General Manager – Sales (Food Industry)

About the role

We are looking for an experienced General Manager – Sales to lead the sales function of a leading food industry company in Sri Lanka. The role will be responsible for driving revenue, profitability, market share and overall business growth across all sales channels.

Key responsibilities

• Develop and execute the overall sales strategy and business plan aligned with organisational objectives.
• Lead national sales operations, covering General Trade, Modern Trade, Key Accounts and Institutional Sales.
• Build and maintain strong relationships with distributors, retailers, modern trade customers and key accounts.
• Identify new business opportunities, expand market penetration and design effective distribution and route‑to‑market strategies.
• Set and monitor annual, quarterly and monthly sales targets, and ensure achievement through disciplined execution.
• Analyse market trends, competitor activities, pricing and customer requirements to inform commercial decisions.
• Motivate, develop and manage the sales team, collaborating with Marketing, Supply Chain, Finance and Production for seamless commercial execution.
• Manage sales budgets, trade investments, promotions and discounts, and prepare forecasts and performance reports for senior management.
• Drive new product launches, portfolio expansion and territory management while ensuring compliance with company policies.

Required profile

• Bachelor’s degree in Marketing, Business Management, Sales or a related field.
• Minimum 10 + years of sales experience, with senior leadership roles in the Food/FMCG sector.
• Proven track record of achieving sales, revenue, profitability and market‑share targets.
• Extensive experience in General Trade, Modern Trade, Distribution, Key Accounts and Institutional Sales.
• Strong knowledge of the Sri Lankan food industry, FMCG market and distribution landscape.
• Excellent commercial, analytical, negotiation and business development capabilities.
• Strong leadership, decision‑making, communication and relationship‑management skills.
• Fluent written and spoken English.

Required skills