Head of Commercial

ROLE SUMMARY

The Head of Commercial is responsible for driving profitable revenue growth across all sales channels: Owned Retail, B2B wholesale, and Online while building a commercial ecosystem that supports Avamora's regional expansion roadmap. Currently 7 owned retail, 300+ retailer doors with multiply ambition in upcoming years. This role translates strategy into execution, designs commercial structure, leads channel performance, and orchestrates cross-functional alignment between product, marketing, operations, and finance.

KEY RESPONSIBILITIES

1.⁠ ⁠Growth & Revenue Leadership

• Build and own the annual commercial plan & revenue forecast aligned with company targets.

• Drive YoY growth, channel productivity, and profitability across retail, B2B, and e-commerce.

• Identify new growth opportunities: markets, partnerships, distribution models, and expansion.

2.⁠ ⁠Channel Strategy & Execution

• Lead commercial strategy for owned stores, B2B retailers, and online channels.

• Optimize channel mix, assortment, pricing, promotions, and margin performance.

• Develop scaling playbook for regional expansion

3.⁠ ⁠Sales & Performance Management

• Build KPI frameworks and dashboards to monitor channel health and weekly trading.

• Set revenue targets, productivity benchmarks, incentive schemes, and performance rhythms.

• Cultivate high performance culture with discipline, cadence, and accountability.

4.⁠ ⁠Commercial Operations & Forecasting

• Align demand planning and inventory strategy with operations & supply chain.

• Reduce stock risk, increase sell-through rate, and improve cash conversion cycle.

• Partner with Finance on budgeting, trade terms, and profitability optimization.

5.⁠ ⁠Trade & Retail Excellence

• Lead trade marketing strategy, commercial activation calendars, and store productivity.

• Strengthen retail experience through SOPs, training, merchandising, and CRM actions.

6.⁠ ⁠Stakeholder & Relationship Building

• Manage and negotiate strategic partnerships (B2B retailers, landlords, distributors).

• Strengthen internal alignment with Marketing, Operations, and Product teams.