Country & Commercial Lead – Finland, Denmark & Baltics - Upfield

Country & Commercial Lead – Finland, Denmark & Baltics

"Are You the Visionary Leader Ready to Ignite Growth and Transformation? Step Up to Drive the Retail Sales Function for Finland, Denmark, and the Baltics in this Dynamic and Rewarding Role!"


Location: Helsinki, Finland



At Upfield, we make people healthier and happier with great tasting, natural, plant-based nutrition products that are better for the planet and free from plastic. As a global plant-based company, Upfield is the #1 producer of plant-based spreads, creams and cheeses with more than 100 brands, including iconic brands like FLORA, RAMA, BLUEBAND, PROACTIV, BECEL, I CAN’T BELIEVE IT’S NOT BUTTER, COUNTRY CROCK, VIOLIFE and many others.

With headquarters in Amsterdam, we sell our products in over 95 countries and have 14 manufacturing sites throughout the world. The company employs over 4.200 Associates. Since 1871, we have been the world authority in the spreads category which gives us unmatched experience, know-how and inspiration. We will open our new Food Science Center in Wageningen in June 2022, with state of the art R&D facilities to pioneer plant based food.

We are focused on leading in this new era focused on delivering healthier products that are great tasting, have superior quality and help us deliver on our vision to create “A Better Plant-Based Future.”


About the position

Embrace a dynamic role as the proactive leader of Retail Sales for Finland, Denmark, and the Baltics, where your vision and drive will be key to meeting commercial and financial objectives, thereby furthering our ambitious growth agenda in sync with our overall strategy.

This prominent leadership position is an integral part of the Northern Europe Cluster Leadership Team, giving you P&L ownership of the Finland, Denmark & Baltics business - a challenge designed for a strategic thinker and doer.

As the helm of the sales function, you'll have the chance to shape local strategy and organization, seamlessly translating these into accomplished sales goals and remarkable execution. Reporting to the Cluster General Manager Northern Europe, your ability to inspire and lead local sales teams will be vital, as well as fostering a harmonious relationship among all local functions, steering them towards unified objectives.

This position calls for a true multi-functional mindset and an unwavering drive. As Country Lead, you won't just lead, but also represent our Company at trade and industry forums, in media relations and beyond. This isn't just a leadership role - it's a chance to be a true ambassador for our Company, embodying and broadcasting our mission and values.


Key Responsibilities

  • Seize the opportunity to shape and execute local strategies, including crafting and implementing annual plans. You'll play a significant part in annual planning for not just the Finland, Denmark & Baltics market, but the broader Northern Europe cluster.
  • Work collaboratively to develop innovative local category and pricing strategies, supported by robust trade marketing plans that drive growth and engagement.
  • Take ownership of local P&L and commit to delivering on mission objectives, underscoring the importance of strategic financial management.
  • Harness the potential of our 3rd party distribution partners by nurturing relationships that catalyze growth and mutual success.
  • Embrace the role of a change leader, driving our growth agenda and guiding business transformation with vision and determination.
  • Foster lasting, influential relationships with key decision makers in major accounts, instilling a sense of loyalty, support, and advocacy that bolsters our standing in the trade.
  • Utilize a data-led approach to maintain strong stock positions and ensure accurate sales forecasting, thereby promoting a solid, reliable supply chain.
  • Bridge the gap between customer needs and category insights, sharing vital information with relevant stakeholders to guide portfolio and innovation initiatives.
  • Develop and inspire your local team through strong, hands-on leadership that fosters a unified approach, embodies a can-do attitude, and motivates team members to achieve their best.
  • Promote effective collaboration with other cluster and European functions such as marketing, finance, HR, supply chain, R&D, and more, ensuring all teams are in sync and working towards common goals.
  • Lead incisive business reviews, and drive collaboration across the multifunctional organization, fostering strong links between local and central organizations.
  • Act as a beacon of engagement within teams, nurturing a sense of unity, and galvanizing local teams to support our business objectives with unwavering commitment and enthusiasm.


So what does it take to be successful in this role?

  • Possess strategic acumen fortified by robust commercial instincts and exceptional business planning skills.
  • Bring to the table FMCG experience and an in-depth understanding of the Finnish retail landscape. Experience in private equity is desirable.
  • Demonstrate a proven track record of P&L responsibility and adept people management.
  • Embody a collaborative ethos, exuding a team player spirit and a unifying 'one team' mentality.
  • Couple strategic thinking with a hands-on attitude, showcasing an ability to thrive within lean, high-pressure teams.
  • Exemplary interpersonal and communication skills, facilitating effective and impactful dialogues.
  • A proven leader, experienced in inspiring, coaching, and uniting teams to realize shared success.
  • An eager learner showcasing tenacity and high resilience, bolstered by a can-do approach.
  • Be a beacon of positivity and optimism, relishing the hard work as much as the fun in team collaboration.
  • Adopt an agile and flexible approach in a business where change and transformation are at its core.
  • A self-starter who thrives in a fast-paced, dynamic environment, propelling both individual and team performance.


What’s next

If this position sounds interesting, please hit the apply button now! If you have additional questions, you can send myself, Richard Hodgson, a WhatsApp message on +44 (0) 7826 900 399


We understand your resume might not be up to date, we recommend that you apply with what you have or your LinkedIn Profile. Upfield is dedicated to building an inclusive and diverse workplace, we understand that you might not hit all the requirements stated in the description, but we encourage you to apply anyway. You might be the right candidate for this role or other roles. 


“The deadline to apply for this position is 9th June. The first stage of the process will be a Video interview with our Talent Acquisition Consultant Richard Hodgson on the 12-14th June. The first interview with the Hiring manager will take place on the 15th June. The Final Interview will be within 3 days thereafter"


Upfield is an employer committed to diversity and inclusion in the workplace and equal opportunities for all. We recruit based only on values, qualifications, performance, skills, behaviours, experience, and knowledge. We ensure job advertisements are free from unintentional bias.

No personal characteristics should be a barrier to joining Upfield. We prohibit discrimination and harassment based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or other personal characteristics.


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