Country Manager Benelux

Join us in shaping the future of consumer engagement and sales excellence in the outdoor industry at Haglöfs.

We are looking for a driven and strategic Country Manager to lead our market operations and bring our brand closer to consumers through impactful sales strategies and strong retail partnerships.

This role reports to the Head of Sales Central & Western Europe and is based in the Netherlands – ideally Amsterdam or Leusden.

Mission

As Country Manager, you will lead and manage the country sales process, while embedding a deep understanding of consumer needs into both Haglöfs' seasonal and long-term business strategies. You'll be responsible for driving growth and profitability by activating global and seasonal brand and product campaigns to optimize consumer engagement, sell-through, and strengthen brand awareness and loyalty. The role carries territorial responsibility, with direct accountability for the Wholesale business and indirect responsibility for owned Retail. You'll partner with cross-functional teams to ensure market activities align with consumer expectations and corporate goals.

Goals

Deliver annual sales, profitability, and consumer satisfaction targets.

Manage and achieve sales and market share growth across Key Accounts and the field sales team, with a focus on meeting consumer demands.

Build long-term, consumer-driven relationships with key retail partners.

Develop and implement a strategic sales and consumer engagement plan for the local sales team, ensuring market relevance and exceptional consumer experience.

Skills & Requirements

Key Responsibilities

Strategic Planning and Profitability

Lead efforts to achieve country goals – including sales budget, gross margin targets, and cost optimization to maximize profitability – with consumer-centric strategies.

Develop and execute a localized strategic plan that reflects corporate directions while addressing consumer trends and needs.

Optimize business growth by integrating consumer insights into the execution of the global Brand Platform in the market.

Manage the seasonal sales process with consumer demand forecasting, ensuring accurate production planning and inventory optimization.

Develop sustainable strategies to manage close-out sales while safeguarding brand perception.

Marketplace and Account Management

Continuously analyze consumer behavior, preferences, and trends to inform sales actions and strategies.

Drive Haglöfs' selective distribution policy while ensuring it aligns with consumer expectations for accessibility and exclusivity.

Manage account-level payment terms, discounts, marketing contributions, and costs to enhance both customer satisfaction and profitability.

Lead the development of consumer-focused training for customers, ensuring retail partners are equipped to enhance the consumer experience.

Ensure high-quality, consumer-oriented customer service and evolve processes to meet modern consumer expectations, including managing cancellations, returns, and order adjustments.

Leadership – when applicable

Build a consumer-first culture within the Country Team by recruiting, coaching, and evaluating team members with a focus on consumer-centric excellence.

Instill Haglöfs' core values in all team members, ensuring a consistent approach throughout the organization.

Set clear goals and provide coaching to foster team success, empowering employees to act as advocates for the Haglöfs brand in their interactions with partners.

Market and Consumer Knowledge

Stay current on retail trends, consumer price sensitivity, competitor movements, and the evolving distribution landscape to drive consumer-focused strategies.

Collaborate with Global Marketing and Brand teams to ensure local market initiatives resonate with consumers, drive joint growth with partners and align with Haglöfs' centralized marketing strategy.

Seek out and implement best practices for consumer engagement and retail excellence, both within Haglöfs and through external benchmarking.

Skills & Requirements

Expertise in driving sales and consumer engagement.

At least 10 years of practical experience as a sales and people manager in the Sport, Fashion, or Consumer Goods industry, with a strong consumer focus.

Proven success in growing sales and optimizing gross and net margin performance.

Background in Sales, Business Management, Marketing, or a related field.

Demonstrated ability to align sales strategies with consumer expectations, delivering measurable results.

Ideally with high affinity for the outdoor industry and an interest in outdoor sports and activities.

Personal Traits

Strong consumer orientation with an ability to anticipate and adapt to changing consumer needs.

Passionate about delivering exceptional consumer experiences while achieving commercial success.

Inspiring and convincing personality, capable of motivating others to adopt a consumer-first mindset.

Excellent negotiation, communication, and analytical skills.

High affinity for the Haglöfs brand and a strong interest in outdoor and sports activities.

If this sounds like your next challenge, we look forward to receiving your application

Great Place to Work

Born in Sweden. Engineered for nature.

At Haglöfs, we don't believe in conquering nature. Instead, we believe in moving with it, growing through every step. Since 1914, we've engineered our gear to not only endure the elements, but to let you roam farther, wilder, freer – in the greatest playground ever made.

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Consumer First

Consumers are at the heart of everything we do, driving us to exceed their expectations across all aspects of our business.

Innovation

We embrace creativity and technological advancements, pushing boundaries to continuously improve our products, services and operations. We continuously look for new, unique and better ways of doing things.

Performance driven

We are committed to delivering high-quality products that perform exceptionally. We strive for results and excellence in everything we do as a company and a team.

Collaborative

We believe in the power of working together, supporting our colleagues to create a positive environment where we achieve what is best for Haglöfs, our customers and employees.

Responsible

We take responsibility and operate with a strong business-mindset, honesty, and transparency in everything we do. We take ownership to drive success for Haglöfs.

Carina von Schrottenberg | Contact Person

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Haglöfs

Netherlands | Hybrid

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