Head of Retail Marketing

Role Overview

• Own and drive the commercial growth agenda across existing retail setups, identifying growth levers, upsell opportunities, and potential for budget expansion.
• Act as the primary point of contact for retail, sell-out, and Commercial Framework topics, both internally and with retail stakeholders.
• Translate customer and commercial strategy into actionable retail initiatives, with a strong focus on migrating traditional offline/print activities into digital offerings.
• Build strong retailer relationships through proactive account development, including regular customer visits and ongoing commercial dialogue.
• Analyze KPIs, budgets, and performance trends to derive clear recommendations on optimization, rollout decisions, and commercial priorities.
• Apply and clearly communicate Commercial Framework methodologies, including test logic, control group design, and uplift calculations, and confidently defend these approaches with commercial and controlling stakeholders.
• Develop, implement, and maintain controlling frameworks to steer performance transparently, measure effectiveness, and support sound commercial decision-making.
• Lead retail
• and performance-related discussions with clients and internal stakeholders, presenting analyses, recommendations, and business cases in a clear and persuasive manner.
• Work closely with C-level stakeholders and other senior decision-makers, presenting recommendations and commercial cases in a compelling and audience-appropriate way.
• Partner closely with Sales, Marketing, Category Management, and Media experts to ensure retail logic guides strategic direction and execution quality.
• Support prioritization decisions across customers and initiatives based on commercial potential and strategic relevance.
• Contribute to team development by mentoring colleagues and supporting AI-driven ways of working across the organization.

Requirements

• 4–7 years of experience in consulting, ideally combined with relevant operational exposure, or 8–12 years of experience in commercially focused retail or FMCG roles.
• Strong experience in brick-and-mortar retail, including assortments, store structures, trade cycles, and POS logic.
• Experience with trade marketing, retail marketing, and commercial strategy; additional expertise in retail media is a plus.
• Proven ability to drive commercial outcomes, revenue impact, and budget growth.
• Highly analytical, with the ability to apply and ideally implement controlling frameworks.
• Strong analytical skills, including KPI tracking, budget logic, performance evaluation, and test-based decision-making.
• Confident stakeholder management skills with the ability to build alignment with senior internal and external stakeholders.
• A highly personable and relationship-oriented profile, with the ability to build trust and strong bonds with customers.
• Strong commercial mindset combined with structured thinking and clear communication.
• High ownership, accountability, and proactive problem-solving in a fast-paced environment.
• Interest in improving and automating ways of working, including practical use of AI.
• Fluency in German and English.

Benefits

• Flexible work arrangements