Director of Marketing

Based in the United States, HSI is a leading Environmental, Health and Safety (EHS) and workforce development provider with operations in Canada, Australia, Ireland, and the UK. We offer safety and workplace training, safety management software, compliance solutions, employee management and development training, and emergency care training for CPR, AED, first aid and more.

Join HSI as our Marketing Director for EMEA. In this key role, you’ll drive localised, high-impact marketing strategies to expand our footprint across the UK and EMEA, positioning HSI as a top solution aligned with regional market needs.

Working with the global marketing team, you’ll lead demand generation and deliver targeted campaigns to ensure consistent lead flow, supporting sales goals in the mid-market and enterprise sectors. You’ll also build strategic partnerships with industry bodies, enhancing thought leadership and creating opportunities for third-party advertising. Partner closely with sales and pre-sales teams to accelerate the pipeline, using multi-touch strategies to engage prospects at every stage of the funnel and drive HSI’s regional growth.

This is a unique opportunity for a results-driven marketer who combines strategic insight, field marketing skills, and hands-on execution. You will work with teams in the US, Australia and the UK, supporting the growth of the HSI brand in the EMEA region.  Any given day you will be working on updates to the localised version of the website, reviewing Google Adwords metrics and recommending changes to ads, using Salesforce to evaluate the quality of leads from various channels including their which channels/tactics/actions convert best down the funnel, or planning our presence at the next regional tradeshow.  The crux of this role is to build the brand, and drive lead generation campaigns that result in sales meetings, opportunities, and won deals.

HSI is a multi-national provider of EHS software, safety training, professional development, and more, with more than $180M in revenue, and growing at a rapid rate.  Our solutions quite literally help keep employees safe and improve workplace culture.  We are looking for someone who wants to drive these messages in a growth market.

Regional Excellence

• Lead the expansion of HSI’s solution portfolio within the EMEA and UK markets, spearheading initiatives to drive rapid and sustainable growth.
• Collaborate with the global marketing team to strategically target channels, campaigns, and content, prioritising localisation and market-specific relevance.
• Develop and execute impactful marketing programs to boost brand visibility and market penetration at the regional level, with a focus on mid-market and enterprise sectors across key industries.
• Oversee and refine demand generation channels to consistently deliver qualified leads that support sales revenue targets.
• Establish and nurture partnerships with regional industry bodies and associations to enhance thought leadership, drive content creation, and secure third-party advertising opportunities.
• Partner closely with the global product marketing team to align HSI’s offerings with EMEA/UK regulations, market demands, and compliance standards.
• Support sales pipeline momentum by collaborating with regional SDRs, account executives, pre-sales teams, and other key stakeholders to nurture prospects through a comprehensive, multi-touch strategy across the marketing and sales funnel.

Performance Marketing

• Develop a field marketing plan and strategy to deliver on lead generation and sales revenue objectives in EMEA.
• Develop a regional performance led analytics dashboard to measure, optimise and track product, campaign, partner, and channel level ROI metrics.
• Support core acquisition channels such as paid search, paid reputation management, social, display, email and 3rd party media activity to ensure alignment with key performance KPI’s such as CPL, MQL, SQL, CAC, LTV goals.
• Create and manage EMEA marketing budget to ensure spend is within budget while adopting strategies that drive spend efficiencies.
• Effectively manage 3rd party media partners, vendors, agencies etc. by adopting a process for approvals, contracts and invoice tracking.
• Create and manage a centralised content repository of regional collateral, awards, case studies etc.
• Actively manage region specific brand & customer related communications in relation to rebrands or acquisitions.
• Support current and future branding related initiatives to ensure alignment with regional priorities, customer centricity and local market dynamics.
• Ensure regional marketing programs are aligned to brand guidelines and local market brand protection from brand infringements/reputational risk.
• Be an advocate for the sales region you support and help the rest of the marketing department understand their priorities.

Strategic Partnerships – Trade

• Build relationships in the EMEA/UK market with relevant trade associations and partners to extend the audience and reach for our marketing efforts.
• Create and drive the awards program across trade partners by sponsoring and nominating existing customers and to successfully secure awards to help drive customer advocacy and brand recognition.
• Support the partner and reseller program to enable existing and onboarding HSI EMEA partners to successfully market the brand and platform.
• Work closely with industry thought leaders, consultancy partners, and industry bodies to help identify product gaps, new market opportunities, gather market insights and collaborate on content creation.

BDR Enablement

• Collaborate with the BDR team to ensure smooth campaign execution and alignment with brand guidelines.
• Manage the development of BDR pipeline of marketing assets needed for successful prospecting, meeting, opportunity, and closed-won outcomes as it relates to brochures, scripting, campaigns, email cadences etc.
• Measure the success of marketing enabled BDR campaigns and initiatives based on BDRQLs, nurture reactivations, and closed won conversion rates.
• Support and train the BDR specialists, working closely with the Director of Product Marketing with new product rollouts, solutions, and platform capabilities.
• Actively drive marketing led BDR training program focusing on brand alignment, customer experience, and tactical approaches to improve effectiveness as it relates to the execution of campaigns, content, channels and tools.
• Support the BDR team to execute the ABM program effectively working closely on target market segmentation, messaging and campaign alignment.

Content, Social & Events

• Drive regional event and campaign strategy, decision making, and onsite management.
• Ensure all events and marketing campaigns are delivered on time and within budget, measure and report on their effectiveness.
• Lead campaign creation, execution and reporting across multiple channels and audiences (eDM, social, trade media, PR, partnerships, digital, events).
• Develop a content marketing strategy and plan designed to both improve customer & prospect engagement.
• Monitor market landscape trends, research industry and competitor activity and identify opportunities.
• Create and manage the HSI Social strategy and campaign activations to drive engagement and participation within region.
• Develop social engagement measurement framework to benchmark, track and grow community participation against various channels, campaigns and initiatives.

• 8-12 years of experience in a marketing leadership role, preferably in the EMEA software or SaaS space, with proven success in startup or high-growth environments.

·        Demonstrated ability to build and scale marketing functions from scratch, driving tangible business outcomes.

• Experience building and driving multi-channel marketing programs over long periods of time to drive leads and sales pipeline.
• Experience with conference and tradeshow strategy, planning, execution, and post-show engagement.

·        Strong understanding of cloud marketplaces, SaaS business models, and the challenges of scaling software businesses.

• Strong understanding of the entire marketing and sales process from lead generation to marketing automation (HubSpot) to CRM (salesforce.com)
• Experience using analytics and reviewing “through-the-funnel” marketing dashboards to optimise marketing spend and initiatives. 
• Track record of serving as both a strategic leader and a tactical team resource who is executing on the marketing strategy. 
• Expertise managing and presenting a multi-brand strategy both internally (employees) and externally (customers, partners, market).
• Experience working across multiple geographies and markets is a plus.
• Bachelor’s Degree in Marketing, business, or a related field.

Preferred background:

• Marketing leadership experience within a SaaS-based organization in Ireland or the UK.
• Experience using a multi-channel marketing approach including Account-Based Marketing (ABM) to drive MQLs.
• Go-to-market experience across a multi-brand offering.
• Experience working with private equity-backed, fast-growth mid-market businesses.
• Experience in digital advertising and related marketing metrics
• Experience working in a matrixed, international business.