Purpose of the position:
The Sales Controller acts as a strategic finance business partner to the Sales organization, providing financial analysis, performance monitoring, and business insights to drive revenue growth and profitability.
The role oversees Sales financial performance, budgets, costs, expenses, and return on investment (ROI), while working closely with Sales Management in evaluating distributor profitability, optimizing commercial spending, and identifying opportunities for sustainable business growth.
Key responsibilities:
Sales Financial Performance and P&L Management
- Monitor and analyze Sales financial performance against budget, targets, and historical results.
- Review revenue, gross margins, trade discounts, rebates, incentives, and other commercial expenses.
- Partner with Sales in reviewing distributor P&Ls, identifying profitability gaps and recommending improvement measures.
- Provide financial insights to support distributor business reviews and commercial decisions.
Budget and Cost Management
- Lead the preparation and monitoring of the Sales department budget in coordination with Sales Management.
- Monitor actual expenses against approved budgets and analyze significant variances.
- Track cost-to-sales ratios and evaluate selling, distribution, trade promotion, and other Sales-related expenses.
- Identify opportunities to improve cost efficiency without compromising revenue growth and business objectives.
Sales Productivity and ROI Monitoring
- Evaluate the financial performance and ROI of sales activities, trade promotions, incentives, and commercial programs.
- Analyze profitability by distributor, customer, territory, product, and sales channel.
- Monitor sales productivity and resource utilization, identifying opportunities to improve returns on Sales investments.
- Recommend actions to optimize commercial spending and improve overall profitability.
Commercial Finance and Business Partnership
- Work closely with Sales Management in identifying opportunities for profitable revenue growth.
- Provide financial evaluation of proposed pricing, discounts, trade promotions, and other commercial initiatives.
- Conduct financial modeling and scenario analysis to support business planning and decision-making.
- Challenge commercial decisions that may increase sales volume but negatively impact margins or profitability.
- Promote financial awareness, accountability, and a profitability mindset within the Sales organization.
Financial Reporting and Analysis
- Develop and maintain Sales financial dashboards and management reports covering revenue, margins, budgets, expenses, and ROI.
- Prepare regular financial performance reviews highlighting results, variances, risks, and opportunities.
- Ensure accuracy and timely availability of financial information in coordination with Finance and Accounting.
- Present findings and actionable recommendations to Sales and Finance Management.
Qualifications, knowledge, skills required:
- Bachelor's degree in Accountancy, Finance, Management Accounting, or a related business course.
- CPA is preferred but not required.
- At least 5 years of relevant experience in Financial Planning and Analysis (FP&A), Commercial Finance, Financial Controlling, or a similar role.
- FMCG industry experience is highly preferred, particularly in Sales Finance, distributor management, or commercial operations.
- Strong understanding of P&L management, budgeting, financial analysis, cost management, and profitability.
- Proficient in MS Excel and financial reporting tools; ERP and business intelligence system experience is an advantage.