Commercial Capability Manager

About the role

The Commercial Capability Manager will lead the design and execution of the end‑to‑end sales capability strategy, ensuring alignment with the company’s growth targets and route‑to‑market model. This role combines strategic planning, training design, field coaching, and tools governance to elevate the performance of the sales organisation.

Key responsibilities

• Own and communicate the sales capability strategy, budget and ROI to senior commercial leadership.
• Design competency frameworks, career pathways and onboarding academies for all sales roles.
• Develop and deliver advanced training curricula covering consultative selling, negotiation, category management and RTM execution.
• Build and manage a team of internal sales trainers and coaches, setting objectives and tracking their development.
• Establish a structured field‑coaching cadence, audit its execution and hold sales managers accountable for team development.
• Own sales productivity KPIs and drive corrective actions to improve volume, coverage and perfect‑store execution.
• Lead the design, adoption and continuous improvement of sales playbooks, journey plans and SFA/CRM platforms, ensuring data quality and governance.
• Partner with Finance, HR and Trade Marketing to design incentive schemes, contests and distributor capability programs.
• Use sales and CRM data to identify capability gaps, build dashboards and link investment to business outcomes.

Required profile

• 8‑12+ years of progressive experience in sales, trade marketing or sales capability/L&D within FMCG or food manufacturing.
• Proven track record designing and scaling capability programs for multi‑region sales forces.
• Experience leading senior field sales teams (e.g., Regional Sales Manager or higher).
• Strong analytical mindset with ability to translate data insights into actionable interventions.

Required skills

• CRM platforms