Head of Retail Experience

About Stokke – Here We Grow

Founded on the west coast of Norway in 1932, Stokke is built on a strong Scandinavian heritage of craftsmanship, quality, and purpose‑driven design. For over four decades, our products have championed connection—creating meaningful moments that bring parents and children closer together, while supporting healthy child development.

With global offices in Norway, the Netherlands, the U.S., Germany, France, and Asia, Stokke offers a dynamic and international work environment. We are committed to shaping a better world through confident kids, innovative thinking, and responsible growth.

The Position

Parent & Child at the Heart

As Head of Retail Experience, you will define, own, and drive Stokke’s global physical retail strategy, ensuring every in‑person interaction clearly communicates our products, reflects our brand, and differentiates us from competitors.

You will be responsible for the end‑to‑end consumer experience across all physical touchpoints—from partner stores and shop‑in‑shops to fairs and wholesale environments—elevating retail execution globally and delivering best‑in‑class experiences that support both brand and commercial objectives.

Based in Amsterdam | The Netherlands | Reporting to Chief Marketing Officer

Agility, Speed & Execution

This is a senior, strategic, and highly operational role where you will balance long‑term retail vision with strong execution. You will ensure global consistency while enabling local relevance, working closely with Brand, Sales, Finance, and external partners to deliver measurable commercial impact and strong consumer engagement.

Main Responsibilities

Global Retail Strategy and Consumer Experience

• Define and execute the global physical retail environment strategy for Stokke.
• Define how different retail formats are used to secure a strong brand footprint and profitable, high‑quality distribution in key markets.
• Own and continuously develop all physical branded retail concepts across retail, wholesale, consumer fairs, showrooms, and office spaces.
• Ensure a leading‑edge and differentiated consumer experience across all physical touchpoints.
• Set and govern global standards for visual merchandising and retail marketing tools.
• Own and drive the global People Product Training strategy, ensuring retail‑facing teams and partners are equipped with best‑in‑class product knowledge, storytelling, and selling capabilities.

Retail Concepts, Standards and Execution

• Own and govern global retail standards, guidelines, and toolkits for the commercial organisation.
• Raise retail execution capability and quality across regions and markets.
• Ensure consistent application of visual and brand standards across partner and wholesale environments.
• Lead continuous improvement of retail concepts based on consumer insights, performance data, and market feedback.
• Ensure retail environments clearly explain product benefits and usage to support confident purchase decisions.
• Establish, govern, and continuously improve a Global Demonstrator Program, defining standards, ways of working, and performance expectations to ensure consistent, high‑quality in‑store brand representation across markets.

Retail Investment and Performance Ownership

• Own the Retail CapEx budget (Shop‑in‑Shop, Branded Areas, Displays).
• Set CapEx priorities and manage forecasts, criteria, and approval of business cases.
• Ensure delivery on or above approved budgets and investment business cases.
• Drive cost‑efficient sourcing and management of retail materials and concepts.
• Define, track, and improve retail KPIs and operational performance.

Cross‑Functional and Commercial Integration

• Collaborate closely with Global Brand Marketing to develop retail‑ready content and materials.
• Partner with Sales and the Commercial Leadership Team to align on retail standards, priorities, and distribution strategy.
• Work closely with Finance to ensure robust business cases, performance tracking, and ROI transparency.
• Collaborate with global and regional marketing teams to align OpEx funding for campaigns and retail execution in branded channels.
• Generate and implement initiatives that increase sales, profitability, and brand impact.
• Actively contribute to a strong culture across functions and regions.
• Provide strategic direction for global product training and demonstrator activities, ensuring alignment across regions and close integration with commercial priorities.

Partner and Supplier Management

• Own and manage relationships with external retail suppliers and partners.
• Ensure suppliers meet Stokke’s standards for quality, sustainability, cost, and execution.
• Drive innovation and continuous improvement through close supplier collaboration.

The Ideal Profile

Pioneering & Strategic: You think strategically, act decisively, and continuously evolve how the brand comes to life in physical retail.

Collaborative & Influential: You effectively align senior stakeholders, inspire teams, and work across cultures and functions to balance brand ambition with commercial outcomes.

Experience & Skills

• 6–8 years of experience building and executing international retail strategies.
• Strong background in retail concept development and global roll‑outs.
• Experience in a senior retail or consumer experience role within a global consumer brand.
• Deep understanding of wholesale, retail, distribution, and brand experience interplay.
• Proven expertise across retail strategy, retail marketing, visual merchandising, and operations.
• Broad international exposure across Europe, the U.S., and Asia.
• Strong analytical capabilities with the ability to translate insights into action.
• Demonstrated leadership, stakeholder management, and influencing skills.
• Higher education in Marketing, Business, Design, Retail Management, or a related field.
• Fluent in English.

What We Offer

• A global leadership role shaping retail experiences worldwide.
• Ownership of key retail concepts and investment decisions.
• Close collaboration with senior leadership.
• Exposure to international markets and retail innovation.
• A purpose‑driven, design‑led environment.

A workplace guided by our values: Parent & Child at the Heart, Agility Speed & Execution, Pioneering Spirit, and Everyone Has a Seat at the Table.