Head Of Sales And Marketing

Role Overview

The Head of Sales and Marketing sets the commercial direction for a non-alcoholic beverage portfolio, turning business priorities into growth across revenue, margins, distribution and brand performance. This senior, hands-on role leads sales, marketing and export activity, while coordinating with operational teams to ensure products are available and commercial plans translate into results.

Key Responsibilities

• Develop and deliver commercial plans for sales, marketing and business development, with clear targets for growth, market share and profitability.
• Manage pricing, product mix, budgets and promotional investment; review results and adjust plans when performance falls short.
• Lead national and regional sales operations, setting targets and overseeing territory plans, sales forecasts, account plans and performance reviews.
• Improve route-to-market performance across distributors, wholesalers, general and modern trade, supermarkets, hospitality and institutional channels.
• Build productive relationships with key accounts and channel partners, and strengthen distributor coverage, product availability and execution.
• Grow export business by assessing new markets, managing international distributors and coordinating pricing, compliance and delivery with internal teams.
• Guide brand strategy, consumer research, campaigns, trade marketing and product launches, assessing their impact on sales and brand performance.
• Use CRM, sales automation and business intelligence tools to improve forecasting, customer analysis, commercial reporting and decision-making.
• Coach and develop sales, marketing, trade marketing and export teams, working closely with other departments and reporting commercial performance to senior leadership.

Requirements & Qualifications

• Bachelor’s degree in Marketing, Business Administration, Commerce, Economics or a related field.
• At least 10 years of progressive FMCG sales and marketing experience, including five or more years in a senior management role leading substantial teams.
• Demonstrated results in revenue and market-share growth, distribution development and improved commercial profitability for consumer brands.
• Strong experience with distributor and key-account management, route-to-market planning, sales execution and general and modern trade.
• Experience in export sales, international market development and management of external commercial partners.
• Commercial and financial capability in budgeting, pricing, margin management, forecasting and assessing promotional expenditure.
• Background in brand management, consumer marketing, category development and product launches; beverage or non-alcoholic beverage experience is an advantage.
• Confidence using commercial analytics, CRM systems, sales force automation and digital marketing tools.
• An MBA or relevant master’s degree, a professional marketing qualification such as CIM, and membership of a relevant professional body are advantages.
• Strong leadership, negotiation and communication skills, with sound judgement and the ability to balance strategic planning with practical execution.

What We Offer / Why Join

The role offers the opportunity to shape commercial growth across sales, brand development and export markets, while building the capabilities of a multidisciplinary team. The position works closely with senior leadership and operational functions to influence business-wide priorities.