Senior Digital Marketing Manager

We are looking for a Senior Digital Marketing Manager, AI Transformation & Customer Experience. We are looking for a strategic marketing leader who will drive digital growth, customer engagement, and marketing innovation across the Industrial Data Solutions (IDS) division. In this role, you will lead the development and execution of digital marketing strategies, AI-enabled marketing capabilities, and data-driven customer journeys. You will partner closely with Product Management, Sales, R&D, Analytics, and Corporate Marketing to deliver impactful, personalized customer experiences across the entire lifecycle. This is a newly created strategic role designed to fill a capability gap in digital marketing, automation, AI-enabled marketing, and data-driven decision-making, and to elevate the marketing team's business maturity as the division grows. What You Will Do Team Leadership & People Management • Lead, coach, and develop a small but pivotal marketing team. • Provide clarity, structure, and stability in a fast-moving environment with shifting priorities. • Foster a collaborative, customer-centric team culture that embraces learning, experimentation, and continuous improvement. Digital Marketing Strategy & Leadership • Build and execute digital marketing strategies that drive growth, customer acquisition, retention, and brand awareness. • Lead integrated campaigns across web, email, social, paid media, events, and account-based marketing. • Establish KPIs, dashboards, and performance frameworks. • Drive continuous improvement and innovation in digital marketing. AI Transformation & Innovation • Lead the adoption of AI-powered marketing tools and processes. • Identify opportunities for generative AI, predictive analytics, intelligent automation, and personalization. • Develop governance and best practices for responsible AI use. • Partner with IT and Analytics to evaluate and implement emerging technologies. Customer Insights & Market Intelligence • Lead customer, market, and competitive research. • Build segmentation strategies, buyer personas, and customer profiles. • Translate insights into strategic recommendations and growth opportunities. Customer Experience & Journey Management • Own end-to-end customer journey optimization. • Identify friction points and improve engagement, satisfaction, and loyalty. • Collaborate with Sales, Service, Product, and Customer Success to ensure seamless experiences. Marketing Automation & Digital Operations • Lead CRM and automation strategy (Dynamics 365, Marketo/Salesforce or similar). • Build automated nurture programs, lead scoring, segmentation, and lifecycle workflows. • Ensure data quality, compliance, and operational excellence. Data Analytics & Performance Measurement • Build KPI frameworks, dashboards, and reporting processes. • Use predictive analytics and attribution models to improve ROI. • Translate complex data into actionable insights for leadership. Background • Bachelor's degree in Marketing, Business, Communications or Analytics. • 12+ years in B2B digital marketing, integrated marketing, customer experience, product marketing, or demand generation. • 5+ years of leadership or team management experience. • Strong experience in Belgian/Central European markets. • Fluent in English and French. Technical Skills • Deep knowledge of CRM and marketing automation platforms (Dynamics 365, Marketo, Salesforce, HubSpot). • Strong Power BI skills and data analytics capabilities. • Experience with AI applications in marketing, content development, and personalization. • Proven ability to lead multi-channel digital campaigns. • Experience in B2B technology, industrial technology, SaaS, or manufacturing is a plus. • Product Marketing certification and/or experience leading product launches is a plus. Mindset & Soft Skills • Collaborative communicator with high stakeholder-management maturity. • Agile, resilient, and comfortable with fast-changing priorities and ambiguity. • Natural problem solver with strong ownership and a growth mindset. • Strong customer-centric mindset, comfortable using data and insights to guide decisions. • A permanent contract in a fast-growing international technology company. • Exposure to cutting-edge Industrial IoT, connectivity, and automation technologies. • Ongoing training and development opportunities. • A collaborative and supportive team culture. • A flexible work environment with up to 2 days of homeworking per week. • An attractive salary package and comprehensive benefits. • A modern, international, and welcoming working environment. The HMS Networks Group, which employs more than 1000 people in 20 countries, is an internationally leading provider in the field of Industrial Information & Communication Technology (Industrial ICT). You will be joining HMS Networks' Industrial Data Solutions division (IDS), which brings together connected solutions from leading brands such as Ewon®, Red Lion® and N-Tron®. Driven by a strong customer-centric approach and dynamic growth, HMS has unparalleled expertise in Industrial Data and IIoT, from secure remote connectivity to real-time data visualization and advanced diagnostics. With a comprehensive industrial vision, HMS delivers solutions that connect machines and devices to the cloud, enable local operational control, and provide clear, actionable data insights. Security and reliability are at the core of every offering, with robust technologies built to meet the demands of harsh industrial environments. HMS is also a driver of innovation and expansion, following the recent integration of Red Lion® and PEAK-System®, and the launch of Ewon Cloud and Ewon Edge in early 2025. We also like to say that we put Heart, Mind and Soul into our work. That's how we create our shared culture and it's a pretty good acronym for that too. At HMS, we believe that equal treatment and equal opportunity shall apply to everyone, regardless of ethnicity, nationality, gender, gender identity or expression, sexual orientation, religion or other belief, political opinion, social origin, disability, age or any other status protected by applicable laws. We believe the best ideas come from diverse perspectives working together in a respectful, balanced environment. Our culture is built on trust, empathy, and collaboration, where everyone feels safe to grow, share ideas and find meaning in their work. Whether you're seeking innovation, development, or a healthy work-life balance, you'll find a place where you can truly thrive. We value listening, mentoring, and supportive leadership, and our working conditions are designed to reflect the realities of life, because success looks different for everyone. This commitment applies throughout the employee journey, across all HMS locations. Welcome to HMS!