Trade and Shopper Marketing Specialist (In-Store), Nordics
Department: Marketing
Reporting: Trade and Shopper Marketing Manager, Nordics
The position is within the Brand Team as part of the Nordic Marketing Team, led by Nordic Head of Brand and Communications
As Trade Shopper Specialist (In-Store) you turn brand and sales strategy into shopper-centric, in-store excellence across the Nordic cluster. Your mission is to elevate physical touchpoints and deliver premium execution across all retail environments.
Key Responsibilities
In‑store activation & excellence
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Build the Nordic in‑store activation calendar by customer and format (Electrical retail, Kitchen Retail), with clear mechanics, timelines and ROI goals; lead implementation end‑to‑end with field teams and agencies.
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Define and deploy “perfect store” / retail excellence standards, visual merchandising guidelines, planogram compliance and fixture maintenance across the cluster.
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Own POSM strategy and production (permanent & campaign), including shelf/display‑ready solutions and the supporting POS/Merchandise, ensuring premium execution and cost efficiency.
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Lead New Product Development launch playbooks for stores (toolkits, demo flows, training briefs), coordinating with Category Marketing, Sales, Key Account Managers and Training.
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Design and deliver in-store retail events / “retailtainment” (demos, pop‑ups, staff engagement) to drive trial and conversion, aligned to brand campaigns.
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Take full responsibility for the Kitchen Retail and Project Business Catalogues, from planning to production, together with the Global teams
Insight‑driven planning & measurement
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Use shopper & category data (e.g., GfK/Applia, retailer insights) to locate growth levers, build account‑specific plans and sharpen conversion at the shelf. Work closely with Data & Market Intelligence Manager.
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Track KPI dashboards (compliance, distribution/space, display presence, conversion uplift, ROI) and deliver post‑program recaps with clear learnings and next actions.
Retail media & physical/digital touchpoints (store‑led)
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Partner with key customers to activate in‑store digital signage and retail media tied to in‑store journeys; align with brand campaigns/NPD to maximise conversion.
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Ensure O+O (online + offline) consistency for in‑store activations (e.g., QR to PDP, ratings/reviews prompts) so the physical experience connects seamlessly with digital.
Stakeholder leadership & budget ownership
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Lead cross‑functional execution with Sales, Own Retail Activation Manager, Field/Merchandising partners and agencies; manage trade/shopper budget with rigorous prioritisation and ROI discipline.
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Contribute to JBPs and account sell‑ins with persuasive in‑store concepts and performance storytelling.
What success looks like (2‑5 year horizon):
Superior ROI on in‑store investments, premium visibility at every touchpoint, increased in‑house market share and seamless matrix collaboration across markets.
Your Experience & Competencies
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5+ years in Trade/Shopper Marketing, Visual Merchandising or Retail Activation within premium durables or FMCG; proven store execution at scale
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Mastery of POSM / visual merchandising and store activation craft (from brief to production, logistics, rollout and compliance)
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Data‑driven: comfortable with GfK/Applia/retailer data, turning insights into space/display strategies, activation mechanics and clear KPIs.
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Strong budget ownership and post‑program evaluation (ROI, conversion, incrementality) with crisp narrative for senior/internal and customer audiences.
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Skilled in stakeholder leadership across Sales, Key Accounts, Field teams and agencies; thrives in a matrix and multi‑market context.
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Experience aligning retail media / in‑store digital with store activation to enhance path‑to‑purchase.
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Fluent English plus one Nordic language preferred; travel across Nordics expected (Language & travel framed to Nordic context.)
