Sales Director

Contenido de trabajo

A well-established player in its market, this company operates in the consumer goods sector with a strong presence in the Benelux region. It is currently undergoing a commercial transformation aimed at strengthening its position across strategic channels and modernizing its internal organization. The environment is entrepreneurial, dynamic, and performance-driven, with a strong focus on innovation, customer service, and operational agility.

Mission

A company undergoing transformation is seeking a Commercial Director – On Trade (Benelux) to lead and relaunch its commercial strategy in the Belgian and Dutch markets, with a strong emphasis on the On Trade channel, which is currently at the core of its growth ambitions.

This role is designed for an experienced professional, capable of combining strategic leadership with hands-on involvement, in a context of organizational change. The primary objective is to reorganize and energize a mixed commercial team while driving sales growth and optimizing performance across all channels.

Strategic Objectives

• Structure and implement a commercial strategy for the Benelux, with a top priority on the On Trade channel.
• Take control of the existing team, introduce clear methodologies, and foster a culture of results and collaboration.
• Transform current practices and support change smoothly but decisively.
• Work closely with top management to align local initiatives with the broader company vision.
• Develop a balanced omnichannel approach: On Trade, Off Trade, and Direct-to-Consumer (DTC) sales.

Key Responsibilities

Commercial Strategy & Development

• Translate the overarching commercial strategy into concrete actions tailored to local market specifics.
• Define and manage product assortment, pricing policy, and promotions in alignment with business goals.
• Oversee commercial presence across various distribution channels.
• Strengthen partnerships with distribution networks.

On Trade Channel Development

• Take charge of a strategic channel (On Trade: wholesalers, specialty retailers, brewers...).
• Grow sales and market share through a structured and targeted approach.
• Manage key account relationships and handle critical negotiations when needed.

Team Leadership & Management

• Supervise, structure, and energize the field sales team (junior and senior profiles).
• Organize weekly one-on-one reviews to monitor objectives, analyze results, and identify opportunities.
• Maintain a strong presence in the field to stay connected with market realities.
• Track both individual and team performance and take corrective action when necessary.

Transformation & Continuous Improvement

• Identify modernization levers in the sales organization, tools, and processes.
• Propose new management and commercial approaches adapted to the current context.
• Support teams in a gradual change process focused on efficiency and innovation.

Performance Monitoring & Reporting

• Closely track key commercial performance indicators (revenue, margins, profitability, market share).
• Produce clear, regular reports for executive leadership.
• Actively participate in management meetings, contributing with both ideas and actions.

HR Management & Skill Development

• Conduct a team diagnostic and provide tailored recommendations.
• Set clear individual objectives and support team members through coaching, feedback, and training.
• Promote best practices and continuous improvement.
• Foster a collective dynamic based on accountability, trust, and engagement.

Languages

• Fluency in French, Dutch, and English is required to operate effectively across the Benelux region.

Profile Sought

Must-Have:

• Proven experience in On Trade sales (e.g. breweries, wholesalers, specialty retailers, specialized networks).
• Strong background in sales team management in a performance-driven environment.
• Knowledge of or strong affinity with high-value consumer goods (e.g. wine, spirits, beverages, etc.).

Personal Qualities:

• Entrepreneurial, autonomous, action- and results-oriented.
• Able to adapt management style to various team profiles (junior/senior).
• A “chameleon” – able to read situations and adapt to complex environments.
• Positive, open, participative spirit – enjoys rallying others, sharing, and building together.
• Proactive, transformative mindset within an existing structure.