Sales Director B2B (m/f/d)

Your responsibilities

We are looking for a senior commercial leader to own the B2B business for C-Pro in Belgium — and grow it. The commercial result is yours — revenue, costs, and everything in between. You report directly to the AlphaPet Group MD (B2B) and lead a team of 4 Sales Representatives and 1–2 Inbound Sales.

Commercial development

• Drive growth in independent pet retail — C-Pro's core channel — and expand key account relationships with Belgium's leading pet retail chains.
• Lead the Flanders market expansion — C-Pro is strong in Wallonia and underrepresented in Flanders. Building the Flemish customer base is a strategic priority and a measurable mandate for this role.
• Grow and develop the breeder network: 1,000+ active breeders are a strategic asset that needs dedicated attention and a clear growth plan.
• Set the customer strategy: who to prioritise, who to grow, who to deprioritise.
• Define the B2B channel strategy across independent pet retail, key accounts, and the breeder channel — aligned with brand positioning.
• Negotiate customer terms, pricing, payment targets, and contracts.
• Build and manage a complete customer pipeline.

Team leadership

• Lead and develop the C-Pro sales team: 4 Sales Representatives and 1–2 Inbound Sales, with scope to expand into Key Account Management and Trade Marketing over time.
• Coach, enable, and grow your people — this is a development role, not just a management role.
• Build a performance-oriented, autonomous team culture with scalable processes aligned to group standards.

Trade marketing & growth execution

• Own trade marketing for C-Pro — plan and execute promotions, POS measures, and retail co-marketing activities.
• Shape and build trade marketing capability for the brand; strong growth potential in this area.

Product launches & demand planning

• Execute product launches in Belgium: customer listings, price lists, launch communication, and customer mobilisation.
• Feed demand signals to SCM proactively — new listings, promotions, forecasts — on time, every time.

Your profile

• Several years of experience leading a sales organisation with full commercial accountability — consumer goods or pet food background strongly preferred.
• Strong knowledge of the Belgian retail market: specialty pet retail, independent stores, retail chains, and ideally the breeder or enthusiast community.
• A strong negotiator at key account management (KAM) and director level — comfortable closing deals with both small independents and large retail groups.
• Analytical and data-driven — you know your numbers and act on them.
• Track record of building or developing a sales structure, not just running one.
• Affinity with trade marketing — promotions, in-store activation, and retail partnerships — or the drive to develop this area from the ground up.
• Hands-on: you visit stores, close deals, and solve problems alongside your team.
• Open to digital tools and new ways of working — you want to be best-in-class, not just good enough.
• Bilingual French / Dutch; English mandatory; German a plus.
• High energy, self-driven, and resilient — ready to travel regularly within Belgium and to our Munich HQ.

What we offer

• The commercial result is yours — revenue, costs, and everything in between.
• A portfolio of strong premium brands backed by shared sourcing, product development, and supply chain infrastructure.
• Direct line to group leadership — short paths, fast decisions.
• A peer network of regional Sales Directors across DACH, UK, and International markets.
• A clear growth path: expand your scope to more brands in Belgium or a full Benelux mandate.
• Flat hierarchies, an open culture, and a company where commercial leaders shape the business.

Interested ?

We look forward to receiving your application — including your CV, your earliest possible start date, and your salary expectations.

About us

In order to achieve our vision of "establishing healthy pet food in the mainstream" and to always be one step ahead when it comes to digitization in the future, we need motivated talent, know-how from experts and a good portion of "Passion for Pets and Technology".