Commercial Director

2 days ago

Shah Alam, Selangor, Malaysia AIRSCREAM UK Full time 120,000 - 240,000 per year

Role Overview

As AIRSCREAM continues its evolution into a diversified lifestyle group, the Vape Division remains our foundational business and a critical driver of revenue, brand equity, and global reach. To accelerate growth and navigate increasing regulatory complexities, we are seeking a
Commercial
Director
with the strategic vision, operational rigor, and commercial leadership to reshape our go-to-market model, drive sustainable growth, and future-proof our global sales strategy. This role is a succession-critical position reporting directly to the Group CEO and sits on the extended leadership team.

Key Responsibilities:

  • Strategic Sales Leadership:
    Drive commercial strategy and implementation aligned with Group growth priorities and market-specific dynamics.
  • Global Expansion & Market Penetration:
    Lead entry and acceleration in key growth markets (EU, MENA, LATAM, SE Asia).
  • RTM Transformation:
    Phase out low-value DSD arrangements and establish efficient, scalable FMCG-grade distribution partnerships.
  • Commercial Operations:
    Full ownership of Vape Division P&L, pricing, forecasting, and performance metrics.
  • Cross-Functional Alignment:
    Collaborate with Regulatory, Legal, Brand, Product, and Finance to deliver compliant, brand-led growth.
  • Team Development:
    Build and lead a global commercial team with performance accountability and market agility.

Key Requirements:

  • Minimum
    10 years' experience
    in commercial leadership roles within vape, FMCG, pharmaceutical, or other regulated consumer goods industries.
  • Global market expertise
    with a proven ability to operate across diverse markets and navigate varying regulatory environments.
  • Leadership style
    that is commercially astute, data-driven, and people-centric, with strong P&L ownership and stakeholder management skills.
  • Commercial skill set
    including go-to-market (GTM) strategy, sales transformation, distributor development, pricing governance, and experience with AI-enabled sales tools.
  • Culture fit
    for a fast-paced, accountable, entrepreneurial, brand-led, and purpose-driven environment.

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