Role Purpose
The Head of Marketing & Cultural Influence, EMEA is the senior regional leader accountable for brand stewardship, cultural relevance, demand creation, and artist‑driven revenue impact across the EMEA region.
This role ensures that Gibson’s global marketing strategy and campaign architecture, as defined by the Vice President of Marketing (HQ), are executed in EMEA with regional relevance, premium consistency, and measurable business impact, while upholding the global creative standards set by the Global Creative Director.
Cultural Influence and Artist Relations are treated as growth engines in EMEA. Artist relationship servicing, partnership governance, and monetization are fully integrated into marketing and commercial plans to drive brand equity, demand, and revenue.
Role Context & Alignment
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VP of Marketing (HQ) owns global marketing strategy, category and brand architecture, campaign frameworks, and performance discipline.
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Global Creative Director owns the global brand system, creative standards, and storytelling vision.
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Head of Marketing & Cultural Influence, EMEAowns:
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Regional execution of global strategy
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Regional cultural leadership and artist ecosystem health
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Artist and partnership monetization in service of brand and revenue
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Cross-functional readiness and operating rhythm across EMEA
Key Responsibilities
1. Regional Brand Stewardship & Premium Consistency
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Serve as the senior brand steward for EMEA, ensuring all regional marketing and cultural activity aligns with Gibson’s global brand strategy and premium positioning.
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Ensure consistency across campaigns, product launches, digital and DTC storytelling, retail experiences, events, and partnerships.
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Partner with the Global Creative Director to uphold the global brand system and creative quality across all EMEA touchpoints.
2. Cultural Influence & Artist Ecosystem Leadership (EMEA)
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Lead EMEA Cultural Influence strategy in alignment with global CI frameworks.
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Oversee the regional artist ecosystem, including artist relationships, ambassador and signature programs, partnerships, and cultural activations.
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Establish and maintain high standards for artist relationship servicing, trust, and long‑term partnership health.
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Ensure artists are meaningfully integrated across marketing, content, retail, and digital channels.
3. Artist Partnership Monetization & Revenue Enablement
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Treat Cultural Influence as a commercial growth lever, not a support function.
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Drive monetization across:
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Artist led product programs and regional extensions
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Licensing and co‑marketing partnerships
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Events, experiences, and cultural activations tied to demand creation
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Partner with Product, Commercial, DTC, and CI leadership to convert cultural relevance into measurable demand and revenue.
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Ensure disciplined governance around partnership tiers, investment levels, and ROI tracking.
4. Campaigns, Launches & Cross-Functional Readiness
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Own EMEA activation for global campaigns, category initiatives, and product launches.
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Partner closely with EMEA E‑commerce, Web, Operations, Customer Service, and Retail/Garage teams to ensure:
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Coordinated planning and timing
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Launch readiness and staffing alignment
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Low risk execution during high demand moments
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Ensure Gibson.com and digital channels are supported as the hub of the customer journey in region.
5. Performance, Insights & Executive Reporting
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Own EMEA marketing and cultural influence scorecards aligned to global KPIs.
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Track and report on:
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Brand health and cultural impact
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Demand contribution and campaign effectiveness
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Artist and partnership ROI
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Translate regional insights into executive‑ready updates and inputs to global planning cycles.
6. Cross-Functional Regional Leadership
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Serve as the Marketing & Cultural Influence leader on the EMEA leadership team.
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Align closely with Commercial & Sales, E‑commerce & Web, Operations, Customer Service, and Retail/Garage leadership.
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Ensure Marketing, Cultural Influence, and Commerce operate as one coordinated regional system.
7. Team Leadership & Capability Building
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Lead and develop the EMEA Marketing & Cultural Influence organization, including marketing, social/content, entertainment relations, partnerships, media, trade, and training support.
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Establish clear ways of working, intake processes, prioritization models, and decision rights.
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Reduce dependency on heroics through disciplined planning, strong briefs, and operational clarity.
Required Experience & Qualifications
Experience
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10+ years of senior marketing leadership experience in EMEA
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Proven success leading integrated brand, culture, and demand initiatives
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5+ years of experience running an E-Commerce Business in EMEA
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Experience working with artists, cultural partners, or lifestyle ecosystems
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Track record operating effectively in matrixed global organizations
Capabilities
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Strong strategic and commercial judgment
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Demonstrated ability to monetize cultural influence responsibly
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Data literate with executive level reporting skills
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Digital Native
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Excellent cross-functional leadership and stakeholder management
Education
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Bachelor’s or Master’s degree in Marketing, Business, or a related field
Personal Attributes
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Strategic, culturally fluent leader with strong business instincts
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Calm, credible presence with artists and senior executives alike
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Disciplined, collaborative operator who values clarity and process
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Genuine passion for music, culture, and premium brand building
Communication
Internal
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CMO, VP of Global Marketing
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VP of Marketing (HQ) and global marketing functional leads
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Global Creative Director and creative leadership
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Global Cultural Influence leadership and regional ER teams
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EMEA Commercial, Finance, E‑commerce/Web, Operations, HR, Customer Service, Retail/Garage
External
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Artists and artist teams
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Labels, publishers, promoters, agencies
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Strategic brand and commerce partners, festivals, and cultural institutions
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Dealers (as relevant to aligned activations)
Work Environment
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Primarily office based with standard office equipment
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Extended periods working at a desk and on a computer
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Occasional movement within the office for meetings and collaboration
Location & Travel Requirements
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Open to Amersfoort, NL HQ (EMEA Hub) or London Sales & Marketing Office
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Regular travel across EMEA
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Periodic travel to Nashville HQ for planning, launches, and leadership alignment
Physical Demands
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Typical office environment
