Sales Manager

The HeadHunter Group is an innovative Staffing and Recruiting Company with HQ in Dover, Delaware, USA, operating in Canada, Albania, Kosovo, Montenegro, North Macedonia, Bosnia & Herzegovina, Serbia, Cyprus, Greece, and Bulgaria.

On behalf of our client, a Beverage Company with regional coverage in the premium spirits segment , we are conducting a confidential search for an experienced Sales Manager to be based in Belgrade, Serbia .

This appointment represents a middle-to-senior management leadership role , reporting directly to the Managing Director, with full responsibility for sales strategy, commercial performance, and operational excellence across all assigned sales channels in Serbia, while aligning closely with regional and principal objectives.

Position Purpose
The Sales Manager is responsible for developing, implementing, and executing the companys sales strategy , ensuring alignment with corporate objectives, supplier agreements, and channel-specific targets. The role oversees end-to-end sales operations, including planning, forecasting, budgeting, performance monitoring, client relationship management, and trade marketing execution.

The position plays a critical role in driving revenue growth, gross profit optimization, cash flow discipline, and market execution excellence , while ensuring full compliance with company policies, governance standards, and ethical principles.

Key Responsibilities
Sales Strategy, Planning & Commercial Management

Develop and execute annual sales, revenue, and trade marketing plans aligned with corporate strategy and principal agreements

Translate strategic objectives into channel-, region-, and key-account-level targets , supported by clear KPIs

Prepare and present business plans, budgets, and rolling forecasts , ensuring alignment with financial targets

Manage sales forecasting, cash collection planning, and gross profit performance

Ensure effective TRADEX and trade marketing budget planning and control

Client & Key Account Management

Negotiate and manage commercial terms and annual cooperation agreements with key customers

Oversee execution and compliance of all contractual agreements

Build and maintain strong, long-term relationships with key accounts, partners, and flagship clients

Lead customer meetings and contribute to joint business planning initiatives

Sales Operations & Market Execution

Oversee day-to-day sales operations across all channels (On-trade, Off-trade, Wholesale, etc.)

Ensure high standards of product availability, distribution, and physical execution (MES/KPIs)

Monitor and improve market execution, brand visibility, and promotional effectiveness

Conduct regular market visits and provide structured evaluations and recommendations

Financial & Performance Management

Support preparation of monthly, quarterly, and annual P&L analyses

Monitor sales performance by brand, principal, channel, and region , identifying deviations and corrective actions

Manage accruals, recharges, purchase orders, and invoice approvals in cooperation with Finance

Ensure accurate reporting and data integrity using CRM/ERP and market data tools

Lead, develop, and performance-manage multi-channel sales teams

Set clear objectives, review performance regularly, and drive accountability

Ensure continuous coaching, training, and professional development

Promote a culture of collaboration, integrity, accountability, and results orientation

Act as a role model for corporate values and ethical standards

Cross-Functional & Stakeholder Collaboration

Ensure close alignment with Finance, Marketing, and Logistics

Support principal and partner visits, business reviews, and commercial meetings

Monitor market trends, competition, and regulatory developments to ensure compliance and competitiveness

Candidate Profile

Bachelors degree in Business Administration, Economics, Marketing, or related field

Minimum 7+ years of progressive sales management experience , ideally in FMCG, beverages, spirits, or large-scale distribution

Strong understanding of the Serbian retail, wholesale, and HoReCa landscape

Proven experience in sales growth, P&L ownership, budgeting, and negotiations

Strong analytical, financial, and strategic thinking capabilities

Demonstrated ability to lead teams, manage complexity, and drive execution

Fluent in Serbian ; strong English required for regional coordination

What the Role Offers

Senior commercial leadership role with high local ownership and regional exposure

Opportunity to work with premium international spirits brands

Competitive compensation package aligned with experience and performance

Professional, structured, and performance-driven corporate environment

Note: Only shortlisted candidates will be invited for an interview .

Our client offers equal opportunity for everyone, and no person shall be discriminated against on the grounds of age, gender, sexual orientation, disability, nationality, ethnic background, race, skin color, religion or ideology, political persuasion, social background or marital status.

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