Head - International Marketing | Building Material

Role: To build and strengthen Merinos brand, product and marketing presence across international markets, supporting the export business through five core pillars: Brand Strategy, New Product Development (NPD), Collateral Management, International Presence & Exhibitions, and Digital Marketing. The role will drive consistent global brand expression, market-relevant product propositions, effective marketing assets, international visibility and digital demand generation in partnership with International Business and other key stakeholders

Job Responsibilities :

1. Brand Strategy & Execution

• Drive Merinos international brand strategy, positioning, proposition and messaging across priority markets.
• Develop market-specific communication platforms while ensuring alignment with the overall Merino brand architecture and guidelines.
• Strengthen brand differentiation through competitor, market and consumer/design intelligence.
• Ensure consistency of brand identity, tone of voice and customer experience across international markets and touchpoints.
• Partner with International Business to translate business priorities into clear brand and marketing strategies by geography.

2. New Product Development (NPD)

• Identify international market opportunities, customer needs, design trends, colours, finishes and application requirements to feed the NPD pipeline.
• Work closely with Product Management, Design and International Business to define export-market product propositions and collections.
• Provide market inputs for product concept, naming, positioning, pricing architecture and launch priorities.
• Lead marketing readiness for new product launches, including proposition, storytelling, launch plans and market-specific communication.
• Track international competitor portfolios and emerging trends to continuously strengthen the product portfolio.

3. Collateral Management

• Own the development, governance and lifecycle management of international marketing collateral and sales enablement assets.
• Develop and maintain product catalogues, brochures, samples, presentations, technical documents, application guides, displays and digital assets.
• Ensure all collateral is accurate, brand-compliant, market-relevant and available in required languages/formats.
• Create standardised toolkits for distributors, country partners and export sales teams to support consistent market communication.
• Establish a systematic process for content creation, approval, localisation, version control and timely deployment.

4. Retail Marketing & Exhibitions

• Build Merinos international presence through Showrooms, exhibitions, trade fairs, industry events and strategic market activations.
• Own the end-to-end exhibition strategy including annual calendar, objectives, stall concept, product display, communication, collateral and visitor engagement.
• Coordinate with International Business and partners to maximise lead generation, customer engagement and brand visibility at international events.
• Manage pre-event, on-ground and post-event communication, lead capture, qualification and handover to the relevant business teams.
• Evaluate exhibition effectiveness, lead quality and return on investment, and continuously improve participation strategy.
• Working with retail design team to develop display solutions across showroom formats.

5. Digital Marketing

• Own Merinos international digital marketing strategy across website, social media, search, content and other relevant digital platforms.
• Drive international digital campaigns for brand awareness, product launches, lead generation and demand creation.
• Develop market-relevant digital content, including product stories, applications, case studies, videos and thought-leadership content.
• Strengthen international website presence through relevant product, market and distributor content and effective enquiry journeys.
• Track digital performance through traffic, engagement, enquiries, lead quality and conversion, and optimise campaigns based on insights.

Market Intelligence & Competition Mapping

Leadership, Budget & Governance

• Own the international marketing budget and prioritise investments across the five pillars based on business objectives and market potential.
• Lead, mentor and develop the international marketing team and manage external creative, digital, media, exhibition and other specialist agencies/vendors.
• Create annual and quarterly marketing plans, dashboards and reviews covering brand, NPD, collateral, international presence/exhibitions and digital marketing.
• Establish governance, timelines, approval processes and performance measurement for international marketing initiatives.

Preferred candidate profile

• 12–15 years of experience in international marketing, export marketing, global brand management.

• Strong experience in multi-country marketing, brand strategy, NPD/launch management, GTM, exhibitions and digital marketing is essential.