National Sales Manager – Modern Trade

About the role

The National Sales Manager – Modern Trade will lead Flora Food Group’s Modern Trade business in Sri Lanka, acting as a mini‑General Manager for the channel. You will be responsible for sustainable, profitable growth by building strategic customer partnerships and ensuring flawless execution across the retail landscape.

Key responsibilities

• Lead and execute the Modern Trade channel strategy, managing the full P&L to drive net revenue, gross margin and customer contribution.
• Develop and maintain multi‑level partnerships with key accounts, embedding joint business plans that align with mutual growth ambitions.
• Optimize price‑pack architecture, promotions, trade spend and margin mix to maximize return on investment.
• Oversee in‑store execution through Perfect Store principles, ensuring availability, visibility, assortment and merchandising excellence.
• Coordinate integrated business planning and forecasting, aligning demand plans with customer activities and ensuring service level excellence.
• Lead a team of Key Account and Modern Trade Managers while collaborating with marketing, supply chain, finance and brand teams.

Required profile

• Strong experience managing large modern trade portfolios with a proven track record of delivering profitable growth and P&L ownership.
• Demonstrated ability to build and sustain strategic partnerships with key retail accounts.
• Data‑driven mindset with a focus on disciplined commercial management and execution excellence.
• Passion for food products and understanding of how culinary essentials influence consumer choices.

Required skills