Commercial Capability Manager

Strategic Capability Leadership 
✓ Own and drive the end-to-end Sales Capability strategy, aligned to the 
company's commercial growth targets and route-to-market model. 
✓ Design competency frameworks and career progression pathways for all 
sales roles benchmarked against best-in-class FMCG/food 
manufacturing practice. 
✓ Present capability strategy, budget, and ROI to Commercial Leadership 
and Executive Committee. 
✓ Own the annual Sales Capability budget, including training vendor 
contracts, tools, and incentive program spend. 
Capability Building & Training 
✓ Design and deliver advanced training curricula: consultative/solution 
selling, negotiation, category management, distributor management, and 
RTM execution. 
✓ Build and lead a team of internal sales trainers/coaches; set their 
objectives and develop their capability. 
✓ Design and oversee onboarding academies for new sales hires to reduce 
time-to-productivity. 
✓ Partner with HR/L&D to certify sales staff and integrate capability 
standards into performance management and promotion criteria. 
Field Coaching & Performance 
✓ Establish a structured field coaching cadence (GROW model or similar) 
and audit its execution across regions. 
✓ Build the capability of Sales Managers/Supervisors as front-line 
coaches, holding them accountable for team development. 
✓ Own sales productivity KPIs (volume/value per rep, outlet coverage, 
perfect store execution, distribution) and drive corrective interventions. 
Sales Tools, Process & RTM Design 
✓ Own the design and continuous improvement of sales playbooks, 
journey plans, call cycles, and merchandising/execution standards. 
✓ Lead the deployment, adoption, and optimization of SFA/CRM 
platforms; own data quality and usage governance. 
✓ Design incentive schemes, sales contests, and recognition programs that 
drive target behaviours, in partnership with Finance and HR. 
✓ Partner with Trade Marketing/Category teams on capability 
requirements for NPD launches, promotions, and seasonal campaigns. 
Distributor & Trade Capability 
✓ Lead capability-building programs for distributor sales teams, 
merchandisers, and third-party trade partners. 
✓ Design distributor scorecards and capability audits as part of the broader 
RTM excellence agenda. 
Data, Insight & Continuous Improvement 
✓ Use sales performance and CRM data to diagnose capability gaps by 
region/territory/role and prioritise interventions. 
✓ Build dashboards and report that link capability investment to business 
outcomes (growth, market share, productivity, retention). 
✓ Benchmark capability practices against competitors and global FMCG 
standards; bring in external best practice.