Marketing Senior Lead

About Fine Solutions

Fine Solutions is the partner of choice for institutions across the UAE, delivering innovative, sustainable, and technology-driven hygiene solutions. The company serves more than 10,000 customers in hospitality, facility management, healthcare, and foodservice, combining trusted product performance with IoT-enabled dispensers and certified hygiene systems to help partners scale efficiently and sustainably.

About the Role

The Marketing Senior Lead – Fine Solutions is responsible for driving demand generation, portfolio positioning, and commercial enablement across defined markets and channels. The role translates business strategy into actionable marketing plans, supporting revenue growth through segment prioritization, value proposition development, pricing support, and channel activation. It plays a critical role in strengthening Fine Solutions’ market positioning and enabling commercial teams to effectively acquire, retain, and expand customers. The role is accountable for measurable contributions to pipeline generation, portfolio growth, and price realization.

Scope includes:

• Portfolio positioning across product categories (tissue, non-tissue, solutions, IoT-enabled offerings).
• Segment strategy (FM, Hospitality, Healthcare, QSR, Education, Retail back-of-house).
• Channel activation across: Direct B2B, Distributor-led markets, Private label and strategic partnerships, and Pricing and value proposition support.

Complexity drivers include:

• Number of markets and clusters covered
• Channel diversity (direct, distributor, private label)
• Portfolio breadth and innovation pipeline
• Market maturity and competitive intensity
• Alignment with commercial teams (BD, KA, Channel)

KEY RESPONSIBILITIES

Market & Segment Strategy

• Define and prioritize target segments based on market potential and strategic fit.
• Develop clear segment strategies aligned with business objectives.
• Analyze market trends, customer insights, and competitive positioning.

Portfolio Positioning & Value Proposition

• Develop and refine product and solution positioning.
• Define value propositions tailored to different segments and channels.
• Support differentiation through integrated solutions (product + dispenser + service).

Demand Generation & Pipeline Support

• Design and execute marketing initiatives that support the pipeline creation.
• Enable Business Development and Sales teams with targeted campaigns and tools.
• Track and optimize marketing contribution to the pipeline and opportunities.

Channel Activation

• Support activation across direct and indirect channels.
• Develop channel-specific strategies for distributors and private label partners.
• Ensure consistency of messaging and execution across markets.

Pricing & Commercial Support

• Support pricing strategy through market insights and competitive benchmarking.
• Contribute to value-based pricing discussions.
• Align with commercial teams on positioning and price realization.

Performance Tracking &

• InsightsMonitor marketing effectiveness and campaign performance.
• Provide insights on segment performance, product mix, and growth opportunities.
• Support management reviews with structured analysis.

Cross-Functional Collaboration

Work closely with:

• Business Development (pipeline generation)
• Key Accounts / Sales (customer engagement)
• Channel Development (indirect activation)
• Sales Operations (performance tracking)
• Align with Supply Chain and CSTS where relevant for product and service positioning.