Commercial Director – International Sea Food Company

Job description

Commercial Director – Seafood Canning

Position Summary

The Commercial Director is responsible for leading the company's commercial strategy to achieve sustainable revenue growth, increased profitability, stronger market positioning, and long-term customer partnerships. The role oversees Sales, Marketing, Business Development, Brand Management, Trade Marketing, Customer Service, Pricing, and Commercial Planning across domestic and international markets.
The Commercial Director develops and executes strategies that maximize market share while ensuring profitable growth, customer satisfaction, and alignment with the company's production capacity and strategic objectives. The Commercial Director  will report to the Chief Executive Officer (CEO)

Key Responsibilities

Commercial Strategy

Develop and implement the company's commercial strategy.
Build sustainable revenue growth across existing and new markets.
Align commercial plans with production, supply chain, and financial capabilities.
Deliver annual sales, profitability, and market share targets.

Sales Leadership

Lead domestic and international sales operations.
Develop regional growth strategies.
Establish annual sales budgets and forecasts.
Monitor sales performance and implement corrective actions.
Negotiate strategic customer agreements.

Marketing & Brand Management

Develop corporate and product marketing strategies.
Build strong private label and company-owned brands.
Improve brand awareness and customer loyalty.
Lead product launches and promotional campaigns.
Strengthen digital marketing presence.

Market Positioning

Position the company as a preferred seafood supplier.
Develop competitive differentiation strategies.
Monitor competitor activities and pricing.
Identify emerging market opportunities.
Increase presence in premium and value segments.

Business Development

Identify new distributors and strategic customers.
Expand exports into new countries.
Develop strategic partnerships.
Support new product development based on market trends.

Profitability Management

Ensure profitable sales rather than volume alone.
Lead pricing strategy.
Optimize customer and product profitability.
Improve gross margin performance.
Manage commercial risks.

Customer Relationship Management

Build executive relationships with key customers.
Improve customer satisfaction.
Resolve major commercial issues.
Develop long-term strategic partnerships.

Commercial Planning

Lead annual sales planning.
Improve forecast accuracy.
Coordinate demand planning with Operations and Supply Chain.
Optimize inventory and product availability.

Cross-functional Leadership

Collaborate closely with Operations, Supply Chain, Procurement, Finance, Quality Assurance, and Research & Development to ensure successful commercial execution.

Key Performance Indicators (KPIs)

Financial

Revenue Growth (%)
Gross Profit
EBITDA Contribution
Commercial Margin
Net Profit Contribution

Sales

Sales Volume
Sales Value
Export Growth
Market Share
Customer Retention
New Customer Acquisition

Marketing

Brand Awareness
Brand Equity
Product Launch Success
Campaign ROI

Market Development

New Markets Entered
New Distributors Appointed
New Private Label Customers
Strategic Partnerships

Customer Excellence

Customer Satisfaction Score
On-Time Delivery Performance
Complaint Resolution Time

Commercial Excellence

Forecast Accuracy
Pricing Compliance
Sales Budget Achievement
Working Capital Improvement

Required Qualifications

Bachelor's degree in Business, Marketing, International Business, or related field.
MBA preferred.
12–15 years of commercial leadership experience.
Minimum 5 years in senior commercial management.
Seafood, FMCG, or food manufacturing experience preferred.
International export experience is essential.

Required Competencies

Strategic thinking
Commercial acumen
Sales leadership
Marketing strategy
Brand development
Negotiation
Financial analysis
Market intelligence
Customer relationship management
Team leadership
Change management
Decision making
Cross-functional collaboration

Preferred Industry Experience

Canned tuna
Canned sardines
Seafood processing
FMCG
Private label manufacturing
Retail and foodservice channels
International export markets

Success Profile

Deliver profitable and sustainable sales growth.
Expand the company's international footprint.
Strengthen the company's brands and market position.
Build high-performing commercial teams.
Develop strategic customer relationships.
Increase market share while protecting margins.
Position the company as a leading regional seafood producer and trusted global private-label partner.