Trade Marketing Manager (Branded Channels)

📌 Core Information

🔹 Job Title: Trade Marketing Manager (Branded Channels)

🔹 Company: The LEGO Group

🔹 Location: Istanbul, Turkey

🔹 Job Type: Full-time, Hybrid (3 days in office)

🔹 Category: Marketing

🔹 Date Posted: June 5, 2025

🔹 Experience Level: 2-5 years

🔹 Remote Status: On-site (Istanbul Sales Office)

🚀 Job Overview

Key aspects of this role include:

• Driving shopper engagement and elevating the brand value proposition in branded channels
• Collaborating with LEGO Certified Store (LCS) partners in Turkey, Israel, and Greece
• Working with internal key colleagues across different geographical locations
• Championing the brand strategy and acting as the main touchpoint for franchise stores

ASSUMPTION: This role requires strong collaboration, communication, and project management skills to work effectively with various stakeholders across different regions.

📋 Key Responsibilities

✅ Champion our brand strategy—acting as the main touchpoint for our franchise stores

✅ Accelerate the retail marketing plans for all brand-led initiatives to drive traffic, in-store engagement, and consensus

✅ Collaborate with Brand Marketing, Trade Marketing, Sales, Operations teams, and LCS partners to ensure stores are prepared for new product launches

✅ Support new LCS stores opening and build an ecosystem of in-store activation to support regular retail programming and event needs

✅ Generate new, creative ways to bring our brand to life in-store that will drive engagement with our products and drive conversion

ASSUMPTION: This role involves managing multiple projects simultaneously and requires strong organizational skills to balance various priorities.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: Proven experience in trade or retail marketing, preferably at a branded retail store

Required Skills:

• Advanced level of verbal and written English and good level of Turkish
• Analytical skills and ability to aggregate data from different sources
• Able to lead multiple campaigns and activities at the same time for different markets
• Collaborative approach with an ability to work with a wide range of partners
• Strong presentation skills
• Good knowledge in MS Office applications, especially Excel and PowerPoint

Preferred Skills:

• Experience from an international environment
• Positive and effective team-player with excellent interpersonal and communication skills
• Standout colleague, problem solver, and open to learn

ASSUMPTION: Proficiency in both English and Turkish is crucial for this role due to the regional focus and collaboration with local partners.

💰 Compensation & Benefits

Salary Range: The salary range for this role is typically between €45,000 and €60,000 per year, depending on experience and qualifications. This estimate is based on industry standards for marketing roles in Istanbul, Turkey.

Benefits:

• Family Care Leave
• Insurances
• Wellbeing resources and benefits
• Colleague Discount
• Bonus scheme

Working Hours: Full-time, 40 hours per week, with a hybrid work arrangement (3 days in the office)

ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's qualifications and experience.

📌 Applicant Insights

🔍 Company Context

Industry: The LEGO Group operates in the manufacturing industry, focusing on designing, producing, and marketing LEGO products worldwide.

Company Size: The LEGO Group has 10,001+ employees globally, with a significant presence in Billund, Denmark, and regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore.

Founded: The LEGO Group was founded in 1932 by Ole Kirk Kristiansen and is still family-owned today.

Company Description:

• Inspires and develops the builders of tomorrow through creative play experiences
• Operates in over 130 countries worldwide with 7 manufacturing facilities
• Emphasizes creativity, imagination, and learning through play in its products and experiences

Company Specialties:

• LEGO Bricks
• Educational concepts
• Consumer experiences
• Digital play experiences
• Learning-through-play
• Creativity and imagination

Company Website: LEGO Careers

ASSUMPTION: The LEGO Group's global presence and focus on creativity and learning make it an attractive employer for individuals passionate about inspiring children through play.

📊 Role Analysis

Career Level: This role is suitable for a mid-level marketing professional with 2-5 years of experience in trade or retail marketing.

Reporting Structure: The Trade Marketing Manager reports directly to the Senior Trade Marketing Manager and works closely with various internal teams and LCS partners.

Work Arrangement: This role follows a hybrid work arrangement, with an average of 3 days per week in the office (Istanbul Sales Office).

Growth Opportunities:

• Potential to expand regional responsibilities or take on additional projects
• Opportunities to learn and develop skills in a global organization
• Possibility to progress to a senior role within the marketing department

ASSUMPTION: This role offers opportunities for professional growth and development within the LEGO Group's global marketing organization.

🌍 Location & Work Environment

Office Type: The LEGO Group's Istanbul Sales Office is a hybrid work environment, with an average of 3 days per week in the office.

Office Location(s): Istanbul, Turkey

Geographic Context:

• Istanbul is the largest city in Turkey, with a population of over 15 million
• The city is a major cultural, historical, and economic hub in the region
• Istanbul has a Mediterranean climate, with mild winters and hot summers

Work Schedule: Full-time, 40 hours per week, with a hybrid work arrangement (3 days in the office)

ASSUMPTION: Istanbul offers a vibrant and multicultural work environment, with a rich history and diverse cultural experiences.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening with the hiring manager
• In-depth interview with the hiring manager and relevant stakeholders
• Final interview with the senior leadership team

Key Assessment Areas:

• Cultural fit and alignment with LEGO Group values
• Problem-solving skills and ability to manage multiple projects
• Communication and collaboration skills
• Analytical skills and data-driven decision-making

Application Tips:

• Highlight relevant experience in trade or retail marketing, preferably in a branded retail environment
• Demonstrate strong analytical skills and ability to manage multiple campaigns
• Showcase proficiency in English and Turkish, with examples of successful communication in both languages
• Prepare for behavioral interview questions focusing on problem-solving, collaboration, and adaptability

ATS Keywords: Trade Marketing, Retail Marketing, Brand Strategy, Shopper Insights, Vendor Management, Analytical Skills, Collaboration, Presentation Skills, MS Office, Interpersonal Skills, Communication Skills, Problem Solving, Creativity, Entrepreneurial Approach, In-store Activation, Campaign Management

ASSUMPTION: The LEGO Group uses Applicant Tracking Systems (ATS) to filter and rank job applications based on relevant keywords and qualifications.

🛠️ Tools & Technologies

• Microsoft Office Suite (Excel, PowerPoint)
• Project management tools (e.g., Asana, Trello, or Microsoft Project)
• Data analysis and visualization tools (e.g., Tableau, Power BI)

ASSUMPTION: The Trade Marketing Manager will utilize various project management and data analysis tools to manage campaigns, track progress, and make data-driven decisions.

👔 Cultural Fit Considerations

Company Values:

• Creativity
• Imagination
• Learning through play
• Caring
• Quality
• Responsibility

Work Style:

• Collaborative and team-oriented
• Data-driven and analytical
• Adaptable and responsive to change
• Innovative and creative

Self-Assessment Questions:

• How do you embody the LEGO Group's values in your daily work?
• Can you describe a time when you used data to drive a marketing decision or improve a process?
• How do you balance multiple projects and priorities, and how do you ensure you deliver high-quality work under pressure?

ASSUMPTION: The LEGO Group seeks candidates who align with their values and can thrive in a collaborative, data-driven, and innovative work environment.

⚠️ Potential Challenges

• Managing multiple projects and stakeholders simultaneously
• Balancing regional responsibilities and local market needs
• Working with partners and teams across different time zones and cultures
• Adapting to changes in the retail landscape and consumer behavior

ASSUMPTION: The Trade Marketing Manager must be organized, adaptable, and effective in managing multiple priorities and stakeholders to succeed in this role.

📈 Similar Roles Comparison

• This role focuses on branded channels, while other trade marketing roles may focus on generic or private label products
• In the retail landscape, branded channels often have more marketing resources and flexibility than generic or private label products
• Career progression in branded channel marketing may lead to roles in brand management, category management, or retail marketing strategy

ASSUMPTION: Understanding the unique aspects of branded channel marketing and its career progression opportunities can help candidates tailor their application and prepare for interviews.

📝 Sample Projects

• Developing and executing a regional in-store activation campaign to drive engagement and sales for a new product launch
• Analyzing shopper insights to optimize in-store messaging and collateral elements, improving conversion rates by 15%
• Managing vendor relationships and trade marketing funds to maximize effectiveness and achieve a "more for less" mindset

ASSUMPTION: These sample projects demonstrate the Trade Marketing Manager's responsibilities and the impact they can have on the business.

❓ Key Questions to Ask During Interview

• Can you describe the most challenging in-store activation campaign you've managed, and how you overcame any obstacles?
• How do you ensure that our franchise stores are well-prepared for new product launches, and how do you measure the success of these launches?
• What steps do you take to build strong, collaborative relationships with our LCS partners and internal teams?
• How do you prioritize and manage multiple projects and stakeholders simultaneously, ensuring that all tasks are completed on time and to a high standard?
• What aspects of the LEGO Group's culture and values resonate with you the most, and how do you embody these values in your daily work?

ASSUMPTION: Asking these questions can help candidates better understand the role, the team, and the company culture, enabling them to make an informed decision about their application.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume to highlight relevant experience in trade or retail marketing, preferably in a branded retail environment
• Prepare a cover letter that demonstrates your proficiency in English and Turkish, and your enthusiasm for the role and the LEGO Group
• If applicable, provide examples of successful in-store activation campaigns or shopper insights analysis
• Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.