What Does a Sales Director Do?

FMCG Sales Directors lead the entire commercial function, setting go-to-market strategy, managing key customer relationships at Director level, and accountable for total net revenue and volume. They build and develop sales teams, set channel strategies, and represent the business externally with the highest-value accounts.

Core Responsibilities

Own total company/division net revenue, volume, and trade investment P&L
Set three-year commercial strategy including channel prioritisation, customer segmentation, and route to market
Lead senior relationships with C-suite and buying directors at top retail and foodservice customers
Build, coach, and develop a high-performing sales team of 10–50+ across key accounts, field sales, and commercial finance
Lead annual sales planning, budget setting, and quarterly reforecasting processes
Represent the business in Joint Business Planning at the most senior level
Drive culture of performance management, data-driven decision making, and customer-centricity
Report to Board/CEO on commercial performance and strategic initiatives

Salary Benchmarks

Mid-level

$85,000 – $160,000

Senior / Director

$120,000 – $200,000

Total package (base + bonus + car allowance + LTIP) often exceeds $250K at major FMCG businesses. Bonus typically 20–40% of base.

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

Qualifications & Background

Degree essential; MBA common
Proven P&L leadership at national scale
Board-level stakeholder management experience

CV Screening Criteria

Prioritise these signals when reviewing applications for Sales Director roles:

✓ Ownership of total UK (or significant regional) net revenue P&L
✓ Team leadership — number managed, development and succession track record
✓ C-suite or senior buyer relationships at major grocery retailers
✓ Strategic thinking — ability to articulate a 3-year commercial vision
✓ Track record of sustained volume and value growth

Recommended Interview Structure

Typical timeline: 8–14 weeks. 4+ stages including commercial presentation and board/CEO meeting.

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 set a commercial strategy for a brand entering a new channel?
Tell me about the most complex negotiation you've led at Director level.
How do you manage underperformance in your sales team?
What's your approach to building a JBP at the most senior level?

Red Flags to Watch For

✗ Has managed accounts individually without genuine team leadership
✗ P&L ownership limited to gross revenue without trade investment or profitability visibility
✗ No experience managing the tension between brand strategy and commercial pragmatism
✗ Defines success in terms of execution rather than business building

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Must-Have Skills

Commercial strategy & direction Senior customer relationship management Team building & people leadership Channel strategy (grocery, convenience, foodservice, export) P&L ownership at company/category level Strategic negotiation Sales forecasting & budgeting Cross-functional leadership

Typical Employers

Unilever AB InBev Red Bull Innocent Drinks BrewDog Fever-Tree Cawston Press Tyrrells Pukka Herbs Nichols

Career Progression

Senior NAM / Controller (6–9 yrs)

Head of Sales / Commercial (8–12 yrs)

Sales Director (10–15 yrs)

Commercial Director / CCO (15+ yrs)

MD / CEO

Related Resources

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

How to Hire a Sales Director in FMCG