National Sales Manager – Modern Trade

About the role

The National Sales Manager – Modern Trade will lead the development and execution of the Modern Trade (MT) strategy for the NIVEA brand nationwide. Reporting to senior commercial leadership, you will drive rapid business growth, manage distributor relationships, and coach a small team to achieve sales targets.

Key responsibilities

• Define and implement the MT channel strategy, covering direct/indirect reach, distribution, promotions, activity grids and POSM.
• Build the annual MT business plan, including sales forecasts and trade allowance budgeting.
• Lead and coach a supervisor and the MT team to meet KPIs such as IMS, active accounts, MSL performance and TOP10 penetration.
• Plan, track and approve MT financials, ensuring distributor compliance with budgeting, execution and reporting standards.
• Coordinate the Annual Initiative Master Plan (promotions, NPDs, activations, POSM) with the S&CM team.
• Maintain communication with distributor senior management and ensure contractual terms are upheld.
• Lead monthly S&OP meetings with distributors and the Supply Chain team to align forecasts and supply.
• Develop Joint Business Plans with key accounts and conduct quarterly business reviews.
• Design incentive schemes to motivate sales fundamentals and drive best‑in‑class execution in key MT stores.
• Monitor stock levels, analyze sell‑out data, and implement actions to improve market share.
• Coach pharmacy sales teams using a 70:20:10 development model.

Required profile

• Proven experience managing Modern Trade sales for a consumer‑goods brand.
• Strong track record of strategic planning, budgeting and financial control.
• Demonstrated ability to lead and develop small sales teams.
• Experience working with distributors, joint business planning and S&OP processes.
• Analytical mindset with ability to interpret sell‑out data and drive market‑share growth.
• Excellent communication and stakeholder‑management skills.

Required skills