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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.
· 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.
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.
requirements
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
seniority level
* seniority level
director
employment type
* employment type
full-time
job function
* industries
food and beverage services
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