and performance measurement.

• Own the marketing measurement framework across the full funnel (awareness → pipeline → revenue), including attribution approach, dashboards, and KPI definitions.

• Strengthen customer and account data quality and insights to improve targeting, segmentation, personalization, and lifecycle marketing.

• Implement governance for MarTech and AI usage (process, privacy, compliance, and vendor management) to ensure scalable and secure execution.

• Present marketing plans, business cases, and performance updates to executive leadership and cross-functional partners.

Marketing Technology & AI Toolkit

• Core revenue stack: CRM, Marketo (marketing automation), 6sense (ABM/intent).

• Web, SEO & conversion: CMS (e.g., WordPress/Drupal/Adobe Experience Manager), SEO tooling (e.g., Semrush/Ahrefs), landing page & form tools, A/B testing & experimentation (e.g., Optimizely/VWO).

• Analytics, BI & attribution: Google Analytics 4, tag management (GTM), BI dashboards (Power BI/Tableau), multi-touch attribution (e.g., Bizible/Marketo Measure), call tracking (e.g., CallRail), and pipeline/revenue reporting in CRM.

• Data & identity: CDP / audience management (as applicable), data enrichment (e.g., ZoomInfo/Clearbit), consent management, and data quality monitoring.

• Paid media & social: LinkedIn Campaign Manager, Google Ads, programmatic/retargeting platforms (as applicable), social scheduling & listening (e.g., Sprout Social/Hootsuite), and review/reputation monitoring.

• Content & creative production: Digital asset management (DAM), brand management, design tools (Adobe Creative Cloud/Figma/Canva), video/webinar platforms (e.g., ON24/Zoom), and content collaboration/approvals.

• Sales enablement & partner marketing: enablement platform (e.g., Highspot/Seismic), proposal/CPQ support as applicable, partner portals, and co-marketing workflow.

• Customer marketing & voice of customer: NPS/CSAT tooling, customer advocacy references, and community platforms (as applicable).

• Project & workflow management: Asana/Jira/Monday.com, intake & prioritization, and agency collaboration standards.

AI-Enabled Marketing (Required)

• Content acceleration: AI-assisted briefs, messaging frameworks, long-form to short-form repurposing, and localization-while maintaining brand voice and review workflows.

• Personalization at scale: dynamic content and nurture variations by persona, vertical, and buying stage using intent + behavioral signals.

• Predictive & prescriptive insights: lead/account prioritization, propensity scoring, churn/expansion signals, and next-best-action recommendations in partnership with RevOps/Sales Ops.

• Experimentation engine: rapid test-and-learn (copy, creative, offers, landing pages) using statistically sound experimentation and incrementality where appropriate.

• Conversational marketing: chat, guided demos, and knowledge-based assistants for website and partner portals (aligned to compliance and data policies).

• Governance & risk management: clear rules for customer data usage, IP/copyright, legal review, and security; defined human-in-the-loop approvals for external-facing content.

Cross-Functional Collaboration

• Partner closely with sales to ensure alignment between marketing activities and revenue goals.

• Manage external agencies and partner networks to maximize impact, efficiency, and ROI.

• Foster a culture of collaboration, innovation, and continuous improvement across the Regional marketing team.

What You Bring

• 10+ years of progressive marketing leadership experience in complex, matrixed organizations.

• Proven success leading integrated marketing programs from strategy through execution and measurement, with clear linkage to pipeline and revenue outcomes.

• Deep expertise in digital marketing, audience profiling, and full-funnel demand generation (including lifecycle and expansion marketing).

• Strong understanding of CRM, marketing automation, ABM/intent, and analytics tools (CRM365, Marketo, 6sense, GA4, BI dashboards, etc.).

• Demonstrated ability to translate product/solution value into compelling narratives for the PropTech and hospitality technology ecosystem.

• AI literacy and practical experience applying AI to improve speed-to-market, performance optimization, and personalization-paired with strong governance and brand quality standards.

• Experience building and nurturing B2B and channel partner communities and co-marketing programs.

• Demonstrated ability to lead, mentor, and develop high-performing teams; effective agency leadership and budget stewardship.

• Exceptional communication, storytelling, and executive-level presentation skills; ability to influence senior stakeholders.

• A self-starter mindset with a passion for innovation, continuous learning, and test-and-learn ways of working.

• Experience in physical security, access control, hospitality technology, or adjacent B2B SaaS/services is beneficial but not required.

About Us


Featuring four times in Forbes' most innovative companies worldwide, we deliver innovative, safe, and convenient security solutions that provide real added value to our customers. As a group, our goal is to everyday help billions of people experience a more open world. We're proud to boast leading positions across the majority of Europe, North and South America, Asia, and Oceania, offering products and services to our customers seeking solutions to their entrance and opening requirements, such as locks, doors and entrance automation.


#LI-EA1

We are the ASSA ABLOY Group
Our people have made us the global leader in access solutions. In return, we open doors for them wherever they go. With nearly 63,000 colleagues in more than 70 different countries, we help billions of people experience a more open world. Our innovations make all sorts of spaces - physical and virtual - safer, more secure, and easier to access.


As an employer, we value results - not titles, or backgrounds. We empower our people to build their career around their aspirations and our ambitions - supporting them with regular feedback, training, and development opportunities. Our colleagues think broadly about where they can make the most impact, and we encourage them to grow their role locally, regionally, or even internationally.

As we welcome new people on board, it's important to us to have diverse, inclusive teams, and we value different perspectives and experiences.