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Head of Trade Marketing Europe



The Manager Trade Marketing BISSELL Europe, develops the trade marketing vision, strategy and translates this into an execution plan supporting our Profitable Growth ambitions. The jobholder owns the SHOPPER and drives sales fundamental excellence within BISSELL Europe in close cooperation with the Commercial Triangle (Business Category Management, Sales), customers and functions. The jobholder is focused on influencing customer purchasing behavior towards BISSELL and maximizing profitable growth for BISSELL and its customers, increase distributor and customer satisfaction and achieve commercial plan based on deep insights throughout the Shopper Decision Journey and Market understanding. 

The jobholder is a member of The European Management Team. Sets clear targets on Sales fundaments (Weighted Distribution/Store expansion, Listings/planograms, 360 shopper touchpoints communications, Promotional effectiveness, shopper campaign development and activation performance metrics) and brings them together with our customers and the Sales team to excellence in execution.

Is a strong and servant leader, who is able to be the thought leader of TSM (trade-shopper-trade in BISSELL Europe and towards his/her team. Is able to build a TSM capability and organizational development roadmap to support the set strategy and Company Growth ambitions, winning in the market.


  • TSM Vision, Strategy and Organizational capability development: sets a clear trade shopper marketing vision and strategy for BISSELL Europe that is based on deep insights into Market dynamics, the Shopper Decision Journey, Customer / Channel needs and strategies and is closely aligned within the Commercial Triangle and our Integrated Performance Marketing Campaigns and Business Objectives.
  • Plan: Develops and executes on the approved Trade Shopper Marketing Plan of BISSELL Europe to deliver excellence in Sales fundamentals and on our short-term and mid-term Profitable Growth ambitions. Sets concrete objectives and frequently reports back on performance against objectives and drives a continuous improvement in Trade Marketing/Sales fundamentals and promotional effectiveness.
  • Insights: Develops deep insights into the Shopper Decision Journey, Market dynamics and channel/customer strategies and translates this into portfolio channelization, Sales fundamentals, trade communications and trainings as well as drives Promotional planning and effectiveness. Is a front runner in data driven decision making.
  • Promotional effectiveness and portfolio Channelization: Owns the Promotional Activation Calendar and Effectiveness. Defines the Portfolio channel/customer strategy together with the commercial Triangle (Business Cat. Marketing, Sales) and Commercial Policy and sees this through to implementation. Defines the Portfolio per channel/customer, to support our business ambitions, the shopper profile and ensures a distribution strategy and execution (together with the Commercial director and Commercial Policy Lead to support our business goals and Market dynamics.
  • Category Management: Defines in close cooperation with distributors and Online/Offline customers Planograms, Shelf Management and Category management approaches based on deep Shopper insights. Sets performance objectives and measures results against these. Defines and optimize product portfolio based on local market needs in close cooperation with the Business Category Marketeers, identify new promotional opportunities and assist customers/sales.
  • Promotional Calendar and Effectiveness: Owns the promotional calendar across Channels/Markets and Customers. Drives the Promotional strategy and calendar based on Shopper, customer insights and strategies, sets Promotional Effectiveness targets, and continuously improves to deliver on our Business Objectives. Works closely with the International Key account managers and local distributor partners on TSM / BTL strategy and activation / execution.  Supports the forecasting quality, by translating the Promotional calendar into annual, quarterly, and monthly forecasts.
  • Trade Communication and Training: Build and execute trade communications plan (exhibitions, print, online and offline media, sales presentations) as well as activation programs. Shop Floor Training- and incentive programs, based on shopper decision insights with clear performance metrics. Supporting our (strategic) Business goals. Creates in close cooperation in the Commercial Triangle (Business Category Marketing, Sales) Trade presentations and channel/customer activation plans.
  • Execution: objectives are achieved with optimal involvement of stakeholders: Plan, organize and implement/carry out the activities defined in approved plans (or ensure that this is done), partly by coordinating activities aimed at the Marketing and Sales departments (including providing sales support in the form of presentations, market approach and brochures), as well as champion the communication and alignment processes with key stakeholders.
  • Monitoring and Evaluation: insight into and improvements of the return from the activities, with the aim to develop the categories/channels and deliver on our Profitable Growth ambitions.
  • Continuous Improvement: plans, concepts, activities, initiatives and recommendations that improve chances of success and contribute to the achievement of the objectives: Design and develop concepts and activities aimed at activating the point of sales as well as to come up with initiatives and make recommendations with regard to improvements, in line with the approved trade marketing plan and in cooperation with the Sales and/or Marketing departments
  • Projects: efficient and effective realization of project objectives: Out of own area of expertise, contribute to the realization of internal projects, as project leader, -member or –expert
  • People Management: is a servant leader that is a true leader to his team, develops and coaches his team to become a high-performance team. Nurtures the BISSELL Culture and Values. Ensures the structure of the department/discipline is efficient and effective and able to achieve the business objectives and all department costs are within the budget. Hire, coach and appraise and develop (the cooperation between) employees of the own department/discipline using the instruments, service and procedures of the HR department.


What you bring to the table

  • Bachelor+/ University degree
  • Level of problem solving: innovate. Solves complex, abstract issues for own focus area, for which context thinking and vision are necessary. Anticipates and acts on changing demands in the environment. Can influence and engage people for changes in own focus area
  • Experience indication: 15 year> preferably in SDA sector in Trade shopper Marketing (Online & Offline)
  • Continuous improvement mindset and is a front runner in data driven decision making. Hands-on self-starter, gets things done
  • Can-do mindset and entrepreneurial
  • Communicates open and direct, is enthusiast and hospitable
  • Has a strong performance track record and mindset
  • Is honest
  • Fits a family business in general and the Bissell culture in particular
  • Fluent in English
  • Required skills or training: MS Office, excellent presentation skills


  • Cooperation, the ability to work effectively with others in order to achieve a shared goal -even when the object at stake is of no direct personal interest
  • Adaptability, the ability to remain fully functional by adapting to changing circumstances (environment, procedures, people)
  • Need to Achieve, the need to set high standards for one’s own performance, to show dissatisfaction with average achievements
  • Attention to detail, the ability to process detailed information effectively and consistently
  • Social Awareness, being aware of relevant social, political and professional trends and developments and using this information for the organization’s benefit
  • Planning and Organizing, the ability to determine goals and priorities and to assess the actions, time and resources needed to achieve those goals
  • Stress Management, the ability to perform under pressure and in adversity.
  • Controlling Progress, the ability to control the progress of employees’ processes, tasks, or activities and of one’s own work and responsibilities
  • Result-Orientedness: The ability to take direct action in order to attain or exceed objectives

What will BISSELL bring to the table

Beyond a competitive salary, bonus and excellent pension plan, working at BISSELL brings many otherbenefits and opportunities: an awesome and diverse team that collaborates to change the game; a work environment that offers rooms for fun, inspiration and innovation and a Friends&Family sale.

Please submit your application letter and resume in English to [email protected]

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