What Does a Commercial Director Do?

Commercial Directors in FMCG hold one of the most senior and commercially accountable roles in the business. They typically oversee both sales and marketing functions, own the total revenue and gross profit P&L, and define the go-to-market strategy that drives profitable growth. They sit on the senior leadership team and often report directly to the MD or CEO.

Core Responsibilities

Own total commercial P&L including net revenue, gross profit, and A&P investment
Set and execute three-to-five year commercial and go-to-market strategy across all channels
Lead the combined sales and marketing leadership team, driving a performance and growth culture
Represent the business at the highest-level customer, retailer, and distributor meetings
Drive revenue growth management (RGM) strategy — pricing, mix, promotional effectiveness
Lead strategic commercial partnerships, licensing, and distributor agreements
Report to the Board and/or private equity investors on commercial performance and strategy
Assess and integrate M&A targets or new brand acquisitions into the commercial model

Salary Benchmarks

Mid-level

$90,000 – $180,000

Senior / Director

$130,000 – $220,000

Total remuneration (base + bonus + LTIP + car) frequently exceeds $250K at larger FMCG businesses. Private equity-backed businesses often offer carried interest.

Notice periods: 3–6 months standard at Director level.

Qualifications & Background

Degree essential; MBA strongly preferred
Track record of P&L ownership at national scale
Board-level presentation and influencing experience

CV Screening Criteria

Prioritise these signals when reviewing applications for Commercial Director roles:

✓ Full P&L ownership at business unit or company level
✓ Board-level strategy development and communication experience
✓ Multi-channel commercial strategy — grocery, discounters, foodservice, DTC
✓ Senior team leadership and talent development track record
✓ Demonstrable sustained revenue growth and margin improvement

Recommended Interview Structure

Typical timeline: 8–14 weeks. 4+ stages including board presentation and stakeholder meetings.

Stage 1

CV & phone screen — verify core competencies and commercial track record

Stage 2

Competency interview — STAR-based questions focused on role-specific scenarios

Stage 3

Presentation or case study — assess strategic thinking and communication

Recommended questions to use:

How do you build a commercial strategy when you have limited data on a new market or channel?
Tell me about the most complex P&L challenge you've managed.
How do you manage the tension between sales and marketing priorities at a senior level?
What's your experience working with private equity investors on commercial strategy?

Red Flags to Watch For

✗ P&L ownership limited to revenue without margin or trade investment accountability
✗ No experience presenting to board or PE/VC investors
✗ Commercial strategy that is channel-narrow — only grocery experience
✗ Team leadership experience limited to a small number of direct reports

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Must-Have Skills

Commercial strategy & P&L ownership Executive leadership Channel & customer strategy Marketing strategy oversight Mergers & acquisitions support Private equity investor management Board reporting and governance Business transformation

Typical Employers

Innocent Drinks BrewDog Fever-Tree Pret a Manger Proper Snacks Seabrook Crisps Yeo Valley Morrisons Brands Premier Foods Nichols

Career Progression

Sales Director / Marketing Director (10–14 yrs)

Commercial Director (12–18 yrs)

MD / CEO (15+ yrs)

Board NED / Advisor (20+ yrs)

Related Resources

Commercial Director Job Description Template Commercial Director Salary Guide Commercial Director Interview Questions

How to Hire a Commercial Director in FMCG