Director of Commercial Strategy & Sales

Are you ready to take flight and be part of an amazing team in Birdman? 🌱🚀🦅

About the Company

Birdman has achieved an extraordinary 100% year-over-year growth for the past 7 years, making us a leader in the industry. Our mission is to make healthy, sustainable, and cruelty-free lifestyles accessible to all through our delicious and nutritious products. As the global plant-based food revolution gains momentum, we are looking for a dynamic Head of Brick & Mortar to join our exceptional team and contribute to building the next Mexican Unicorn!

🎯 The Role:

We are seeking a highly motivated, data-driven and experienced Director of Commercial Strategy & Sales to lead our B&M business in MX and the US. You will play a crucial role in shaping the future of our company and driving our sales and profitability growth in the modern and traditional trade channels in multiple countries.

🧩 Responsibilities:

·        Hire, Develop, and Inspire: Build and nurture a high-performing sales team to achieve challenging targets. Foster exceptional customer service and cultivate team members as ambassadors of our culture and leadership principles.

·        Commercial Strategy Development: Develop and implement comprehensive commercial strategies for sales and profitability across various channels and geographies.

·        P&L Ownership and Financial Performance: Own the full P&L of the B&M business across Mexico and the U.S., ensuring alignment with annual and 5-year budgets. Drive topline growth, protect bottom-line profitability, and ensure disciplined investment in sales and marketing expenditures.

·        Goal Setting and Reporting Mechanisms: Set ambitious goals for the team and establish scalable reporting mechanisms to enhance business understanding and enable effective team management beyond the line of sight.

·        Leader of Client Relationships: Act as the leader of relevant client relationships, ensuring the building of long-term relationships and trust. Foster strong partnerships with clients to drive mutual success.

·        Market Analysis and Strategy Alignment: Analyze market trends and competition to identify and pursue new commercial opportunities. Tailor our commercial strategy and portfolio to align with the specific needs of each retailer and country.

·        Portfolio Strategy and Optimization: Define, evolve, and optimize the B&M product portfolio across geographies and channels, ensuring relevance, innovation, and commercial success based on shopper, channel, and customer insights.

·        Strategic Prioritization and Investment Allocation: Evaluate commercial opportunities and allocate resources to maximize ROI across customers, products, and regions. Make strategic trade-offs to balance short-term wins with long-term brand and business development.

·        Long-Range Commercial Planning: Create long-range commercial plans for multiple countries. Define actionable steps to materialize these plans and drive sustainable growth.

·        Cross-Functional Collaboration: Collaborate with cross-functional teams for the development, execution, and analysis of marketing, trade-marketing, and promotional campaigns.

·        Key Business Aspects Handling (KPIs): Manage key business aspects, including Sell-in, Sell-out, distribution, market share, facing, pricing, trade promotions, and product profitability.

·        Marketing Mix Execution: Execute variables of the marketing and trade-marketing mix (supply, price, assortment, display, and commercial actions) at the point of sale.

·        Sales Forecasting and Stock Control: Generate annual, quarterly and monthly sales forecasts by product and client, providing necessary information for S&OP meetings. Manage stock control at sales points, closely monitoring orders, out-of-stock on shelves, and negative stock situations.

·        Commercial Expansion to New Countries:

·         Develop Go-to-Market (GTM) strategies for new countries, ensuring a comprehensive approach for successful market entry. Support regulatory processes, incorporation, and partner development (distributors, brokers, legal, fiscal) to expedite international expansion.

·         Work closely with relevant stakeholders to navigate and comply with regulatory requirements in new markets.

·         Collaborate with legal and fiscal partners to establish a solid foundation for operations in new countries.

·         Identify, evaluate, and build relationships with distributors and brokers to establish a strong network for market penetration

·         Provide strategic guidance on partner development to ensure alignment with the overall expansion goals.

💼 Professional Experience

Education:

Bachelor’s degree in business administration, Retail, or a related field from an accredited institution; MBA or postgraduate degree preferred.

Experience:

• Minimum of 8 years of progressive commercial experience in consumer goods or retail, including at least 4 years in a senior leadership role managing teams of 5+ FTEs and owning commercial KPIs.
• Direct P&L ownership experience, including accountability for revenue, gross margin, trade spend, and marketing budgets across multiple retail accounts or regions.
• Proven track record of delivering measurable sales growth and margin improvement across modern or traditional trade channels, ideally with national retailers or key accounts.
• Negotiated and closed commercial agreements valued at USD $1M+ per year, including terms, pricing, and trade investments, while building long-term retailer relationships.
• Advanced analytical skills and toolkit, including strong Excel proficiency (e.g., pivot tables, lookup functions, dynamic dashboards), hands-on experience with retail data sources (sell-in/sell-out, Nielsen, IRI, retailer portals), and working knowledge of BI platforms such as Power BI or Tableau.
• Digitally fluent and agile in the use of technology, with a proven ability to quickly adopt and leverage emerging commercial tools, CRM systems (e.g., Salesforce), and data-driven platforms to improve decision-making and execution in fast-paced environments.
• Recruited, developed, and led high-performing commercial teams, with examples of building pipelines, coaching for performance, and retaining top talent in high-growth or high-pressure environments.

🎁 Bonus Points If...

·         Master’s degree or MBA from a recognized institution, with a focus on business, strategy, or consumer goods.

·        Hands-on experience operating in both Modern and Traditional Trade channels, including sell-in, trade terms, and in-store execution.

·        Industry background in plant-based, health & wellness, or CPG sectors, ideally in fast-moving or innovation-driven categories.

·        Track record of scaling retail operations, including experience launching products or businesses into new international markets.

·        Strong personal alignment with health, wellness, and sustainability, with a demonstrated interest in working with mission-driven brands.

📢 Ready to level up your impact with Birdman?
 Apply now and help shape the future of plant-based innovation🦅💻📊