National Sales Manager – Sri Lanka

About the role

The National Sales Manager – Sri Lanka will lead multi‑channel commercial delivery across General Trade, Modern Trade, eCommerce and the newly created HoReCa channel. Reporting to the Country Manager, the role is responsible for translating national targets into channel‑specific plans and driving profitable growth in a lean, independent structure.

Key responsibilities

• Own end‑to‑end sales delivery for GT, MT, eCommerce and HoReCa, setting volume, revenue and profitability targets.
• Lead and negotiate commercial relationships with 6+ GT and 8+ MT key accounts, driving distribution, visibility and joint business plans.
• Manage eCommerce partner relationships, developing online assortment, pricing and promotional strategies.
• Build the HoReCa channel from scratch – identify target segments, prospect hotels, restaurants and cafés, and establish a go‑to‑market and pricing model.
• Lead all customer‑level trading term negotiations, applying Revenue Growth Management principles.
• Coordinate closely with Supply Chain, Finance, Marketing and Customer Service to ensure order fulfilment and accurate forecasting.

Required profile

• Bachelor’s degree in Business, Marketing or related field; MBA preferred.
• 8–12 years FMCG sales experience with direct key‑account management in General Trade and Modern Trade.
• Proven track record of opening new channels, preferably HoReCa/Out‑of‑Home.
• Strong negotiation, commercial and financial acumen with ability to work independently.
• Willingness to travel 40–50 % of the time.