Chief Brand & Commercial Officer (CBCO)

Chief Brand & Commercial Officer (CBCO)

Our Team

We advocate for travels positive impact on the world guided by an engaging culture rooted in established company values. We empower our people to innovate and grow.

Our differences give us growth. Our diverse workforce originates from more than 50 countries bringing together a depth of perspective and curiosity about the world. We encourage a culture of openness curiosity and flexibilityvital to deepening a shared understanding of our customers and each other.

We have a flexible hybrid model working from our Utrecht HQ and our homes in the Netherlands.

Just as travel is about discovery were searching for the right people to join our team. Are you ready to inspire the world through travel

Were on the search for

a commercially-minded brand leader with hands-on experience in shaping elevating or launching brands in startups or small to mid-size organisations. This individual will bring a strong strategic mindset the ability to thrive in fast-paced ambiguous environments and a passion for building meaningful brands that connect with customers and communities.

Key Responsibilities

1) Brand Strategy and Elevation

• Accountable for the successful strengthening and repositioning of the brand(s) 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.
  

2)Creative Content and External Communications

• Accountable for the creation of high-impact 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 Eurails customers and stakeholders across the full spectrum of touchpoints in the customer journey ensuring that these interactions align with the companys core values and purpose.

• Lead initiatives that address critical social environmental political and ethical challenges aligned with Eurails 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 companys purpose and vision both internally and externally with direct impact on team alignment.

• Work closely with other C-suite executives to drive the overall business growth ensuring that the companys 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.

  
  

What were looking for

• Brand Repositioning & Launch Experience
  Proven experience leading brand transformation repositioning or launching initiatives in small to mid-size or scaling businesses ideally purpose-driven or lifestyle-focused.

• Strategic Commercial Execution in Early-Stage Environments
  Track record of driving commercial growth across multiple channels by strategically integrating brand marketing and sales. Brings a startup mentality hands-on pragmatic and resourceful.

• External Communications & Community Building
  Skilled in shaping and executing external comms strategies building organic visibility and nurturing authentic communities that reinforce brand relevance and trust.

• Customer-First Growth Mindset
  Deep understanding of customer needs with experience in content CRM and loyalty initiatives that support retention and engagement.

• Inspiring Internal Leadership & Purpose Translation
  Capable of translating purpose into internal culture and behaviour. Leads through influence and authenticity and is skilled in motivating and aligning teams in dynamic settings.

• Entrepreneurial & Agile
  Comfortable operating in chaotic or ambiguous environments. Brings a proactive solution-oriented mindset and is confident in navigating complexity and change.

• Inclusive Leadership
  Values humility empathy and collaboration. Builds diverse high-performing teams and fosters an open learning-oriented culture.

Our offer

• Our hybrid work model offers flexibility in when and where you work. Whether you need collaboration quiet time or social interactiononline or in personits 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 create your own personal and professional growth plan with 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 volunteer days and Good Friday.

Curious to apply

Apply directly via our website ( ask you to share your resume in English (our business language) and tell us why youre interested in Eurail and this particular role. It doesnt hurt to be creative; we enjoy seeing your personality shine through.

Heidrick & Struggles is managing this vacancy. We will share all suitable profiles for inclusion in the selection process which will also include two panel interviews a full-day psychometric assessment and a final interview with the Supervisory Board.

In the meantime

If youre curious why not check us out onLinkedInand get a feel for our culture values and place worldwide And were happy to answer any questions you might have too send them over toand our People & Culture team will pick them up. While youre hereexplore our travel passes and get inspired for your next journey at.