Away From Home Regional Sales Executive

  • Madrid, Spain
  • Full-time

Company Description

We serve the world by making food people love. As one of the world’s leading food companies, General Mills believes that food should make us better.

Food brings us joy and nourishes our lives, connecting us to each other and the earth. General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Yoplait and more.

Job Description

The AFH Regional Sales Executive is a member of the Sales Department and reporting to the AFH Manager is responsible for managing and developing AFH Distributors and Customers. Plans and leads all commercial related activities to ensure timely and effective execution of defined sales targets.


  • Manages AFH distributors and customers in the assigned area
  • Negotiates annual plans with AFH distributors and customers
  • High capacity to create customized annual plans for distributors (Joint Business Plan) to meet their specific needs
  • Closely follows-up of JBPs, launch of innovation, distribution KPIs and promotional activity to assure best in-class commercial and POS execution
  • Close interaction with the field sales force of the distributors to better understand their business needs and support in the implementation of strategies  
  • Experienced in demand planning
  • Experienced in Financial management and P&L optimization, responsible for optimization of Trade support budgets
  • Plans and anticipates for unexpected changes in the market place
  • Identifies new business opportunities for our brands in the AFH channel



University Degree Business Administration /Economics

MBA desirable

Minimum 3-4 years in Multinational environment (preferable FMCG industry)

Minimum 2-3 years of experience in AFH channel managing key distributors (preferable FMCG industry)

High English skills

Additional Information

Competencies / Skills

Ability to develop strong and strategic relationship with distributors, with seniority to deal with owners and top management

Strong background and proved experience in AFH channel (ideally impulse & Convenience)

Strong Finance background and P&L management

Experience in Trade Marketing and Category Management (desirable)

Strong Growth and creative mindset

Highly oriented to results

Availability to travel at least 60% of the time

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