Head of Marketing (BENEFRA)

SnowWorld Group is Europe's leading operator of indoor ski resorts and leisure destinations and is a rapidly growing organization with 12 locations across 5 countries (BENEFRA, GER and UK). We're looking for a results-driven and inspiring Head of Marketing BENEFRA to lead our Marketing teams across Belgium, the Netherlands and France.

Purpose of the role:

The Head of Marketing is responsible for defining and executing the marketing strategy across Belgium, France and the Netherlands, with full accountability to drive visitor growth, brand strength and revenue across all SnowWorld locations and activities.

The role leads regional marketing teams and works cross-functionally to ensure that brand strategy, commercial initiatives and on-site execution are aligned to drive sustainable growth across all SnowWorld locations.

As Head of Marketing, you will be focused on:

Strategy & Brand

• Define and execute the regional marketing strategy for BE, FR and NL
• Strengthen and protect the SnowWorld brand across markets
• Translate group strategy into effective local marketing plans

Growth & Campaigns

• Drive visitor acquisition, frequency and customer loyalty
• Lead seasonal, promotional and always-on campaigns
• Optimize marketing efforts across skiing, leisure and experience offerings

Go-to-Market & Channels

• Define market-specific go-to-market approaches
• Oversee digital, performance, content and on-site marketing
• Ensure consistent messaging across online and offline channels

Customer & Market Insight

• Use data and insights to understand customer behaviour and preferences
• Adapt strategies to local market dynamics and competition
• Continuously test, learn and improve marketing effectiveness

Cross-Functional Leadership

• Work closely with Sales, Operations and Digital teams
• Align marketing plans with capacity, pricing and on-site experience
• Support commercial initiatives at both local and group level

Team Leadership

• Lead and develop marketing teams across BE, FR and NL
• Set clear priorities, objectives and performance expectations
• Foster collaboration and knowledge sharing between countries

Budget & Performance

• Manage regional marketing budgets and agency partners
• Track KPIs and campaign performance
• Adjust plans to maximize ROI and impact

Required experience:

• 5+ years in a senior marketing leadership role (e.g. Head of Marketing, Marketing Director, Senior Marketing Manager)
• 3–5 years of experience in a multi-country or regional role, preferably across Belgium, the Netherlands and/or France
• 3–5 years of experience in a B2C, consumer-facing environment, ideally within leisure, hospitality, entertainment, retail or experience-driven businesses
• Experience in a multi-location or venue-based business
• Experience in a scale-up or fast-growing organization

Core Competencies:

• Curiosity: you're deeply interested in people and their challenges.
• Authenticity: you sell by caring, listening, and helping.
• Strategic Vision: you see the bigger picture while delivering measurable growth.
• Emotional Intelligence: you connect with people, and adapt to context.
• Growth Mindset: eager to learn, experiment, and develop as SnowWorld scales.
• Agility: comfortable working in a fast-moving and entrepreneurial environment with quarterly targets.

Why join SnowWorld Group?

• High Level of Responsibility: Straight from the start you will shape marketing plans for Belgium and France.
• Speed of Execution: The fast-paced environment of SnowWorld does not come with red tape. There is freedom to try things out, fail, and learn.
• Personal Growth: Develop alongside a company where authenticity and curiosity are at the heart of everything.
• Competitive Compensation: A competitive wage package and performance incentives.

At SnowWorld, we're passionate about creating unforgettable experiences on and off the slopes. As a fast-expanding European leisure group, we offer a dynamic environment where you can make real impact—shaping the commercial future of one of Europe's most iconic and exciting brands. Travel will be required and can be estimated at 40% of your time.