Head of Sales – Chilled & Frozen Business

About the role

We are looking for an experienced Head of Sales – Chilled & Frozen Business to lead sales strategy, commercial growth, distribution expansion, and sales execution across Sri Lanka. The role involves overseeing revenue growth, distributor network performance, and trade investment initiatives.

Key responsibilities

• Lead the sales strategy and deliver aggressive revenue and volume growth.
• Drive expansion and performance of the distributor network.
• Strengthen General Trade penetration across provinces, districts, and key retail markets.
• Improve route‑to‑market effectiveness, outlet coverage, and sales force productivity.
• Drive cold‑chain distribution, product availability, visibility, and retail execution.
• Own sales targets, commercial performance, profitability, and P&L contribution.
• Lead trade investment, promotional effectiveness, and margin improvement initiatives.
• Build, develop, and lead high‑performing sales teams.
• Collaborate closely with Marketing, Supply Chain, Manufacturing, Finance, and Trade Marketing teams.

Required profile

• 15+ years of experience in FMCG sales.
• 10+ years managing chilled & frozen categories.
• 5+ years in a sales leadership role.
• Proven experience managing large‑scale distributor networks across Sri Lanka.
• Experience handling significant revenue portfolios and delivering sustained business growth.
• Strong background in dairy, ice cream, frozen foods, beverage, or chilled FMCG sectors.
• Deep understanding of General Trade, route‑to‑market, distribution, and retail execution.
• Demonstrated ability to lead and develop large sales teams.
• Strong commercial and financial acumen, including P&L and profitability management.