Sales Manager - Branded FMCG
Permanent | Full-time
The Opportunity
An established FMCG business is seeking an experienced Sales Manager - Branded FMCG to lead growth across the branded retail channel. This role is responsible for driving category performance, executing go-to-market strategies, and building strong, long-term partnerships with key retail customers.
You will play a pivotal role in aligning sales execution with brand and marketing objectives, ensuring profitable portfolio management, effective pricing and promotional strategies, and successful delivery of innovation initiatives.
This is a senior, hands-on role suited to a commercially minded leader with deep FMCG retail experience and strong stakeholder influence.
Key Responsibilities
Category & Commercial Leadership
* Develop and execute annual category strategies aligned with brand and business objectives
* Leverage consumer, shopper, and market insights to drive profitable growth
* Lead category reviews and strategic discussions with retail partners
Sales Strategy & Execution
* Build and deliver strategic sales plans by category, account, and channel
* Define pricing, promotional, and trade spend strategies to optimise performance
* Monitor competitor activity and market trends to identify risks and opportunities
Financial & Performance Management
* Own sales revenue, margin, and trade spend targets in line with budget
* Deliver accurate forecasting, scenario modelling, and performance analysis
* Review SKU profitability and portfolio mix to maximise contribution
* Provide regular reporting with clear commercial recommendations
Customer & Stakeholder Management
* Build strong internal partnerships across sales, marketing, supply chain, and operations
* Establish trusted, long-term relationships with retail customers and distributors
* Position the business as a category expert within the industry
New Product Development & Innovation
* Partner with marketing and cross-functional teams on NPD from concept to launch
* Support go-to-market planning, retail activation, and range execution
* Assess commercial viability and ensure incremental profit delivery from innovation
Skills, Experience & Qualifications
* Tertiary qualification in Business, Commerce, Marketing or a related discipline
* Significant experience (typically 8-10+ years) in FMCG sales, category management, or key account leadership
* Strong understanding of branded FMCG retail environments
* Proven commercial acumen with advanced analytical and numerical capability
* Experience managing pricing, trade spend, forecasting, and portfolio performance
* Excellent influencing, negotiation, and stakeholder management skills
Key Attributes
* Highly commercial and data-driven, with a strong focus on profitability
* Customer-centric with a partnership-led mindset
* Strategic thinker who can translate insight into action
* Well-organised, decisive, and comfortable operating at pace
* Collaborative team player with a positive, can-do approach