VP Global Marketing - Luxury Heating

Keller Executive Search is working with a high-growth manufacturer specializing in premium outdoor living and building products to recruit a VP Global Marketing for its heating division. Demand within this considered-purchase market continues to strengthen as outdoor hospitality grows, homeowners invest more heavily in premium exterior spaces, and buyers increasingly seek smarter, more energy-conscious heating solutions. The organization operates across North America, Europe, and Australia/New Zealand, offering sophisticated, high-value products through distributors, dealer networks, architects and specifiers, direct sales, and eCommerce channels.

This role will take full ownership of global marketing for the heating portfolio. The VP Global Marketing will be responsible for building demand, strengthening market presence, and ensuring marketing activity translates into measurable revenue across three distinctly different regions. Reporting to the Global President for Heating, the successful candidate will also join the divisional leadership team. They will oversee an experienced internal marketing group, including a Brand Director and Head of Performance Marketing, while directing relationships with external agencies. This is an opportunity to shape and build the function rather than inherit a fully established model. Priorities will include creating a cohesive global brand framework that works effectively within local markets, implementing meaningful attribution and measurement, and ensuring marketing investment can be directly connected to commercial performance. Success will be measured through qualified demand, conversion, ROAS, and competitive share gains.

The position requires a marketing leader who is equally comfortable protecting a premium brand and interrogating performance data. Strong creative judgment must sit alongside the ability to understand the numbers, challenge results, and manage a structured full-funnel marketing operation. A background weighted heavily toward only brand development or only performance marketing will not be sufficient. The successful candidate will bring both disciplines together under one commercial framework, establish close working relationships with regional sales leadership, and turn complex technical products into clear and relevant propositions for homeowners, builders, dealers, architects, and hospitality operators. For a leader who wants to build a global marketing capability from a strong platform while being directly accountable for commercial results, the role offers significant scope and influence.

Key Responsibilities

• Work alongside regional sales leaders to build market-specific plans, emphasizing qualified opportunities, stronger lead quality, and an effective transition from marketing into sales.
• Manage the global marketing budget, determining how investment is distributed across brand, demand generation, trade, and specification activity in line with growth objectives.
• Establish the segmentation, buyer personas, and customer journey frameworks used across the commercial organization, reflecting differences between audiences and geographic markets.
• Create the global marketing direction for the heating division and adapt that strategy into practical plans for North America, Europe, and Australia/New Zealand.
• Develop the next level of regional marketing leadership and strengthen leadership capability across the wider function.
• Build reliable dashboards, attribution models, and sales-connected measurement systems, personally reviewing the data and ensuring tracking is established correctly before spend increases.
• Maintain a single global brand framework while allowing for appropriate local execution, protecting consistency in identity, messaging, tone, and quality across channels, partners, regions, and dealer-produced materials.
• Improve marketing efficiency by identifying lower-value expenditure, shifting investment toward stronger-return opportunities, and increasing the accuracy of forecasting.
• Lead competitive analysis and positioning against the business's primary competitors, ensuring market insights are translated into practical sales and marketing approaches.
• Oversee and develop the Brand Director and Head of Performance Marketing, bringing brand and performance activity together under a shared commercial measurement framework.
• Ensure campaigns begin with a defined commercial rationale and are evaluated against measurable revenue and ROAS outcomes, with results presented in clear commercial terms.
• Manage agency relationships by establishing clear scopes, questioning recommendations, identifying root causes, and holding partners accountable for business outcomes rather than activity or output alone.
• Guide the marketing team in simplifying complex technical product information and tailoring messaging to the needs of buyers throughout each stage of the purchasing process.
• Take responsibility for the entire marketing funnel, connecting awareness-building activity with qualified leads, quotations, orders, and resulting commercial performance.

Additional Information

• Applicants must already have authorization to work in the United States.
• Workplace type: on-site, with the successful candidate working from one of the company's two hubs.
• Location: Orange County, California or Charlotte, North Carolina.

Requirements

Essential

• Demonstrated experience marketing within premium consumer durables, outdoor living, appliances, building products, or a comparable technical category involving considered purchases.
• Strong practical command of analytics, dashboards, ROAS, and cost-per-lead, combined with disciplined budget management and direct personal engagement with performance data.
• At least 10 years of marketing experience, including a minimum of 2 years at Head of function, VP, or CMO level with responsibility for teams and budgets.
• Experience managing multiple routes to market, including distributor, dealer, specification, and direct/eCommerce channels.
• A builder mindset, with the ability to operate independently through ambiguity and pressure within a small team and a rapidly evolving, high-growth organization.
• Clear accountability for the complete marketing funnel, from brand awareness through qualified demand and revenue, with success measured through lead quality and marketing-generated revenue rather than activity alone.
• Proven responsibility for both brand and creative standards and performance measures such as ROAS, CPL, CPA, and funnel conversion, either within the same role or across consecutive positions. Candidates with experience weighted exclusively toward one side will not be suitable.
• Strong emotional intelligence, with the ability to work effectively across sales, product, agencies, and regional teams, manage differing perspectives, receive pushback, and challenge stakeholders constructively.
• Significant corporate-side marketing leadership experience within a manufacturer or brand owner. Candidates whose careers have been exclusively agency-based will not meet the requirement.
• Experience leading agency relationships with accountability focused on measurable commercial results rather than completed deliverables.
• Ability to translate complex technical products into clear, accessible messaging without weakening their premium market positioning.
• A genuinely global approach to marketing, demonstrated through building a consistent brand that remains locally relevant across different regions rather than applying one unchanged message everywhere.

Preferred

• Experience owning direct or eCommerce revenue.
• Previous responsibility for combining brand and performance marketing teams into a unified function.
• Meaningful experience across both B2B and B2B2C models alongside consumer-focused marketing.
• Direct involvement with markets outside the United States, or significant professional experience living or working internationally.
• Experience reorganizing teams while coaching, mentoring, and developing marketing talent.
• Strong experience generating demand through specification channels and architect/specifier relationships.
• Previous exposure to premium heating, outdoor living, or hospitality-focused outdoor equipment categories.
• A credible and practical perspective on developments in artificial intelligence and how they are changing marketing across the full funnel.

Benefits

• Base salary range of approximately $200,000 to $240,000, depending on experience.
• Full benefits package.
• A newly created, high-visibility global leadership role with a seat on the divisional leadership team.
• Genuine scope to build a global marketing function from a strong base in a growing premium category.
• Leadership of a senior in-house team plus external agency partners across three regions.

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