Traditional Trade Sales Manager

Location
: Bucharest | National Scope | Traditional Trade & Cash & Carry channels

Our client is an
international FMCG company, among the global leaders in its category
, renowned for its strong brands and sustained growth across multiple markets. In Romania, the company has built a solid presence with products distributed through both
Traditional Trade
and
Modern Trade
, relying on strong partnerships with distributors and retailers nationwide.

The business is now entering a new phase of development, aiming to strengthen execution across
Traditional Trade
and
Cash & Carry channels (Metro, Selgros)
while ensuring profitable expansion. To support this ambition, we are recruiting a
Traditional Trade Sales Manager
with national responsibility – a leadership role at the core of the commercial strategy.

ROLE OVERVIEW

The role carries direct leadership responsibility for
Area Sales Managers
, combines
distributor account management
with
key account responsibilities for C&C
, and requires the ability to translate commercial strategy into actionable field execution.

Reporting directly to the Sales Director, the Traditional Trade Sales Manager will:

• Lead the
  relationship with Interbrands Orbico
  , the exclusive national distributor.
• Take ownership of
  Cash & Carry key accounts (Metro, Selgros)
  for negotiations, joint business plans, and promotional activities.
• Manage and coach a team of 9 Area Sales Managers
  covering the entire country.
• Ensure commercial strategy, trade terms, and promotional calendars are aligned across channels, avoiding overlaps and securing profitable execution.
• Work cross-functionally with Key Account Managers, Trade Marketing, Category Management, and Finance to deliver integrated customer solutions.

KEY RESPONSIBILITIES

Commercial Strategy & Distributor Management

• Define and implement TT commercial strategy in collaboration with the national distributor.
• Manage annual planning, promo calendar, forecasting, and contract-related processes.
• Ensure alignment of trade terms, pricing, and promotional activities across TT and C&C to avoid channel conflicts.

Cash & Carry Account Leadership

• Take direct responsibility for Metro and Selgros: contracts, joint business plans, negotiations, promo activities, planograms.
• Secure profitable growth and market penetration through tailored commercial initiatives.

Field Sales Leadership

• Lead and coach 9 Area Sales Managers, ensuring strong execution in TT and C&C.
• Build a high-performance sales culture, increasing initiative, ownership, and structured project execution.
• Oversee field operations in partnership with merchandisers and distributor sales agents.

Cross-Functional Collaboration

• Work closely with Key Account Managers, Trade Marketing, Category Management, and Finance to ensure integrated commercial execution.
• Support annual distributor negotiations and represent TT/C&C in broader commercial planning.

Performance & Profitability

• Deliver annual revenue and profitability targets across TT and C&C.
• Track KPIs such as numeric distribution, ROI of trade investments, and execution metrics.
• Resolve operational issues and maintain strong customer trust.

KEY SUCCESS FACTORS

• Strategic yet hands-on leadership:
  balances market execution with structured commercial planning.
• Initiative & project ownership:
  proposes and drives impactful projects with clear ROI.
• Commercial sharpness:
  strong in negotiations, contract management, and profitability-driven decisions.
• People leadership:
  inspires and develops ASM team, raising the level of field execution.
• Channel integration:
  ensures alignment of TT and C&C to avoid internal conflicts.
• Cross-functional influence:
  works effectively with Trade Marketing, Finance, and Category teams.
• Profitability orientation:
  keeps margin and profitability as the main KPI, alongside distribution and share.
• Resilience & adaptability:
  navigates complexity and dynamic FMCG market conditions.

CANDIDATE PROFILE

Professional Experience

• 5–8+ years of progressive commercial experience in FMCG.
• At least 3 years proven track record in TT leadership and distributor management.
• Exposure to Cash & Carry or Key Account Management strongly preferred.
• Experience in leading and developing sales teams.

Functional Competencies

• Commercial and business acumen, contract management, negotiation.
• Trade marketing knowledge and understanding of supply chain basics (forecasting, replenishment).
• Strong communication and presentation skills, both internally and with external partners.

Leadership Competencies

• Strategic mindset combined with operational pragmatism.
• Initiative, ownership, and ability to structure projects with ROI logic.
• Inspires and develops teams; empowers ASMs to raise execution quality.
• Profitability-oriented decision-making.

Languages

• Romanian: native or equivalent.
• English: fluent, both spoken and written.

ATTRACTIVE ASPECTS

This is a unique opportunity to join a premium FMCG player with strong brands and ambitious growth plans in Romania. The successful candidate will:

Manage the sole national distributor relationship, a critical partnership for long-term success.

Lead both
Traditional Trade
and
Cash & Carry
, two strategically interconnected channels.

Drive profitable growth and execution excellence across a large national field sales team.

Contribute to shaping commercial strategies in a competitive FMCG market.

Work in a collaborative, international environment where profitability, innovation, and consumer focus go hand in hand.

APPLICATION PROCESS:

If this role is interesting for you, please apply by submitting your updated CV in English.

Candidates whose backgrounds align closely with the role will be invited to participate in comprehensive interviews to evaluate fit, motivation, and alignment with the role's requirements.

If this opportunity does not interest you but you know someone who would be good fit, we kindly ask you to share this ad with them.

We thank all applicants for their interest, however only those under consideration for the role will be contacted for further discussions.