Dairy Sales Director Job Description

This Dairy Sales Director job description sets out the main duties, qualifications, skills and measures of success for the role, which is also known as Head of Sales, VP Sales, National Sales Director or Export Sales Director. Download it free as a Word or PDF template and adapt it for your own vacancy.

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Job title	Dairy Sales Director
Also known as	Head of Sales, VP Sales, National Sales Director, Export Sales Director
Department	Dairy leadership and board
Reports to	Chief Executive Officer
Direct reports	Heads of retail, food-service, ingredients and export sales, key account managers and sales operations

What does a Dairy Sales Director do?

Leads the sales strategy and team for a dairy business across retail, food-service, ingredients and export channels. Grows profitable volume, manages key customer relationships and pricing, and helps the business get the best return for its milk.

Dairy Sales Director duties and responsibilities

Sales strategy and planning

Set the sales strategy for each channel in line with the business plan and the milk available
Build annual and longer-term sales plans covering volume, price, mix and margin
Identify new markets, customers and product opportunities in each channel
Balance sales across channels to get the best overall return for milk

Key accounts and customer relationships

Lead relationships with the largest retail, food-service and ingredients customers at senior level
Negotiate supply contracts, trading terms and joint business plans
Make sure service, delivery and quality commitments to customers are met
Resolve major customer issues quickly with operations, technical and supply chain teams

Pricing and commercial performance

Set pricing strategy and approve prices, promotions and discounts
Manage exposure to commodity price movements in butter, powders and cheese with finance
Track customer and product profitability and act on poor returns
Produce accurate sales forecasts to support production and milk planning
Report sales performance and risks to the executive team and the Board
Make sure pricing and customer dealings comply with competition law

Export and ingredients

Develop export markets, distributors and agents within the business's risk appetite
Manage export documentation, payment terms and credit risk with finance and logistics
Sell commodity and specialist ingredients to food manufacturers and traders
Monitor global dairy markets, trade rules and competitor activity

Sales team leadership

Lead, coach and develop the sales team and set clear targets
Design incentive schemes that reward profitable and responsible selling
Build sales capability in negotiation, category management and customer insight
Work closely with marketing on brand plans, launches and trade activity

Dairy Sales Director qualifications and experience

Essential

Degree or equivalent experience in business, marketing or a related field
Extensive senior sales leadership experience in dairy, food or fast-moving consumer goods
Proven record of negotiating with major retail, food-service or industrial customers
Experience of commodity-linked pricing and margin management
Track record of leading and developing sales teams
Strong financial and commercial skills

Desirable

Experience of export sales and international trade
Experience of selling dairy ingredients such as powders, butter or cheese
Knowledge of category management and shopper insight
Experience in a co-operative or farmer-owned business

Skills and attributes

Negotiation and influencing
Commercial and financial acumen
Strategic planning
Leadership and team motivation
Building relationships at senior level
Data analysis and forecasting
Clear, persuasive communication

How success is measured

Sales volume and revenue against plan
Gross margin and contribution by channel, customer and product
Sales forecast accuracy
Price achieved against market benchmarks
Retention and satisfaction of key accounts
Debtor days and bad debt, including export customers

Working conditions and safety

Office-based with frequent travel to customers, trade events and export markets, including international travel. Some evening and weekend work is needed around customer meetings and trade events.

Lead by example on health, safety, food safety and animal welfare
Uphold the code of conduct and all legal and compliance requirements
Raise concerns and report incidents promptly

Dairy Sales Director interview questions

Use these questions to assess candidates for a Dairy Sales Director role. Each one includes what a good answer shows.

How do you decide the best mix of retail, food-service, ingredients and export sales for the milk available?
What a good answer shows: Weighs margin, risk, capacity and customer commitments, and understands how product mix affects the overall return for milk.
How do you protect margin when butter and powder prices move sharply?
What a good answer shows: Uses index-linked contracts, regular price reviews, hedging with finance where suitable and clear customer communication.
What makes a strong joint business plan with a major retailer?
What a good answer shows: Shared goals, category insight, clear volume and margin targets, promotional plans and regular reviews.
How would you approach entering a new export market?
What a good answer shows: Assesses demand, regulations, competitors, partners and credit risk, and starts with a controlled, well-supported entry.
A major retailer demands a price cut you believe is unprofitable. How do you respond?
What a good answer shows: Uses cost and market facts, explores alternatives such as mix or promotions, and is prepared to walk away.
Milk supply falls sharply and you cannot meet all customer orders. What do you do?
What a good answer shows: Prioritises by contract, margin and relationship, communicates early and honestly, and works with milk supply on solutions.
How do you make sure your team complies with competition law when dealing with customers and competitors?
What a good answer shows: Understands the rules on pricing and information sharing, provides training and clear guidance, and acts on breaches.
How do you manage credit and payment risk with export customers?
What a good answer shows: Uses credit checks, secure payment terms, credit insurance or letters of credit, and sets exposure limits.
How would you design a sales incentive scheme that rewards the right behaviours?
What a good answer shows: Links rewards to margin and customer outcomes, not volume alone, keeps it simple and avoids unintended incentives.
How do you develop key account managers into future sales leaders?
What a good answer shows: Coaches, gives stretching accounts, involves them in strategy, provides training and gives honest feedback.

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Frequently asked questions

What does a Dairy Sales Director do?

What qualifications does a Dairy Sales Director need?

Employers usually look for: degree or equivalent experience in business, marketing or a related field; extensive senior sales leadership experience in dairy, food or fast-moving consumer goods; proven record of negotiating with major retail, food-service or industrial customers.

Who does a Dairy Sales Director report to?

A Dairy Sales Director usually reports to the Chief Executive Officer. Direct reports typically include heads of retail, food-service, ingredients and export sales, key account managers and sales operations.

Can I use this Dairy Sales Director job description for my own vacancy?

Yes. Download the free Word template, add your location, contract and salary details, and adapt the duties to your site. You can then advertise the role on Dairy Jobs.