Head of Sales

Purpose
We are seeking an experienced Head of Sales to lead and drive our commercial strategy in the Czech Republic. This role is responsible for managing and expanding sales across both the On-Trade (HoReCa) and Off-Trade (Retail & Modern Trade) channels, ensuring sustainable business growth and strengthening Spraga's market position.

The ideal candidate has 5+ years of commercial experience within the FMCG industry, a strong understanding of the Czech retail and HoReCa landscape, and an established network of key customers, distributors, wholesalers, and hospitality partners. This person will be responsible for developing and executing the sales strategy, leading the commercial team, and building long-term partnerships that drive revenue and brand growth.

Key Accountabilities

• Sales Strategy & Execution
• Develop and execute the commercial strategy for the Czech market, aligned with overall business objectives.
• Define and implement Go-To-Market (GTM) strategies across On-Trade and Off-Trade channels.
• Lead negotiations with key accounts, including retail chains, distributors, wholesalers, convenience stores, bars, restaurants, and hotels.
• Identify and secure strategic partnerships to increase market penetration and distribution.
• Ensure excellent execution at the point of sale, maximizing visibility, availability, and sales performance.

Team Leadership & Commercial Development

• Recruit, develop, coach, and lead a high-performing sales team.
• Set clear KPIs and performance objectives while fostering a results-driven culture.
• Work closely with the Marketing and Trade Marketing teams to execute effective promotional campaigns and activations.

Market Expansion & Business Growth

• Identify new business opportunities, emerging consumer trends, and growth segments within the Czech FMCG market.
• Expand distribution and develop new sales opportunities across all channels.
• Build and maintain strong relationships with distributors, wholesalers, and retail partners.
• Lead expansion into new regions and customer segments across the Czech Republic.

Financial & Operational Management

• Own the Sales P&L, ensuring profitable and sustainable growth.
• Develop pricing strategies tailored to different sales channels while protecting margins.
• Collaborate with Finance and senior leadership on revenue management and commercial planning.
• Evaluate promotional effectiveness and return on investment.
• Drive margin optimization through pricing, volume, and trade investment management.
• Prepare sales forecasts, budgets, and commercial plans.
• Monitor sales performance and market insights, adjusting strategies when needed.
• Ensure compliance with all applicable legal and commercial regulations.

Experience Required

• 5+ years of experience in Sales, Business Development, or Key Account Management within the FMCG industry.
• Proven experience managing both On-Trade (HoReCa) and Off-Trade (Retail & Modern Trade) channels.
• Strong network within the Czech retail, wholesale, and hospitality sectors.
• Experience in key account management, commercial negotiations, and sales forecasting.
• Experience leading and developing high-performing sales teams.
• Strong commercial and analytical mindset with a proven track record of delivering growth.
• Fluent in Czech and English.

Professional Skills & Key Competencies

• Strong commercial and strategic mindset.
• Excellent leadership and people management skills.
• Outstanding negotiation and relationship-building abilities.
• Strong business acumen with a focus on profitability and sustainable growth.
• Results-oriented and comfortable working in a fast-paced environment.
• Strong analytical skills with the ability to make data-driven decisions.
• Adaptable, proactive, and customer-focused.