Commercial Director, Mattresses & Pillows

Tuesday, May 9, 2017

Company Background

The Vita Group is a world-class producer of cellular foams and industrial polymers.

The group was formed over 60 years ago as British Vita and now operates internationally supplying a vast range of materials for applications including transportation, general industry, construction, furniture & bedding and packaging.
Operating across Europe and with a presence in the US & China with 43 sites in 13 countries, The Vita Group works with customers to provide them with innovative, quality products.

A leader in a wide range of markets, Vita develops, manufactures and markets flexible polyurethane (PU), Talalay latex and flooring products to create comfort, quality and functional solutions for its customers.

A group of companies characterized by an entrepreneurial spirit; EBITDA for continuing operations was €51.0m (2014: €35.1m).

The Vita Group continued its expansion in Eastern Europe in 2000s with further conversion sites and greenfield factories opening in Hungary, Romania and Slovakia.

Vitafoam Romania is a greenfield investment opened in 2009 with 3 production sites, in Maramures, Timis and Mures counties. Currently employing appr. 250 people and serving multiple markets in the SEE region: Bulgaria, Albania, Serbia.

Starting with 2013, Vitafoam Romania started up a new brand, Adormo, a business line of the company specializing in bed mattresses. Both production and sales: a production unit based in Ludus, Mures, and the sales and marketing office located in Bucharest.

Adormo brand is currently addressing clients needs through four distinct sales channels: large retailers (both DIY and hypermarket), hotel sector, private label production and e-commerce.

The Commercial Director

Directly reporting to the Country Business Manager, the Commercial Director will be located in the Bucharest office and will undertake direct responsibility for the whole commercial operations for mattresses under Adormo line of business, in Romania and abroad.

Overall responsibility will include (but not limited to) the development and consolidation of the market position of Adormo line of business.

General Responsibilities:

Selected candidate will directly manage current and future sales negotiation of product target settings, objective setting, and final price settlements to meet business objectives. 
Will be responsible for leading all commercial activities with key accounts and direct supervising distributors.
Will continually develop and expand a position of influence with key customer decision makers.
Hands-on leadership in the development of Sales / Marketing / Brand strategies to ensure consistent growth and market share. Responsible for establishing strategies, policies and procedures governing the commercial activities for at least one major brand.
Create enthusiasm at all stakeholders’ level for new products/brand/project opportunities and assist in the successful development and implementation of relevant strategies.
Monitor program progress, providing advice and tactical support to ensure results meet budget.
Provide intelligence from the marketplace to management within the region.
Assist in resolving manufacturing and forecasting issues as they arise.
Create analytical models for key products, highlight trends, and develop marketing and business plans.
Will be responsible for customer information flow in reference to financial, deliver, and quality issues.
Communicate the plans to national and regional management.

Relevant Experience:

Functional: in commercial, sales, marketing and professional business development; commercial management of the distribution, partners and key accounts management; strong logistic and operational competencies.

Industry experience: in companies addressing the same client typology with similar products using the same commercial pattern (B2B2C: producer to distribution channels to consumer).
Basically, but not exclusively, we will appreciate experience in the segment of durable consumer products, such as: household goods, home design and decorative products, consumer electronics, home appliances, furniture, tools, sports equipment, etc.

Organizational: acquainted and comfortable to perform in a multinational organization that is equally described by a structured and systemic fashion as well as an entrepreneurial leadership style; with firm organizational procedures and processes and, in the same time, with a goal-oriented mindset; administrative easiness.

Leadership: experienced in successfully leading commercial teams.

Professional Skills:

Commercial budgeting and forecasting. Development, communication, implementation, monitoring and achievement of commercial strategic plans. Managing from a dashboard of financial targets and results;
Proven judgment and the ability to make strategic commercial and financial decisions.
Strategic and data-driven thinker with excellent analytical skills; ability to identify and respond to issues/opportunities in a timely manner.
Hands-on, directly managing day-to-day relationships with major business partners, internal and external stakeholders;
Strong personal network of relations within the market or the proven ease to build one.
The ability to understand and manage successful marketing, branding and strategic communications initiatives in today’s rapidly changing business environment.

Personal Traits:
Charismatic and effective communicator who can clearly articulate the commercial message and inspire and earn the engagement of internal and external stakeholders.
Executive presence and superior relationship cultivation skills;
A creative, innovative thinker with a propensity for delivering projects and finding solutions to difficult challenges. Blue-Ocean type strategic thinking.

The position will be based in the Bucharest office full time.

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Advice Executive Search Romania has been retained as exclusive consultant to conduct this search in Romania.

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