Role Overview
The Commercial Director is responsible for driving revenue growth, market expansion, and profitability across all commercial channels, including wholesale, corporate accounts, private clients, and HORECA.
This role combines strategic leadership with hands‑on execution, overseeing sales performance, key account management, pricing strategy, and commercial partnerships. The ideal candidate brings strong wine industry expertise, a deep understanding of market dynamics, and a proven ability to lead high‑performing commercial teams.
Key Responsibilities
1. Commercial Strategy & Leadership
* Define and execute the overall commercial strategy across all channels
* Drive sustainable revenue growth and margin optimization
* Identify new market opportunities, segments, and distribution channels
* Align commercial objectives with overall business and brand strategy
2. Sales Management & Channel Development
* Oversee and develop sales across Wholesale distribution, Corporate & B2B accounts, Private clients / high-net-worth individuals & HORECA (Hotels, Restaurants, Cafés)
* Set sales targets, KPIs, and performance frameworks
* Monitor sales performance and implement corrective actions
3. Key Account & Relationship Management
* Build and maintain strong relationships with key clients and strategic partners
* Lead negotiations with major accounts and distributors
* Develop tailored commercial solutions for high-value clients
4. Portfolio & Pricing Strategy
* Collaborate with buying and supply chain teams to shape a competitive and balanced portfolio
* Define pricing strategies aligned with market positioning and margin targets
* Manage promotional calendars, trade incentives, and commercial campaigns
5. Team Leadership & Development
* Lead, coach, and develop the commercial team across markets and channels
* Foster a high-performance, results-driven culture
* Work closely with marketing, operations, and finance teams to ensure alignment
6. Market Intelligence & Reporting
* Analyze market trends, competitor activity, and customer behavior
* Leverage data to drive decision-making and improve commercial performance
* Provide regular reporting and insights to senior leadership
Key Requirement
Experience
* In commercial/sales leadership roles within the wine or beverage industry
* Strong exposure to HORECA, wholesale, and B2B environments
* Proven track record of delivering revenue growth and managing large accounts
Industry Knowledge
* Deep understanding of global wine regions, producers, and market trends
* Strong commercial acumen in pricing, margins, and portfolio management
Leadership Skills
* Demonstrated ability to lead and scale teams
* Strong negotiation and stakeholder management skills
Education & Certifications
* Degree in Business, Commerce, or related field
* WSET or equivalent wine certification (preferred)
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