Sales Director

As AIRSCREAM continues its evolution into a diversified lifestyle group, the Vape Division remains our foundational business and a critical driver of revenue, brand equity, and global reach. To accelerate growth and navigate increasing regulatory complexities, we are seeking a

Sales Director

with the strategic vision, operational rigor, and commercial leadership to reshape our go-to-market model, drive sustainable growth, and future-proof our global sales strategy. This role is a succession-critical position reporting directly to the Group CEO and sits on the extended leadership team. Key Responsibilities

Strategic Sales Leadership :

Drive commercial strategy and implementation aligned with Group growth priorities and market-specific dynamics. Global Expansion & Market Penetration :

Lead entry and acceleration in key growth markets (EU, MENA, LATAM, SE Asia). RTM Transformation :

Phase out low-value DSD arrangements and establish efficient, scalable FMCG-grade distribution partnerships. Commercial Operations :

Full ownership of Vape Division P&L, pricing, forecasting, and performance metrics. Cross-Functional Alignment :

Collaborate with Regulatory, Legal, Brand, Product, and Finance to deliver compliant, brand-led growth. Team Development :

Build and lead a global commercial team with performance accountability and market agility. Key Requirements

Minimum

10 years’ experience

in commercial leadership roles within vape, FMCG, pharmaceutical, or other regulated consumer goods industries. Global market expertise

with a proven ability to operate across diverse markets and navigate varying regulatory environments. Leadership style

that is commercially astute, data-driven, and people-centric, with strong P&L ownership and stakeholder management skills. Commercial skill set

including go-to-market (GTM) strategy, sales transformation, distributor development, pricing governance, and experience with AI-enabled sales tools. Culture fit

for a fast-paced, accountable, entrepreneurial, brand-led, and purpose-driven environment.

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