Sales Director

1. Sales Strategy & Revenue Growth

• Develop and execute annual and quarterly sales strategies.
• Drive revenue, market share, and profitability targets.
• Identify growth opportunities
• Forecast sales volumes and inventory requirements.
• Monitor market trends, competitor activity, and consumer behavior.

1. Key Account Management

• Build and maintain relationships with Distributors/Importers/Retail chains
• Negotiate: Pricing agreements Promotional support Volume rebates Listing fees Contract renewals
• Oversee national and regional account performance.

1. Distributor & Channel Management

• Appoint, manage, and evaluate distributors.
• Ensure distributor compliance with sales targets and brand standards.
• Develop route-to-market strategies.
• Expand geographic distribution coverage.
• Monitor stock movement and depletion rates.

1. Brand & Trade Marketing Coordination

• Collaborate with marketing teams on: Product launches Trade activations Consumer promotions Tastings/events POSM deployment
• Ensure premium brand positioning in trade channels.
• Support merchandising and visibility initiatives.

1. Team Leadership

• Recruit, train, and supervise sales managers and representatives.
• Set KPIs and performance targets.
• Conduct performance reviews and coaching.
• Build incentive programs and sales contests.
• Develop succession planning for sales teams.

1. Financial & Commercial Management

• Manage sales budgets and trade spend.
• Analyze: Gross margins Pricing structures Discount programs Profitability by channel
• Prepare sales reports and executive presentations.
• Ensure credit control and payment collection oversight.

1. Regulatory & Compliance Oversight

• Ensure compliance with: Alcohol advertising laws Licensing regulations Import/export rules Responsible drinking guidelines
• Coordinate with legal and compliance departments.
• Maintain proper documentation for audits and authorities.

1. Market Intelligence & Reporting

• Track competitor pricing and promotions.
• Analyze depletion reports and sales analytics.
• Present market insights to senior leadership.
• Recommend strategic adjustments based on data trends.

• Revenue growth %
• Volume sales
• Gross profit margin
• Distribution coverage
• New account acquisition
• Key account retention
• Trade activation ROI
• Forecast accuracy
• Team performance achievement
• Market share growth

Common Reporting Structure

The role commonly reports to:

• Managing Director
• Commercial Director
• General Manager
• Regional VP Sales

Typical direct reports:

• Area Sales Managers
• Key Account Managers
• Trade Marketing Managers
• Brand Ambassadors
• Sales Executives