Sales Manager Wholesale BLUX & Traditional Trade Lead BNLX

Overview

The Sales Manager Wholesale BLUX & Traditional Trade Lead BNLX is accountable for building and leading a scalable BNLX Traditional Trade and BLUX Wholesale growth platform.

The role has a dual mandate: accelerating the established Netherlands Traditional Trade roadmap while defining and implementing the Belgium Traditional Trade and Wholesale strategy, Go-To-Market model and execution roadmap required to unlock a structurally underdeveloped channel.

In the Netherlands, the focus is on accelerating outlet development, expanding distribution, strengthening execution and scaling the Traditional Trade model.

In Belgium and Luxembourg, the role will translate proven Netherlands learnings into market-specific strategies, develop strategic wholesale partnerships, and build the capabilities and execution model required to drive sustainable growth.

This role is critical to unlocking significant whitespace opportunities across BNLX through Traditional Trade, regional and ethnic wholesalers, preferred national partners and strategic channel partnerships, delivering accelerated growth across volume, net revenue, profitability and market share.

Responsibilities

Business

• Own delivery of BNLX Traditional Trade and BLUX Wholesale AOP targets across volume, net revenue, profitability and market share.
• Accountable for the BLUX Wholesale agenda across priority national, regional and ethnic wholesale customers.
• Responsible for building strategic Wholesale and Traditional Trade partnerships, including the execution of the Van Dijk partnership and scaling successful learnings across BNLX.
• Define the BNLX Traditional Trade Go-To-Market approach and BLUX Wholesale strategy across regional wholesalers, preferred national partners and strategic data-sharing partnerships.
• Drive outlet conversion, distribution expansion and revenue growth through effective channel execution and customer development.
• Leverage market insights, customer data and performance analytics to identify growth opportunities and strengthen channel competitiveness.

Organization & Leadership

• Lead, coach and develop the Traditional Trade and Wholesale teams, ensuring strong execution discipline, capability building and delivery against channel targets.
• Design and operationalize the BNLX Traditional Trade and Wholesale execution model required to drive scalable growth across the Netherlands, Belgium and Luxembourg.
• Build strong cross-functional partnerships with Sales, Shopper Marketing, Marketing, Finance and Supply Chain to accelerate channel development.
• Represent Traditional Trade and Wholesale in relevant leadership and cross-functional forums, ensuring channel priorities are embedded in business planning.
• Collaborate with Sector and European teams to share best practices and drive continuous improvement across the channel.

Qualifications

• Strong combination of strategic thinking and hands-on execution leadership.
• Results-oriented growth leader with clear communication, high ownership and strong commercial drive.
• Strong communication, influencing and relationship management skills across senior stakeholders, cross-functional teams and external partners.
• Strong business acumen and P&L mindset, with ability to balance growth, profitability and investment choices.
• Transformational mindset: able to challenge the status quo, simplify complexity and define how PepsiCo wins in underdeveloped channels.
• Strong analytical and conceptual skills, with ability to translate strategy into clear priorities, execution plans and measurable outcomes.

• Graduate / University degree or equal through experience

• Minimum 6 years of FMCG experience, ideally with exposure to sales leadership, customer development, route-to-market or channel strategy.
• Fluent Dutch + English required

Preferred locations: Utrecht NL, Zaventem BEL