Head of Sales, Modern Trade

1. Sales Strategy & Leadership

• Develop and execute the company’s overall sales strategy aligned with business objectives and principal requirements.

• Lead, coach, and manage the sales organization, including Sales Managers, Key Account Managers, and field sales teams.

• Set annual sales targets, KPIs, and incentive programs.

• Drive a high-performance sales culture focused on results, discipline, and accountability.

2. Distribution & Coverage Management

• Ensure effective product distribution and availability across all assigned territories and channels.

• Optimize route-to-market, sales coverage, and distributor/sub-distributor performance.

• Monitor and improve numeric distribution, weighted distribution, and outlet coverage.

• Ensure strong coordination between Sales, Logistics, and Operations to meet service level agreements (SLAs).