The Trade Marketing & VM Director Wholesale is responsible for defining and leading the EMEA trade marketing strategy across the wholesale channel, ensuring alignment with brand positioning, commercial objectives, and regional market needs. The role drives the development and execution of end-to-end trade marketing, shop-in-shop and visual merchandising strategies, enhancing product visibility, customer experience, and sell-out performance across all wholesale partners. The position acts as a strategic bridge between Sales, Marketing, Merchandising, and external partners, ensuring consistent brand expression and commercial impact across markets. CORE JOB RESPONSIBILITIESDefine and implement trade marketing strategy for the wholesale channel, translating brand and business objectives into actionable plansLead seasonal trade marketing planning, including campaigns, product launches, and commercial initiativesDrive visual merchandising strategy for wholesale partners, ensuring consistency with brand guidelines while adapting to local market requirementsDevelop and monitor KPIs to measure effectiveness of trade marketing and visual merchandising initiatives (sell-out, ROI, brand visibility)Collaborate closely with Sales to support sell-in and sell-out strategies, creating compelling ‘selling stories’ and toolsOversee the development and distribution of POP materials and marketing tools, ensuring quality, cost-efficiency, and timely deliveryLead budgeting and forecasting processes for trade marketing activitiesManage relationships with external agencies, vendors, and partnersEnsure alignment and coordination across regions, fostering best practices and continuous improvementLead and develop the trade marketing and visual merchandising teamCORE ACTIVITIESDevelop guidelines and toolkits for wholesale partners covering campaigns, product presentation and visual merchandisingAnalyze market trends, customer insights and competitor activity to identify growth opportunitiesCoordinate cross-functional teams to ensure consistent execution across all touchpointsMonitor stock, logistics and distribution of trade marketing materialsOversee digital platforms supporting wholesale marketing tools and contentDrive innovation in retail storytelling and customer experience across wholesale doorsRequirementsMinimum 8–10 years of experience in trade marketing, retail marketing or related roles, preferably in fashion or lifestyle brandsProven experience in leading teams and managing cross-functional projectsStrong understanding of wholesale dynamics, visual merchandising, and brand positioningExcellent communication and stakeholder management skillsStrong analytical mindset with ability to translate data into actionable insightsFluent in English; additional languages are a plusAdvanced proficiency in Microsoft Office tools; experience with digital platforms is a plusBenefitsAn International, fresh and dynamic working environment Physical & Mental Health programs, sustainable projects and workshop promoted by Guess CaresArts, sports and social events outside the office, thanks to our Guess Fun activities!Training & Development platform and pathsDiscount on our products both online and in stores Don’t miss your chance to join a progressive and sustainable global company, which is constantly looking for new challenges and opportunities to grow in a competitive and tough market.Guess promotes a people-first workspace, where their well-being and their development are part of the history and the success of the brand.Do you think we’re a good match for you? Apply now to be part of our family!
The Trade Marketing & VM Director Wholesale is responsible for defining and leading the EMEA trade marketing strategy across the wholesale channel, ensuring alignment with brand positioning, commercial objectives, and regional market needs.
The role drives the development and execution of end-to-end trade marketing, shop-in-shop and visual merchandising strategies, enhancing product visibility, customer experience, and sell-out performance across all wholesale partners. The position acts as a strategic bridge between Sales, Marketing, Merchandising, and external partners, ensuring consistent brand expression and commercial impact across markets.
CORE JOB RESPONSIBILITIES
- Define and implement trade marketing strategy for the wholesale channel, translating brand and business objectives into actionable plans
- Lead seasonal trade marketing planning, including campaigns, product launches, and commercial initiatives
- Drive visual merchandising strategy for wholesale partners, ensuring consistency with brand guidelines while adapting to local market requirements
- Develop and monitor KPIs to measure effectiveness of trade marketing and visual merchandising initiatives (sell-out, ROI, brand visibility)
- Collaborate closely with Sales to support sell-in and sell-out strategies, creating compelling ‘selling stories’ and tools
- Oversee the development and distribution of POP materials and marketing tools, ensuring quality, cost-efficiency, and timely delivery
- Lead budgeting and forecasting processes for trade marketing activities
- Manage relationships with external agencies, vendors, and partners
- Ensure alignment and coordination across regions, fostering best practices and continuous improvement
- Lead and develop the trade marketing and visual merchandising team
CORE ACTIVITIES
- Develop guidelines and toolkits for wholesale partners covering campaigns, product presentation and visual merchandising
- Analyze market trends, customer insights and competitor activity to identify growth opportunities
- Coordinate cross-functional teams to ensure consistent execution across all touchpoints
- Monitor stock, logistics and distribution of trade marketing materials
- Oversee digital platforms supporting wholesale marketing tools and content
- Drive innovation in retail storytelling and customer experience across wholesale doors
Requirements
- Minimum 8–10 years of experience in trade marketing, retail marketing or related roles, preferably in fashion or lifestyle brands
- Proven experience in leading teams and managing cross-functional projects
- Strong understanding of wholesale dynamics, visual merchandising, and brand positioning
- Excellent communication and stakeholder management skills
- Strong analytical mindset with ability to translate data into actionable insights
- Fluent in English; additional languages are a plus
- Advanced proficiency in Microsoft Office tools; experience with digital platforms is a plus
Benefits
- An International, fresh and dynamic working environment
- Physical & Mental Health programs, sustainable projects and workshop promoted by Guess Cares
- Arts, sports and social events outside the office, thanks to our Guess Fun activities!
- Training & Development platform and paths
- Discount on our products both online and in stores
Don’t miss your chance to join a progressive and sustainable global company, which is constantly looking for new challenges and opportunities to grow in a competitive and tough market.
Guess promotes a people-first workspace, where their well-being and their development are part of the history and the success of the brand.
Do you think we’re a good match for you? Apply now to be part of our family!
In 1981, GUESS sold its very first pair of jeans to Bloomingdale's department store. Since then, GUESS has grown, becoming one of today's most recognized and influential apparel brands in the world.The continued dedication and commitment of our employees is the driving force of GUESS. Our talented professionals focus on leading the company with their vision of success. Join the team at GUESS Europe and bring your vision to life.GUESS Europe is seeking eager, passionate individuals to uphold our commitment to the spirit of the GUESS family of brands including GUESS, Marciano, GUESS Factory.
In 1981, GUESS sold its very first pair of jeans to Bloomingdale's department store. Since then, GUESS has grown, becoming one of today's most recognized and influential apparel brands in the world.
The continued dedication and commitment of our employees is the driving force of GUESS. Our talented professionals focus on leading the company with their vision of success. Join the team at GUESS Europe and bring your vision to life.
GUESS Europe is seeking eager, passionate individuals to uphold our commitment to the spirit of the GUESS family of brands including GUESS, Marciano, GUESS Factory.
