Sales Director

About the Role

To lead and develop the overall sales strategy across the organization, ensuring sustainable revenue growth, market expansion, and profitability. The role is responsible for setting sales direction, driving execution excellence, and leading large sales teams in alignment with company objectives and long-term business goals.

Responsibilities :

• Define and execute the overall sales strategy to achieve revenue, profitability, and market share targets across all regions.
• Lead, manage, and develop the entire sales organization including Area Sales Managers, Supervisors, and field teams.
• Oversee daily and strategic sales operations to ensure alignment with company policies, commercial priorities, and performance standards.
• Establish and monitor KPIs across all sales channels and ensure consistent performance tracking and reporting.
• Drive business growth by identifying new market opportunities, customers, routes, and expansion channels.
• Build and maintain strong relationships with key accounts, strategic partners, and major customers.
• Lead annual and quarterly sales planning, forecasting, and budgeting processes.
• Oversee pricing, credit control, collections, and revenue management policies to ensure financial discipline and risk mitigation.
• Ensure optimal asset utilization (coolers, vans, equipment, etc.) to maximize ROI and operational efficiency.
• Monitor market trends, competitor activities, and industry dynamics, and translate insights into actionable strategies.
• Lead execution of trade marketing and merchandising strategies across all points of sale.
• Ensure strong wastage control, product freshness standards, and supply chain coordination with operations.
• Develop capability-building programs and succession planning for sales teams.
• Drive a high-performance culture through coaching, performance management, and continuous feedback.
• Collaborate with senior leadership across Supply Chain, Marketing, Finance, and Operations to ensure integrated execution.

Qualifications :

• 10+ years of experience in FMCG sales, preferably dairy or ultra-fresh food industry.
• 5+ years in senior sales leadership roles managing large, multi-level sales teams.
• Bachelor’s degree in Business Administration, Marketing, or related field (MBA is a plus).
• Proven track record of delivering strong revenue growth and market expansion.
• Strong experience in key account management and route-to-market development.
• Solid financial understanding including P&L management, forecasting, and budgeting.

Required Skills :

• Strategic sales leadership and planning
• Key account management and negotiation
• Team leadership and performance management
• Strong commercial and financial acumen
• Analytical thinking and data-driven decision making
• Excellent communication and stakeholder management