Head Of Sales And Marketing

CDL Human Resource

Role Summary

• The Head of Sales and Marketing will lead the organisation's commercial strategy across its non-alcoholic beverage portfolio and target markets. The role is accountable for revenue growth, sales volumes, market share, pricing, profitability, distribution, customer relationships and overall brand performance.
• The position combines strategic sales leadership, marketing and brand management, business development, export growth and hands-on route-to-market execution. The successful candidate will manage the commercial budget, lead a multidisciplinary team and work closely with senior management and other business functions to achieve the organisation's strategic objectives.
• The ideal candidate is a results-oriented FMCG leader with a strong understanding of consumer markets, proven experience managing national and regional sales operations, and the ability to build high-performing teams, strengthen customer relationships and deliver sustainable growth.

Key Responsibilities

• Commercial Strategy and Business Growth

• Develop and implement sales and marketing strategies aligned with the organisation's business objectives and profitability targets.

• Drive revenue, volume, market share and margin growth across the non-alcoholic beverage portfolio and target markets.

• Manage the commercial budget, pricing strategy, product mix and promotional investments to maximise returns.

• Coordinate demand forecasting with Production, Finance and Supply Chain to ensure product availability and efficient inventory management.

• Identify opportunities for portfolio expansion, product innovation, market penetration and new revenue streams.

• Monitor competitor activity, market trends, customer preferences and industry developments to inform commercial decisions.

• Evaluate commercial performance and implement corrective measures to address gaps against agreed targets.

• Sales and Route-to-Market Excellence

• Lead national and regional sales teams in achieving revenue, volume, distribution and profitability targets.

• Develop effective route-to-market strategies covering distributors, wholesalers, general trade, modern trade, supermarkets, hospitality, institutional customers and other relevant channels.

• Strengthen distributor performance, sales coverage, product availability and channel productivity.

• Establish clear sales KPIs, performance dashboards and regular business reviews to drive accountability.

• Build and maintain strategic relationships with key accounts, distributors, retailers and institutional customers.

• Identify opportunities to improve sales force effectiveness, channel performance and cost efficiency.

• Develop territory and account plans to maximise market penetration and customer retention.

• Ensure effective sales forecasting, pipeline management and timely reporting of commercial results.

• Export and Regional Business Development

• Develop and execute strategies to grow international sales and strengthen the organisation's presence in existing markets.

• Identify and assess new markets, distribution opportunities and potential business partnerships.

• Recruit, manage and evaluate international distributors, importers and commercial partners against agreed targets.

• Work with Finance, Quality Assurance, Supply Chain and Logistics teams to support export pricing, documentation, product compliance and timely deliveries.

• Monitor international market developments and identify opportunities to improve competitiveness and profitability.

• Develop market-specific sales and distribution plans to support sustainable international growth.

• Represent the organisation at relevant trade exhibitions, business forums and industry events.

• Monitor export performance and recommend strategies to improve market coverage, revenue and margins.

• Marketing and Brand Management

• Develop and implement brand strategies that strengthen market positioning, customer loyalty and commercial performance.

• Lead integrated marketing campaigns across traditional media, digital platforms and other relevant communication channels.

• Use consumer insights and market research to identify opportunities for brand growth and product differentiation.

• Collaborate with cross-functional teams on product development, packaging, positioning and new product launches.

• Strengthen brand visibility, relevance and competitiveness across target consumer segments.

• Ensure marketing investments deliver measurable commercial outcomes through appropriate performance indicators.

• Oversee brand performance and recommend initiatives to improve awareness, customer preference and market share.

• Ensure consistency in brand messaging and positioning across all relevant marketing channels.

• Trade Marketing and Channel Development

• Develop and implement trade marketing strategies to improve distribution, in-store visibility and sales conversion.

• Design channel-specific activation programmes for general trade, modern trade, hospitality, institutional customers and other relevant channels.

• Optimise promotions, pricing structures and product offerings to meet different customer needs and improve profitability.

• Monitor trade expenditure, promotional effectiveness and return on investment in collaboration with Finance and Sales Operations.

• Work with sales teams and channel partners to improve merchandising, product availability and execution standards.

• Develop initiatives that strengthen customer engagement and improve performance at the point of sale.

• Establish appropriate mechanisms to evaluate the effectiveness of trade promotions and marketing activities.

• Ensure trade marketing programmes support agreed sales, distribution and brand objectives.

• Digital Transformation and Commercial Analytics

• Champion the use of CRM systems, business intelligence tools, sales force automation and digital reporting platforms.

• Use data analytics to inform pricing, customer segmentation, demand forecasting, promotional planning and sales performance.

• Monitor market intelligence, retail performance and consumer trends to identify emerging opportunities and risks.

• Strengthen digital marketing, online sales and electronic ordering channels to complement traditional distribution models.

• Establish reliable reporting systems to support timely, evidence-based commercial decisions.

• Use sales and market data to evaluate customer profitability, sales productivity and channel performance.

• Promote continuous improvement in commercial processes through technology and data-driven insights.

• Leadership and Stakeholder Management

• Lead, mentor and develop high-performing sales, marketing, trade marketing and export teams.

• Establish clear performance objectives, accountability structures and professional development plans.

• Foster a culture of customer focus, collaboration, innovation and continuous improvement.

• Work closely with Production, Finance, Supply Chain, Quality Assurance, Human Resources, ICT and other relevant functions.

• Prepare and present regular commercial performance reports, forecasts and strategic recommendations to the Managing Director and senior leadership.

• Support succession planning, talent development and the continuous strengthening of commercial capabilities.

• Ensure all commercial activities comply with applicable laws, internal policies and ethical business standards.

• Build strong internal and external relationships that support business growth, operational efficiency and customer satisfaction.

Requirements

• Person Specification

• Academic and Professional Qualifications

• Bachelor's degree in Marketing, Business Administration, Commerce, Economics or a related discipline from a recognised university.

• A Master's degree in Business Administration, Marketing or a related field will be an added advantage.

• A professional marketing qualification, such as CIM, and membership in a relevant professional body will be an added advantage.

• Experience and Technical Competencies

• At least 10 years of progressive experience in sales and marketing within FMCG, including a minimum of five years in a senior management position leading substantial sales or marketing teams.

• Demonstrated success in growing revenue, market share, distribution and profitability for consumer-facing