The position

Lead global sales and marketing strategy, grow revenue and market presence, develop top talent across multiple regions, drive account management and upselling, and implement best-in-class sales processes and performance metrics.

Your tasks and responsibilities

• Define and drive sales & marketing strategy: Assess market positioning, customer segmentation, and competitive landscape to set a clear strategic direction aligned with corporate objectives.
• Develop and execute strategic plans: Create and implement long-term sales and marketing plans, including product positioning, packaging, pricing, advertising, and promotional initiatives to maximize market share and profitability.
• Implement sales excellence and governance: Establish systematic sales processes, CRM practices, performance metrics, forecasting, and reporting; monitor results versus targets and continuously improve effectiveness.
• Drive customer and channel growth: Lead key account strategy, support upselling and share-of-wallet growth, develop market channels, and maintain hands-on involvement with 1-2 major clients.
• Lead and develop an international team: Manage, coach, and grow a dispersed sales & marketing team of 11FTE (7 direct reports) across Europe and Asia, fostering strong alignment with R&D, production, and supply chain.
• Act as senior business leader: Report directly to the CEO, serve as a member of the management team, and promote a culture of openness, accountability, and continuous improvement across the organization.

Your profile and experience

• You have proven experience in senior sales or commercial management roles (ideally including marketing), preferably within a manufacturing and customer-driven environment. Exposure to sports or bicycle-related industries is a strong plus.
• You demonstrate experience managing and developing international teams, with the ability to align sales closely with customers and internal functions.
• You have hands-on experience successfully implementing and embedding CRM systems, with a structured, data-driven approach to sales management.
• You are experienced in working with customers and teams spread across the globe, while being located in Germany, the Netherlands or Finland yourself. Traveling frequently is not an issue. Previous exposure to Asia is an advantage.
• You possess a Master’s degree or equivalent in business, marketing, sales, or a related field. Speaking English fluently is required, while knowledge of German, Dutch, French, Finnish and/or Swedish provide extra points.

Interested?

Please send your CV and cover letter through Apply/Submit CV function no later than 28th of February (ref.no. FI-18628).

Alternatively, or for more additional information, please contact Wouter Snauwaert on [email protected]

This recruitment is exclusively performed by Mercuri Urval.

About the company

Herrmans Bike Components Ltd is a well-established Finnish manufacturer of bicycle components, recognized in Europe for its high-quality products that enhance cyclist comfort, safety, and performance. Backed by the private equity firm Sponsor Capital, Herrmans combines long-standing craftsmanship with modern manufacturing and strong in-house R&D capabilities.

The company develops and produces a broad portfolio of bike parts and accessories, collaborating closely with leading bicycle OEMs to deliver both standard and customized solutions. With operations and commercial presence in key international markets, Herrmans serves a global customer base and generates annual revenues of approximately €20 million.

Today, Herrmans is entering a new phase of development, with a clear ambition to strengthen its international sales and marketing capabilities, deepen strategic customer relationships, and accelerate sustainable growth.

LinkedIn: https://www.linkedin.com/company/herrmans-bike-components/posts/?feedView=all

Read more: www.herrmans.e

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