Channel and Trade Marketing Manager

About Shelly

We make smart devices and push the boundaries of the IoT sector every single day. Shelly is a strong company with a startup mindset - no bureaucracy, just bold ideas, creative problem-solving, and a team that genuinely loves what they do.

We turn every spark of an idea into a real product - from first concept to full production - and bring smart automation to over 3 million households around the world. From heating, lighting, appliances, curtains, and more - if it runs on electricity, chances are we can automate it. We’ve built over 100 smart devices (and counting!), and everything happens right here at our headquarters in Sofia.

Sounds exciting? Keep reading...

Channel & Trade Marketing Manager

Your Role

As our Channel & Trade Marketing Manager, you build Shelly’s trade marketing function from the ground up and give distributors, retailers, installers, and telecom partners the tools they need to sell more. You own our retail presence and POSM toolkit, lead partner co-marketing and enablement, and create channel programs that turn strong execution into measurable revenue growth. This is a hands-on builder role for someone who knows what great trade marketing looks like and is ready to make it happen.

What makes you a great fit

• You have hands-on experience in trade, retail, or channel marketing for physical products sold through distributors and retailers.

• You have managed point-of-sale materials, retail fixtures, branded displays, merchandising, planograms, and in-store rollouts.

• You understand sell-in and sell-through across distributors, retailers, installers, resellers, or telecom partners.

• You have created trade marketing toolkits and adapted them for different partners, markets, and retail formats.

• You have managed partner co-marketing plans, budgets, approvals, execution, and reporting.

• You have pan-European or global trade marketing experience.

• You know how to maintain a consistent brand presence while meeting local market needs.

• You use sales and marketing data to measure partner performance, campaign results, and return on investment.

• You manage projects effectively across agencies, suppliers, internal teams, timelines, and budgets.

• You can build processes from scratch and balance strategic planning with hands-on execution.

• You communicate clearly and work well with sales, marketing, product, design, and country teams.

• You are fluent in written and spoken English.

• Experience in consumer electronics, hardware, smart home, electrical products, or a similar technical category is a strong advantage.

Your Responsibilities

• You build Shelly’s trade and channel marketing strategy, processes, priorities, and reporting.

• You create a consistent POSM and retail toolkit for country teams and partners.

• You manage the development of retail fixtures, branded displays, shelf materials, demo areas, planograms, launch kits, and other point-of-sale materials.

• You set standards for Shelly’s retail presence and improve product placement, visibility, and in-store execution.

• You plan and deliver trade campaigns for product launches, promotions, seasonal activities, and key commercial priorities.

• You manage creative briefs, localization, production, distribution, suppliers, budgets, and timelines.

• You create partner materials that support sell-in and sell-through, including presentations, product guides, training materials, comparison tools, and campaign assets.

• You plan and run co-marketing programs with distributors, retailers, installers, and telecom partners.

• You manage co-marketing budgets, approvals, execution, reporting, and return on investment.

• You work closely with Sales, Product Marketing, Brand, Design, and country teams to support commercial goals.

• You create tiered channel programs with clear partner benefits, requirements, incentives, and support.

• You define KPIs and report on sell-in, sell-through, retail execution, campaign performance, and revenue impact.

• You collect feedback from markets and partners and use it to improve trade marketing materials and programs.

What is in it for you

Work:

• A welcoming, collaborative team

• Meaningful products and services that people actually use and love

• Learning opportunities to sharpen your skills

• Competitive salary + Performance bonuses

• Modern office in a great location

• Fun team buildings and company events

Lifestyle:

• 26 days of paid annual leave

• Flexible working hours

• Additional health insurance

• Free access to all Shelly devices (yes, you can smarten up your whole home!)

• Multisport Card

• Fully sponsored yearly public transport card

Ready to join the Shelly Revolution?

Let’s build the future of smart living together.

Hit that Apply button - we can’t wait to meet you.