Sales Director, B2B

AlphaPet Ventures GmbH

Senior commercial leader for C-Pro, responsible for driving B2B business growth in Belgium. Lead a sales team and develop key account relationships in the pet retail market.

Posted 7/8/2026full-timeLoncin • 🇧🇪 BelgiumLeadWebsite

About the role

Key responsibilities & impact

We are looking for a senior commercial leader to own the B2B business for C-Pro in Belgium — and grow it.
Drive growth in independent pet retail — C-Pro's core channel — and expand key account relationships with Belgium's leading pet retail chains.
Lead the Flanders market expansion — C-Pro is strong in Wallonia and underrepresented in Flanders.
Building the Flemish customer base is a strategic priority and a measurable mandate for this role.
Grow and develop the breeder network: 1,000+ active breeders are a strategic asset that needs dedicated attention and a clear growth plan.
Set the customer strategy: who to prioritise, who to grow, who to deprioritise.
Define the B2B channel strategy across independent pet retail, key accounts, and the breeder channel — aligned with brand positioning.
Negotiate customer terms, pricing, payment targets, and contracts.
Build and manage a complete customer pipeline.
Lead and develop the C-Pro sales team: 4 Sales Representatives and 1–2 Inbound Sales, with scope to expand into Key Account Management and Trade Marketing over time.
Coach, enable, and grow your people — this is a development role, not just a management role.
Build a performance-oriented, autonomous team culture with scalable processes aligned to group standards.
Own trade marketing for C-Pro — plan and execute promotions, POS measures, and retail co-marketing activities.
Shape and build trade marketing capability for the brand; strong growth potential in this area.
Execute product launches in Belgium: customer listings, price lists, launch communication, and customer mobilisation.
Feed demand signals to SCM proactively — new listings, promotions, forecasts — on time, every time.

Requirements

What you’ll need

Several years of experience leading a sales organisation with full commercial accountability — consumer goods or pet food background strongly preferred.
Strong knowledge of the Belgian retail market: specialty pet retail, independent stores, retail chains, and ideally the breeder or enthusiast community.
A strong negotiator at key account management (KAM) and director level — comfortable closing deals with both small independents and large retail groups.
Analytical and data-driven — you know your numbers and act on them.
Track record of building or developing a sales structure, not just running one.
Affinity with trade marketing — promotions, in-store activation, and retail partnerships — or the drive to develop this area from the ground up.
Hands-on: you visit stores, close deals, and solve problems alongside your team.
Open to digital tools and new ways of working — you want to be best-in-class, not just good enough.
Bilingual French / Dutch; English mandatory; German a plus.

Benefits

Comp & perks

The commercial result is yours — revenue, costs, and everything in between.
A portfolio of strong premium brands backed by shared sourcing, product development, and supply chain infrastructure.
Direct line to group leadership — short paths, fast decisions.
A peer network of regional Sales Directors across DACH, UK, and International markets.
A clear growth path: expand your scope to more brands in Belgium or a full Benelux mandate.
Flat hierarchies, an open culture, and a company where commercial leaders shape the business.

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

Sales Organization LeadershipNegotiation SkillsCustomer Pipeline ManagementRetail Market KnowledgePromotions and In-Store Activation

Soft Skills

Coaching and DevelopmentProblem SolvingTeam BuildingHands-On ApproachPerformance Orientation