Job Description

National Sales Manager – Modern Trade

Job Location: Colombo, Sri Lanka

About the Position

We are seeking an experienced and commercially driven National Sales Manager – Modern Trade to lead and grow our Modern Trade business in Sri Lanka. This role acts as a mini–General Manager for the channel, owning end-to-end performance across revenue, profitability, and customer partnerships.

Reporting to the Country Business Head & Sales Director, you will play a key role in shaping strategic retailer collaborations, driving execution excellence, and embedding a high-performance commercial culture.

What you will do

• Own and deliver Modern Trade channel strategy and P&L including revenue, margin, and customer contribution; and execution in line with national channel strategy
• Lead strategic Joint Business Planning (JBP) with key accounts, embedding mutual growth ambitions Build strategic Joint Business Plans with key retail partners; positioning Flora Food Group as a trusted category partner, moving beyond transactional selling
• Lead Revenue Growth Management (RGM) excellence; optimize Trade Terms Strategy (TTS) and A&P investments to maximize ROI
• Ensure best-in-class in-store execution across all chains and formats; and lead flawless rollout of innovations, activations, and category growth initiatives
• Lead channel inputs into Integrated Business Planning (IBP) & Demand forecasting processes are robust and insight-driven
• Drive Commercial & operational governance and discipline in customer contracts and trade terms ROI tracking, financial hygiene and working capital management
• Leverage retail audits, shopper insights, monitor competitor strategies and analytics to anticipate trends and respond with agility and strategic clarity, to unlock growth within a rapidly evolving Sri Lankan retail landscape
• Leadership: Build and lead a high-performing, future-ready Modern Trade organization with culture of performance, ownership, and customer focus.

So, what does it take to be successful in this role?

• Bachelor’s degree in Business/Marketing; MBA or equivalent preferred
• 10–12 years of FMCG experience with strong Modern Trade exposure
• Proven track record in leading large customer portfolios and delivering P&L outcomes
• Deep expertise in Key Account Management, Revenue Growth Management (RGM), Shopper & Customer Marketing
• Strong enterprise leadership skills, influencing across functions and senior stakeholders
• High analytical rigor combined with commercial intuition and agility

What’s next?

At Flora Food Group, you will have the opportunity to shape the future of our Modern Trade business, work with leading retailers, and drive meaningful growth in a dynamic and evolving market.

If you are a driven commercial professional ready to take the next step in your Modern Trade leadership journey, we prefer to receive your application before 26th May 2026

We understand your resume might not be up to date and recommend that you apply with what you have or your LinkedIn Profile. Flora Food Group is dedicated to building an inclusive and diverse workplace, we understand that you might not meet all the requirements stated in the description, but we encourage you to apply anyway. You might be the right candidate for this role or other roles. 

Flora Food Group is an employer committed to diversity and inclusion in the workplace and equal opportunities for all. We recruit based only on values, qualifications, performance, skills, behaviours, experience, and knowledge. We ensure job advertisements are free from unintentional bias.

No personal characteristics should be a barrier to joining Flora Food Group. We prohibit discrimination and harassment based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or other personal characteristics.