Sales and Marketing Director

Job Description

The Director of Sales and Marketing is an esteemed leadership position entrusted with guiding the company’s FMCG growth strategy across both domestic and international markets. The role carries responsibility for driving sales performance, strengthening brand strategy, and leading market expansion initiatives across all product categories. It requires a blend of strategic vision, strong commercial acumen, and practical execution to enhance revenue, market share, and profitability. The Director will be instrumental in designing and implementing sales strategies, marketing campaigns, and distribution models that align with the organization’s vision and long-term business objectives. This appointment offers a unique opportunity to contribute to a purpose-driven enterprise rooted in sustainable agriculture, committed to delivering high-quality food products, and dedicated to empowering local communities while shaping the future of FMCG in Nepal and beyond.

Key Roles & Responsibilities (Nepal-focused)

Sales Strategy & Distribution

• Design & execute long-term national sales strategy to meet revenue, volume and profit margin targets across urban and rural markets.
• Build, manage and optimize multi-tier distribution: regional distributors, sub-distributors, wholesalers and direct key-account teams for modern trade and institutional clients.
• Expand presence in all sales channel (mom-and-pop) networks and regional retail hubs using route-to-market tactics appropriate for Nepal’s geography.
• Develop an e-commerce/commercial plan covering retail marketplaces and D2C channels.
• Establish sales forecasting, pricing strategies, and promotional schemes to optimize sales performance.
• Monitor key market and competitor trends to adjust strategies proactively.
• Establish reliable sales forecasting, field reporting and distributor performance dashboards

Marketing & Brand

1. Lead brand strategy, ATL (Above the Line) / BTL (Below the Line) Plan, shopper marketing, rural marketing activations and digital marketing to grow penetration and brand loyalty.
2. Oversee product launches, packaging strategy (shelf appeal + cost efficiency), pricing and localized campaigns (including festivals and seasonal peaks).
3. Use consumer insights, market research and retail data to adapt campaigns for Nepal’s linguistic and cultural diversity.
4. Direct product positioning, packaging, and pricing strategy based on consumer insights and market data.
5. Manage new product launches, brand refreshes, and promotional campaigns.
6. Collaborate with R&D and production teams to align product development with market demand.

Cross-functional & Compliance

• Work with operations, procurement and supply chain to ensure distribution fill and minimize stockouts, especially in remote districts.
• Ensure compliance with local food safety, labeling and advertising regulations and collaborate with regulatory and quality teams on approvals.
• Drive cost-effective GCX (go-to-consumer) activations while protecting brand reputation.
• Identify and penetrate new market segments and geographies.
• Manage the marketing and sales budget effectively to maximize ROI.
• Ensure consistent brand communication and customer experience across all touchpoints.
• Establish key performance indicators (KPIs) and dashboards for sales and marketing performance.
• Identify new market opportunities, partnerships, and product innovations.

Sales & Marketing Operation and Leadership

• Build, mentor, and lead high-performing sales and marketing teams (regional managers, field sales, trade marketing, digital & brand teams).
• Implement sales compensation & incentive systems tied to measurable KPIs.
• Set KPIs, conduct performance reviews, and foster a culture of innovation and accountability.
• Design and execute integrated marketing campaigns to build brand awareness and drive product demand.
• Oversee product positioning, packaging, and pricing strategies aligned with market trends and consumer insights.
• Lead market research and competitor analysis to inform strategic decisions.

Trade & Key Account Management

• Own relationships with modern trade (supermarkets, retail chains), institutional buyers (hotels, hospitals, canteens), and top distributors.
• Negotiate commercial terms, promotions, and trade schemes that protect margin while driving availability and visibility.

Budgeting & Reporting

• Manage sales and marketing budgets, ensuring ROI on campaigns and initiatives.
• Provide regular reports to the executive team on performance, forecasts, and strategic recommendations.

Job Specification

• Master’s degree in business administration, Marketing, or related field (MBA preferred).
• Minimum 10–15 years of progressive experience in FMCG Sales and Marketing, with at least 5 years in a senior leadership role.
• Proven experience in market entry strategy, export marketing, or brand building in FMCG/agriculture/food sectors/ marketing campaigns.
• Experience in both modern and traditional trade environments.
• Strong knowledge of consumer behavior, retail dynamics, digital marketing and distribution networks.
• Demonstrated ability to work with international buyers, trade networks, and development partners.
• Exceptional leadership, communication, and negotiation skills.

Core Competencies

• Visionary leadership & strategic foresight
• Strong business development with proven success in FMCG sales and market expansion mindset
• Analytical thinker with data-driven decision-making skills.
• Excellent understanding of consumer behavior, retail distribution, and trade marketing with Experience in Agri-based FMCG products.
• Skilled in narrative building, brand identity, and positioning
• Global perspective with local cultural understanding
• Exceptional communication, negotiation, and presentation skills.
• Leadership and team-building expertise with the ability to inspire and motivate cross-functional teams.