Head Of Sales - FMCG, Sales

Role Overview

This position leads the full commercial sales effort for a fast-moving consumer goods business, taking ownership of revenue targets, distributor relationships, and the in-market execution of growth plans. Day to day, the role balances strategic planning with hands-on team management: setting quarterly selling objectives, reviewing performance data, and stepping into high-stakes client negotiations. The work matters because it directly determines how widely the company’s products appear on shelves, how quickly the portfolio gains ground against competitors, and whether the broader business hits its financial commitments.

Key Responsibilities

• Build and implement annual and quarterly sales plans that translate corporate revenue targets into clear, actionable goals for each channel and territory.
• Identify untapped distribution points, new retail segments, and emerging trade channels, then drive the process of onboarding and activating those accounts.
• Track competitor pricing, promotion patterns, and product launches, adjusting the sales approach to protect and grow market share.
• Own relationships with key retail and wholesale accounts, leading contract negotiations, trade terms, and annual joint business reviews.
• Design and roll out sales campaigns, in-store promotions, and visibility initiatives that boost volume and strengthen brand presence.
• Manage the sales team’s structure, quotas, and performance reviews, conducting regular field visits to coach and correct execution.
• Coordinate with marketing, supply chain, and finance to ensure promotions are properly stocked, priced, and profitable.
• Prepare and present sales forecasts, pipeline reports, and market insights to senior leadership, recommending course corrections when results lag.

Requirements & Qualifications

• Bachelor’s degree in Business, Marketing, or a closely related field; an MBA or equivalent postgraduate qualification is a strong plus.
• At least 10 years of progressive experience in FMCG sales, including a minimum of 5 years managing or leading a sales team.
• Demonstrated record of consistently hitting or exceeding sales targets in competitive and fast-moving retail environments.
• Strong commercial negotiation skills, with experience handling large-format retailers, distributors, and key national accounts.
• Excellent verbal and written communication, including the ability to present data and strategy clearly to executives and external partners.
• Hands-on proficiency with CRM platforms, sales analytics tools, and Microsoft Excel for pipeline tracking and forecasting.
• Proven capability to recruit, develop, and motivate a field sales force while fostering accountability and a customer-first mindset.