Overview
We are looking for a Sales Director for Italy who will report directly to the General Manager of Italy.
This role is responsible for defining and executing the national sales strategy to deliver sustainable, profitable growth across all channels in the Italian market.
The role has full accountability for net sales performance, customer management, commercial execution and team leadership, ensuring alignment with Marketing, Finance, HR and Operations.
The Sales Director works in close partnership with the Commercial Excellence Director, who acts as a strategic enabler and governance function for Point-of-Sale execution, Revenue Growth Management (RGM) and Category Management.
The position represents the senior commercial leader in the country and a key contributor to the overall business strategy.
What you will do
Key Responsibilities
1. Sales Strategy & Business Planning
- Define and implement the national sales strategy for the company's portfolio in line with local and global business priorities.
- Translate corporate, brand and category strategies into actionable commercial plans by channel and customer.
- Lead the annual commercial planning cycle, including:
- Budget definition
- Sales forecast (volume, value and mix)
- Target setting and phasing
2. Ensure balanced growth across top line, margin and profitability, in collaboration with Finance and Commercial Excellence.
3. Actively contribute to the country leadership team, providing a strong commercial perspective to strategic decisions.
2. Customer & Channel Management
Own and lead relationships with Key Accounts, buying groups, distributors and concessionari.
Lead senior-level negotiations, Joint Business Plans and long-term partnership agreements.
Define and approve pricing architecture, promotional strategy and trade terms in close collaboration with Finance and under RGM guidelines.
Drive channel strategies across: Modern Trade, Traditional Trade, Specialized channel, Distributors, E-commerce, Other emerging channels.
Ensure consistency and discipline in commercial policies, customer conditions and contractual compliance.
3. Commercial Execution & Commercial Excellence Interface
Partner with the Commercial Excellence Director to implement Revenue Growth Management principles (price-pack architecture, promo effectiveness, mix optimization).
Leverage Category Management insights to support customer selling stories and shelving strategies.
Ensure strong adoption of tools, processes and KPIs defined by Commercial Excellence within the Sales organization.
Act as business owner of execution outcomes, ensuring sales teams deliver against agreed standards.
4. Team Leadership & Talent Development
Lead, coach and develop the national sales organization, including Chains and Buying groups managers, Vet Affairs manager, Key National Account Managers, Area / Regional Sales Managers, Field Sales Teams.
Define clear objectives, priorities and performance expectations aligned with company strategy.
Partner with HR to manage: Performance evaluation and incentive schemes, Talent development and capability building, Succession planning and organizational design.
Foster a high-performance culture based on accountability, collaboration and continuous improvement.
Foster and leverage Vet Science as a key growth driver through the whole sales organization.
5. Cross-Functional Collaboration
Work closely with Marketing on product launches, innovation rollouts, brand activation plans and POS media/activation alignment.
Collaborate with Operations to ensure accurate demand forecasting, optimize service levels and customer satisfaction, and align supply chain priorities with commercial needs.
Partner with Finance to monitor margins, profitability and trade spend; review commercial performance and corrective actions.
Ensure seamless collaboration across all country functions to deliver business objectives.
6. Performance Monitoring & Market Intelligence
Track and analyse sales performance, market share, distribution and customer profitability.
Monitor market trends, consumer behaviours and competitive dynamics.
Lead regular business reviews with customers and internal stakeholders.
Prepare and present performance updates, risks and action plans to the General Manager and senior leadership.
What we are looking for
Education: Bachelor's degree in Business Administration, Marketing, Economics or similar.
MBA or postgraduate degree is a strong plus.
Languages: Native-level Italian and professional fluency in English (for corporate reporting).
Experience: Minimum 10 years of commercial experience in FMCG – OTC with a proven track record in leading national sales organizations; experience working in matrix and cross-functional environments.
Market Expertise: Strong knowledge of the Italian retail landscape and distribution channels.
Key Competencies: Strategic leadership with strong execution focus; excellent negotiation and influencing skills at senior level; strong analytical mindset with data-driven decision making; ability to lead complex organizations and drive change; results-oriented, resilient and hands-on leadership style; entrepreneurial spirit and high call to action.
What Success Looks Like
• Sustainable growth in sales, market share and profitability.
• Strong customer partnerships and improved channel economics.
• High engagement, capability and performance of the Sales organization.
• Effective collaboration with Commercial Excellence and other functions.
What we offer
Hybrid working model
Flexible working hours
Ticket Restaurants
Amazon product discount
Free Parking
Affinity University platform for professional development
Celebrations & Fun
If you don't meet all the requirements, don't worry.
We value diverse backgrounds and encourage you to apply anyway.
Your application will be thoughtfully reviewed!
We cultivate an inclusive culture that celebrates diversity.
We firmly believe that embracing a variety of perspectives is integral to both our company's success and the strength of our team.
That's why we are committed to providing equal opportunities for all.
Our Company
Affinity Petcare is an international petfood company.
For more than 60 years, we have been dedicated to nourishing healthy bonds between dogs, cats, and people to make the world a better place.
Our brands include Ultima, Advance, Brekkies, Nature's Variety, Nature's Menu, Natural Trainer, Libra, and more.
We have over 1,200 professionals across Barcelona, Paris, Milan and London, and 4 production sites serving 70+ countries.
So, what are you waiting for?
Join our team to leave your footprint!
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