Sales Director, B2B

Role Overview

• We are looking for a senior commercial leader to own the B2B business for C-Pro in Belgium — and grow it.
• Drive growth in independent pet retail — C-Pro's core channel — and expand key account relationships with Belgium's leading pet retail chains.
• Lead the Flanders market expansion — C-Pro is strong in Wallonia and underrepresented in Flanders.
• Building the Flemish customer base is a strategic priority and a measurable mandate for this role.
• Grow and develop the breeder network: 1,000+ active breeders are a strategic asset that needs dedicated attention and a clear growth plan.
• Set the customer strategy: who to prioritise, who to grow, who to deprioritise.
• Define the B2B channel strategy across independent pet retail, key accounts, and the breeder channel — aligned with brand positioning.
• Negotiate customer terms, pricing, payment targets, and contracts.
• Build and manage a complete customer pipeline.
• Lead and develop the C-Pro sales team: 4 Sales Representatives and 1–2 Inbound Sales, with scope to expand into Key Account Management and Trade Marketing over time.
• Coach, enable, and grow your people — this is a development role, not just a management role.
• Build a performance-oriented, autonomous team culture with scalable processes aligned to group standards.
• Own trade marketing for C-Pro — plan and execute promotions, POS measures, and retail co-marketing activities.
• Shape and build trade marketing capability for the brand; strong growth potential in this area.
• Execute product launches in Belgium: customer listings, price lists, launch communication, and customer mobilisation.
• Feed demand signals to SCM proactively — new listings, promotions, forecasts — on time, every time.

Requirements

• Several years of experience leading a sales organisation with full commercial accountability — consumer goods or pet food background strongly preferred.
• Strong knowledge of the Belgian retail market: specialty pet retail, independent stores, retail chains, and ideally the breeder or enthusiast community.
• A strong negotiator at key account management (KAM) and director level — comfortable closing deals with both small independents and large retail groups.
• Analytical and data-driven — you know your numbers and act on them.
• Track record of building or developing a sales structure, not just running one.
• Affinity with trade marketing — promotions, in-store activation, and retail partnerships — or the drive to develop this area from the ground up.
• Hands-on: you visit stores, close deals, and solve problems alongside your team.
• Open to digital tools and new ways of working — you want to be best-in-class, not just good enough.
• Bilingual French / Dutch; English mandatory; German a plus.

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