What FMCG Brands Really Want in Sales Leaders Right Now

The definition of a great sales leader in FMCG is changing. 

As brands face shifting consumer behaviours, tighter margins, and rising expectations across every channel, they’re adjusting what they look for in their commercial leaders. It's no longer just about hitting numbers. Sales leadership today is about being commercially sharp, digitally fluent, and strategically collaborative, with the ability to bring others with you. 

Here’s what we’re seeing from our day-to-day conversations with clients and candidates in the sector, and what’s shaping the next generation of sales leadership in FMCG.
 

Digital confidence is no longer optional 

There’s been a clear pivot toward hiring leaders who understand how to grow in digital-first environments. Whether it’s e-commerce, DTC, or retail media strategy, this knowledge is fast becoming a baseline requirement, not a specialist add-on. 

Interestingly, it’s not just about deep technical skills, it’s also about mindset: being able to see opportunities in digital channels, ask the right questions, and guide teams through change.
 

Commercial acumen 

Commercial acumen has always been important, but now it’s paired with an expectation that leaders can turn data into something meaningful. The ability to use tools like Kantar or Power BI to spot patterns, build retailer stories, and support cross-functional conversations is a real differentiator. 

As one client recently put it: “We don’t need analysts. But we do need people who are comfortable with data and can translate it for others.” That sweet spot between instinct and insight is where today’s top performers sit. 

Strategic agility over playbook thinking 

Businesses are looking for leaders with the agility, those who are comfortable navigating ambiguity and not relying on playbooks that worked five years ago. That’s especially true in categories facing rapid change or pricing pressure. 

There’s a growing appetite for leaders who ask better questions, challenge the norm, and can pivot when the market shifts. It's not just about ‘driving the plan’, it’s about helping shape it, too. 

Building teams, not just pipelines 

Another shift we’re seeing is a greater emphasis on people leadership. Not just managing performance, but mentoring, developing, and creating cultures where teams feel supported and empowered. 

This comes through strongly in interviews. Candidates who can talk credibly about how they’ve grown capability in their team, or how they’ve built resilience during change, are standing out. With hybrid working now the norm (usually 3 days in-office), that ability to create connection, trust and direction, whether face-to-face or remotely, is more important than ever. 

Sector-specific experience still counts 

While agility and leadership style carry weight, deep category experience is still often the deciding factor, especially at final stages. Clients want someone who knows the nuances of the channel, the customer landscape, and how things get done. 

That said, we’re seeing more openness to cross-category moves if a candidate brings transferable strengths: strong commercial thinking, relevant customer exposure, or experience scaling digital capability. 

Candidates are asking different questions 

It’s not just clients who are shifting expectations, candidates are too. Many are being more selective, asking better questions about culture, values, flexibility and long-term growth. They’re not just looking for a title or a pay bump, they’re weighing up purpose, leadership, and what life will look like beyond the first 90 days. 

And they’re often weighing up multiple offers. We’re seeing a rise in counteroffers, but more interestingly, candidates are less tempted by money alone. Clear communication, transparency, and a compelling wider proposition are what tend to win. 

Where it’s all heading 

Sales leadership in FMCG is evolving from deal-achiever to enterprise influencer. It’s about bringing together strategy, data, and people in a way that creates growth and momentum across the business. 

And while every brief is different, the best-fit candidates we place often share the same traits: curiosity, clarity, and commercial edge, grounded in experience, but forward-looking in approach. 

If you're making key hiring decisions, or considering your next move, now is the time to be informed, not reactive. Our specialist Sales and Marketing team are here to offer real-time perspective and honest advice. 

Want a full overview of what's happening in the sales and marketing hiring landscape just now? Access our full Mid-Year Market Update here.