Sales Director

This role will be responsible for developing and executing sales strategies, building strong customer partnerships, expanding market share, and driving sustainable revenue growth. The successful candidate will bring strong FMCG market knowledge, proven B2B sales leadership experience, and the ability to manage complex customer relationships across distributors, retailers, manufacturers, and key accounts.

Responsibilities

• Develop and implement the B2B sales strategy to achieve revenue, margin, volume, and market share targets.
• Lead, coach, and develop the sales team, creating a high-performance culture focused on accountability, customer service, and commercial excellence.
• Identify and secure new business opportunities within the FMCG sector, including key accounts, distributors, wholesalers, manufacturers, and strategic partners.
• Build and maintain strong relationships with senior decision-makers, ensuring long-term customer satisfaction and retention.
• Manage key customer negotiations, pricing discussions, contracts, and annual business plans to maximise profitable growth.
• Work closely with marketing, product development, supply chain, finance, and operations teams to align sales plans with business priorities and customer requirements.
• Monitor market trends, competitor activity, customer needs, and category performance to identify growth opportunities and risks.
• Prepare accurate sales forecasts, budgets, pipeline reports, and performance analysis for senior management.
• Ensure effective use of CRM systems and sales processes to improve pipeline visibility, customer management, and reporting accuracy.
• Represent the business at customer meetings, trade events, exhibitions, and industry forums to strengthen brand presence and generate leads.

Qualifications

• Proven experience in a senior sales leadership role within the FMCG industry, preferably with strong B2B exposure.
• Demonstrable track record of delivering sales growth, winning new business, and managing major accounts.
• Strong understanding of FMCG channels, customer structures, distribution models, pricing, margins, and commercial negotiations.
• Experience leading and developing sales teams across regions, channels, or customer segments.
• Excellent negotiation, presentation, communication, and stakeholder management skills.
• Strong commercial acumen with the ability to analyse sales data, market trends, and customer performance.
• Confident working with CRM systems, sales reporting tools, and Microsoft Office applications.
• Bachelor’s degree in Business, Marketing, Sales, or a related discipline is preferred; an MBA or relevant commercial qualification would be advantageous.