Translate business strategy into revenue, volume, and distribution targets
Define channel and customer priorities
Develop growth plans (“where to play / how to win”)
Support Annual Operating Plan (AOP) development and forecasting alignment with leadership
Define territory structure, sizing, and store prioritization (80/20 focus)
Design coverage models and call frequency strategies
Optimize sales productivity (impact vs. cost to serve)
Support sales organization redesign toward higher-impact coverage
Define KPIs aligned to business objectives (distribution, advocacy, activation, ROI)
Track performance against plan (gap-to-target, risks, opportunities)
Ensure clear accountability across Field Sales and Strategic Accounts
Enable performance-driven decision-making
Develop customer segmentation based on size of prize, strategic relevance, and growth potential
Define customer tiers with differentiated strategies and engagement models
Track performance against customer contracts, trade agreements, and Joint Business Plans (JBPs)
Ensure agreements are executed effectively and deliver expected value
Act as the key connector between Sales and Finance for trade planning and execution
Align trade budgets, accruals, and phasing across customers and channels
Ensure visibility of planned vs. actual trade spend
Track performance vs. expected ROI and manage variances
Lead Customer Planning & JBP Orchestration
Own the annual customer planning calendar

Minimum of a BA/BS in a business related field
MBA or advanced degree or comparable experience is an asset
Minimum 5 years of business experience in CPG industries, working in sales planning, Commercial Strategy or related roles
Solid understanding of industry and trade channel
Ability to travel up to 20% of the time
Strong analytical and strategic thinking capabilities
Experience working cross-functionally with Sales and Finance teams
Proven ability to translate strategy into actionable plans and measurable outcomes
Strong communication and stakeholder management skills
Advanced proficiency in Excel and sales planning/analytics tools

Senior Manager, Sales Planning

Key skills