Trade and Shopper Marketing (In-store) Specialist

Key Responsibilities

In‑store activation & excellence

• Build the Nordic in‑store activation calendar by customer and format (ERT, KRT), with clear mechanics, timelines and ROI goals; lead implementation end‑to‑end with field teams and agencies.
• Define and deploy “perfect store” / retail excellence standards, visual merchandising guidelines, planogram compliance and fixture maintenance across the cluster.
• Own POSM strategy and production (permanent & campaign), including shelf/display‑ready solutions and the supporting POS/Merchandise, ensuring premium execution and cost efficiency.
• Lead NPD launch playbooks for stores (toolkits, demo flows, training briefs), coordinating with Category, Sales, Key Account Managers and Training.
• Design and deliver in-store retail events / “retailtainment” (demos, pop‑ups, staff engagement) to drive trial and conversion, aligned to brand campaigns.
• Take full responsibility for the KRT/Project Catalogues (Grano etc), from planning to production

Insight‑driven planning & measurement

• Use shopper & category data (e.g., GfK/Applia, retailer insights) to locate growth levers, build account‑specific plans and sharpen conversion at the shelf.
• 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)

• 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.
• 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

• Lead cross‑functional execution with Sales, Field/Merchandising partners and agencies; manage trade/shopper budget with rigorous prioritisation and ROI discipline.
• 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

• 5+ years in Trade/Shopper Marketing, Visual Merchandising or Retail Activation within premium durables or FMCG; proven store execution at scale
• Mastery of POSM / visual merchandising and store activation craft (from brief to production, logistics, rollout and compliance)
• Data‑driven: comfortable with GfK/Applia/retailer data, turning insights into space/display strategies, activation mechanics and clear KPIs.
• Strong budget ownership and post‑program evaluation (ROI, conversion, incrementality) with crisp narrative for senior/internal and customer audiences.
• Skilled in stakeholder leadership across Sales, Key Accounts, Field teams and agencies; thrives in a matrix and multi‑market context.
• Experience aligning retail media / in‑store digital with store activation to enhance path‑to‑purchase.
• Fluent English plus one Nordic language preferred; travel across Nordics expected (Language & travel framed to Nordic context.)

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.