Head of Sales (Food & Beverage)

The Right Talent is a leading recruitment company in Sri Lanka, dedicated to connecting top-tier professionals with the island’s most prestigious organizations. We are currently seeking a visionary and results-driven Head of Sales for one of the leading FMCG companies in Sri Lanka.

Job Title: Head of Sales – Food & Beverage

Location: Colombo (with island-wide travel)

Industry: FMCG / Food & Beverage

1. Job Purpose

To design, implement, and oversee the national sales strategy to drive revenue growth and market penetration. The successful candidate will balance traditional "General Trade" (GT) distribution with the expanding "Modern Trade" (MT) and HORECA segments, ensuring sustainable profitability and brand dominance.

2. Key Responsibilities

Strategic Leadership: Develop and execute an annual sales plan aligned with company financial goals.
Distribution Management: Optimize the national distribution network and Route-to-Market (RTM) strategies to ensure 95%+ product availability across all 25 districts.
Modern Trade & Key Accounts: Lead high-level negotiations with major supermarket chains to secure optimal shelf visibility and trading terms.
Revenue & Margin Optimization: Implement pricing strategies to mitigate inflation and protect margins while remaining competitive.
Team Development: Mentor and lead a high-performing sales force.
Market Intelligence: Stay ahead of competitor activity and shifting consumer preferences toward health-conscious and value-driven products.

3. Candidate Profile

Requirement	Description
Education	Bachelor’s Degree in Marketing or Business; an MBA is highly preferred.
Experience	10–15 years in FMCG Sales, with at least 5 years in a senior leadership role.
Industry Knowledge	Deep understanding of the Sri Lankan retail, wholesale, and HORECA landscape.

4. Key Performance Indicators (KPIs)

Revenue Growth: Achievement of monthly and annual primary/secondary sales targets.
Market Share: Measurable growth against key competitors in core categories.
Distribution Depth: Expansion of numeric and weighted distribution across the island.
Sales Efficiency: Improvement in the collections cycle (DSO) and reduction in "Cost-to-Serve."