Senior Director, Strategic Marketing

Headquartered in St. Louis, MO, USA, Afinitas is the global market leader for pipe and precast concrete equipment, forming systems and concrete accessories used to build the world’s critical transportation, water and utility infrastructure systems. Afinitas is known for the innovative technologies and services it provides through its trusted Hawkeye Pedershaab, BFS, New Hampton Metal Fab and other well‑known brands, which customers have relied upon for decades.

Afinitas is a part of BW Forsyth Partners, LLC, the investment arm of Barry‑Wehmiller, a $3 billion organization with nearly 12,000 team members united by a common belief: to use the power of business to build a better world.

The Senior Director, Strategic Marketing is a results‑driven executive responsible for leading marketing strategy and execution that fuels commercial growth, customer engagement, and brand visibility across Afinitas’s global footprint. In addition to leading execution, the Senior Director sets the long‑term strategic direction for the global marketing function, ensuring alignment with enterprise priorities and deep partnership with Sales, Product, and Executive Leadership.

This is a leader‑of‑leaders role, responsible for building scalable capabilities, developing high‑performing talent, and delivering measurable impact across the customer journey. Success in this role requires a growth‑minded brand builder — energized by evolving customer needs, creative differentiation, and cross‑functional orchestration.

• Lead the execution of integrated marketing campaigns that drive pipeline growth, customer retention, and commercial enablement.
• Manage the global marketing planning process, including budget allocation and program delivery, with clear KPIs and accountability.
• Ensure operational excellence and high‑quality delivery across all marketing initiatives.
• Oversee development of commercial enablement tools that support sales effectiveness, product positioning, and customer engagement.

• Align marketing strategy with the company’s goal of being a trusted partner to the builders of the world’s infrastructure.
• Fall in love with solving customer challenges through market‑leading brand storytelling, engagement, and demand generation.
• Implement marketing solutions that drive differentiation, market leadership, and customer value.
• Champion cross‑functional collaboration between commercial, product, finance, and operations teams to deliver seamless, impactful customer experiences.
• Identify and capitalize on new business opportunities through breakthrough marketing strategies and global market expansion initiatives.

• Define and evolve the global marketing strategy in alignment with business objectives and growth priorities, building out the strategic marketing function and team at Afinitas.
• Partner closely with Sales and Product leadership to ensure marketing plans support go‑to‑market alignment, product positioning, and persona‑based engagement.
• Partner with division portfolio leaders to translate product strategy and technical innovation into compelling go‑to‑market narratives and launch plans.
• Identify and translate market trends and growth opportunities into actionable marketing strategies and initiatives.

• Own the global brand strategy and ensure a consistent voice, design, and message across all touchpoints.
• Oversee the content strategy and editorial calendar, ensuring alignment with thought leadership, demand generation, and customer engagement goals.
• Ensure digital marketing channels — including SEO/SEA, email, and social media — are fully integrated into campaign strategies and measured for effectiveness.
• Oversee communication strategy, including global events, trade shows, media relations, PR, and industry association engagement, ensuring a consistent and visible brand presence.
• Ensure internal brand alignment – creating tools and messaging that enable all employees to serve as brand ambassadors.

• Oversee market and customer…