Go-to-market & Retail Marketing Manager - Do you want to help us on our mission to make the world love liquorice?

Lakrids by Bülow | Copenhagen, Denmark (hybrid) — international candidates welcome | Full-time

Reports to: Head of Brand (TBD)

The Opportunity

We are hiring our first Go-to-Market Manager to build the execution engine that connects product, brand, digital, CRM and sales into one coordinated motion. This is a high-impact, high-visibility role for someone who has seen how great execution is done at scale, and wants to build it from scratch at a brand with global ambitions.

What You Will Own

Global GTM Planning

•

Build and own the integrated global GTM calendar across launches, campaigns and seasonal moments

•

Lead launch readiness processes — milestones, ownership, timing and channel activation plans

•

Coordinate seasonal and campaign planning across all functions and markets globally

Launch & Campaign Execution

•

Drive launch execution across retail, ecommerce, wholesale, corporate gifting, distributors and travel retail

•

Ensure channel-specific activation plans and toolkits exist for every major launch

•

Coordinate POS materials, sell-in tools, sampling assets, merchandising support and launch communications

•

Free up brand and activation team capacity by owning the orchestration layer

Cross-Functional Coordination

•

Connect product, brand, digital, CRM, retail and sales into one coordinated launch motion

•

Facilitate alignment and decision-making across 6+ stakeholder functions

•

Proactively identify and escalate execution risks and bottlenecks before they become problems

Post-Launch Evaluation

•

Track launch effectiveness and commercial performance across channels

•

Use AI-powered analytics tools to accelerate post-launch evaluation

•

Build learning loops and best practice documentation for future activations

•

Feed insights back into planning processes to continuously improve execution quality

What We Are Looking For

(Please note that the listed skills are required for this role)

•

Min. 5 years of experience in go-to-market, trade marketing, integrated marketing or brand management — we welcome candidates from retail, hospitality, lifestyle or adjacent industries

•

Experience orchestrating multi-channel launches across retail, ecommerce and wholesale

•

Exceptional cross-functional coordination skills. You have held complex stakeholder landscapes together under pressure

•

Strong communicator who builds trust and creates clarity quickly

•

Data-literate: able to evaluate launch performance and translate it into improvements

•

Comfortable using AI tools to build launch calendars, draft briefs, synthesise performance data

•

International experience across European or global consumer markets

•

Fluent English. Danish, German or French a plus

What Makes You Stand Out

We are looking for candidates who bring diversity of thought and a breadth of experience. We value people who have worked across different industries, geographies or business models — and who bring a perspective that challenges how we think.

•

You bring that structural thinking to a lean environment

•

You have a background in retail operations, hospitality or events. Industries where execution precision is non-negotiable

•

You have experience working across very different channels simultaneously: Luxury retail, mass wholesale and DTC, and you understand what each requires

•

You have built or designed a GTM process, not just maintained one that was working

How Success Is Measured

•

On-time GTM delivery across all launches and seasonal moments

•

Launch execution quality — sell-in readiness and channel activation completion rate

•

Seasonal readiness score across markets

•

Cross-functional execution efficiency — fewer late-stage changes and escalations

•

Campaign and launch commercial performance vs. targets

•

Retail and digital activation quality

How to Apply

Please attach your application & CV as pdf

Do you want to help us on our mission to make the world love liquorice?

LAKRIDS BY BÜLOW is a premium confectionery brand built on craftsmanship, quality and passion. Since 2007, we have grown from one store in Denmark to an international brand with strong retail and B2B presence across Europe.

At LAKRIDS BY BÜLOW, we are committed to fostering a diverse, equal and inclusive workplace across all markets and functions. We believe diverse perspectives strengthen our teams and our results