VP Sales EMEA & GTR

Distributor Management & Channel Expansion

Establish and execute a comprehensive distributor management framework across the EMEA region, with an emphasis on compliance, accountability, and sustainable growth.

• Evaluate, select, and negotiate with potential distributors and key partners with a particular focus on premium channels, HORECA, specialty retail, and VIP accounts.
• Forge strategic relationships with leading distributors, partners, and retailers, providing ongoing support, training, and incentives to enhance performance and loyalty.
• Lead the global Travel Retail agenda and strategies, collaborating closely with local teams to optimize resources and opportunities. This includes assuming responsibility for global customer relationships and overseeing a dedicated resource managing daily operations.
• Conduct quarterly and annual distributor reviews, establishing clear targets and quality standards for portfolio representation, sell-through rates, and local market activations.
• Address distribution conflicts and refine territory coverage in both established and emerging cigar markets.
• Ensure that standard distribution contracts are in place to clarify responsibilities and foster strong relationships, while also enabling data-driven decisions when necessary.

Team Leadership & Development

Create, coach, and motivate a high-performing sales organization across diverse European markets, promoting a culture of collaboration, adaptability, and continuous improvement.

• Oversee budgets, develop comprehensive forecasts, establish pricing strategies, manage inventory, and ensure compliance with financial targets.

Sales Leadership & Revenue Growth

Guide the European and Global Travel Retail sales team in achieving ambitious revenue and market share objectives. Lead our expanding operations in Switzerland, building capabilities and driving sales growth.

• Collaborate closely with regional teams and global customers to maximize program participation and opportunities.
• Identify avenues for expansion, including untapped markets, channels, product launches, and distinctive customer segments.
• Monitor and analyze market trends, adapting strategies to reflect evolving consumer preferences, regulatory changes, and competitive dynamics.

Brand Positioning & Market Development

Enhance brand awareness, execution, and activation within specific markets and channels, focusing on key performance indicators such as market share and depletion metrics.

• Leverage data and insights to discern evolving consumer preferences, market trends, and competitive landscapes, transforming these into actionable sales strategies.
• Champion Plasencia Cigars’ premium brand positioning through distributor-driven events, trade shows, tastings, and experiential promotions.
• Partner with the marketing team on region-specific campaigns and educational initiatives for distributors, retailers, and clients.
• Represent Plasencia Cigars at prominent industry events, trade fairs, and VIP gatherings to strengthen prestige and cultivate relationships.

Operational Excellence

Facilitate internal training for distributors on compliance, product features, and effective sales techniques.

• Collaborate closely with the supply chain and S&OP global team to ensure product availability and operational efficiency across all markets.