General Manager Northern Europe

Nelsons are looking to appoint a General Manager for Northern Europe to develop and deliver an achievable strategic business plan within the Northern European Countries that will increase the overall number of users of our products leading to increasing sales volume, value and profitability of Nelson’s business in these key target markets, supporting the continued growth of Nelsons’ organisation. Leading a team this person will have the full P& L responsibility for the Region ensuring it achieves the KPI’s and will act as the Legal head of company with Germany.




• Develop the NE strategy that grows sales and profit with a balance of ambition and realism.

• Define the business objectives and operational tactics to achieve the strategic plan in agreement and alignment to the global strategy

• Proactively EXECUTE plans and track performance against the plan and manage as necessary to deliver the objectives.

• Take ownership for delivery of all elements of the strategic plan and ensure the NE Team are fully aligned behind it.




• Define a commercial plan with the regional sales team to achieve the annual sales and profit budget

• Define joint business plans with key retailers that:

• Grow Nelsons sales and profit sustainably within customers and channels

• Grow Nelsons total P&L profitability annually

• Delivers effective “perfect store” visibility and in store promotions with measureable ROI

• Achieve weekly, monthly and qtly monthly sales targets as well as the full in financial year

• Accurately forecast the NE leading SKUs to within the agreed MAPE (12 month MAT)

• Maximise the directs business on sales, profit and manageability



• Distributor search & selection

• Distributor evaluation, change and new recommendations

• Develop the 3-5 year business plan per country with agreed price structure

• Negotiate and put in place the distributor agreement using Nelsons contract template

• Deliver the Nelsons P&L attached to the business plan over the duration of the contract

• Recommend and work with the local country to meet/ outperform budgets and plans

• Ensure sales and stock reports, purchase forecasts, exchange rate policies and marketing plans are updated on a regular basis either in line with agreed processes or contractual agreements

• Ensure Nelsons best practice templates for distributor management are followed and properly



• Develop a NE marketing plan and have approved by the CCO / CMO

• Set objectives that can be measured and directly impact the consumer objectives

• Define a marketing plan/ calendar by retailer / distributor

• Ensure retailer and marketing promotions are effective with good ROI

• Measure performance and effectiveness of the marketing plan/ initiative in an unbiased way

• Maximise the launch of New Product with Nelsons current portfolio to maximum effect

• Ensure adherence to the Nelsons NPD stage gate process and accurately/ timing complete all necessary input documents when required

• Maximise the launch of New Products outside of Nelsons existing portfolio to help develop new categories and build leading brands for the future

• Conduct PR in an cost effective manner and evaluate results to publicise success

• Work with Group Marketing on trademarks and any local market research



• Work with the SCO to ensure smooth product supply to NE customers

• Adhere to MOQs, EOQs, Lead times to ensure smooth delivery

• Accurately measure, monitor and accrue any:

o Artwork changes – minimise and operate efficiently

o Discontinuations – minimise write offs

o Slowing moving SKUs/ low shelf life – encourage plans to increase sales and accrue for any potential write offs

• Stock – agree a stock level with SCO that delivers an acceptable customer satisfaction and not too high an inventory with finance

• Ensure all NE products within the NE countries comply with the appropriate laws and regulations

• Work with the regulatory team to ensure the above occurs with minimal disruption

• Pro-actively bring forward any regulatory impacts you are aware of and work in a pro-active way to drive these changes forward



• Ensure accurate daily, monthly, quarterly and annual financial reporting for the NE accounts

• Fully comply with the Nelsons IBP process

• Supply all reports via your finance Business partner to group finance

• Budget in accordance with the Nelsons annual planning calendar and budget timetable

• Ensure financial targets are achieved including:

         - Forecasting

         - Sales

         - Profit

         - Cash flow-o Inventory



• Motivate, manage, train, and challenge the NE team

• Develop the NE team by using best practice tools and processes

• Motivate the NE team by setting clear, challenging and achievable objectives

• Arrange regular 121s including appraisals with your direct reports to ensure they are on track with their budgets and objectives

• Sign off all direct reports expenses in line with the company policy

• Assess the NE team in terms of their next career moves and ultimately develop them accordingly. Ideally setting up succession planning for the NE GM role



• Complete a monthly report on the NE performance

• Complete any ad hoc analysis

• Attend any regular or ad hoc meetings

• Conduct any other tasks




Educated to degree level or higher



• Proven experience of growing a brand business in the region from development of the strategic plan through to the successful execution in a distributed Sales environment.

• Proven sales track record and managing a sales Team and a multi functional experience / understanding across mktgg, shopper, finance and other related business functions

• Experience of SFE is desirable

• Demonstrated Leadership / People Management Skills with the proven ability to develop team members to their full potential through effective coaching, listening and supporting.

• Proven experience of optimising a P&L in a distributed Sales/ Commercial multi-country environment

• Commercial Business acumen with an ability to detect and implement value creation opportunities without compromising standards.

• Detailed knowledge of the Northern European Markets retail environment.

• Sound Commercial Business Judgement skills with strong customer focus.

• Strong organizational skills with the ability to pre-empt issues through forward planning.

• Outstanding strategic and tactical influencing skills.

• Excellent interpersonal & communications skills both written and verbal.

• An excellent ambassador for Nelsons brand with real Platform Competence

• Results orientated with a proven track record of achieving results

• Proven multi- country experience with excellent cultural awareness.

• Commercial experience / understanding of the regulatory environment for Natural Healthcare products.

• Ability to make high quality decisions through evaluating all relevant data and reaching unbiased and logical conclusions.

• Ability to work in team and is a proactive team player.

• Good statistical and numerical ability.

• Ability to work well under pressure.