Country Sales Manager

Role Overview

We are seeking an experienced Sales Manager France to define, build, and execute a high-impact retail strategy across the French market.

This role is not about account maintenance. It is about designing the right retail architecture, making clear channel choices, and ensuring flawless execution with national retail partners. You will own how the brand shows up in-store and online, how value is created with retailers, and how commercial strategy translates into sustainable growth.

Key Responsibilities

Retail & Channel Strategy

• Design and lead the national retail strategy across all channels (GMS, GSS and specialist retail)
• Define channel roles, customer prioritisation, and route-to-market strategies
• Translate consumer and shopper insights into clear retail propositions
• Define assortment, pricing architecture, promotional mechanics, and in-store execution standards
• Drive alignment between retail strategy and supply, demand planning, and availability

Key Account & Commercial Leadership

• Lead strategic partnerships with top-tier national retailers
• Own national negotiations, trade terms, and commercial frameworks
• Ensure retail strategies are effectively embedded into customer agreements
• Drive value creation through category growth, not just volume

Sales Organisation Leadership

• Lead, develop, and inspire a team of Key Account Managers
• Build strong retail capability within the team (category thinking, negotiation, data-led selling)
• Set clear priorities, performance standards, and accountability
• Develop talent and succession within the sales organisation

Cross-Functional Leadership

• Work closely with Marketing, Supply Chain, Finance, and Operations to align retail strategy
• Drive a strong S&OP process rooted in retail realities
• Act as the retail voice within the leadership team

Candidate Profile

Experience

• Proven experience building and leading retail strategies at national level
• Strong background in national key account management with major retailers
• Experience managing and developing commercial teams
• Track record of driving growth through retail execution and channel optimisation

Skills & Capabilities

• Deep understanding of retail dynamics, shopper behaviour, and channel economics
• Strong negotiation and stakeholder-management skills
• Commercially astute with solid P&L and trade investment management
• Data-driven, with strong analytical and Excel capabilities
• Fluent in French and English
• Valid driving licence