EMEA AI Marketing, Paid Media & Digital Marketing Lead
About the Role
Fortinet is seeking an EMEA AI Marketing, Paid Media & Digital Marketing Lead to develop scalable, data-driven marketing across the region.
Reporting directly to the EMEA Senior Director of Marketing Demand Generation, Campaigns and Creative Services, you will lead four experienced direct reports: two digital marketers and two paid media managers.
The role connects AI marketing, paid media, digital experiences, virtual events, email and nurture programmes to engage prospects and customers throughout their lifecycle. You will develop, plan and drive the EMEA paid media strategy and agency management, overseeing a rolling six-month planning cycle across Fortinet’s GTM strategies and campaign pillars.
Working closely with EMEA Campaign Managers, Marketing Operations, Solutions Marketing, Field Marketing and corporate stakeholders, you will align content, audiences and channels with regional priorities.
Key Responsibilities
Team Leadership, Planning and Performance
- Lead, coach and develop four experienced digital marketing and paid media professionals, setting clear objectives and supporting their professional growth.
- Oversee six-month planning across GTM strategies and campaign pillars, aligning priorities, budgets, content and activation schedules.
- Plan quarterly budget and performance forecasts, reporting on results, pipeline contribution and opportunities for optimisation.
- Align with global teams on paid media, AI and digital marketing best practices.
AI Marketing and Automation
- Take direct ownership of EMEA’s AI initiatives, and participation in corporate-led AI and agentic AI initiatives and represent the region in these initiatives.
- Take a hands-on approach to assessing and implementing tools that improve personalisation, localisation, segmentation, automation and campaign efficiency.
- Develop AI-enabled nurture capabilities with Global Marketing Automation, Marketing Operations and Corporate teams.
- Own business cases, implementation plans, adoption and measurement for EMEA AI marketing initiatives.
Website, GEO and Digital Experiences
- Lead the strategy for EMEA’s localised websites and digital hubs in partnership with Corporate Web and regional stakeholders.
- Develop Generative Engine Optimisation (GEO) capabilities to improve visibility across search engines, LLM search tools and AI-powered answer platforms.
- Align digital experiences and localisation with campaign priorities, audience needs and customer journeys.
- Monitor engagement, conversion and pipeline contribution to guide improvements.
Paid Media Strategy and Management
- Define EMEA paid media strategy, investment and performance tracking, working with the paid media managers and external agency.
- Partner with EMEA Campaign Managers, Field Marketing and Solutions Marketing teams to select suitable content, formats and messaging across digital paid media tactics and channels.
- Connect paid media activity with landing pages, digital experiences and nurture journeys to improve engagement and conversion.
- Direct agency delivery, testing and optimisation against agreed objectives.
Virtual Events, Email and Nurture
- Set the EMEA strategy for virtual events, global summits, webinars and Fortinet TV, aligning global and regional stakeholders.
- Lead AI-powered email, segmentation and nurture strategies across acquisition, engagement, conversion and retention.
- Partner with Campaign Managers, subject matter experts and Marketing Automation teams to deliver relevant content and connected programmes.
- Use audience, engagement and intent data to improve programme performance and guide investment.
What You Will Bring
- At least 10 years of B2B digital marketing experience within the technology sector.
- Experience in AI marketing adoption and implementation with cross-functional teams.
- Strong coaching and people development skills, with a track record of empowering experienced professionals, providing constructive feedback and building team accountability.
- Proven experience managing agencies, budgets and cross-functional marketing initiatives.
- Strong expertise in paid media strategy, integrated campaign planning, quarterly forecasting and performance reporting.
- Knowledge of website strategy, GEO, localisation and digital content platforms.
- Experience leading virtual events, summits or webinars.
- Strong leadership and communication skills, with the ability to align stakeholders across functions, markets and seniority levels.
- The ability to navigate ambiguity, drive decisions and solve problems with a flexible, agile approach.
- Excellent project management skills, combining rigorous planning, orchestration, execution and monitoring.
- Strong analytical skills and business acumen, with a focus on delivering measurable value.
- Experience in cybersecurity, enterprise technology or B2B SaaS is a plus.
Fortinet is an equal opportunity employer. We value the diversity in our company, and all qualified applicants will receive consideration for employment without regard to race, color, religion, gender, sexual orientation, gender identity, nationality in addition to any other applicable legally protected characteristics in the location in which the candidate is applying.
#LI-PC1