Sales Director

Overview

The Sales Director is entrusted with spearheading the overall commercial sales strategy of the company across three major channels: Modern Trade, General Trade, and International Sales. This role holds accountability for the nation-wide and export-oriented revenues, market penetration, distribution networks, and profitability outcomes. Leading the heads of each sales channel, the Sales Director crafts and implements a cohesive go-to-market strategy aimed at boosting growth while safeguarding brand reputation and trade profitability.

Key Responsibilities

• Formulate and implement annual and long-range sales strategies aligned with corporate revenue, profit, and market share objectives.
• Develop specific plans tailored for Modern Trade, General Trade, and International Sales segments derived from the wider commercial strategy.
• Prepare and obtain approval for the annual sales budget encompassing targets for volume, value, and trade expenditures.
• Explore and tap into new growth opportunities across channels, geographic areas, product categories, and market access methods.
• Take ownership of the sales division's profit and loss, managing revenue, gross margins, trade spend returns, and distribution expenses.
• Meet or exceed monthly, quarterly, and yearly goals related to product sell-in, sell-out, and market share in all sales channels.
• Supervise pricing policies, trade conditions, and margin maintenance to ensure healthy channel economics without eroding competitive stance.
• Lead, mentor, and cultivate the three channel heads and their teams, fostering a culture of accountability and customer orientation.
• Build and maintain a talent pipeline through strategic hiring, employee development, and succession plans.
• Set measurable KPIs and incentive programs that promote desired behaviors and inter-channel cooperation.
• Collaborate cross-functionally with Marketing for brand campaigns and product launches, and with Supply Chain and Finance for inventory and capital management.
• Align with Trade Marketing and Category Management to optimize merchandising, promotions, and shelf space strategies.
• Drive Modern Trade strategies including managing key national and regional retail accounts, negotiating terms, and expanding e-commerce presence.
• Oversee the General Trade network by enhancing distributor and wholesaler relationships to increase distribution density and sales productivity.
• Manage the International Sales efforts to grow exports, select and support overseas partners, and ensure compliance with regulatory standards in export markets.

Educational and Professional Qualifications

• Bachelor's degree in Business, Marketing, or related discipline required; MBA with specialization in Sales or Marketing is highly desirable.
• A minimum of 15 years progressive experience in FMCG sales, including over 5 years in senior leadership roles managing multiple sales channels.
• Proven track record of managing Modern Trade, General Trade, and International Export sales channels, directly or via team leadership.
• Demonstrated ability to drive sustained revenue growth and build capable, high-achieving sales teams.