Head of Sales

Sales Strategy & Revenue Growth

• Develop and implement a Group-wide sales strategy aligned with overall business objectives and market dynamics

• Drive sustainable revenue growth while ensuring gross margin optimization across all product categories

• Define pricing frameworks (pricing governance, discount structures, segmentation logic) based on market intelligence and cost structures

• Identify and unlock new revenue streams and new product segments.

Sales Planning & Performance Management

• Set and cascade sales targets across business units, regions, and channels (B2B, distributors, intra-group)

• Establish a robust performance management system (KPIs, incentive schemes, target tracking)

• Monitor sales performance versus budget, identify gaps, and implement corrective actions

• Ensure alignment between sales plans and production capacities (S&OP integration)

Customer & Channel Management

• Define and execute customer segmentation and channel strategy

• Strengthen relationships with key accounts and strategic customers

• Drive expansion of distributor networks and regional market penetration

• Ensure disciplined contract management and commercial terms (pricing, payment terms, credit limits)

Commercial Governance & Risk Management

• Oversee receivables management and ensure adherence to credit policies (DSO optimization, bad debt minimization)

• Collaborate with Finance and Risk functions to define and monitor customer credit exposure

• Ensure compliance with internal procedures and external contractual standards

• Manage sales risks related to pricing volatility, supply constraints, and market fluctuations

Market Intelligence & Business Development

• Continuously monitor local and global commodity markets, including pricing trends and supply-demand dynamics

• Provide structured market insights and strategic recommendations to top management

• Support development of international trading and export initiatives

• Lead feasibility assessments for new commercial projects and partnerships

Cross-functional Integration

• Ensure close coordination with Production, Supply Chain, Procurement, and Finance functions

• Align sales forecasts with production planning and inventory management

• Support product development initiatives based on market needs (e.g., new feed/flour variants)

Team Leadership & Capability Building

• Lead, structure, and develop a high-performing sales organization across the Group

• Define clear roles, responsibilities, and accountability frameworks

• Drive talent development, coaching, and succession planning within the sales teams

• Foster a performance-driven, results-oriented, and accountable culture

Experience & Expertise

• 7+ years of experience in sales leadership, preferably in agriculture, FMCG, or commodity trading

• Strong understanding of commodity markets, pricing mechanisms, and trading dynamics

• Proven experience managing large-scale B2B sales operations and multi-channel distribution structures

• Track record of delivering revenue growth and margin improvement in competitive markets

Technical & Analytical Skills

• Strong financial and commercial acumen (pricing, margins, P&L ownership)

• Advanced analytical and decision-making capabilities

• Experience in building and implementing sales performance systems and KPIs

• Understanding of credit risk management and working capital optimization (DSO, receivables)

Leadership & Personal Capabilities

• Strong leadership presence with the ability to influence at executive level

• Proven ability to build, motivate, and manage high-performing teams

• High level of ownership, accountability, and result orientation

• Excellent stakeholder management and communication skills