Director Wholesale - EMEA
Alta Genetics, Staten Island, NY, United States
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
Strategic Leadership
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 distributor engagement.
Develop and execute the regional wholesale strategy aligned with the company’s global growth objectives, focusing on expanding market share, driving revenue growth, and achieving annual sales targets.
Market Development
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.
Distributor Relationships
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 a value‑added reseller (VAR) program, to strengthen and regularly evaluate partner capabilities, improve forecasting accuracy, and increase sales channel effectiveness.
Proactively capture full potential market opportunities by improving the quality of distributors, enabling new product and service 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 URUS’s own improvement and customer satisfaction evaluation (e.g., NPS).
Team Management
Create a high‑performance and value‑creating regional wholesale team, including coaching and support to all direct and indirect reports, aligned with the URUS operating model.
Lead annual performance management goals and evaluations for direct reports; inputs should take into account key matrix consultations (e.g., global brand leaders, regional 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.
P&L Management
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.
Cross‑Functional Collaboration
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.
Digital Tools and Technology Utilization
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 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.
Compliance and Ethics
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 all team members meet these requirements.
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
This role reports to the URUS Commercial President – EMEA.
Direct reports: Wholesale Managers for Alta, GENEX, and URUS across Europe, the Middle East, Africa, including Central Asia and the Baltics.
Matrix partners: Chief Brand Officers (CBOs) of Alta, GENEX, and SCCL; CEOs of TOG and VAS; Global Marketing Directors of VAS and TOG; EMEA Retail Sales and Regional Business Development leads; EMEA Regional Directors in Marketing, People, Finance, and Supply Chain.
This position is based in the EMEA region and requires frequent travel throughout EMEA.
Candidate Profile
Bachelor’s degree in Animal Science, Agriculture, Business, or a related field; advanced degree (MBA, MS, DVM) preferred.
15+ years of progressive experience in sales leadership within the agriculture, animal genetics, or livestock industry, focusing on EMEA.
Proven track record of achieving sales targets and driving business growth in complex, multicultural environments.
Strong understanding of bovine genetics and breeding practices, with a passion for advancing animal agriculture.
Excellent communication and negotiation skills (secure beneficial sales agreements and strategic partnerships), fluency in English; proficiency in Spanish or French is a plus.
Commercial Strategy Development Experience: develop and execute region‑specific, long‑term growth strategies.
Agricultural Market Insight: in‑depth knowledge of animal genetics and EMEA agriculture trends.
Cross‑cultural Communication: effectively engage across diverse cultures and business practices.
Relationship Management: build and maintain strong customer and partner relationships.
Team Leadership: lead, mentor, and inspire a high‑performing, remote sales team.
Financial Acumen: manage budgets and P&L to ensure profitability and resource efficiency.
Technical Expertise: strong knowledge of bovine genetics and breeding technologies.
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Responsibilities
Strategic Leadership
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 distributor engagement.
Develop and execute the regional wholesale strategy aligned with the company’s global growth objectives, focusing on expanding market share, driving revenue growth, and achieving annual sales targets.
Market Development
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.
Distributor Relationships
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 a value‑added reseller (VAR) program, to strengthen and regularly evaluate partner capabilities, improve forecasting accuracy, and increase sales channel effectiveness.
Proactively capture full potential market opportunities by improving the quality of distributors, enabling new product and service 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 URUS’s own improvement and customer satisfaction evaluation (e.g., NPS).
Team Management
Create a high‑performance and value‑creating regional wholesale team, including coaching and support to all direct and indirect reports, aligned with the URUS operating model.
Lead annual performance management goals and evaluations for direct reports; inputs should take into account key matrix consultations (e.g., global brand leaders, regional 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.
P&L Management
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.
Cross‑Functional Collaboration
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.
Digital Tools and Technology Utilization
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 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.
Compliance and Ethics
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 all team members meet these requirements.
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
This role reports to the URUS Commercial President – EMEA.
Direct reports: Wholesale Managers for Alta, GENEX, and URUS across Europe, the Middle East, Africa, including Central Asia and the Baltics.
Matrix partners: Chief Brand Officers (CBOs) of Alta, GENEX, and SCCL; CEOs of TOG and VAS; Global Marketing Directors of VAS and TOG; EMEA Retail Sales and Regional Business Development leads; EMEA Regional Directors in Marketing, People, Finance, and Supply Chain.
This position is based in the EMEA region and requires frequent travel throughout EMEA.
Candidate Profile
Bachelor’s degree in Animal Science, Agriculture, Business, or a related field; advanced degree (MBA, MS, DVM) preferred.
15+ years of progressive experience in sales leadership within the agriculture, animal genetics, or livestock industry, focusing on EMEA.
Proven track record of achieving sales targets and driving business growth in complex, multicultural environments.
Strong understanding of bovine genetics and breeding practices, with a passion for advancing animal agriculture.
Excellent communication and negotiation skills (secure beneficial sales agreements and strategic partnerships), fluency in English; proficiency in Spanish or French is a plus.
Commercial Strategy Development Experience: develop and execute region‑specific, long‑term growth strategies.
Agricultural Market Insight: in‑depth knowledge of animal genetics and EMEA agriculture trends.
Cross‑cultural Communication: effectively engage across diverse cultures and business practices.
Relationship Management: build and maintain strong customer and partner relationships.
Team Leadership: lead, mentor, and inspire a high‑performing, remote sales team.
Financial Acumen: manage budgets and P&L to ensure profitability and resource efficiency.
Technical Expertise: strong knowledge of bovine genetics and breeding technologies.
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