About the client

A well-established Romanian FMCG company operating at scale across both traditional and modern trade, with strong commercial momentum and clear national growth ambitions. The portfolio spans everyday high-volume essentials and premium segments.

The culture is direct and entrepreneurial: commercial decisions are made quickly and results matter. This is not a corporate bureaucracy - it's a business where a strong commercial leader will have genuine impact and visibility.

About the role

Own the commercial engine, strategically and end-to-end

Commercial growth is the company's top strategic priority. This is a newly defined senior role, created to bring unified commercial leadership across the entire go-to-market - every sales channel, marketing, digital and the new-product pipeline - under one mandate.

The Commercial Director will define how the company shows up in the market, connect product, brand and sales into one growth engine, and own the commercial P&L and growth agenda across the full portfolio.

Commercial & channel strategy

• Define and own the annual commercial strategy across all channels - Traditional Trade, Modern Trade, HoReCa, Key Accounts, E-commerce / Digital and Export - aligned with overall business objectives

• Set the commercial investment framework across channels: promotional budgets, trade-terms architecture, pricing logic

• Lead framework negotiations with top-tier national accounts (hypermarkets, supermarkets, discounters, proximity, gas stations, key HoReCa groups, online players)

• Identify strategic growth opportunities: new listings, new sub-channels, assortment expansion, category development, digital/e-commerce and export growth

• Translate competitor dynamics and category trends into commercial planning

• Set channel priorities, territory plans and targets across the commercial organisation

• Build commercial ways of working: business-review cadence, forecast discipline, promotional-evaluation standards

Marketing & new product development

• Own the brand and trade-marketing agenda; ensure marketing and sales operate as one system, not two silos

• Connect offline and digital activation into a single, coherent commercial plan

• Lead the innovation pipeline end-to-end: from consumer / category insight, to brief, to launch, to on-shelf and online execution

• Connect NPD with commercial reality - products designed to sell-in and sell-out, with channel fit and price architecture defined up front

• Steer portfolio and pricing strategy across the brand range

P&L ownership & execution

• Own net revenue, margin and profitability at commercial level

• Approve joint business plans and commercial agreements developed by the KAM team

• Measure promotional ROI on a stand-alone basis - investments are evaluated, not assumed

• Partner with supply chain and logistics to guarantee product availability, including during peak demand periods

• Ensure proper execution of commercial terms at store / outlet level across all accounts and channels

Team & cross-functional leadership

• Lead, structure and develop the commercial organisation (Sales, KAM, Trade Marketing); turn reps into managers and build a succession bench

• Develop team commercial capability: negotiation, category management, promotional-ROI thinking

• Partner with Finance on trade-investment governance and channel P&L reporting

• Work with Supply Chain on order flow, logistics coordination and forecast accuracy

• Act as the commercial voice in the leadership team; contribute to national planning cycles and senior business reviews

Qualifications:

• 10-15 years in FMCG commercial, with significant time leading a commercial function (not sales alone)

• Strong knowledge of the Romanian route-to-market - Traditional Trade, Modern Trade, HoReCa and digital / e-commerce channels

• High-volume / fast-moving FMCG background; experience in seasonal categories is an advantage

• Proven leadership of a multi-channel sales organisation and of managers (RSM / KAM / ASM), not only individual accounts

• P&L or channel-budget ownership; defends margin against volume

• Track record negotiating with national retail chains; ideally exposure to marketing / trade marketing and to product launches

• Strong analytical mindset - promotional ROI, sell-in / sell-out dynamics, commercial trade-off analysis

• Advanced Excel and PowerPoint; familiarity with ERP and retail-data platforms

• Romanian - fluent; English - business level

• Entrepreneurial, cost-aware builder who grows channels without over-spending on trade investment, and is comfortable where process is still being built

• Bachelor's degree in Business, Economics or Marketing

About the offer

• Variable compensation tied directly to commercial results and individual objectives

• Fixed remuneration benchmarked to senior commercial-leadership roles in Romanian FMCG

• Company car, phone and the tools the role needs

• Monthly meal tickets

• Full private healthcare coverage from day one

• Holiday allowance plus additional bonuses on national celebrations

• A genuine mandate to shape the role and leave a mark, real commercial ownership, proximity to the owner, and the space to build

Why GetFrankly?

At GetFrankly we are guiding talent and creating futures.

We understand that a career move is not just about a new role – it's about finding a place where your skills, ambitions, and values align.

Give us a call to discuss what's important for your career and future, and we'll try our best to get you involved in interesting projects and provide you with fulfilling career pathways.

We will guide you towards the right environment where your abilities will thrive and have a significant impact.