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Marketing · Denmark, Sweden · Hybrid

Manager Trade and Shopper Marketing Nordics

The Position

As Manager Trade and Shopper Marketing Nordics, you will play a key role in converting marketing and sales strategies into impactful trade and shopper marketing plans across the Nordic cluster (Denmark, Sweden, Norway, Finland). Your mission is to enhance the shopping experience for customers and retail partners, both online and offline, driving brand equity, awareness, and sales performance.

You are responsible for designing and executing channel-specific marketing strategies that translate brand plans into high-impact in-store and online activations. The role drives sell-in (to customers/retailers) and sell-through (to consumers), optimizes the path to purchase, and ensures a consistent premium brand experience across all touchpoints.

You will collaborate closely with Brand and Category Marketing, Product Training, Sales Teams, and Global Trade Marketing teams to develop localized content and materials that delight customers at every touchpoint along the customer journey. This includes creating digital and print assets, supporting retailer events, and ensuring all communications align with Miele’s premium brand positioning.

The Trade Marketing Manager is a new role at Miele Nordics leading a team of 3 professionals, with two direct reports. The role reports to the Head of Brand, Media & Communications, located in Denmark, as part of the Nordic Marketing Team.

Key Responsibilities

  • Translate marketing and sales strategies into trade and shopper marketing plans tailored for Nordic markets.

  • Build annual and quarterly customer activation plans aligned with brand/category priorities and sales targets per retailer/channel.

  • Lead in-store activation calendars with clear mechanics, timelines, and ROI goals.

  • Ensure all content adheres to brand guidelines and reinforces Miele’s premium positioning (trade media, store events, co-op funds) ensuring premium visibility and cost efficiency.

  • Partner with Field Sales / Merchandising Partners to ensure execution excellence and premium brand standards.

  • Develop eRetail activation plans with each account: home-page takeovers, banners, category features, PDP enhancements, ratings and reviews strategies and editorial content.

  • Own PDP excellence: content architecture, imagery, rich media, reviews/UGC, SEO keywords, cross-sell logic, and conversion optimization.

  • Manage Retail Media (online and offline) with performance KPIs (CTR, CVR, ROAS), partnering with media/eCommerce teams to maximize spend effectiveness.

  • Track digital shelf metrics (share of voice, search rank, content scorecards, buy-box integrity) and implement corrective actions.

  • Maintain eRetailer brand pages/stores with best-in-class UX, navigation, and storytelling.

  • Develop customer joint business plans (JBPs) with Sales (Electrical Retail, Kitchen Retail, Direct-to-Consumer); align on targets, investment frameworks, and execution milestones.

  • Use shopper and category insights (retailer data, brand health, market shares, inhouse shares) to identify growth levers and inform activation.

  • Brief and manage agencies and vendors (creative, production, digital, retail media, field teams) for on-time/on-budget delivery.

  • Own trade marketing budgets per channel/customer; forecast, allocate, and monitor spending with rigorous ROI discipline.

  • Work closely with global Trade Marketing to align strategies and share best practices.

Your Experience and Competencies

  • Bachelor’s degree or higher in Marketing or related field.

  • Minimum 5+ years in Trade Marketing, Shopper Marketing, or Channel/Customer Marketing

  • Strong business understanding and commercial mindset with proven ability to drive performance.

  • Consumer-centric and data-based approach

  • Experience in developing and executing premium brand strategies

  • Broad knowledge of instore and digital marketing, campaign management, social media, and e-commerce.

  • Excellence in project management, stakeholder leadership, and vendor management.

  • High adaptability and readiness for evolving market trends.

  • Excellent written and verbal communication skills in English and at least one Nordic language.

We Offer

An exciting and versatile role within a well-established international company, with opportunities for continuous development. We value diversity, inclusion, and a warm company culture, where you as an individual can grow and contribute with new ideas and approaches.

Travel availability in the Nordic countries and within Europe expected. Hybrid work options are available, physical presence minimum 3 days a week at the office (Copenhagen or Stockholm).

Interested?
Submit your application, CV and relevant documents in English as soon as possible. Applications are reviewed on an ongoing basis.

MAKE IT BETTER. BE BETTER. IMMER BESSER.

Department
Marketing
Locations
Denmark, Sweden
Remote status
Hybrid
Marketing · Denmark, Sweden · Hybrid

Manager Trade and Shopper Marketing Nordics

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