Commercial and Marketing Director - North America
Location: United States - North Carolina
Reporting to: CMSO
Geographical Scope: United States, Mexico and Canada
Role Purpose
The Commercial and Marketing Director - North America is the overall business leader for Farmina across the United States, Mexico and Canada. Reporting to the CMSO, the role is accountable for the region's P&L and for coordinating the functions required to deliver the business strategy, while directly leading Sales and Marketing.
The role is accountable for regional revenue, profitability, budgeting, forecasting, cash flow and working capital, working closely with Finance, Supply Chain, Operations, Veterinary, Digital and other functions to ensure effective business execution.
Working in close partnership with the CMSO, Farmina's Global Functions and Management Board, the Commercial and Marketing Director - North America translates the Group's strategic priorities into clear regional plans, ensuring that sales, marketing, investments, capabilities and resources support Farmina's long-term growth ambitions.
The position requires a highly entrepreneurial, commercially driven and hands-on leader who can accelerate growth, build effective Sales and Marketing capabilities and maintain rigorous financial discipline in a fast-growing international environment.
Key Responsibilities
- Commercial Strategy & Regional Leadership
- Define and execute the North America commercial strategy in alignment with Farmina's global strategic priorities.
- Translate Group objectives into clear regional sales and marketing plans, priorities and measurable targets.
- Identify opportunities for sustainable growth, market expansion and increased brand penetration across the United States, Mexico and Canada.
- Continuously assess market dynamics, competitive developments and emerging business opportunities.
- Provide strategic recommendations to the CMSO and, through the established governance process, to the Group CEO and Management Board regarding commercial investments, organizational needs, pricing, channels and market development.
- Ensure effective execution of Board decisions and global commercial initiatives throughout the region.
- P&L & Financial Performance
- Hold accountability for the North America P&L, ensuring achievement of revenue, gross margin, profitability, cash flow and operating performance targets.
- Lead the annual commercial budgeting, forecasting and business planning processes in collaboration with Finance and Global Functions.
- Monitor commercial and financial performance through relevant KPIs, including revenue, margins, profitability, cash flow, working capital and return on investment.
- Ensure disciplined cost management and appropriate return on investments.
- Identify financial risks and performance gaps and implement timely corrective actions.
- Support working-capital optimization and sustainable financial growth.
- Commercial Growth & Market Development
- Drive sustainable revenue growth across Farmina's key channels and customer segments.
- Strengthen Farmina's position with strategic customers, distributors, retailers, veterinary partners and other relevant stakeholders.
- Develop and maintain relationships with key accounts and strategic business partners.
- Ensure effective execution of pricing, channel, customer and commercial strategies.
- Identify opportunities for geographic expansion and new business development.
- Ensure alignment between Sales, Marketing, Veterinary, Digital and other commercial functions.
- Maintain strong market and customer proximity, personally engaging with strategic accounts and partners when appropriate.
- Brand & Market Positioning
- Ensure that Farmina's positioning, values and premium brand proposition are consistently represented across North America.
- Partner closely with Global Marketing and other relevant functions to adapt and execute global strategies appropriately within the regional market.
- Support initiatives that strengthen brand awareness, customer engagement and consumer preference.
- Ensure appropriate alignment between commercial growth ambitions and long-term brand development.
- Commercial Organization & People Leadership
- Build and lead a high-performing North American Sales and Marketing organization.
- Define the commercial capabilities and organizational structure required to support current and future business growth.
- Attract, develop and retain strong talent across Sales, Marketing and related commercial functions.
- Establish clear accountability, objectives and performance expectations across the commercial organization.
- Foster collaboration between the North American commercial teams and Farmina's Global Functions.
- Promote a commercial culture of ownership, accountability, customer focus, agility, collaboration and continuous improvement.
- Develop leadership capabilities and succession plans for critical commercial positions.
- Work closely with Global HR on commercial organizational design, talent management, compensation and major people decisions.
- Cross-Functional Business Execution
- Ensure effective coordination between Sales, Marketing, Veterinary, Digital, Finance, Supply Chain, Operations and other key functions operating within North America.
- Translate commercial plans and demand forecasts into clear requirements for supply chain, production, procurement and inventory planning.
- Work closely with Finance, Operations and Global Functions to ensure that local capabilities and resources support profitable growth and customer requirements.
- Ensure effective execution of strategic commercial projects and major transformation initiatives.
- Escalate cross-functional barriers and facilitate timely decisions required to deliver commercial and financial objectives.
- Governance, Compliance & Commercial Risk Management
- Ensure that all commercial activities in North America comply with applicable laws, regulations and Farmina corporate policies.
- Maintain appropriate commercial governance, approval processes and internal controls in collaboration with Finance, Legal and other Global Functions.
- Ensure timely escalation and management of significant commercial, financial, legal, compliance and reputational risks.
- Partner with Global Finance, Legal, HR, IT and other corporate functions to maintain appropriate standards, controls and reporting.
- Represent the Company with strategic customers, distributors, partners and other external stakeholders where appropriate.
- Global Collaboration
- Act as the regional business link to the CMSO, Management Board and Global Functions, ensuring alignment on commercial priorities and broader business performance.
- Ensure transparency and timely communication regarding commercial and financial performance, risks, opportunities and organizational developments.
- Actively contribute to Farmina's global commercial strategy and cross-market initiatives.
- Share North American market insights and best practices across the Group.
- Balance local market needs with global priorities, standards and governance.
Key Performance Indicators
Performance may be assessed through a combination of financial, commercial, organizational and strategic indicators, including:
- Revenue growth
- EBITDA / profitability
- Gross margin
- Budget achievement
- Cash flow and working capital
- Market share / market penetration
- Key account development
- Distribution and channel development
- Customer performance and retention
- Successful execution of strategic initiatives
- Organizational effectiveness
- Employee engagement and retention of key talent
- Leadership pipeline and succession readiness
- Compliance with Group governance and policies
Candidate Profile
Experience
- Significant senior leadership experience leading Sales, Marketing or a major commercial organization across a business or region.
- Proven experience with P&L ownership and accountability for business performance.
- Strong track record of delivering profitable growth and developing businesses in complex or competitive markets.
- Experience managing multidisciplinary teams across Sales, Marketing and related commercial functions, with strong cross-functional exposure to Finance, Supply Chain and Operations.
- Strong exposure to the United States market, ideally with additional experience in Mexico and Canada.
- Experience within pet food, FMCG, consumer goods, nutrition, animal health or another relevant premium consumer sector would be highly desirable.
- Experience in an international or multinational organization with significant interaction with global headquarters and corporate functions.
- Demonstrated experience in organizational development and building high-performing teams.
- Experience managing strategic customers, distributors and/or complex go-to-market models.
Education
- Bachelor's degree in Business Administration, Economics, Marketing, Finance or a related discipline.
- MBA or equivalent postgraduate qualification would be an advantage.
Leadership & Behavioral Competencies
The successful candidate should demonstrate:
Strategic Leadership
Ability to translate long-term business objectives into clear priorities and executable plans.
Commercial Acumen
Strong understanding of markets, customers, channels and the commercial drivers of profitable growth.
Ownership & Accountability
Strong personal accountability for business outcomes and willingness to take responsibility for difficult decisions.
Entrepreneurial Mindset
Ability to identify opportunities, challenge established approaches and operate effectively in a growing organization.
Execution & Results Orientation
Strong focus on delivery, prioritization and turning strategy into measurable business results.
Agility & Resilience
Ability to adapt quickly to changing circumstances and maintain effectiveness in a dynamic and demanding environment.
People Leadership
Ability to attract, inspire, develop and hold senior commercial leaders accountable.
Collaboration & Influence
Ability to operate effectively across countries and functions, influencing stakeholders without relying solely on hierarchy.
Decision Making & Problem Solving
Ability to make sound decisions in situations involving complexity, ambiguity and incomplete information.
Communication & Stakeholder Management
Strong executive communication skills and the ability to build credible relationships internally and externally.
Languages
- Fluent English is required.
- Additional languages would be considered an advantage.
This job description may not be inclusive of all assigned duties, responsibilities, or aspects of the job described, and may be amended at any time at the sole discretion of the Employer.
