Senior Sales Director - Spain
3 days ago
Madrid
Role based in our Madrid Office JOIN OUR SUNTORY GLOBAL SPIRITS FAMILY As a world leader in premium spirits, Suntory Global Spirits (SGS) inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands. Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker's Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Teacher's, Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading IMFL brand Oaksmith in India. A global company with approximately 6,000 employees in more than 30 countries, one of Suntory Global Spirits' core values is Growing for Good. Through its Proof Positive sustainability strategy, the company is committed to promoting environmental sustainability in its operations, having a positive impact on the communities where employees live and work, and helping consumers make informed choices about drinking. Headquartered in New York City, SGS is a subsidiary of Suntory Holdings Limited of Japan. For more information, please visit _ and www.drinksmart.com. ABOUT THE ROLE • The Senior Sales Director Spain is a pivotal commercial leadership role accountable for translating SGS' International and Spain market strategy into sustainable, profitable growth across all channels. As a key member of the Spain Leadership Team, this leader sets the commercial agenda for the sales organization, builds strong customer and distributor partnerships, and ensures executional excellence across On-Trade, Cash & Carry, Off-Trade and eCommerce., • This role owns the development and delivery of the Spain sales plan, including top-line growth, profit delivery, market share, distribution, visibility and brand performance KPIs. The Senior Sales Director partners closely with Marketing, MDC, Finance, Supply Chain and International Commercial teams to convert brand strategies into customer-facing plans, manage risk and opportunity through S&OP, and create a clear, insight-led view of category, customer and competitor dynamics., • The role requires a hands-on, enterprise-minded leader who can simplify priorities, raise commercial capability, and build a high-performing and inclusive sales culture. Success will be measured not only by financial delivery, but also by the strength of customer relationships, quality of execution, talent development, and the ability to contribute to SGS' ambition to become #1 in Whisky and RTD. PURPOSE • Accelerate SGS Spain's growth and reputation as a leading premium spirits partner by delivering the market sales plan, strengthening omnichannel execution, and building a winning commercial team. The role will lead the Sales function to beat plan, grow ahead of the category where possible, improve value creation across the P&L, and embed disciplined, insight-led ways of working across customers, channels and internal stakeholders. SCOPE • Team: Leads the Spain Sales organization through direct leadership of channel directors, including On-Trade Sell-In, On-Trade Sell-Out and e-/Off-Trade leadership, with responsibility for building capability, engagement and succession across the wider commercial team., • Channels: Accountable for commercial performance across On-Trade, Cash & Carry, Off-Trade and eCommerce as part of the SGS omnichannel strategy., • Business ownership: Responsible for delivery of budgeted net sales, gross profit, margin, market share, distribution, visibility, customer investment effectiveness and key brand performance indicators for the Spain market., • Cross-functional influence: Core partner to Marketing, MDC, Finance, Supply Chain, International Commercial and distributor/customer teams to ensure market plans are clear, executable and financially robust. DUTIES & RESPONSIBILITIES • Set and deliver the Spain commercial strategy, translating International and market priorities into an actionable annual sales plan by channel, customer and brand., • Lead the Sales organization to beat plan across P&L, market share, distribution and execution goals, ensuring resources and customer investments are deployed behind the highest-value opportunities., • Own the sales input into annual planning and monthly S&OP, providing accurate forecasts, early identification of risks and opportunities, and clear recommendations to protect volume, sales and profit delivery., • Develop superior customer and distributor relationships, including top-to-top engagement, joint business planning, negotiation of value-creating agreements, and disciplined performance reviews., • Drive omnichannel execution by ensuring channel plans, pricing strategies, BTL activity, NPD launch plans, distribution, ranging and visibility are aligned to brand strategy and customer/shopper needs., • Partner with Marketing and MDC to convert portfolio and brand priorities into customer-facing activation plans that strengthen premium positioning, improve conversion and deliver sustainable growth., • Build a strong understanding of market, category, customer and competitor trends, converting insights into decisive action and communicating implications clearly to the Spain Leadership Team and relevant International stakeholders., • Lead the articulation of marketplace performance, including Thin Blue Line, ensuring the organization has a fact-based view of brand health, commercial momentum and execution quality., • Ensure third-party brand management balances brand-owner requirements with SGS Spain strategic and financial priorities., • Simplify ways of working and remove roadblocks across the commercial system, improving decision-making, accountability and speed of execution., • Build culture and develop talent by coaching leaders, strengthening category management and commercial capability, mentoring succession talent, and creating an inclusive, high-performing team environment., • Ensure commercial activities, customer agreements and distribution vehicles operate within applicable laws, internal policies and responsible marketing standards, escalating concerns in a timely manner. KEY SKILLS, COMPETENCIES & EXPERIENCE • Experience - Senior commercial leadership experience in beverage, alcohol, FMCG or a similarly complex consumer goods environment, with a strong track record of delivering profitable growth through customers, distributors and sales teams., • Strategic Vision - Ability to analyze complex business situations, identify patterns and future possibilities, and translate big ambitions into clear, executable commercial strategies for the Spain market., • Value Driven Commercial Excellence - Deep understanding of customer economics, category dynamics and premium brand building. Strong profit focus and ability to manage the commercial P&L, including product mix, pricing, customer investment, logistics, COGS and resource allocation., • Execution Excellence - Consistently converts strategy into action by setting clear priorities, deploying resources effectively, managing performance routines and driving accountability for high-quality execution., • Transformational Agility - Comfort operating in ambiguity and leading change across channels, customers and internal teams. Uses clear communication, resilience and change management to bring others along., • Decision Making - Integrates internal data, customer insight, market intelligence, financial analysis and governance considerations to make timely, balanced decisions across short-term delivery and long-term value creation., • Customer & Distributor Leadership - Builds trusted senior relationships, leads value-creating negotiations, manages conflict constructively and aligns customer/distributor plans with brand and market strategy., • Collaborative Influence - Creates value through cross-functional relationships and aligns diverse stakeholders across Spain, International, Marketing, MDC, Finance and Supply Chain without relying solely on direct authority., • Driving Innovation - Champions NPD, channel innovation, digital/eCommerce opportunities and continuous improvement, applying a Kaizen mindset to improve growth and execution., • Build Culture & Develop Talent - Develops inclusive, empowered teams with clear accountability, strong succession plans and a focus on continuous learning, coaching and commercial capability building., • Authentic Leadership - Instills trust through honesty, integrity and self-awareness. Demonstrates adaptability, humility and the ability to learn from both success and failure. QUALIFICATIONS • Bachelor's degree in business, economics, marketing or a related discipline; MBA or equivalent commercial leadership development is desirable., • Typically 10+ years of progressive commercial, sales, business development or customer leadership experience, including experience managing senior teams and complex customer/distributor relationships., • Strong knowledge of the Spanish beverage, alcohol or FMCG market, including On-Trade, Off-Trade, Cash & Carry and eCommerce dynamics., • Demonstrated experience with annual planning, forecasting, S&OP, category/customer strategy, negotiation and P&L management., • Excellent written and verbal communication skills in Spanish and English, with the ability to influence senior stakeholders internally and externally., • Agile, adaptable and resilient; enjoys working in a fast-paced, consumer-centric culture and champions continuous improvement and innovation. At Suntory Global Spirits, people are our number one priority, and we believe our people grow together in diverse and inclusive environments where their unique insights, experiences and backgrounds are valued and respected.
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