As Marketing Manager at Hatenboer Water, you are responsible for developing and implementing a forward-looking marketing strategy that strengthens our brand positioning, maximises customer value, and drives international growth. You translate business objectives into measurable marketing initiatives and ensure optimal integration of marketing with sales, regional teams, and other departments. You play a key role in professionalising our digital marketing approach—from SEO and content strategy to marketing automation and lead nurturing. By making smart use of data, technology, and customer insights, you build a scalable marketing engine that not only generates leads but also contributes to customer loyalty and revenue growth.

You will be responsible for:

• Strategically leading the marketing team and external agencies.

• Developing regional marketing playbooks and thought leadership content.

• Improving our online visibility and conversion through our website, social media, and campaigns.

• Setting up dashboards and reports for marketing ROI, customer value, and funnel efficiency.

• Creating synergy between marketing and sales, with a focus on MQL quality and conversion to SQLs and orders.

In short: you make sure that marketing at Hatenboer Water is not only creative and visible, but also makes a proven contribution to our commercial and strategic goals.

Strategy and Positioning

• Develop a strategic marketing plan.

• Position Hatenboer Water and its sub-brands (Hadex, WATERLAB, Plastic Free @ Sea).

• Execute regional marketing strategies (e.g., US: awareness & lead generation, EU: cross-selling & service excellence).

• Strengthen brand identity and ensure brand consistency across all channels.

Digital Marketing & Online Visibility

• Develop and implement a digital marketing strategy (SEO, SEA, AI).

• Optimise website and content structure.

• Manage HubSpot: campaigns, workflows, dashboards, and reports.

• Implement campaigns and lead nurturing based on funnel stage and customer segment.

Lead Generation and Campaigns

• Develop demand generation campaigns via email, social media, blogs, webinars, and trade fairs.

• Improve MQL quality and conversion to SQLs, RFQs, and POs.

• Coordinate international trade fairs, customer days, and events.

• Deliver thought leadership through white papers, project spotlights, and blogs.

Collaboration with Sales and Regional Teams

• Hold monthly one-on-one sessions with regional offices.

• Organise cross-functional input and planning sessions with Sales, R&D, and Operations.

• Strengthen the synergy between Marketing and Sales, including lead scoring and bid support.

Content & Communication

• Develop brochures, white papers, manuals, and instructional materials.

• Manage internal communications (Water-Wise newsletter, email signatures, corporate gifts).

• Direct external agencies (Endeavour) for design, content, and HubSpot.

Data & Performance Monitoring

• Set up dashboards for marketing ROI, customer value, and funnel efficiency.

• Analyse traffic sources, conversion rates, and customer behaviour.

• Conduct customer satisfaction surveys (CSAT, NPS) and competitor analyses.

• Provide reporting and recommendations to management and Sales.

• You have a bachelor’s level of working and thinking in Marketing, Communication, or Business Administration.

• At least 5 years of experience in B2B marketing, preferably in a technical or industrial environment.

• Experience with international marketing and brand positioning.

• Hands-on experience with HubSpot, SEO/SEA, Google Analytics, and content marketing.

• Strong analytical skills and project management abilities.

• Excellent command of Dutch and English.

• Affinity with the maritime sector and sustainability is an advantage.