Sales Director – Snack Business Unit
Location: China
Reports to: VP of Commercial / General Manager
Function: Sales & Commercial Leadership
Role Overview
The Sales Director will lead the full commercial agenda for the snack category, driving revenue growth, distribution expansion, and channel excellence across modern trade, traditional trade, e‑commerce, and emerging channels. This role is responsible for shaping national sales strategy, managing key customers, and building a high‑performing sales organization to deliver sustainable market leadership.
Key Responsibilities
1. Commercial Strategy & Business Growth
Develop and execute the national sales strategy for the snack category.
Deliver annual revenue, profit, and market share targets.
Identify new business opportunities, channel gaps, and regional growth pockets.
Lead pricing, promotion, and trade investment strategies to maximize ROI.
2. Channel Leadership
Oversee all major sales channels:
Modern Trade (MT) – hypermarkets, supermarkets, CVS
Traditional Trade (TT) – wholesalers, distributors, mom‑and‑pop stores
E‑commerce – Tmall, JD, Douyin, Pinduoduo
Emerging Channels – O2O, specialty retail, foodservice
Strengthen distribution, visibility, and in‑store execution across all regions.
Build Joint Business Plans (JBP) with key accounts and strategic distributors.
3. Team Management & Capability Building
Lead, coach, and develop a national sales team including regional managers, KA managers, and trade marketing.
Build a performance‑driven culture with clear KPIs, incentives, and capability programs.
Strengthen frontline execution through training, tools, and process optimization.
4. Distributor & Key Account Management
Recruit, manage, and evaluate distributors with structured scorecards.
Drive sell‑in/sell‑out performance, inventory health, and demand forecasting.
Negotiate trading terms, annual contracts, and promotional frameworks with key accounts.
5. Cross‑Functional Collaboration
Partner with marketing, trade marketing, supply chain, and finance to ensure aligned commercial priorities.
Provide market insights to support NPD, brand strategy, and category planning.
Ensure operational excellence in logistics, inventory, and customer service.
Qualifications & Experience
10+ years of FMCG sales experience, ideally in snacks, confectionery, or packaged food.
Proven track record in leading national sales teams and managing large revenue portfolios.
Strong experience in modern trade, distributor management, and e‑commerce.
Excellent negotiation, leadership, and stakeholder management skills.
Data‑driven mindset with strong commercial acumen.
Bachelor’s degree in Business, Marketing, or related field.
