About the role

Lead APB's overall commercial strategy and execution across Domestic, Export, OEM and Own Brand businesses, with responsibility for profitable growth, customer development, commercial planning and cross-functional execution. The Commercial Director works closely with the CEO and management team to translate business strategy into clear commercial priorities, strengthen the sales pipeline, improve profitability, and commercialize new products and manufacturing capabilities.

This role requires a balance of strategic thinking and hands-on execution and is suited to a commercial leader who enjoys building businesses in a fast-moving entrepreneurial environment.

Key responsibilities

Commercial Strategy & P&L

• Develop and execute annual and long-term commercial plans aligned with company objectives.

• Own revenue, gross profit and commercial performance across assigned businesses.

• Work closely with Finance to manage customer/SKU profitability, pricing, margins and business-unit performance.

• Identify actions to improve profitability through sales growth, pricing, product mix, channel mix and cost optimization.

• Translate management direction into measurable commercial targets, action plans, owners and timelines.

• Domestic Business

• Lead growth across Modern Trade, CVS, Traditional Trade Foodservice, distributors and other strategic channels.

• Develop Own Brands including Snaxfarm, Vilai, Papa Coco and future brands.

• Build annual customer plans covering listing, distribution, promotion, innovation and profitability.

• Develop new strategic customers while maximizing growth from existing accounts.

• Evaluate distributors and channel partners based on commercial return and strategic fit.

• Export & OEM Business

• Lead international business development across existing and new markets.

• Grow OEM/private-label business with strategic customers.

• Develop and manage international key accounts, distributors and business partners.

• Build a qualified pipeline with clear opportunity value, probability, timing and next actions.

• Lead commercial negotiations covering pricing, MOQ, volume, specifications and commercial terms.

• New Product Commercialization

• Work closely with R&D, Operations and Marketing to identify commercially viable new product opportunities.

• Translate customer and market insights into actionable product briefs.

• Prioritize NPD projects based on revenue potential, margin, strategic importance and probability of conversion.

• Manage the commercial funnel from customer brief
• development
• costing
• sample
• trial
• approval
• PO
• launch.

• Ensure innovation resources are focused on scalable and commercially sustainable opportunities.

• New Manufacturing Capacity

• Develop customers and product opportunities that support effective utilization of current and future production capabilities.

• Work with Operations and Finance to understand capacity economics, MOQ, COGS and required commercial volume.Build anchor-customer and OEM pipelines for new production platforms.

• Evaluate new opportunities based on both revenue and contribution profitability.

• Commercial Operating System

• Establish annual commercial plans, monthly business reviews and weekly pipeline reviews.

• Implement Key Account Plans, customer/SKU profitability analysis and sales forecasting.

• Maintain NPD pipeline management and budget-versus-actual tracking.

• Create clear action ownership, deadlines and accountability across commercial priorities.

• Ensure strategy consistently moves through: Strategy
• Action
• Owner
• Timeline
• KPI
• Review
• Result.

• Team Leadership

• Lead, coach and develop Business Development, Domestic and Export commercial resources.

• Establish clear roles, KPIs and accountability.

• uild a high-performance culture balancing entrepreneurial speed with execution discipline.

• Develop team capability in negotiation, key account management, pipeline management and commercial thinking.

• Delegate effectively while remaining hands-on where senior intervention creates value.

• Cross-Functional Leadership

• Partner with Finance on profitability, costing, pricing, budgets and business cases.

• Partner with R&D on innovation priorities and customer projects.

• Partner with Operations on capacity, production feasibility, MOQ and efficiency.

• Partner with QA/Regulatory on customer and export requirements.

• Partner with Supply Chain on forecast, inventory and service level.

• Partner with Marketing on brand positioning, launches and commercial activation.

• Connect functions around commercial priorities and measurable business outcomes.

Qualifications

Bachelor's degree or higher in Business Administration, Marketing, Economics, Food Science or a related field.

• Approximately 10+ years of commercial, sales or business development experience, preferably in FMCG, food manufacturing, snacks, foodservice or related industries.

• At least 5 years in a leadership or management position.

• Strong experience in at least two or more of: Domestic Sales, Export, OEM, Private Label, Modern Trade, Foodservice or Brand Commercialization.

• Experience working directly with senior management, CEO or business owners is highly desirable.

• Experience in a manufacturing environment is strongly preferred.