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About the client A well-established Romanian FMCG company operating at scale across both traditional and modern trade, with strong commercial momentum and clear national growth ambitions. The portfolio 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. About the role Own the commercial engine, strategically and end-to-end Commercial growth is the company's top strategic priority. This is a newly defined senior role, created to bring unified commercial leadership across the entire go-to-market - every sales channel, marketing, digital and the new-product pipeline - under one mandate. The Commercial Director will define how the company shows up in the market, connect product, brand and sales into one growth engine, and own the commercial P&L and growth agenda across the full portfolio. Commercial & channel strategy Define and own the annual commercial strategy across all channels - Traditional Trade, Modern Trade, HoReCa, Key Accounts, E-commerce / Digital and Export - aligned with overall business objectives Set the commercial investment framework across channels: promotional budgets, trade-terms architecture, pricing logic Lead framework negotiations with top-tier national accounts (hypermarkets, supermarkets, discounters, proximity, gas stations, key HoReCa groups, online players) Identify strategic growth opportunities: new listings, new sub-channels, assortment expansion, category development, digital/e-commerce and export growth Translate competitor dynamics and category trends into commercial planning Set channel priorities, territory plans and targets across the commercial organisation Build commercial ways of working: business-review cadence, forecast discipline, promotional-evaluation standards Marketing & new product development Own the brand and trade-marketing agenda; ensure marketing and sales operate as one system, not two silos Connect offline and digital activation into a single, coherent commercial plan Lead the innovation pipeline end-to-end: from consumer / category insight, to brief, to launch, to on-shelf and online execution Connect NPD with commercial reality - products designed to sell-in and sell-out, with channel fit and price architecture defined up front Steer portfolio and pricing strategy across the brand range P&L ownership & execution Own net revenue, margin and profitability at commercial level Approve joint business plans and commercial agreements developed by the KAM team Measure promotional ROI on a stand-alone basis - investments are evaluated, not assumed Partner with supply chain and logistics to guarantee product availability, including during peak demand periods Ensure proper execution of commercial terms at store / outlet level across all accounts and channels Team & cross-functional leadership Lead, structure and develop the commercial organisation (Sales, KAM, Trade Marketing); turn reps into managers and build a succession bench Develop team commercial capability: negotiation, category management, promotional-ROI thinking Partner with Finance on trade-investment governance and channel P&L reporting Work with Supply Chain on order flow, logistics coordination and forecast accuracy Act as the commercial voice in the leadership team; contribute to national planning cycles and senior business reviews Qualifications: 10-15 years in FMCG commercial, with significant time leading a commercial function (not sales alone) Strong knowledge of the Romanian route-to-market - Traditional Trade, Modern Trade, HoReCa and digital / e-commerce channels High-volume / fast-moving FMCG background; experience in seasonal categories is an advantage Proven leadership o