DIRECTOR WHOLESALE - EMEA
URUS structure is designed to execute a strategic vision of better cows for a better world.Value creating, customer centricity, and collaboration stand out among the strategic principles we want to activate through the URUS commercial organization. This URUS commercial function will be P&L and KPI responsible for brand sales team coverage, market coordination, strategic accounts, and quality and financial performance within defined country markets and/or territories in markets. This role will focus on maximizing growth of the URUS portfolio through our brands and teams.As a senior leader within the EMEA management team, this role will take on responsibility for leading branded sales teams and coordinating with URUS global brand leaders to maximize profitable growth throughout wholesale partnership channels and programs in the region.
RESPONSIBILITIES
Lead strategic wholesale business planning across EMEA by translating global and brand priorities into region-specific initiatives, tailored to local market needs and growth potential
Continuously evaluate go-to market models, identifying opportunities to increase impact through channel optimization, pricing, bundling, and customer and distributors engagement.
Develop and execute the regional wholesale strategy aligned with the company’s global growth objectives, with a focus on expanding market share, driving revenue growth, and achieving annual sales targets.
Own the evaluation and prioritization of markets within the wholesale region for entry, intensification, or expansion including business casing of go to market strategy
Conduct in-depth market analysis to inform entry strategies, expansion plans, and product launches tailored to country-specific trends and demand.
Partner with local commercial leaders to shape strategies that reflect competitive dynamics, regulatory considerations, and evolving customer needs.
Prioritize resource allocation to high-growth geographies and segments to accelerate adoption of URUS offerings across dairy and beef sectors.
Ensure business plans, performance management targets, and any support service agreements are documented annually in distributor business plans
Cultivate strong, long-lasting relationships with key distributors, value-added resellers, and industry stakeholders to build trust, drive loyalty, and reinforce our leadership position in bovine genetics.
Implement tiered distributor engagement strategies, including value-added reseller (VAR) program, to strengthen and regularly evaluate partner capabilities, improve capability to support URUS brand portfolio sales ambitions, improve forecasting accuracy, and increase sales channel effectiveness.
Proactively capture full potential market opportunities by improving quality of distributors, enable new product and services launches to existing distributors, and starting up new distribution partners.
Resolve conflicts proactively and foster collaboration among brands and distributors through transparent communication, shared KPIs, and clear governance; this includes distributor feedback for purpose of URUS own improvement and customer satisfaction evaluation (e.g., NPS).
Create a high performance and value creating regional wholesale team, including coaching and support to all direct and indirect reports, that is aligned with the URUS operating model.
Lead annual performance management goals and evaluations for direct reports; it is expected that input on performance goals and evaluations take into account key matrix consultations (e.g., global brand leaders, region finance, people, or marketing)
Partner with People Director to identify future leaders, succession plans, and development opportunities to build a sustainable, future-ready wholesale organization.
Create appropriate contact cadence within the URUS EMEA Commercial President, EMEA management team, and direct reports to ensure regular and motivating team member engagement
Oversee and manage the regional sales and CCR budget, ensuring effective allocation of resources and achievement of profitability targets.
Own the commercial wholesale budget for EMEA, including forecasting, cost management, and pricing strategy to protect margins and drive growth.
Analyze sales and profitability trends by product line, geography, and distributor to recommend course corrections and optimize ROI.
Collaborate with finance and supply chain partners to ensure financial rigor, risk mitigation, and adherence to global URUS guidelines.
Work closely with product development, marketing, technical services, and other matrix teams to ensure that wholesale voice of customer needs are met and that feedback is incorporated into new product, services, programs and/or digital initiatives.
Act as a key commercial voice in cross-functional product development discussions, ensuring market feedback shapes innovation and launch strategies.
Facilitate alignment across brands to reduce duplication, improve customer experience, and present a unified URUS value story to the market.
Be an example and role model of reliable partnership with key cross-functions including commercial finance, people, marketing and EMEA business development staff
Leverage and promote the use of digital tools and technologies, such as Customer Intelligence (CI), Market Intelligence (MI), Human Resources Information Systems (HRIS), PowerBI, and other resources provided through URUS, to enhance data-driven decision-making and improve sales team productivity and performance. Ensure the team is trained and proficient in these tools to maximize their impact.
Champion adoption of available digital platforms across sales teams by linking usage to clear business value (e.g., pipeline visibility, customer segmentation, performance dashboards).
Collaborate with internal digital and business intelligence teams to refine dashboards, analytics, and digital workflows to better support field operations.
Ensure all business activities comply with legal, regulatory, and ethical standards and promote the company’s values across the region. Take personal responsibility for completing all compliance and mandatory training and ensure that each team member meets these requirements as well.
Ensure full compliance with regional trade laws, animal welfare regulations, and corporate policies – working closely with legal and HR as needed.
ORGANIZATION ALIGNMENT & POSITION LOCATION
Direct reports for this position include:
Matrix partners for this position include:
CANDIDATE PROFILE
URUS was established to meet the needs of dairy and beef cattle producers around the globe today and far into the future.
As a holding company with cooperative and private ownership, URUS connects well-established agricultural organizations – Alta Genetics, GENEX, Genetics Australia, Jetstream Genetics, PEAK, SCCL, Trans Ova Genetics, and VAS. Each of these organizations has its own unique identity, products, and services.
These companies provide cutting-edge genetics to accelerate genetic progress, customized reproductive service to maximize conceptions, dairy management information to take producers to the frontline of smart dairy farming, and an array of products and services to help the cow achieve her genetic potential. Put simply, these companies focus on the cow and her caretaker.
Yet, URUS is more than the sum of its parts. The URUS framework facilitates synergies between its companies – connections that drive new developments. The size and scale of URUS also contribute to significant investment in research and technology. URUS will build the tools, products, and genetics that cow caretakers need for tomorrow's sustainable, productive, and profitable herds.
Count on URUS – and its companies – to be in it for the long term. Count on URUS to invest in the products and services that will enhance producers’ abilities to be successful in effectively and efficiently feeding the world.
