A well-established Romanian producer of beverages (such as mineral water, juices or beer) with a strong regional heritage and growing national commercial ambitions. The business operates at scale across both traditional and modern trade, with a portfolio that spans everyday high-volume essentials and premium segments.
The culture is direct and entrepreneurial: commercial decisions are made quickly and results matter. This is not a corporate bureaucracy, it's a business where a strong commercial leader will have genuine impact and visibility.
Modern trade is a strategic growth priority for the business. This is a newly elevated role designed to bring senior commercial leadership to the channel, moving from account-by-account management to a fully integrated MT channel strategy, a P&L, and a clear growth mandate.
The Head of Modern Trade will define how the company shows up in modern retail, and build the commercial frameworks that drive consistent, measurable growth across the full beverages portfolio.
Channel strategy & commercial leadership
Define and own the annual modern trade channel strategy aligned with overall business objectives
Set the commercial investment framework: promotional budgets, trade terms architecture, pricing logic
Lead framework negotiations with top-tier national retail accounts (hypermarkets, supermarkets, discounters, proximity, gas stations)
Identify strategic growth opportunities - new listings, new sub-channels, assortment expansion, and category development
Analyze competitor dynamics and market trends in the beverages category, feeding insights into commercial planning
Set account priorities, territory plans, and individual targets within the MT portfolio
Build MT ways of working: business review cadence, forecast discipline, promotional evaluation standards
Develop team commercial capabilities: negotiation, category management, promotional ROI thinking
P&L ownership & execution
Own sell-in performance, net revenue, and profitability at channel level
Approve joint business plans and commercial agreements developed by the KAM team
Monitor promotional ROI on a stand-alone basis - investments are measured, not assumed
Work closely with supply chain and logistics to guarantee product availability, especially during peak seasonal periods
Ensure proper execution of commercial terms at store level across all accounts
Cross-functional leadership
Partner with Trade Marketing to design channel-relevant activation plans and in-store campaigns
Collaborate with Finance on trade investment governance and channel P&L reporting
Work with Supply Chain on order flow, logistics coordination, and forecast accuracy
Contribute to national commercial planning cycles and senior business reviews
7-10+ years in FMCG sales, with substantial time in Key Account or Modern Trade roles in Romania
Beverages background - beer, juice, or water - especially with experience in high-volume, seasonal FMCG dynamics
Proven track record negotiating with national retail chains (hypermarkets, discounters, proximity)
P&L or channel budget ownership experience
Strong analytical mindset, comfortable with promotional ROI, sell-in/sell-out dynamics, and commercial trade-off analysis
Advanced Excel and PowerPoint; familiarity with ERP and retail data platforms
Romanian - fluent; English - business level
Entrepreneurial cost mindset: knows how to grow a channel without over-spending on trade investment
Category management or trade marketing exposure
Bachelor's degree in Business, Economics, or Marketing
Variable compensation tied directly to channel results and individual objectives.
Fixed remuneration benchmarked to senior commercial roles in Romanian FMCG.
Monthly meal tickets included in the benefits package.
Full private healthcare coverage from day one.
Holiday allowance plus additional bonuses on national celebrations.
An environment that actively encourages proactivity, initiative, and commercial ownership.
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CFR Romania - GetFrankly
GetFrankly is a boutique Executive Search & Leadership Advisory firm based in Cluj-Napoca, Romania. We help founders, CEOs, and investors attract and activate leaders who move the P&L, combining rigorous search methodology with fractional execution and deep market insight.
What we do:
Executive Search - Trusted partner for investors and boards in Romania & CEE. We run top-down searches for C-suite and critical leadership roles within private equity, holdings, and entrepreneurial groups.
Recruitment - Head-hunting for senior and manager-level roles to build high-performing teams fast, without compromising on fit.
Leadership Advisory - From strategy to leadership outcomes. We help organisations align structure, people, and performance then plug in fractional expertise when needed.
Part of CFR Global Executive Search Alliance - First we bring clarity. Then the right leader.
