Overview:
The Market Activation role is a ‘hands on’ downstream marketing lead within the Southern European Cluster organisation. The main geographical focus is on Italy, Spain and Portugal.
This role is responsible for best-in-class in-market execution of sell-out focused activities across customers and channels. Operating as a commercially embedded marketeer, the role is guided by the Cluster Lead and Sales team to drive trade marketing excellence, optimise assortment and portfolio execution, and deliver high-impact promotional and activation plans.
The Market Activation role ensures that customer plans (JBP) and promotional plans are being converted into tangible commercial outcomes — driving visibility, distribution, sell-out and profitable growth within the Cluster.
Responsibilities:
Cluster Market Activation & Execution Excellence
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Translate JB, NPD and promo guidelines into actionable Cluster activation plans
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Lead end-to-end execution of product launches across all relevant channels
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Ensure excellence in physical and digital point-of-sale execution (displays, fixtures, content, toolkits), by following Global Design guides (exceptions will require escalation and strong business case to support deviations)
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Drive consistent execution standards across key accounts
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Monitor in-market implementation and highlight execution gaps to Cluster Lead
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This role is accountable for ensuring that marketing plans are not only developed, but delivered flawlessly.
Assortment & Portfolio Ownership (Cluster Level)
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Own the Cluster-level view of assortment, range and SKU prioritisation within the Regional framework
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Adapt portfolio strategy to reflect cluster-specific customer, channel and competitive dynamics
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Support and align with Sales on category reviews, customer range presentations and distribution expansion
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Coordinate lifecycle execution including new product introductions, rationalisation and transitions
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The role ensures the right products are available, visible and prioritised across the Cluster.
Promotional & Trade Marketing Leadership
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Develop and manage the Cluster promotional calendar
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Develop promotional mechanics and determine timing to support the commercial objectives
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Support Sales to optimise trade spend effectiveness and return on investment
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Evaluate promotional performance and recommend corrective actions where required
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Ensure pricing and promotional execution align with broader commercial strategy
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The Market Activation role drives disciplined, ROI-focused trade marketing execution.
Commercial Partnership & Customer Engagement
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Act as the dedicated marketing counterpart to the Cluster Lead
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Support customer sell-in conversations with robust category, portfolio and activation rationale
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Support in development of customer activation plans tailored to account priorities
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Provide Cluster lead with trade marketing input for demand forecasting and S&OP discussions
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Support high-level customer presentations and activation storytelling
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The role strengthens commercial credibility and ensures marketing and sales operate as a unified growth team.
Market Insight & Feedback Loop
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Act as the “voice of the Cluster” to Regional Category Marketing
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Collect feedback on launches, activations and competitive dynamics
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Identify execution issues pre- and post-launch for escalation by Cluster Lead
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Highlight emerging opportunities, white space or range gaps
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Contribute insights to inform future NPD and portfolio planning
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This role ensures that market realities are reflected in upstream decision-making.
Cross-Functional Coordination
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Coordinate execution timelines with Supply Chain, Finance and Regional Marketing
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Ensure marketing assets are localised and delivered in line with cluster needs
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Support internal product training and commercial readiness initiatives
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Maintain disciplined project tracking and execution governance
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The Market Activation role ensures alignment and execution control across stakeholders.
What does success look like?
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Quality and timeliness of activation execution
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Launch execution effectiveness
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Distribution and assortment optimisation
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Promotional performance and ROI
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Contribution to Cluster growth targets
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Execution compliance and visibility standards
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Quality and actionability of market feedback
Qualifications:
REQUIRED COMPETENCIES
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Data-informed decision-making
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Growth mindset
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Hands-on and delivery-focused
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Proactive and solution-oriented
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Strong ownership mindset
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Credible, collaborative and resilient
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Customer and results focused
REQUIRED EDUCATION AND EXPERIENCE
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5-8 years’ experience in Marketing, Trade Marketing or Commercial roles
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Experience within FMCG, consumer durables or similar fast-paced environments
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Demonstrated success in delivering in-market execution and activation plans
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Proven ability to cooperate with Sales teams and Regional functions
- Ability to operate effectively within a matrix (Global / Regional / Cluster) environment
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Data-informed decision-making
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Fluent in Spanish and English. Italian is a pre.
PREFERRED EDUCATION AND EXPERIENCE
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BA degree in Marketing, Business Admin, International Business or a similar discipline
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Experience in trade, shopper or category marketing
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Exposure to retail environments (physical and eComm)
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Ownership of multiple product launches
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Promotional planning and execution
REQUIRED SKILLS
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Data driven decision making
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Project and program management
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Influencing without authority
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Presenting to a range of audiences
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Clear and strong communication style
