Head of International Marketing

Your Impact

International markets are one of Axon’s biggest growth engines across the law enforcement and defense segments. As Head of of International Marketing, you will own the end-to-end marketing strategy, storytelling, and go-to-market execution for Axon across priority global markets outside the U.S.

You will lead a distributed international marketing team spanning CAN, EMEA, the UK, LatAm, and APAC, partnering closely with regional sales leaders to grow demand in global markets and deliver against ambitious pipeline and bookings targets. You will also be accountable for scaling localization and creative systems so that Axon shows up as a trusted, locally relevant public safety technology brand in every international market we serve.

This is a highly strategic, hands-on leadership role that sits at the intersection of marketing, sales, product, and customer. You will shape Axon’s presence around the world, and how quickly we can translate that presence into measurable pipeline and revenue.

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What You’ll Do

Location: This role is based out of our Amsterdam or Madrid locations. We rely on in-person collaboration and ask that team members work onsite Tuesdays through Fridays, with the flexibility to work remotely on Mondays, unless there is an approved workplace accommodation. We believe that connection fuels innovation, and our in-office culture is designed to foster meaningful teamwork, mentorship, and shared success.

Reports to: Senior Vice President, Marketing
Direct Reports: 15


Lead a High-Performing International Marketing Team

• Lead a distributed team of regional and functional marketing contributors, setting the bar for strategic thinking, impact-driven results, and execution at the highest possible level.
• Develop talent, succession, and organizational structure to ensure Axon can support sustained, scalable growth across existing and new international markets.
• Coach and develop the team to build on their strengths, address growth areas, and elevate their performance.

Lead and Evolve International Marketing Strategy

• Own and continuously refine Axon’s international marketing strategy, scaling success in already strong markets while driving pipeline and growth in high-opportunity regions.
• Ensure alignment with Axon’s broader marketing strategy and vision, translating strategy into measurable revenue and sales pipeline.
• Build and execute integrated campaigns across Product, Sales, and Marketing that drive engagement, strengthen customer relationships, and build pipeline in emerging and priority markets.
• Define and operationalize a clear international narrative and brand identity that clearly communicates the value of Axon’s ecosystem in locally relevant ways across customer segments and regions.
• Establish a scalable, efficient localization approach that serves language, culture, and geopolitical dynamics across markets.
• Set and guide the strategy for international events and brand presence, ensuring all investments are tightly aligned to pipeline generation, metrics, and growth objectives.

Partner Deeply with Cross-Functional Leadership

• Serve as the primary marketing partner to international sales leadership, primarily across Europe, UK/Commonwealth, and LatAm, aligning on key market priorities and sales opportunities.
• Partner with government and public affairs leadership to align market priorities with regulatory, geopolitical, and public perception dynamics.
• Oversee international event strategy in partnership with Events and Experiential, defining where and how Axon shows up to maximize customer impact.
• Work closely with Revenue Intelligence and Marketing Operations to define how international marketing performance is measured and reported, enabling data-driven decisions.

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What You Bring

• 8 years of experience in SAAS marketing with specialized expertise in international markets—ideally in public safety or technology—including leading marketing for U.S.-based companies expanding into international markets, especially in Europe.
• Proven track record marketing and selling cloud-based solutions.
• Strong long-term strategic thinking with the ability to translate high-level vision into detailed execution.
• Ability to identify gaps or areas of opportunity within existing strategies and optimize performance in a fast-paced, ever-evolving environment.
• Data-driven mindset with a focus on measurable impact and performance.
• A true player-coach mentality, balancing strategic leadership with hands-on execution.
• Strong cross-functional relationships and the ability to collaborate effectively with leadership in International Sales, Product, Marketing, and Customer.
• Track record of managing and executing integrated marketing programs across digital, events, creative, and demand generation.
• Experience with international government, regulations, and public affairs.