National Head of Sales – Liquid, Cultured & Frozen (Dairy)

About the role

The National Head of Sales – Liquid, Cultured & Frozen (Dairy) will lead the commercial transformation and accelerated growth of Pelwatte Dairy Group’s chilled and frozen portfolio across Sri Lanka. The role is responsible for driving revenue from LKR 4 billion to LKR 10 billion within three years and establishing the brand as the market leader.

Key responsibilities

• Develop and execute a national growth strategy to achieve LKR 10 billion annual revenue, covering yogurt, drinking yogurt, UHT milk, flavored milk, ice‑cream and future value‑added dairy products.
• Expand the outlet network to over 100,000 retail locations, improving distribution, visibility, cold‑chain presence and shelf‑placement across all provinces and districts.
• Lead distributor recruitment, performance management and profitability initiatives, establishing scorecards and route‑to‑market optimisation.
• Set world‑class retail execution standards, KPI‑driven field sales management, merchandising, chiller utilisation and promotional execution.
• Own P&L responsibilities, driving gross‑margin improvement, trade‑spend optimisation and working‑capital efficiency.
• Build a high‑performance sales culture through coaching, succession planning and KPI scorecards for regional and area sales managers.

Required profile

• Minimum 15 years FMCG sales experience, with at least 10 years in chilled and frozen categories and 5 years in a national sales leadership role.
• Proven track record managing portfolios exceeding LKR 5 billion and large distributor networks across Sri Lanka.
• Degree in Business, Marketing, Sales or related field; MBA or Master’s preferred.
• Strong commercial excellence, route‑to‑market strategy, category management and financial acumen.