Chief Commercial and Brand Officer

Chief Commercial and Brand Officer

As Eurail shifts its focus from relying heavily on short-term sales tactics and paid media, the emphasis within their new purpose must now be on investing in product development, experience design, community building, content creation, and PR. This strategy is crucial to driving sustainable growth, creating deeper connections with customers, and positioning the brand for future success. The Chief Commercial and Brand Officer (CCBO) will play a central role in leading these efforts and ensuring that all related initiatives are aligned with our long-term objectives.

The CCBO therefore leads their teams and collaborates closely with the rest of the organisation, as well as external stakeholders, to strengthen and reposition the brand to align with evolving market demands and their purpose, lead external communications and actions to enhance organic visibility and brand perception, build and nurture engaged communities to generate information and experiences experienced as relevant and authentic, foster customer loyalty and stakeholder trust. Ensure seamless integration of sales, marketing, and brand efforts to support the company’s overall purpose, and optimise efficiency and effectiveness, drive commercial growth through strategic sales, marketing, and distribution initiatives. All this to enable sustainable growth and competitive advantage.

Responsibilities:

1) Brand Strategy and Elevation

• Accountable for the successful strengthening and repositioning of the brand in line with agreed, evolved brands strategy to drive long-term value.

• Ensure that brand strategy directly aligns with and supports commercial objectives, with measurable impact on market position and customer perception.

• Responsible for the development and execution of manifestations (actions and places) of the brand that bring the brand’s core equities to life in the market, make it tangible and memorable and spreadable (social media, WoM, PR, etc.).

• Such experiences need to be impactful in conveying the brand’s equity while being efficient in order to grow and spread their execution and impact over markets and time.

• The objective is to create iconic, recognisable touchpoints with the brand.

2) Creative Content and External Communications

• Accountable for the creation of high-impact content and curation of organic content across all platforms, ensuring it directly influences customer engagement and brand perception at every stage of the customer journey.

• Guide and oversee the development of a sustainable content ecosystem that not only supports but actively drives key company KPIs (e.g., customer engagement, lead generation, retention)

3) Community Building and Engagement

• Accountable for the successful cultivation and maintenance of brand communities, ensuring meaningful engagement that leads to customer loyalty, advocacy, and retention.

• Accountable for fostering positive interactions with Eurail’s customers and stakeholders across the full spectrum of touchpoints in the customer journey, ensuring that these interactions align with the company’s core values and purpose.

• Lead initiatives that address critical social, environmental, political, and ethical challenges aligned with Eurail’s purpose and global citizenship, ensuring these efforts directly enhance brand equity and stakeholder trust.

4) Sales and Marketing Integration, and Cross-functional Collaboration

• Accountable for ensuring seamless integration between sales, marketing, and brand strategies, and ensuring that these initiatives directly contribute to company-wide objectives, such as growth, brand awareness, and customer loyalty.

• Accountable for developing and implementing stakeholder communication strategies that clearly articulate the company's purpose and vision both internally and externally, with direct impact on tea alignment.

• Work closely with other C-suite executives to drive the overall business growth, ensuring that the company’s purpose-driven culture is embedded in every facet of the business.

5) Commercial Execution – Core Pass and Value-Added Services

• Accountable for developing and executing both short-term results and long-term strategies in customer experience and product development, ensuring alignment with overall business goals and sustainable growth.

• Accountable for the timely and quality delivery of external suppliers who directly impact customer experience and satisfaction, ensuring that performance meets or exceeds agreed upon standards.

• Responsible for leading the non-IT disruptions process, including customer-facing communications, as part of the broader IT disruptions framework, ensuring minimal negative impact on the customer experience.

• Ensure that distribution and go-to-market strategies drive revenue and customer satisfaction, with measurable success in brand positioning and channel effectiveness.

Required Skills and Qualifications:

• Demonstrated experience working in a purpose-driven organisation.

• Excellent leadership and team management abilities. Combine a helicopter view with an eye for detail, connecting the dots, and knowing when to engage at which level.

• Proven ability to translate high-level organisational purpose and values into tangible business impact.

• Strategic thinking with a balance of commercial acumen and brand vision.

• Proven track record of driving organic growth through strategic initiatives, including audience engagement, content development, and brand positioning, resulting in sustained sales increases and market expansion.

• Extensive experience in brand management and development.

• Strong background in marketing strategy and execution.

• Experience in community building and stakeholder engagement.

• Proven track record in driving commercial growth and sales performance.

• Deep understanding of market trends and consumer behaviour.

Our offer:

• Our hybrid work model offers flexibility in when and where you work. Whether you need collaboration, quiet time, or social interaction—online or in-person—it's all possible, but some office days per week are required.

• A complimentary NS train card to travel across the Netherlands for work and leisure.

• An annual free Interrail/Eurail travel pass for you and a companion, so you can explore Europe and share the same experiences as our customers.

• Unlimited access to OpenUp for lifestyle & well-being recommendations.

• Support for your well-being through a generous personal allowance.

• The freedom to develop your personal and professional growth plan using your training budget.

• An annual team trip across Europe to experience our product first-hand.

• An annual leave package of 28-30 days, plus study days, culture day, volunteer days, and Good Friday.

Curious to apply?

Apply directly via our website (https://jobs.eurail.com/en/vacancies).

• We'll ask you to share your resume in English (our business language) and tell us why you're interested in Eurail and this particular role. It doesn't hurt to be creative; we enjoy seeing your personality shine through. 
  

This vacancy is being managed by Heidrick & Struggles. All suitable profiles will be shared with them for inclusion in the selection process. The process will also include two panel interviews, a full-day psychometric assessment, and a final interview with the Supervisory Board.

In the meantime…

If you’re curious, why not check us out on LinkedIn and get a feel for our culture, values, and place worldwide? And we’re happy to answer any questions you might have too… send them over to jobs@eurail.com and our People & Culture team will pick them up.