Job Description

Preferred location: Bologna - Italy

This position leads General Finishing segment marketing strategy across EMEAI, including regional marketing planning, customer insights, and Sales enablement. The role creates the segment right to win by aligning the right product, price, promotion, and facilities service model strategy with market needs. You will act as a force multiplier by leading and inspiring cross-functional teams, translating customer and market opportunities into marketing programs and strategic guidance that enable Sales to value sell, capitalize on new business, and deliver profitable growth.

Responsibilities

Segment strategy & growth

- Define the General Finishing segment strategy for EMEAI.
- Develop and execute growth plans aligned with revenue and profitability targets.
- Identify new business opportunities for both powder and liquid technologies, as well as market trends across the GF segment.
- Create clear market activation initiatives which improve our right to win and enable the sales team to gain new business.
- Monitor competitive activity and market developments to recommend strategic actions.

General Finishing Strategy & Marketing Alignment

- Create the General Finishing strategy and right to win across EMEAI markets.
- Develop the facilities service model strategy, including the right product, price, and promotion.
- Define market positioning, value propositions, and initiative priorities.
- Equip Sales with value-selling tools, messaging, and customer value stories to succeed in General Finishing.
- Translate market insights into activation plans that support customer acquisition and profitable growth.





Regional Marketing Planning

- Lead regional marketing planning for the General Finishing segment.
- Translate the right to win into regional programs, priorities, and Sales activation.
- Develop marketing-led, sales endorsed programs tied to segment initiatives and new business goals.
- Define and deliver financial commitments, pipeline goals, and marketing program impact.
- Track execution, initiative goals, pipeline progress, and program accountability.

Commercial & Product strategy

- Collaborate with Product Management, Marketing, R&D; and Manufacturing to align product offerings and innovation initiatives with market needs.
- Partner with Product Management to simplify General Finishing product lines and improve profitability, clarity, and ease to win.
- Support powder and liquid product portfolio optimization.
- Define commercialization strategies for customized solutions.
- Contribute to pricing strategies, value propositions and product positioning.

Marketing & Business intelligence

- Analyze market trends, customer needs and competitive positioning.
- Translate market insights into actionable business recommendations.
- Develop business cases and growth opportunities based on market data.




- Track and report key segment performance indicators.

Customer engagement

- Lead voice-of-customer work to identify needs, pain points, and buying drivers.
- Engage priority customers through Sales to gather market and application insights.
- Translate customer input into positioning, messaging, and value-selling content.
- Use customer and industry signals to shape segment strategy and innovation priorities.
- Bring a marketing perspective to customer meetings, industry events, and trade forums.

Qualifications

- Degree in Business, Marketing, Engineering, Chemistry or related discipline.
- Proven experience developing segment strategies, growth plans, and value propositions.
- Experience in pricing, portfolio strategy, and commercialization planning.
- Solid business acumen and commercial mindset.
- Strong analytical and data management skills.
- Previous experience in marketing strategy, segment marketing, or commercial strategy,
- Experience and knowledge in the coatings industry, including powder and/or liquid technologies.
- Knowledge of General Industrial or General Finishing applications and markets.
- Experience implementing commercial excellence or digital business tools.
- Working knowledge of manufacturing and supply chain processes.
- Fluent English, Italian or other European languages.
- Lead, influence, and inspire cross-functional teams without direct authority.

Travel Requirements

- 40% of the time

What we Offer:

- The established salary range for this position, if based in Italy, is 70.000 - 91.000 euros
- Premio: 15%
- Company Car,
- Work

📌 Segment Manager General Finishing, GI EMEAI (Bologna)
🏢 Sherwin-Williams
📍 Bologna