Lead Trade Marketing

Overview

Beko Gulf is seeking a Trade Marketing Lead to drive channel-specific marketing strategies, manage retail execution, and support brand visibility across the Gulf region. This role will lead the implementation of trade activities for the Beko portfolio brands in line with the global brand & trade guidelines, optimize in-store presence, and ensure consistent execution across countries while aligning with distributors.

The position is located in Dubai.

Key Responsibilities

• 1. Promoters & Merchandisers Management
• Lead and manage all promoters, merchandisers, and brand ambassadors across the Gulf region.
• Define and monitor monthly KPIs and performance metrics to ensure field team efficiency and retail excellence.
• Establish and implement best practices in field team operations, including training, reporting, and brand alignment.
• Support local teams to resolve operational challenges and optimize field execution.
• 2. Key Retailers & Trade Channels
• Develop and implement channel-specific trade marketing strategies in the UAE, KSA, and wider Gulf region.
• Collaborate with sales, product, and marketing teams to align retail campaigns with commercial objectives.
• Plan and execute in-store activations, product promotions, and retail campaigns to drive sell-out.
• Work closely with distributors, key retailers and e-commerce partners to improve brand visibility and conversion at point of sale.
• Monitor and analyze campaign effectiveness using sell-out data, proposing improvements based on ROI and market trends.
• Manage trade marketing budget allocation, ensuring optimal use of resources and regional alignment.
• Share and scale regional best practices across markets.
• GfK Tracking: Track monthly GfK market share reports to see exactly how our appliance sales compare to competitors.
• Shop-in-Shop Rollouts:
• Roll out SIS as per brand Design guidelines high-end branded display zones inside major retail stores.
• Joint Marketing Plans (JMPs) with distributor / Retailer: Co-create annual promotion and advertising calendars with key Distributor to boost shared sales and avoid stock shortages
• 3. POP/POSM Management
• Define, maintain, and regularly update POP/POSM guidelines per country, brand, and SKU across the Beko portfolio in line with global guidelines.
• Oversee the production, logistics, budgeting, and distribution of in-store marketing materials such as leaflets, catalogues, demo kits, and display tools.
• Ensure materials meet branding standards, enhance shopper engagement, and support key product launches.
• Support local markets in executing retail design and display concepts for in-store visibility.
• Track usage, inventory, and ROI of all retail assets, ensuring continuous improvement of shopper touchpoints.
• Qualifications &

Skills

• Bachelor’s degree in Marketing or related field3–5 years’ experience in Trade or Shopper Marketing, ideally in FMCG or Electronics/Retail within GCCFluent in English;
• Arabic is a optional
• Hands-on experience managing field teams (promoters, merchandisers) with performance reporting
• Understanding of product launch processes, category strategy, and in-store execution best practices
• Strong analytical skills with knowledge of retail data, shopper insights, and channel planning
• Ability to manage POP/POSM assets with attention to brand guidelines and shopper impact
• Excellent project management skills with ability to manage multiple campaigns and stakeholders
• Strong communication and collaboration skills across cross-functional teams
• Proficient in Microsoft Office; especially Excel and PowerPointWillingness to travel within the Gulf region