Sales Director - CEE & GSA (Frankfurt base)

Hasbro SA, based in Delemont Switzerland, manufactures and sells Hasbro toy and games products around the world. Hasbro European Trading BV ('HET') is Hasbro SA’s distributor in Europe, which sells to Hasbro SA’s customers in all major European countries.  Hasbro International Trading BV ('HIT') is Hasbro SA's distributor for FOB sales in Europe  Hasbro Deutschland GmbH ('the Company') provides sales, marketing and other services to HET and HIT in Germany.

Role summary

Lead Hasbro’s commercial performance across Central & Eastern Europe (CEE) and Germany, Switzerland & Austria (GSA), delivering sustainable profitable growth. Own customer strategy, investment governance and senior customer partnerships, while building a high-performing team and collaborating cross-functionally to deliver Hasbro brand and portfolio priorities.

Location & hybrid working pattern

Based in Frankfurt, Germany. This role follows Hasbro’s hybrid working pattern: in-office Tuesday, Wednesday and Thursday, with remote work on Monday and Friday by agreement with the line manager and subject to business needs.

Leadership scope

• People leadership of a multi-market sales team; accountable for talent, capability building, succession and performance culture.
• Senior leadership interface with European/Regional Sales Leadership and key cross-functional partners.

Key responsibilities

1) Deliver performance & P&L outcomes

• Own delivery of budgeted net sales, operating margin and investment targets across CEE & GSA; actively manage risks and opportunities through gap analysis and corrective action.
• Lead the annual and in-year business planning cycle (forecasting, phasing, pipeline visibility) and ensure robust execution discipline.

2) Set and execute customer & market strategy

• Develop and deliver multi-year (1–5-year) commercial strategies aligned with Hasbro brand/portfolio priorities and regional direction.
• Drive joint business plans with priority customers and distributor/partner networks; define shared KPIs, cadence and governance to deliver mutual growth.
• Own range, distribution and activation recommendations (including exclusives) to optimise brand representation, shelf presence and retailer execution.

3) Lead senior customer relationships & negotiations

• Build and sustain executive-level partnerships with key retail customers and strategic partners; lead key customer meetings and steer complex negotiations.
• Lead contract and trading term development; ensure compliant, consistent and value-accretive agreements, escalating as required for approvals.

4) Investment governance & commercial controls

• Own trade investment and allowance strategy (incl. PAF and JMA budgets where applicable): modelling, recommendation, approval alignment and performance tracking.
• Ensure performance-based use of investment, robust controls and clear ROI discipline; develop customer profitability views and decision frameworks.

5) Cross-functional leadership

• Partner with Regional & Local Marketing, Sales Operations, Finance, Supply/Planning, and Category teams to align forecasts, execution, and customer-facing plans.
• Share best practices across European/Global sales leadership; lead cross-market initiatives that improve ways of working and performance.

6) People leadership & culture

• Recruit, develop and retain talent; set clear objectives, coach for impact, and run a consistent performance and succession rhythm.
• Model leadership behaviours: growth mindset, accountability, thoughtful risk-taking, resilience and effective stakeholder management.

Key stakeholders

• External: senior leadership at key retailers, distributors/partners and service providers across CEE & GSA.
• Internal: Regional/European Sales Leadership, Marketing (Regional & Local), Finance, Sales Operations, Supply Chain/Planning, Category/Revenue Growth Management, Consumer Products (as applicable).

Skills & experience

• Senior commercial leadership experience across multi-country/complex route-to-market environments, ideally FMCG/consumer goods/retail.
• Proven track record of delivering net sales and margin outcomes, with strong trade investment and ROI discipline.
• Executive-level customer relationship management and contract negotiation capability.
• Strong analytical and financial modelling skills; able to challenge assumptions and drive clear recommendations.
• Inspirational people leader; strong collaboration and influence across matrixed organisations.

Leadership values

• Knowing is Half the Battle – use data and insight to make better decisions; keep the customer/fan at the centre.
• Take Charge – operate like an owner; take smart risks; enrol others.
• Break the Mold – stay curious; seek continuous improvement; innovate and experiment.
• Be Legendary – dream big; stay hungry; translate strategy into action; inspire others.
• The Matrix of Leadership – lead with integrity; build trust; hold self and others accountable; be values-based.
• Friendship is Magic – collaborate to achieve shared goals; value diverse viewpoints; develop others.

#LI-Hybrid

Hasbro is an Equal Opportunities Employer

The above is intended to describe the general content of the role, and the requirements for satisfactory performance in this position. It is not to be construed as an exhaustive statement of the duties, responsibilities, or role requirements. We value diversity at Hasbro, and do not discriminate on the basis of race, religion, colour, national origin, gender, sexual orientation, age, marital status, or disability status. 

Interviews at Hasbro take place in person and virtually as part of our recruitment process. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. If you are selected to move forward in our application process and you have a medical condition or an individual need for adjustment to our process, and you believe it may affect your ability to be at your best, please let your recruitment partner know, so we can consider how best we can support you and make any adjustments that may reasonably be needed.