National Sales Manager France (mfd)

The position

In this key international sales role, you will assume full commercial responsibility for the presence of a leading European premium beer brand in France - one of the company’s most strategically important and high-potential markets outside its home market. Based in France (ideally in the Île-de-France region), you will report directly to the international Sales Director and lead the development of sustainable, profitable growth across both the On Trade and broader B2B channels.

You will work closely with an established national distribution partner while also identifying and developing new business opportunities that align with the brand’s premium positioning. As an ambassador of one of Europe’s most respected breweries, your mission is to strengthen market access, empower sales partners, and elevate brand visibility and desirability throughout the hospitality and specialty retail segments.

Combining strategic foresight with strong executional drive, you will implement commercial strategies, lead activation efforts at the point of sale, and manage the full sales cycle — from planning and budgeting to negotiations and P&L accountability. Your entrepreneurial spirit and passion for beer culture will be key to forging lasting relationships and turning customers into committed brand advocates.

Core Responsibilities

• Grow existing B2B business through close engagement with distributors, wholesalers, and key On Trade accounts
• Identify, acquire, and develop new partnerships - particularly in the CHR (Café, Hotel, Restaurant) channel - that align with the brand’s premium image
• Support and empower the national distribution partner to optimize reach and effectiveness
• Translate market and distribution data into actionable sales and activation plans
• Set and track annual sales targets, promotional strategies, and customer-specific incentives
• Inspire and train sales teams within the partner network to become true brand ambassadors
• Ensure outstanding brand execution at the point of sale, with strong emphasis on visibility, quality, and customer engagement
• Collaborate with central marketing to co-lead brand positioning and implement marketing and trade marketing projects tailored to the French market
• Lead key outlet activation and negotiate flagship partnerships with premium accounts
• Own the commercial planning for France, with full P&L responsibility
• Act as liaison between the French market and headquarters, ensuring strategic alignment and brand consistency

This role presents a compelling opportunity for a commercially driven sales leader with a proven track record in France’s premium beverage industry. You combine hands-on sales expertise with a deep understanding of the On Trade environment and a passion for premium beer.

You bring at least five years of relevant experience in a sales role within the beer or beverage sector, ideally working with premium brands and focusing on the On Trade channel. You’re well-versed in navigating France’s hospitality and specialty retail landscape and bring a strong network and understanding of regional and national dynamics along with you.

Your entrepreneurial mindset is matched by your analytical thinking and structured approach to planning. You have experience working with data and performance metrics, and you know how to turn insights into actions. Your negotiation skills are outstanding, and you thrive in dynamic environments where building strong relationships and creating momentum are key to success.

You are confident, authentic, and persuasive in your communication - both with internal stakeholders and external partners. You lead with energy, empathy, and conviction, and you’re not afraid to roll up your sleeves to make things happen.

You are a commercially minded, internationally oriented sales professional with a strong academic foundation and a passion for the beverage industry. You hold a university degree in business or a related discipline and bring native-level fluency in French, complemented by excellent command of English. Proficiency in German would be a welcome addition, though not essential.

You are highly skilled in Microsoft Office and familiar with modern sales tools and CRM systems, enabling you to manage customer relationships and performance data with ease and precision. Your working style is structured, analytical, and results-driven.

The position requires a high degree of mobility, including regular travel throughout France and scheduled visits to the company’s head office in Germany. Ideally based in the Île-de-France region, you are comfortable navigating both strategic and hands-on commercial responsibilities.

Experience with draught beer technology is considered a strong asset, and a formal Beer Sommelier qualification would further strengthen your profile. Above all, we are looking for a self-motivated individual who can represent a premium European brand with authenticity, confidence, and a strong sense of ownership.

The Company

Our client is one of the most established and respected breweries in Europe, with a long-standing tradition of excellence, quality, and sustainable business practices. Family-owned for generations and deeply rooted in its regional heritage, the company has grown into a leading player in the beverage industry, producing more than 7 million hectoliters annually. It employs over 1,000 passionate professionals who share a commitment to combining craftsmanship with forward-thinking innovation.

The company’s international division is responsible for managing and expanding its business beyond its core domestic market. With a focus on long-term development, this unit plays a central role in building the brand globally and shaping its presence across diverse markets. France, in particular, has been identified as a strategic growth territory, with significant potential in the premium On Trade segment. The brand enjoys high recognition and a strong reputation among discerning consumers, making it well-positioned to accelerate its success in the market.

Known for its premium product portfolio and high quality standards, the company takes an authentic and partnership-oriented approach to business. It values sustainable growth, responsible resource management, and the continuous evolution of its brewing and operational capabilities. This mindset, paired with a collaborative and entrepreneurial culture, offers employees both purpose and autonomy. There is ample room for ideas, initiative, and personal development, making it an inspiring environment for professionals who want to shape the future of beer culture in a meaningful way.

The company offers a strong portfolio of premium and competitive beer brands and provides its employees with clear career development opportunities and long-term growth potential. Employees benefit from a high degree of personal responsibility and find a dynamic, international working environment characterized by flat hierarchies and open communication.

More detailed information about the company and the specific role will be shared with you as the recruitment process progresses.