The Head of Sales will lead the full commercial function within the snack manufacturing business. This role is responsible for driving revenue growth, strengthening market share, and ensuring best-in-class execution across all retail channels. The incumbent will oversee in-house sales teams, third-party merchandising partners, and national key accounts, ensuring strong brand visibility, pricing compliance, and competitive shelf presence while protecting company margins.
Key Responsibilities
Sales Strategy & Execution

Develop and implement sales strategies to grow snack category penetration across formal and informal retail channels.
Align territory structures and call cycles with product launches, marketing campaigns, and category trends.
Drive optimal shelf presence and ensure adherence to planograms to maintain competitiveness.

Team Leadership & Channel Oversight

Lead and manage in-house sales teams, Area Sales Managers, and support staff with clear KPIs and training frameworks.
Oversee third-party merchandising partners to ensure execution of display standards, promotions, and returns.
Optimize territory allocations and market rotations to improve field coverage and delivery efficiency.

Key Accounts & Buyer Engagement

Build and maintain senior-level relationships with buyers across supermarkets, convenience stores, and wholesale distributors.
Negotiate product listings, rebates, and promotional plans aligned to SKU performance and category growth.
Establish structured engagement routines to monitor sell-through and in-store execution.

Partner & Distribution Management

Manage third-party sales and merchandising partners to ensure product freshness, consistent merchandising, and accurate reporting.
Identify logistics gaps and collaborate with supply chain teams to resolve backorders and delivery challenges.

Reporting & Performance Analysis

Monitor SKU performance across channels, regions, and categories using ERP and reporting tools.
Analyse pricing gaps, promotional effectiveness (ROI), and competitor activity to inform strategy.
Deliver monthly performance dashboards covering gross profit margins, discounts, and retail audit outcomes.

Financial Oversight & Pricing

Define pricing structures across snack categories to balance margin protection with market competitiveness.
Lead phased pricing adjustments and support teams with clear communication tools.
Approve discounts and trading terms based on customer profile, volumes, and channel mix.

Training, Execution & Compliance

Implement standardized merchandising guidelines, planograms, and product launch toolkits.
Ensure adherence to merchandising SOPs, including stock rotation, bundling, and returns processes.
Coach and develop sales representatives and merchandisers in selling techniques, upselling, and visual merchandising.