SALES DIRECTOR – OUT OF HOME

Consumer Goods |  Bucharest, Romania

P&P InterSearch is supporting a leading international consumer goods company looking to appoint a senior commercial leader to take responsibility for its Out of Home business.

This is a senior commercial leadership role with full responsibility for the development and performance of a complex Out of Home business in Romania.

The mandate goes beyond managing an established sales operation. The incoming leader will be expected to challenge existing approaches, identify opportunities for improvement and help shape a more effective commercial model for the future.

THE ROLE

The Sales Director – Out of Home will take end-to-end responsibility for the channel, including commercial strategy, P&L performance, customer development, route-to-market, field execution and organizational capability.

Key responsibilities will include:

• Define and execute the OOH commercial strategy, translating business priorities into clear customer, channel and execution plans.
• Own channel performance across sales, volume, margin, profitability and commercial investment.
• Identify and develop new growth opportunities across customers, consumption occasions, channels and routes to market.
• Further develop the Route-to-Market model, balancing direct and indirect distribution and improving coverage, productivity and cost-to-serve.
• Build strategic relationships with key customers and business partners and lead major commercial negotiations.
• Raise execution standards across availability, distribution, assortment, visibility and activation.
• Use data, customer insights and market intelligence to improve commercial decisions and identify opportunities for growth and margin improvement.
• Lead and develop a sizeable sales organization, creating clear accountability and a strong performance culture.
• Work closely with Marketing, Finance, Supply Chain and other functions to ensure strong end-to-end commercial execution.
• Play an active role in broader business transformation and contribute to the company’s commercial direction.

THE PROFILE

We are interested in senior commercial leaders from FMCG or other fast-moving, execution-intensive consumer businesses, ideally with meaningful exposure to OOH, HoReCa, Foodservice, Impulse, Convenience or similarly fragmented channels.

The strongest candidates are likely to bring:

• Significant commercial and sales leadership experience in a complex consumer environment.
• Strong understanding of direct sales and/or distributor-led Route-to-Market models.
• Experience managing a geographically dispersed field sales organization.
• Proven responsibility for commercial performance and a strong understanding of P&L, margin, trade investment and ROI.
• Experience in customer development, strategic negotiations and new business development.
• The ability to move comfortably between strategy and execution – from shaping the commercial model to understanding what is actually happening in the market.
• Experience leading through change and challenging established ways of working.
• Strong analytical capability and the discipline to make decisions based on data and business economics.
• Fluent Romanian and English.

The leadership profile

This role requires more than strong FMCG credentials.

We are looking for a leader with commercial ambition, resilience and genuine ownership mentality. Someone who sees opportunities rather than reasons why something cannot be done, who is comfortable challenging the status quo and who can turn ideas into execution quickly.

The person needs enough strategic depth to rethink how the business grows, but also enough operational credibility to stay close to customers, partners and field teams.

Equally important will be the ability to lead through others: setting high standards, creating accountability, developing people and communicating effectively across very different organizational levels.

This will suit someone who enjoys building and improving rather than simply managing an established model.

Why consider this opportunity?

The role offers the opportunity to take ownership of a significant and strategically important commercial business within an international organization and to influence how it develops over the coming years.

The company is entering an important phase of commercial evolution, creating substantial scope to shape growth strategy, Route-to-Market, customer development, execution and organizational capability.

For the right person, this is a genuine business leadership mandate with both scale and room to make an impact.

Confidentiality

This appointment is being conducted as a strictly confidential Executive Search process.

For this reason, the identity of our client and further details regarding the organization and business context will only be disclosed to selected candidates at the appropriate stage of the process and subject to confidentiality arrangements.

Interested?

Please submit your profile in confidence. All approaches and applications will be handled with strict confidentiality.

We welcome resumes or / and recommendations in English until latest FRIDAY 16.10.2026.

If the opportunity is not personally relevant to you, but you know an accomplished finance executive who could be a strong fit for this mandate, we would equally appreciate your confidential recommendation.

Please consider that only the suitable candidates will be contacted for interview, but we appreciate everyone’s interest in our projects and would like to keep in touch for future projects.

Pendl & Piswanger offers HR and management advisory services in the last 40 years in CEE. As members of InterSearch, a worldwide executive search firm with more than 100 offices in 50 countries, we are amongst the top search firms globally and operate across all major industry sectors. We are experienced, innovative, and totally committed to our clients who gain competitive advantage by hiring great people. For more information, please visit www.ro.intersearch.org.

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