Client Background
The client is a major FMCG company operating in Sri Lanka, competing across both modern and general trade channels, two distinct distribution environments that demand different commercial approaches operating under one strategy.
The Challenge
The company needed a Commercial Director to lead a sales and distribution transformation spanning both modern and general trade channels, a role requiring genuine command of two different commercial environments, not strength in one applied to the other. The company needed a leader capable of actually driving transformation, not simply managing existing sales structures, given the transformation the business had committed to.