Sales Excellence Lead Food Service

Position: Sales Excellence Lead Food Service (all genders)
The Sales Excellence Lead Food Service (B2B) is responsible for translating commercial strategy into consistent, repeatable (frontline) sales execution. The role embeds sales routines, drives capability uplift, accelerates data driven digital tool adoption (CRM, DDDM) and improves conversion across targeted customer segments. It ensures that commercial strategy truly lands in the field, creating consistent execution, scalable best practices and measurable uplift in customer penetration, share of wallet and NPS.
What we ask   Bachelor’s or master’s degree in business, Marketing, Economics or a related field
8+ years commercial experience, incl. sales transformation in a B2B food environment
Strong knowledge of sales methodologies and best practices
Able to translate strategy into execution
Strong coaching & facilitation and stakeholder management skills
Resilient, adaptable, strategic and hands-on mindset
Proficient in CRM and sales analytics
Performance-driven with leadership skills
What we offer  At Friesland Campina you work on strong, globally loved brands in B2C and B2B enjoyed by millions every day, like Friso, Campina, Chocomel, Frisian Flag and Debic. As a farmer-owned cooperative, we combine an international environment with a clear social and sustainable purpose. We support your growth through training, coaching and internal career opportunities. With trust and autonomy, you can make real impact.
Salary depending on experience and fit for the role.
A work week of 32 to 40 hours, company bonus and a pension scheme.
Hybrid working with flexible working hours and a train card
200 hours of annual leave, with the option to buy or sell up to 40 hours.
A laptop, phone and home office equipment to support flexible working.
Wellbeing and inclusion initiatives, such as health support, employee assistance programs and diversity initiatives.
Vacancy Description   Sales Execution & Routines  Translating commercial strategy into daily/weekly sales routines, KPI’s. dashboards and performance rhythms.
Embed structured workflows for opportunity management and visit planning, operator engagement, wholesaler activation, and conversion.
Partner with marketing / CE teams to ensure a seamless, integrated lead flow, content and campaigns driving sales conversions.

Capability Building & Coaching  Coach sales teams (team leads) on performance, structured conversations, conversion techniques and customer engagement
Build a scalable capability framework aligned with LAI And ACE Academy methologies
Facilitate structured on-the-job coaching, shadowing and team capability sessions.
Drive uplift in salesforce adoption and skill levels (demonstrated through competency assessments)

Accelerate CRM and digital tool usage (e.g. DDDM dashboards, opportunity management, lead conversion)
Ensure sales teams (Wholesaler and Field Sales) consistently record all activities, and customer data and move towards pipeline mgmt
Partner with CRM, D&I team and commercial analysts to translate date into outcome oriented sales actions
Best practice system & knowledge transfer  Capture unit insights, codify best practices and ensure rapid scaling across markets
Establish a repeatable ‘sales excellence playbook’ for penetration and conversion
Support harmonization of key commercial processes across OPCO’s.

Performance Management  Track and improve conversion rates account penetration, digital usage, and frontline capability metrics.
Provide insights for commercial leaders on performance rhythms, blockers and opportunities.
Ensure structured follow-up on agreed actions and implementation of routines.

Friesland Campina Professional supports food professionals across the out-of-home and food service market, including wholesalers, distributors, cafés and restaurants. With deep expertise in dairy and dairy alternatives, we combine market insights, strong brands and commercial know-how to develop solutions that help our customers grow.
Your work location will be at a Friesland Campina Professional office location. You will report to the Managing Director of Professional Europe. The role has no direct reports but works closely with approximately 100 colleagues across frontline sales and channel marketing teams throughout Europe.
You will operate in a matrix organisation, partnering with local sales leaders and commercial teams, with a primary focus on Italy, France and Spain. You may also work with external coaching and digital enablement partners and occasionally engage with key wholesalers on joint business planning.

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