Sales Manager Wholesale BLUX & Traditional Trade Lead …

In this role you will lead the BNLX Traditional Trade growth platform, delivering disciplined execution and accelerating the TT roadmap across NL and BE. You will define market-specific TT strategies, GTM models, and an execution roadmap to unlock underdeveloped channels. The position combines strategic planning with hands-on field leadership to drive outlet conversion, revenue growth, and double-digit gains through cross-functional collaboration. You will work with cross-market teams to scale best practices and establish a robust TT structure, contributing to PepsiCo’s broader European TT ambitions. A strong impact-driven leader is invited to shape growth in ethnic and regional wholesale, a

• Deliver AOP across volume, net revenue and NOPBT for total categories
• Identify, prioritize and convert high-potential outlets and develop converted outlets
• Build and execute partnerships with priority TT sub-channels including ethnic and regional wholesale
• Execute Year 1 partnership with Van Dijk as a Tier 1 wholesaler and codify learnings
• Establish performance tracking for team, outlet conversion, revenue development and execution quality
• Build internal wiring across shopper, marketing, finance and sales; strengthen external networks
• Lead Year 2-3 TT cell-by-cell roadmap and translate into a TT channel plan for BNLX
• Negotiate and manage annual agreements with TT partners to ensure discipline and value creation
• Develop TT channel expertise in strategy, GTM structure, economics and execution requirements
• Use market and partner data-sharing to generate insights on potential and growth opportunities

• Strong combination of strategic thinking and hands-on execution leadership
• Results-oriented growth leader with clear communication and ownership
• Strong communication, influencing and stakeholder management
• Strong business acumen with P&L mindset
• Transformational mindset to simplify complexity in underdeveloped channels
• Strong analytical and conceptual skills to translate strategy into actions
• Graduate / University degree or equal through experience
• Minimum 6 years of FMCG experience with exposure to sales leadership, customer development, route-to-market or channel strategy

• strong communication
• influencing and relationship management
• entrepreneurial mindset
• channel strategy
• GTM structure
• data-driven decision making